International market entry and development of Ariel Motor Company in China

The report is based on the market entry and market development strategy of Ariel Motor Company, a light weight sports car and bike manufacturing and marketing firm in England. The discussion is focused on the market expansion strategy of Ariel Motor Company in China market. The discussion has evaluated the company structure and its internal strength and weaknesses. The further discussion has also illustrated the factors of macro environment in China which can affect the business expansion plan of the organisation. The proper discussion of the political, legal, socio-cultural, technological and environmental condition of China has allowed to efficiently evaluating the scopes and barriers of market entry for the organisation. The discussion has also evaluated the Hofstede’s cultural dimensions of the China population to detail their purchasing behaviour. This analysis has allowed the study to demonstrate the rationale behind choosing the China automobile market. The next section of the discussion has evaluated different international entry modes and their advantages and disadvantages. It has also provided details about the China market entry strategies of different leading organisation such as Volkswagen, General Motors and Toyota. This study has assisted to select joint venture as a suitable entry mode for the organisation in China market. The study has elaborated different external and internal factors that are influencing the international market entry procedure. Finally the report has detailed the market development strategies of the organisation in terms of different marketing mix tools.

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