A Global Premium Automobile Brand on the Chinese Market: Positioning by means of differentiation
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
During the last years, China’s automobile industry, just like many other industries, has been growing very fast. Although average Chinese people still cannot afford a car of premium brand, the huge population base makes China one of the most interesting automobile markets in the world. Actually, the economy in China has been growing too fast in recent years. This fact, together with the vast geographical area and a huge population, makes the existing marketing theories and the past experiences no longer appropriate on the Chinese market. In this thesis, we have investigated the issue of how a global automobile manufacturer of a premium brand can position itself on the Chinese market. We have taken the hermeneutics and qualitative research approach and used Saab as a case study. Data were collected through literature research, by performing interviews and by using the Internet. We then processed the data through the theoretical framework, which consists of branding, segmentation, differentiation and positioning theories. The competitors were also analyzed. The result of the analysis shows that despite increasing competition, the segment for the automobile industry is still large enough to be of high interest for premium brand companies. The best positioning is to highlight the unique, important and desirable points-of-difference and points-of-parity of the brand. Taking Saab as an example, the uniqueness is its heritage, the design and the safety. Furthermore, although Chinese people are getting more and more brand aware they still have limited knowledge of premium brands. It is therefore essential to focus on building brand awareness. Our conclusions are applicable for all premium automobile brands on the Chinese market.
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IdentifiersURN: urn:nbn:se:su:diva-5201OAI: oai:DiVA.org:su-5201DiVA: diva2:194956