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분야
pptx2.Dongfeng Yueda Kia Co. (DYK)
3.Specification
.4.Why Tian Rima?
5.Tian Lima’s brand image
6.positioning strategies
7.Advertisement strategies
8.Product strategy of TianLiMa
9.Chinese Distribution System
10.4S Shops
11.Automobile Purchases
12.Potential Problem
Slowly cancelling Dealer shops and implementing more 4S Shops
Strong pressure due to high investment requirements in some small cities
Abilities of the dealers are not that great (in terms of profitability)
Late entry, yet very successful
Focuses on personal consumption of automobiles
Efforts concentrated on customer satisfaction and loyalty
Requires Huge amounts of fundings
Created somewhat more solid channel structure
Brand consolidation and Profit maximization
Customer-Centric Approach, with enhanced A/S
Requires huge initial investments
May damage brand luxuriousness (?)
VW
Advantage of securing the coverage of distribution channels of vast areas while it would suffer from inefficient overlapping costs, and damages on the brand image due to lack of control on price issues.
Toyota
Can unify the brand under a single CI with a very simple distribution channel. Nevertheless, doing so would hinder DYK’s plans to position their cars as a high-end premium car.
Although Kia’s Entry Strategies very successful, Kia will have to entrance another class of car market later.
Then Chinese customer may think, “KIA? Cheap, and Pretty good performance, That’s all. Their car unsuitable for luxury sedan.”
Kia could make penetration to Chinese market
through a totally new Premium Brand
EX ) Toyota - Lexus
