Guangzhou Honda Automobile Co., Ltd. - Honda's Entry into the China Car Market

Published 29 Oct 2002
Reference 5059
Topic Strategy
Region Asia
Summary

Honda became the new joint venture partner of the Guangzhou Automobile Group, after Peugeot’s pullout from Guangzhou in 1997. The new joint venture, Guangzhou Honda Automobile Co., Ltd., has made remarkable advancements from the start of the operation, although the competitors were operating in the red.

Teaching objectives

To design an entry strategy To look how a company can still succeed in a tough competitive environment by focusing on customers? preferences To discuss the changing business environment in China and the opportunities open by China?s entry into the WTO

Keywords
  • AR2002
  • AR0203
  • RD0902
  • CHINA
  • AUTOMOBILE
  • MARKET ENTRY
  • COMPETITIVE STRATEGY
  • JOINT VENTURE
  • HONDA
  • PEUGEOT