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

By Philippe Lasserre,  Ming Zeng
Published 29 Oct 2002
Reference 5059
Topic Strategy
Industry Automotive,  Transportation/Trucking/Railroad
Region Asia
Length 17 page(s)
Language English
Inspection copy
6.00
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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
About the authors
Lasserre

Philippe Lasserre

Emeritus Professor of Strategy and Asian Business

Ming Zeng


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