GEELY – CHINESE AUTOMOTIVE COMPANY- CASE STUDY

Publication Date : 01/01/2019


Author(s) :

CHAN CHUN SHUEN, NORMALA S. GOVINDARAJO.


Volume/Issue :
Volume 4
,
Issue 1
(01 - 2019)



Abstract :

This case study discusses about the situation of Geely Auto and its product Geely Boyue. The case analyzed the strategies and decision that have been chosen by Geely Auto to introduce Boyue in China and Malaysia. The case analyses the issues pertaining to Geely Auto and Geely Boyue, with the support of strategic management tools viz., SWOT, Porter’s Five Forces analysis, 4Ps model and VRIO model. Those analysis models is to determine the competitive advantage of Geely Boyue in the market, and also find out the best solution for Geely Auto to expand the company in the future. The case extends better understanding of Geely Auto Manufacturing Companies and business canvas in Malaysian context.


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