Car manufacturing

ALIGNING GLOBAL MARKETING STRATEGY OF PREMIUM CAR MANUFACTURER

How can a global premium car manufacturer align all china-specific insights and requirements with its overall global marketing strategy?

Situation:

A major global premium car manufacturer needed to develop a state-of-the-art three-year marketing plan for its China based operations. The challenge was to integrate various local research projects, insights, and planning documents into its new global marketing strategy framework within a short period of time. The project was crucial in convincing global headquarters to provide sufficient flexibility and resources to fully realize the potential of this fast-growing market.

Result:

Globeone conducted a review of all existing materials to evaluate the relevance and priorities for the impact on the country marketing plan. A meaningful storyline was developed and relevant parts of brand performance reviews, market outlooks, product and capacity planning, consumer insights, and media analyses extracted. Existing knowledge gaps were closed through insightful research. All materials were condensed into a consistent marketing, PR, CRM, and dealer marketing plan for the given period.

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