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Geely's Acquisition

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“Geelys’s Acquisition of Volvo”

This is a case study about the acquisition of Volvo by Chinese Geely motor company. This is about global and Chinese automotive industry that discuss the international market entry barriers and strategies to over come.

Situational analysis

Geely is a car manufacturing company. It mainly deals in automotive industry. Automotive industry is emerging in China these days. With capital growth in China the social attributes are changing and different automotive companies are holding foots in China. Geely took start in 1998 when Li Shufu diversified from motorcycle manufacturing to car manufacturing company. This company was financed by a state owned bank. Geely is full filling the need gaps of economy class cars. No doubt it is modern company but with low-tech.

Strategies

Geely’s Corporate strategy

Geely is going to purchase Volvo with the support of Government of China who wants to develop cutting edge technology infrastructure in the country to meet the needs of near future. For this they decides to get FDIs and mergers with well known and reputed companies of the world. Ford motor took a move in 1999 and took over Volvo in US$ 6.45b. But with passage of time they could not get hold on it and company went into loss. Volvo is the best brand in the Europ with BMW and Mecedes. Now Gelly is there to get Volvo in US$ 1.8b.

Geely’s Strategy

Geely is focusing China and its production in 2009 was 330000 vehicles. Small and low cost vehicle are the main products of the company. Now with the emerging times Geely wants to full fill the future needs of Luxury cars in China and to compete with Mercedes and BMW.

Geely’s functional strategy

Geely is operating in China and it is easy to cover both Geely and Volvo’s channels to intensify the brand image in west as well as in China.

• Environmental (DEEPLIST) analysis

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