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Case Volvo

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Submitted By maxklebcar
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Strategic Management 1

Seminar 5

Volvo and Greely
With the acquisition of Volvo, Greely Holding gained access to a global dealership network, sophisticated automotive technology, and management know-how. A successful integration of Volvo could help Greely Holding improve its own line of cars for global market and position Greely as a unique brand in the fiercely competitive automobile industry.

What would you recommend to Li Shu Fu as Volvo strategy in China?
Maintain a independence of Volvo from Greely Volvo has established international reputation, Volvo cars became known for quality, safety, and somewhat quirky Swedish style, whereas Greely is a volume and low-cost brand. I would recommend maintain separate brand identities while Greely management takes seats or board.
Offer large, luxury Volvo models
I would recommend shift Volvo's brand image into luxury for Chinese market. Introduce new large model in china where luxury goods are desired as status symbol. Whit Volvo Greely has the opportunity to capture the demand for luxury cars. Also the experience and well established sale network of Greely in China is a strength that could help Volvo in this market. In addition, build a Volvo's plant in China is a good option that could help avoid tariffs.
Improve Greely's Brand Image
I would recommend imitate Volvo's methods for safety, upgrade their technical knowledge base from Volvo's experiences. Also, apply Volvo's products development process. Besides, I recommend shift brand image to low cost vehicles that is still reasonably priced.
References:
* Thunderbird School of Global Managment, Volvo and Greely. Andrew Inkpen and Michael H. Moffert, 2013 * Finance Yahoo, Retrived Dicember 1, 2014 publised June 17, 2014 from http://finance.yahoo.com/news/volvo-china-export-hub-executive-053701727--finance.html * Volvo Cars. Retrived Dicember 1,2014 from http://www.volvocars.com/za/top/about/news-events/pages/default.aspx?itemid=96

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