DONGFENG COMMERCIAL VEHICLE COMPANY
Code
CC-510-011
Date
2010
Industry
Automobiles & Automotives
Length
15 pages
Author(s)
Pfoertsch, Waldemar A.; Han Fang
Language
English
Company
DONGFENG COMMERCIAL VEHICLE COMPANY
Source
CEIBS
Discipline
Marketing & Sales
Key Words
Commercial vehicals; Car market penetration; Marketing; Brand building
Description
Dongfeng Company, the heavy commercial vehicle division of Dongfeng Motor Co., Ltd, primarily produced and assembled components and did foundry/forging roughcasts for its medium/heavy trucks and special-purpose vehicles. As the largest commercial vehicle producer in China, Dongfeng Commercial Vehicle Company looked to expand into the overseas markets, like Europe, Middle East, Latin America, and Africa. Having established an overseas market department, Dongfeng was paying close attention to the overseas market in a bid to adjust its international marketing strategy. The top management believed that they should concentrate on the improvement of after-sales service and maintenance of commercial vehicles. It was brand strategy that played a crucial role.
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