Great Wall Motor Company Limited:Corporate Culture: Improve Little by Little Everyday
Code
CC-309-018
Date
2010
Industry
Automobiles & Automotives
Length
21 pages
Author(s)
Pfoertsch, Waldemar A.; Mock, Jeffrey; Han, Fang
Language
English
Company
GREAT WALL MOTOR COMPANY LIMITED
Source
CEIBS
Discipline
Marketing & Sales
Description
Every one was thrilled to see a totally brand new Great Wall Motor at the 13th Shanghai International Auto Show in 2009. In its 1600 m2 show room, Great Wall Motor offered sedans, SUVs, Pickup-MPVs three primary layout stations with various models interspersed elegantly, stealing the show from its stage mate Toyota. The whole array presented production vehicles, show vehicles, special vehicle models, hi-tech engines and "12+3" products layout. Three high-end mysterious models finally made the much anticipated grand entry. Ms. Wang Fengying, the CEO of Great Wall Motor Co., LTD, pointed out that the whole concept of product categorization was revolved around emphasizing market positioning in each major category and enabling customers to dentify products. In addition, Great Wall Motor must continue to reinforce its championship in SUV and pickup markets hile focusing on its competitive advantage in manufacturing sedans. Integrating all three categories provides powerful support to the branding of Great Wall Motor, at the same time she reiterated the corporate culture of the company: improve little by little every day. Impressive achievement made however, the challenges in front of her were quite big, which was to expand from a pick-up and off road vehicles supplier to a full range car company.
Case Home