The Investigation of Volkswagen's Entry Strategy in China's Car Market

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MA MANAGEMENT DISSERTATION XIAOFENG WEN Table 4.4 Volkswagen in China 56 Figure 5.22-1 Growth of Real GDP of China 1978-2005 60 Figure 5.22-2 China’s Real GDP 1992-2004 61 Figure 5.22-3 China FDI Growth 1984-2004 61 Figure 5.3 Major Players and their relationship in China’s Car Industry 68 Table 6.2 SWOT analysis on VW in China 70 - 7 -
MA MANAGEMENT DISSERTATION XIAOFENG WEN 1.0 Introduction 1.1 Introduction The introduction chapter will briefly introduce the topic, the research objective, and the structure of the project, it seeks to make clear that why to choose this topic, what the project will do, and how to do. 1.2 Introduction of topic Car industry has been one of the fastest growing industries in the world for the last two decades, averagely a 2% annual growth (Eurosif, 2007), and it is still showing a upward trend, the growth rate is forecasted to be 27% from 2004 to 2009 (Datamonitor, 2007). While it is growing rapidly, the industry environment keeps continuously changing, and now the industry is highly competitive and consolidated, and the globalization of the industry has been accelerating dramatically. Nowadays, a few major players dominate the industry, mergers and alliances happen very frequently among them. With the saturation of the European market and the North American market, which have been the most competitive area in the last years, the new emerging economies in Latin America and East Asia have become the new battlefield for the giant global car makers. As well known, China’s car industry has a history of just 50 years since 1953, and it has become one of the pillar industries of China today. China has shifted from a nation of bikes to a mobile population in just one generation. Peng (2006) pointed out after China’s reformation in its foreign direct investment policy since 1981, more and more car makers in the world are racing into this market that also brings big change to this industry. For example, car sales in China are doubling almost every year, and it has been the world’s most revved-up car market. Nowadays, China’s car industry is growing from an infant industry to a mature industry. Most important, - 8 -
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The Investigation of Volkswagen's Entry Strategy in China's Car Market

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