Brilliance Auto: A Chinese Automaker with Global Ambitions


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:

Case Code : BSTR369 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

Business Strategy / International Business Management / Globalization Strategy / Product Development and Innovation / Marketing Management
Case Length : 22 Pages
Period : 2003-2009
Pub Date : 2010
Teaching Note : Available
Organization : Brilliance China Automotive Holdings Ltd
Industry : Automotive
Countries : China, US, Germany

Abstract:

The case describes Brilliance China Automotive Holdings Ltd. (Brilliance Auto)'s growth initiatives in the Chinese and global auto markets. It begins with a brief history of the company and then talks about its JVs and its technology transfer agreements with major global automakers.

The case also mentions the development of several innovative vehicles that helped the company grow in the domestic auto market.

It then talks about some of the forays made by the company in auto markets across the world, and concludes with a brief overview of the company's latest projects and future prospects.

Issues:

New product development, through constant innovation and technology transfers from partnerships with global auto giants.

Strategies for entering international markets.

Contents:

  Page No.
Introduction 1
Background Note 2
The Joint Venture with BMW 4
Brilliance Auto's Products 4
Becoming a Global Company 5
Entry into the European Market 6
Changing Fortunes 8
Moves to Enter the US Market 9
Future Plans 10
Outlook 9
Exhibits 13

Keywords:

Brilliance Auto, BS6, BS4, China Auto market, BMW Brilliance, Zhonghua sedan, US auto market, Global market strategy, Electric vehicles, minibuses

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