Version 1
: Received: 1 May 2023 / Approved: 1 May 2023 / Online: 1 May 2023 (04:07:19 CEST)
How to cite:
Kok, S.L.; Siripipatthanakul, S. The Challenges and Opportunities of Geely: A Marketing Case Study. Preprints2023, 2023050011. https://doi.org/10.20944/preprints202305.0011.v1
Kok, S.L.; Siripipatthanakul, S. The Challenges and Opportunities of Geely: A Marketing Case Study. Preprints 2023, 2023050011. https://doi.org/10.20944/preprints202305.0011.v1
Kok, S.L.; Siripipatthanakul, S. The Challenges and Opportunities of Geely: A Marketing Case Study. Preprints2023, 2023050011. https://doi.org/10.20944/preprints202305.0011.v1
APA Style
Kok, S.L., & Siripipatthanakul, S. (2023). <strong></strong>The Challenges and Opportunities of Geely: A Marketing Case Study. Preprints. https://doi.org/10.20944/preprints202305.0011.v1
Chicago/Turabian Style
Kok, S.L. and Supaprawat Siripipatthanakul. 2023 "<strong></strong>The Challenges and Opportunities of Geely: A Marketing Case Study" Preprints. https://doi.org/10.20944/preprints202305.0011.v1
Abstract
With the increased liberation of trade and fierce competition in the automotive industry, Proton needs to embark on a strategic reform to survive and remain relevant in the challenging market. This case study aims to explain the effectiveness of the Post Geely acquisition's ten years master plan to enhance Proton's self-reliance and global competitiveness. This case suggests that while the company's ten-year Master Plan is holistic and shows positive results in the early years, there is a need for a new business strategy, given the challenges imposed by climate change's impact on the automotive industry moving forward. The potentials of the Electric Vehicles (EVs) market and the Internet of Things (IoT) to develop the necessary long-term competitive advantage. A market strategy integrating the 4Ps and 4Cs framework suggests a two-dimensional convergence of the market mix, incorporating the organization's market strategy with a more consumer expectations-centric and user experience. Strategic integration of Geely's technological assets in developing Proton's technical know-how can address Proton's challenges and opportunities ahead.
Keywords
Automotive; Electric Vehicle; Market Strategy; Competitive Advantage; Marketing Strategy
Subject
Business, Economics and Management, Business and Management
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
