Subject category:
Marketing
Published by:
China Europe International Business School
Length: 17 pages
Data source: Field research
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Abstract
This is the first of a two case series (503-073-1 and 303-069-1). FD- Johnson was established as a joint venture by a Chinese private enterprise and a UK-based Cash-in-Transit (CIT) manufacturer in 1997. However, its ambition of becoming the leader in China came up against consecutive frustrations: nobody had interests in its non-armed CIT vehicles; even after refitting according to the Chinese realities, its vehicles still failed to enter the dominating bank market; though it was becoming a leader in the specialised escort market, it narrowly broke even. The impending purchasing tide and more fierce competition required that FD-Johnson must raise its market share to get away from the current embarrassing situation. This case can serve as a good example of the risk of simply transplanting a product which sells well in another country. Besides, the case will be a power vehicle for studying a variety of issues including market segmentation, SWOT analysis, and Porter''s Five Forces model.
Subject category:
Marketing
Published by:
China Europe International Business School
Length: 5 pages
Data source: Field research
About
Abstract
This is the first of a two case series (503-073-1 and 303-069-1). FD- Johnson was established as a joint venture by a Chinese private enterprise and a UK-based Cash-in-Transit (CIT) manufacturer in 1997. However, its ambition of becoming the leader in China came up against consecutive frustrations: nobody had interests in its non-armed CIT vehicles; even after refitting according to the Chinese realities, its vehicles still failed to enter the dominating bank market; though it was becoming a leader in the specialised escort market, it narrowly broke even. The impending purchasing tide and more fierce competition required that FD-Johnson must raise its market share to get away from the current embarrassing situation. This case can serve as a good example of the risk of simply transplanting a product which sells well in another country. Besides, the case will be a power vehicle for studying a variety of issues including market segmentation, SWOT analysis, and Porter''s Five Forces model.
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Subject category:
Marketing
Published by:
China Europe International Business School
Length: 5 pages
Data source: Field research