Delphi's China Market Strategy

Delphi Group is top 5 among the top global auto parts companies, ranking No. 142 in Fortune 500 list. Delphi has developed over 100 years but it is only 9 years old. Nowadays, the global economic engine has been shifting to the region of East Asia, particularly to China; Delphi is facing the big opportunity of development as well. Under such background, the achievement that Delphi gets in China Market has been accepted by the automotive industry. Apparently, the successful operation of the powerful market strategy contributes Delphi's success. This thesis will show deep analysis on Delphi strategy in China Market.In the first chapter introduction, we'll introduce the industry background and the status of the entire enterprise. At the same time, I'll clarify the significance of this thesis and then state the research methods. In the second chapter of the theory condition, the thesis will give a brief introduction of Porter's Five Forces Model. And then we will describe the international market entry strategy in detail which includes the factor and the type of the international market entry strategy. The factors of entry strategy includes market access to the legal system, economic structure and business culture; The type of entry strategy includes 3 typies, namely, export, franchise or contracting, as well as foreign direct investment (FDI). Each strategy represents different entry mode, but during the actual operation, different enterprises will consider using the portfolio of strategy or using a particular mode with a practical adjustment. And then we will clarify the competitive strategy of marketing. In the third chapter, the thesis will take an analysis of the situation of Delphi access to the oversea market. In first section, we will discuss the driving factors; in last section, we will analysis Delphi's competitive strategy in the market of Europe and East Asia. Europe is a market combined by dozens of economic individuals of a unified market. Inside the market there is a degree of difference, and how to deal with it and use it as the starting point to access to the EU market is the important point I should mention in this chapter. In chapterⅣ, we'll describe the profile of Delphi's China market in detail, and then we will analyze China's auto parts industry by means of five forces model. In Chapter 5, we will discuss Delphi's entry mode of China market and its competitive strategy of marketing in China. In the last chapter, we'll give a brief analysis and summary on Delphi model. In detail, we'll discuss the reason for the success of Delphi in China market, and then we will notify the limitations of this study and the further research directions.