| With the advancement of China’s “One Belt One Road” initiative and the deepening of globalization,China’s domestic market is becoming more open to the international market.In order to survive and develop in this globalized market environment,China’s self-owned brands of domestic motorcycle manufacturers have actively joined in the fierce competition of the international market.Despite that many of these brands have gone global and have achieved impressive performances,there are still some shortcomings and problems.Due to the lack of experience and awareness of their own shortcomings,domestic motorcycle companies often failed to taken into consideration a comprehensive picture when they enter the overseas market,opting for models that are not the best fits,thus making them encounter many difficulties in the future development.Therefore,it is necessary for the companies to choose the most suitable model of overseas market access and development strategies.This paper aims to use CFMOTO,China’s leading enterprise in the motorcycle manufacturing,as an example to showcase its successful overseas market development by analyzing its positioning of its own brand and business capabilities,together with an observation of the overseas market within the motorcycle manufacturing industry.CFMOTO’s market access and development strategies could be used as a future reference for other domestic companies hoping and planning to enter overseas market.Firstly,this paper provides a comprehensive literary review on papers published in recent years relating to the study of overseas market access methods,cross-border market development,and motorcycle overseas market expansion by summarizing the main conclusions and discussing the market development strategies.Secondly,this paper introduces the theories used to analyze the case,which include thesis research theory,SWOT model analysis and marketing theory.Thirdly,based on the information disclosed by CFMOTO as well as the related reports ＆ documents,this paper draws a profile of the company’s basic status quo by analyzing its internal,external and company competitiveness.Then,an analysis of the current overseas macro environment and its impact on related markets is done through a detailed description of the representative countries and regions.At the same time,the competition situation of the overseas market is studied by applying Michael Porter’s Five Forces Model in order to detect the overseas market’s opportunities and threats.In the end,by combining the previous studies of the company’s basic situation,internal and external environment with a segmented overseas market analysis of the chosen market,this paper comes with a conclusion of the CFMOTO’s final overseas market access and development strategies. |
