How can a global premium car manufacturer align all China-specific insights and requirements with its overall global marketing strategy?


A major global premium car manufacturer needed to develop a state-of-the-art three-year marketing plan for its China marketing operations. The challenge was to integrate various local research projects, insights, and planning documents into its new global marketing strategy framework within a short period of time. The project was crucial in convincing global headquarters to provide sufficient flexibility and resources to fully realize the potential of this fast-growing market.


globeone conducted a review of all existing materials to evaluate the relevance and priorities for the impact on the country marketing plan. A meaningful storyline was developed and relevant parts of brand performance reviews, market outlooks, product and capacity planning, consumer insights, and media analyses extracted. Gaps were closed through pragmatic add-on research. All materials were condensed into a consistent marketing, PR, CRM, and dealer marketing plan for the period.