The paper "Comprehensive Market Diversification to China: Holden Barina Product Line" is a perfect example of a case study on marketing. The Holden Barina, a subcompact Australian automobile company, is at an advanced stage to make a high profile marketing campaign that would see its car markets expand in China. Historically, the firm was established by Holden, an Australian entrepreneur, who pioneered the first generation of MB Barina in 1985 which was closely followed by ML Barina in 1986 in which a coil-sprung rear ends were adopted to replace leaf springs.
In addition, the dashboards were revised so were the front grille, headlights and the tailgate. However, it was established that the first generation Barina had lower occupant safety protection levels in events of accidents (Mohamad, 2002). The second generation of Barina (MF Barina) was renamed as Suzuki Cultus was marketed globally under a variety of nameplates and had three-door hatchbacks. The MH Barina of 1991, being worst than average, had its interior improved, suspension upgrades, bumpers in the rear and front and tail-lamp clusters revised. Subsequent generations were based on improved engine capacity, riding and handing, higher-spec SXi three doors, and improved occupant protection levels (Doyle, 1995). To be competitive in the market, modern Barina has been equipped with 1.6 liters of 16 valve variation twin cam and improved crash test ratings.
With the updated TK Barina constituting power windows, side-impact airbags, electric mirrors and high strength steel for structural advancement. TM Barina which is the latest in the market as of November 2011 has a six-speed automatic transmission, 5 door hatches, center stack design, ice-blue LCD gauge cluster, and a 1.6-liter petrol engine.
Its exterior has grille designs and headlights similar to series II Holden Captiva (Doyle, 1995). 1.2 International and domestic market environment analysis It will demand a huge amount of resources to elevate from a domestic market in Australia to international market in China, which will require a feasibility study to take into consideration the trading policies of China, recruitment of strategic management to overlook the transition process more so, procurement, distribution, promotion, and advertising. These should be competent personnel who believe in doing the right first time (Doyle, 1995).
The business should be able to flow back the profits earned to reinforce the parent company in Australia. As discussed below, the company will assess the nature of other foreign companies like Hyundai, Ford, BMW, Volkswagen, Chevrolet, etc. which have a higher entry momentum into China. Marketing being a product promotion to increase sales has a great influence on the nature of the market whether domestic or foreign. If the Holden Barina product is to sell internationally in China, many factors have to be put into consideration including the tastes and preferences of Chinese consumers.