Essays on Great Wall Motors in Australia Case Study

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The paper "Great Wall Motors in Australia" is an outstanding example of a marketing case study. The great wall has its origin in china where it stands as the second-largest car exporter and the largest privately owned motor company in china. Since its launch in Australia in 2009, the company enjoys a large customer base with more than 80 dealerships network. The nationwide network of dealers has seen continuous expansion over the years, reporting nothing else but praises from car owners all over the country who enjoy the safety, reliable, technology and above all the great value offered by the Great walls.

Also, the great has a well-earned reputation for playing loose and fast with other carmakers designs and is desperate to tap into the heart of the lucrative American and western car markets. This paper critically analyses how Great Wall Motors might influence various factors in the microenvironment in Australia. In addition, it identifies several macro-environment trends from the PESTLE analysis that are believed will affect Great Wall Motors over the next 12 months in Australia and also explains ways in which Great Wall Motors can cope with the various trends in the macro-environmental setting. The marketing environment in which the Great Walls motor company operates in Australia is classified as the macro-environmental, internal environment and micro-environmental factors.

The macro-environment comprises the large -scale societal forces that influence the motor industry in which the marketer operates as well as all other industries (Elliott, Rundle-Thiele, & Waller, 2009). These factors include but not limited to the political, socio-cultural, economic, legal and technological frameworks which are commonly referred to as PESTEL forces.

On the other hand, the microenvironment is concerned with the forces and factors at play inside the industry in which the marketer operates. Both the macro and micro environmental forces lie outside the company’ s reach. The company can only influence them but cannot directly control them. The paper will also discuss the internal factors affecting the Great wall motor company in Australia. The internal environmental factors refer to the parts of the organisation, the individuals and the process involved in creating, communicating, delivering and exchanging offerings that are valuable. The internal environments can be directly controlled by the company and understanding them will help the management in discovering the company weakness and strengths. 2.0 The Marketing Environment 2.1 Company Background The Great wall motor company is owned by Chinese investors but also has a public shareholding.

The company was founded back in 1984 and its vision is becoming a major player in the car business across the globe. The company claims export to more than 120 countries. The great wall motors in Australia supports the submission by the FCAI but does not support access to information beyond what is already available and brand-specific tools related to safety, security and environmental servicing and repairs. 2.2 Micro Environmental forces The microenvironment consists of competitors, customers, clients and partners (Palmer, 2012).

The Great wall motor company can only influence these factors but can never be able to control them. For instance, a company can advertise its products and educate the consumer in order to create awareness and attract more customers but the ultimate decision of purchasing the product or service depends on the customer himself. Here, we analyze the micro factor in details and outline how the Great Wall motors can influence each of them.


Cooney, R. (2010). Workplace training in a deregulated training system: Experiences from Australia’s automotive industry. Economic and Industrial Democracy, 31(3), 389-403.

Elliott, G., Rundle-Thiele, S., & Waller, D. (2009). Marketing. Austria: John Wiley & Sons Australia, Limited.

Li, Z. (2009). The role of international technology transfer in the Chinese automotive industry. Manufacturing Management Research Center, discussion paper series, (269).

Palmer, A. (2012). Introduction to marketing: theory and practice. OUP Oxford.

Wright, C. F., Clibborn, S., & Lansbury, R. D. (2011). Becoming an endangered species? The future viability of Australian automotive manufacturing. International Journal of Automotive Technology and Management, 11(2), 172-188.

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