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Yadea: Consumer-Oriented High-End Product Strategy

Yong Hong ; Yue Sun ; Di Wang ; Miao Cui ; Jinggui Dong

Reference: IVEY-9B20M156-E
Year: 2018
Number of pages: 14
Geographic Setting: China
Publication Date: Sep 17, 2020
Fecha de edición: Sep 17, 2020
Source: Ivey Business School (Canada)
Type of Document: Case
Industry Setting: Manufacturing;

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Description

Between 2015 and 2018, competitors in China's two-wheel e-vehicle industry were embroiled in a price war. Yadea Group Holdings decided to differentiate its brand from competitors and move away from further price reductions, opting instead to raise prices

Learning Objective

This case is designed for modules on marketing strategy and building customer value in principles of marketing courses at both undergraduate and graduate levels. The case may be also suitable for other modules, including evaluating environmental threats,

Keywords

high-end Strategy two wheel vehicle