The Strategies of China Car Maker in Malaysia: A Case Study of Chery Automobile Co. Ltd.

Abstract

Globalization occur in every country around the world. Now everyone could do business internationally including in Malaysia. As an open market, Malaysia welcomes multinational company (MNC) to do business. That includes production industries such as car makers. From 1980 until 2015, Malaysian car market continues expending from year to year significantly by the growth of its citizen. In 2015, total of 591,298 passenger cars from 666,674 vehicles were registered on the road. That includes local and foreign company manufacturers including from China. However, due to global economic uncertainty, car market in Malaysia also be effected. All foreign and local car makers compete hardly to gain market share to sustain for incoming years ahead. So this study will refers the strategies of Chery Automobile Co. Ltd. in Malaysia. At the end, this study will proposed suggestions to Chery to gain market share in the future.