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MD Motors                                                                                                                                                                                                                
Product Ref: 99/43C Company: MD Motors

Product Type: Case Industry: Automobiles & Components

Related Product(s): Teaching Note
Authors: Julie Yu   Maria Cascales
In late July 1998, Mr. Holger Gossmann, Managing Director of MD Motors, was both surprised and concerned. He had just learned that although Volkswagen AG had recently bought Rolls-Royce Motor Cars Limited in the United Kingdom, Bayerische Motoren Werke AG in Germany had acquired exclusive rights to the Rolls-Royce brand name. In the future, MD Motors, the exclusive agent in Hong Kong for Rolls-Royce and Bentley motor cars, faced the possibility that it would no longer be able to market the Rolls-Royce brand with its imposing radiator grille and elegant Flying Lady hood ornament. Mr. Gossmann knew he would have to carefully develop a new strategic marketing plan to reposition MD Motors.
Functional Area : Human Resource Management

Issues: Luxury Motor Cars, Corporate Restructuring, Brand Management, Market Segmentation, Market Positioning and Customer Loyalty
Length: 14 pages Country: Hong Kong SAR

Pub. Year: 1999 Level of Difficulty: 1
This product type is available in the following language(s):      English   Simplified Chinese
Related Information:
This case is UGC funded.
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