by Mok Wai Yu, Julie. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves 39-40). / ABSTRACT / TABLE OF CONTENTS / CHAPTER / Chapter 1. --- INTRODUCTION / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- Research Objectives --- p.2 / Chapter 2. --- RESEARCH METHODOLOGY / Chapter 2.1 --- Research Design --- p.4 / Chapter 2.2 --- Data Collection Method --- p.6 / Chapter 3. --- MARKET SITUATION ANALYSIS / Chapter 3.1 --- History of Development of the Japanese Luxury Car Models and the Importation of the Models into Hong Kong --- p.8 / Chapter 3.2 --- Macro Industry Environment --- p.10 / Chapter 3.3 --- General Description of the Luxury Car Market in Hong Kong --- p.13 / Chapter 3.4 --- The Most Popular Luxury Auto Manufacturers --- p.14 / Chapter 3.5 --- Other Manufacturers of Luxury Models --- p.14 / Chapter 3.6 --- The Barriers to Entry to the Luxury Car Market in Hong Kong --- p.15 / Chapter 3.7 --- Methods to Leverage the Unfavourable Effects of the Entry Barriers to the Luxury Car Market in Hong Kong --- p.16 / Chapter 4. --- RESEARCH FINDINGS / Chapter 4.1 --- Evaluation of Market Performance of the Target Models --- p.19 / Chapter 4.2 --- Strategies Adopted by Toyota's Lexus and Honda's Acura --- p.22 / Chapter 5. --- LIMITATIONS --- p.29 / Chapter 6. --- CONCLUSION --- p.31 / APPENDIX I Luxury Car Models Available in Hong Kong and Their Respective Market Share --- p.33 / APPENDIX II Comparable Car Models in the Luxury Car Market in Hong Kong within the Target Range --- p.34 / APPENDIX III Comparison of Car Models within Target Range (Price vs. Engine Size) - 4 Doors Saloon --- p.36 / APPENDIX IV Comparison of Car Models within Target Range (Price vs. Engine Size) - 4 Doors Sedan --- p.37 / APPENDIX V Market Positioning of Lexus against Mercedes and BMW in Hong Kong (Price vs Engine Size) --- p.38 / REFERENCES --- p.39

by Ho Man-Hung, Mok Sui-Wah. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references (leaf 90). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / CHAPTER / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Company Background - Jaguar Kowloon --- p.1 / Chapter 1.2 --- Scope and Statement of Problems --- p.3 / Chapter 1.3 --- Research Objectives --- p.5 / Chapter 2. --- MARKET SITUATION ANALYSIS --- p.6 / Chapter 2.1 --- Macro-Environment --- p.6 / Chapter 2.2 --- Product --- p.7 / Chapter 2.3 --- Promotion --- p.10 / Chapter 2.4 --- Distribution --- p.11 / Chapter 2.5 --- Price --- p.12 / Chapter 3. --- RESEARCH METHODOLOGY --- p.14 / Chapter 3.1 --- Research Design --- p.14 / Chapter 3.2 --- Data Collection Method --- p.16 / Chapter 3.3 --- Sampling --- p.24 / Chapter 3.4 --- Fieldwork --- p.26 / Chapter 3.5 --- Analysis --- p.28 / Chapter 4. --- RESEARCH FINDINGS --- p.33 / Chapter 4.1 --- Exploratory Research Findings --- p.33 / Chapter 4.2 --- Descriptive Research Findings --- p.38 / Chapter 5. --- LIMITATIONS --- p.68 / Chapter 6. --- RECOMMENDATIONS --- p.70 / Chapter 6.1 --- Short-Term Recommendations --- p.70 / Chapter 6.2 --- Long-Term Recommendations --- p.73 / Chapter 7. --- CONCLUSION --- p.75 / APPENDIX I List of Models in Luxury Car Sector --- p.77 / APPENDIX II The Questionnaire for Exploratory Research --- p.78 / APPENDIX III The Questionnaire for Descriptive Research --- p.80 / APPENDIX IV Tables Not Included in the Chapter on Research Findings --- p.81 / APPENDIX V References --- p.90

The purpose of this research is to develop a marketing plan for a new brand, which intends to enter a foreign market. The basis of the research is a proposal of marketing plan for LUXGEN7 SUV, the vehicle, which the company Yulon Motor is going to introduce into the Russian market in Q3 of 2013. Russia is an absolutely new market for Yulon. Russia has a severe climate and specific road conditions. There is a huge cultural gap between the Taiwanese and the Russians: the customs, traditions, way of life, values and preferences of the Russian consumers are strikingly different from the Taiwanese. The main premise of the research is that the cultural-centric marketing approach will be the key mechanism for LUXGEN to increase its brand awareness among the Russian consumers, to build a reputation of the brand, which puts their traditions, cultural values and preferences on the first place and to establish warm and sincere relationship with the Russian people. The theoretical framework of this research is not limited by only marketing study literature, but it also includes the analysis of the books and articles on psychology and culture studies for deeper understanding of the subject. The main results of the research are: - Choosing females as main targeted customers of LUXGEN in Russia; - Finding out what localization of its brand name and exterior design LUXGEN should undertake according to the linguistic and color preferences of the Russians; - Creating a special advertisement campaign for LUXGEN taking into consideration psychological and cultural aspects and defined what communication media should be used to make advertisement message reach the potential customers; - Designing several marketing events and activities for LUXGEN to organize in order to provide its consumers with special experiences.