Title: The Marketing Strategy Analysis of New Energy Vehicles in China – A Case Study of ORA Company
Author: Huang Keyu
Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.670-680) Click PDF
Abstract
Under the global trend of green economy and energy conservation, the automotive industry has increasingly shifted towards new energy vehicles (NEVs). This study focused on ORA, a leading NEV brand, and aimed to analyze its marketing strategy using SWOT analysis and the 4Ps marketing theory. The objective of this research were: 1) To examine the current situation of ORA in China based on the 4Ps marketing theory, 2) To provide recommendations for ORA in China in order to improve its marketing strategy based on the SWOT analysis. The research method adopted in this study was documentary research, which included, comparative research and case analysis to analyze the market strategy of ORA and propose solutions.
The results of this study indicate that ORA has successfully captured a portion of the market through its unique product designs, clear brand positioning, and innovative marketing strategies. However, challenges including product homogeneity, production capacity limitations, and intense competition in the market have restricted its further development. Based on the SWOT analysis, this study suggests that ORA should focus on enhancing technological innovation, exploring new markets, and reducing its dependence on government subsidies. By adopting a diversified strategy, ORA can improve its competitive strength. The conclusion emphasizes that ORA needs to further optimize its marketing strategies and enhance brand differentiation to achieve sustainable growth in the highly competitive new energy vehicle market.
Keywords: new energy vehicles, ORA Auto, SWOT analysis, 4Ps marketing theory, market strategy
The Marketing Strategy Analysis of New Energy Vehicles in China – A Case Study of ORA Company /
6617195008 Huang Keyu 2567 (2024) The Marketing Strategy Analysis of New Energy Vehicles in China – A Case Study of ORA Company สารนิพนธ์ (Independent Study), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University