1. Executive Summary执行摘要

奇瑞是一家国有汽车企业。奇瑞主要产品包括客车，小型货车和SUV。殊不知，奇瑞已稳步发展，因为它成立于1997年其销售金额在2010年达到了高峰然而，由于种种原因，销售金额2010年之后。因此下降，这是非常重要的寻求办法增加销量，进入实质性的美国汽车市场。

据分析优势，相对于美国市场的奇瑞缺点，可以发现，合资公司或战略联盟是奇瑞一个更好的进入市场的选择。有了可行的策略，它可以激励奇瑞在新的市场稳步发展。The main purpose of this report is to identify the available options for entry into the United States of America car market and provide the Board of Directors with a recommended course of action which will best fit Chery Automobile Company Ltd, China. 

Chery is a state-owned automobile corporation. Chery’s key products include passenger cars, minivans and SUVs. As everyone knows, Chery has developed steadily since it was established in 1997. Its amount of sales reached a high peak in 2010. However, due to some reasons, the amount of sales declined after 2010. Thus, it is very essential to seek for approaches to increase sales to enter into the substantial U.S.A. car market.

According to analyze advantages and disadvantages of Chery in relation to the American market, it is found that the joint venture or strategic alliance is a better market entry option for Chery. With the feasible strategy, it can motivate Chery to steadily develop in the new market.  

 

2. Introduction介绍
 

奇瑞汽车有限公司成立于1997年。公司总部设在安徽，中国。有超过20种车辆在市场上出售。此外，越来越多的新设计将很快被释放。奇瑞坚持以跟风更新汽车制造技术的可持续发展的方式。此外，奇瑞实现了“走出去”的原则。越来越多的汽车出口到80多个国家和地区。自1997年成立以来2010年奇瑞汽车增长迅速，其销售达到70万台。然而，2010年以后，销售金额下降。 2012年3月，奇瑞创造了捷豹路虎的合资企业，以生产和销售捷豹路虎汽车。为了提高接近2010年的水平销售金额，奇瑞决定进入U.S.A.汽车领域的新品牌。Chery Automobile Co. Ltd was established in 1997. Its headquarter is based in Anhui, China. There are more than 20 types of vehicles to sell in the market. Additionally, more and more new designs will be released soon. Chery insists on the sustainable way to update the auto-making technology in order to follow the trend. Besides, Chery implements the principle of “going abroad”. More and more vehicles are exported to over 80 countries and regions. Chery has grown rapidly since its inception in 1997. In 2010, its sale reached 700,000 units. However, after 2010, the amount of sales decreased. In March 2012, Chery created a joint venture with Jaguar Land Rover to produce and sell Jaguar Land Rover cars. In order to raise the amount of sales near the 2010 level, Chery determines to go into the U.S.A. automobile field with the new brand. 

 

 

 

3. Understanding the Market Entry Options了解市场进入选项
 

If an organization plans to develop its business, it is essential to enter a foreign market. When the company has determined to pass into another market, a series of choices can be chosen (Anderson and Coughlan, 1987). However, it is necessary to consider what time of entry is appropriate. If the products are innovative and have the advantages, it is very important to grasp the market demand and establish a strong brand name before other competitors get in. If there are some uncertain factors to enter the foreign market, the organization can choose to follow behind other companies to reduce the risk and save time and resources (Keegan, 1989).  

Generally, the market scale also influences the firms to make strategies. Basically, once the firm decides to be a large scale entry, they will spend millions to acquire the local market share, and operate advertising campaigns on various media platforms (Cunningham, 1986). If the venture is not the most aggressive firm, it may invest resources in small amounts in order to reduce the risk. Through gradually learning from the local environment, it  can move along the learning curve more quickly. 

There are a number of options available to sell the products in global markets. The most feasible approach will rely on the business, its goods, the result of the market circumstance environment analysis (Ron, 2008). Here will list some common market entry options as following: