TRƯỜNG ĐẠI HỌC MỞ TPHCM HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITÉ LIBRE DE BRUXELLES SOLVAY BRUSSELS SCHOOL MBMM5 DAO HOANG TRONG PROPOSAL SOLUTIONS TO ENHANCE MARKET SHARE OF NISSAN GRAND LIVINA IN VIETNAM’S AUTO MARKET MASTER PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENT Tutor’s Name: Dr TRINH THUY ANH Ho Chi Minh City (2012) COMMITMENT I am Dao Hoang Trong, a student of Master in Business and Marketing Management Program of Solvay Business School and Open University of HCM City I commit that: - This project was studied and written by myself with best guidance of my tutor - All information was collected from reliable sources and practical interview results with supports of my mentors - No plagiarism Best regards Dao Hoang Trong Monday, February 15, 2012 ACKNOWLEDGEMENTS First of all, I would like to express my gratitude to Dr Trinh Thuy Anh for kind advices, valuable guidance and comments for my project I wish also to say thank you very much Mr Nguyen Huu Nhan _ Director of Nissan Mien Tay for his advices and valid data to study Vietnam auto market I wish to express my great appreciation to my colleagues, friends and managers of car dealers who spent time to help me complete interviews and questionnaires Thanks my classmates in MBMM5 for useful recommendations I would like to say special thanks and best wish to Master in Business and Marketing Management Program of Solvay Business School and Open University of HCM City Finally, I thank my family for assisting me in during my research CONTENTS -o0o - Executive Summary I INTRODUCTION 1.1 Rationale of project 1.2 Objectives of project 1.3 Scope of project 1.4 Research methods 1.5 Project Structure II PROBLEM AND SITUATION ANALYSIS 2.1 Problem Statement 2.2 External analysis 2.2.1 Macro environment _PESTEL Analysis 2.2.2 Vietnam’s Auto market analysis 2.2.3 Segmentation 13 2.2.4 Competition 14 2.2.5 Customer Assessments 16 2.3 Internal Analysis 19 2.3.1 Nissan Overview 19 2.3.2 Product analysis 20 2.3.3 Pricing 21 2.3.4 Targeting & positioning 23 2.3.5 Distribution & Services System 23 2.3.6 Communication 23 2.4 SWOT 24 2.5 Conclusions 25 III RECOMMENDATION 3.1 Innovating products 26 3.2 Re- positioning 27 3.3 Re-targeting 27 3.4 Pricing 27 3.5 Action Plan 28 IV CONCLUSIONS 28 V REFERENCES & APPENDIX LIST OF ABREVIATIONS ABS : Anti-lock Brake System AFTA : ASEAN Free Trade Area BA : Brake Assist CBU : Complete Build Up CKD : Complete Knock-down EBD : Electronic Braking Distribution FAB : Feature – Attribute - Benefit GSO : General Statistics Office MPV : Multi-purpose Vehicle NGL : Nissan Grand Livina SUV : Sport-Utility Vehicle VAMA : Vietnam Automobile Manufacture’s Association WTO : World Trade Organization LIST OF CHARTS Chart 1: Growth of Vietnam’s auto market 10 Chart 2: Market share of passenger car in 2011 12 Chart 3: Segmentation of Vietnam’s Auto market 13 Chart 4: Market share of multi-purpose vehicle segment 14 Chart 5: Competitors analysis 15 Chart 6: Survey result of factors influenced on consumers’ buying behavior 18 Chart 7: Sales volume of multi-purpose vehicle in 2011 21 Chart 8: Nissan Grand Livina Price & Sales Positioning Map 22 Chart 9: Willing to pay measurement 22 Executive Summary With the advantage of a stable political environment, Vietnam’s economic is developing strongly Growth of GDP is increasing readily in recent years, average 6.78% for 2010-2011 As forecasting of analysts, annual GDP growth accelerate to an average 7.2% from 2012-2014 Development of economic make high demands of products; among that demand of using cars is increasing quickly Most of automakers penetrate and invest to Vietnam and get big success In spite of being a renowned car maker and joining Vietnam’ market two years ago, Nissan not get the market share yet that commensurate with their brand, just about 2% in very attractive and high potential market Observing and recognizing this problem, the writer wants to apply knowledge in marketing to study Vietnam’s auto market to find out causes of problem and propose solutions to improve shares of Nissan Vietnam The project just focuses to share of Nissan Grand Livina, which is the first vehicle model, is being assembled in local as CKD type To understand market, firstly the exploratory research is implemented by face to face interview with professional salespersons, managers of car dealers in HoChiMinh city included Toyota Ben Thanh, Mitsubishi Isamco, An Thai Joinstock, SaigonFord and Nissan Mien Tay Secondly, data of market were collected from various secondary sources The survey had also been done with 100 end users to understand consumer’s behaviors, purchasing decision process After studying and analyzing, root causes of the problem were identified Basing on literature review and collected data, the writer can suggest improvement steps to solve problem and increase shares Finally, the writer would like to propose solutions for managers of Nissan Mien Tay who supports to study Vietnam’s auto market, especially multi-purpose vehicle segment I INTRODUCTION 1.1 RATIONALE OF PROJECT "The marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition " (Source: http://www.netmba.com/marketing) For any enterprises, customers are who decide survival and development in business It is very important to satisfy customers in all business activities of enterprises if enterprises want to get profit and grow They have to study their customer needs, behaviors,… and then making adequate business strategies to satisfy all customer’s requirements No one can negate the critical roles of marketing in modern business environment Marketing becomes more essential today because of fast development of hitechnology, globalization, continuously changing of world, more fierce competition, therefore, absolutely all companies/organizations have to recognize great important of marketing and have to build up strategies carefully if they want to get advantages in competition with others and control the market share In automotive industry, not only is one of three best manufacturers of Japan but also is one of top ten motor manufactures on the world, Nissan is a well-known motor brand providing best passenger cars in many countries Since December 2008, Nissan has penetrated Vietnam market as an importer and they distribute Nissan’s products and spare parts, Nissan set up factory and dealer system in Vietnam in 2010 Although Nissan brand is famous, the first model that was launched in Vietnam is Nissan Grand Livina, this model does not meet consumers’ expectation yet, so that market share of this car is small What is the reason of problem and why? Can we apply marketing to find out causes of problem and solutions? Because of these above reasons, I choose the project “Proposal solutions to enhance market share of Nissan Grand Livina in Vietnam’s auto market”; through this project, I have condition to review knowledge studied in Master in Business & 23 2.3.4 Targeting & positioning As interview, sales manager of Nissan Mien Tay said that Nissan Grand Livina is introduced to market as a MPV and targeting to middle class customers They focus to the customers who plan to buy a car for both purposes, using for business and family Nissan also positioning Grand Livina is a MPV with seats segment that having many model of competitors and is an attractive segment 2.3.5 Distribution & Service system The distribution & service system of Nissan Vietnam is as follow Nissan Vietnam Dealers Consumers Nissan Vietnam set up distribution system in nationwide of Vietnam with 11 dealers who meet 3S (Sales, Services, Spare part) requirements of Nissan standards including: in Northern, in central & in Southern of Vietnam Nissan’s dealer present at most of big city in Vietnam Similarly to other makers such as Toyota, Kia, Ford,… the distribution system of Nissan Vietnam spread across the country to provide products and implement maintenance services for customers Besides that, Nissan has built up good training program for dealers to assure customer care activities 2.3.6 Communication Companies usually apply marketing communication tools to engage customers’ emotions to attract their customers What are communication methods that Nissan aim to interact to consumers? And how they formulate effective marketing communication programs for Nissan Grand Livina? Nissan makes the target customer aware of Nissan Grand Livina with message “Yêu từ lần đầu cầm lái” (mean Loving from first driving) 24 According to Philip Kotler, there are different model of marketing communication such as AIDA, hierarchy of effect, innovation-adoption (Source: Marketing Management _ Philip Kotler) As discussed with Nissan’s manager about the communication model The model that is being applied similar to innovation – adoption model: - Start with cognitive stage: They make awareness about Nissan for consumers - At affective stage: Customers can obtain full information about the Nissan and products from marketing communication mix such as advertising, public relations, website, direct marketing and merchandising promotions And then encouraging customers interest and evaluate Nissan’s products - At last, behavior stage: Nissan also provide cars for testing drive, all customers are able to drive and try to enjoy attribute of Nissan Grand Livina and then making decision Summary: Nissan is applying major steps in communication strategy to developing interactive relationship between company and Vietnamese consumers Internal 2.4 SWOT Analysis Strong Weak - - Famous brand Quality & durability Save fuel Re-sales value Distribution & service system - - Design is not suitable with Vietnamese expectation for a MPV Interior not meet customer’s requirements: not widely and A/C not strong enough Pricing is not competitive Positioning Nissan Grand Livina to consumers is not correct yet 25 Opportunities Threats - - - External - - Low rate of car owner per population in Vietnam (15 cars/1.000persons, Source: Ministry of Industry & Trade) Favorite habit of Vietnamese with Japanese products High speed of economic growth of Vietnam Population is large & young Regularly living of or generation in a family Private transportation habits More and more persons who want to raise social position or show off Private safety needs increase Stable political environment increase number of foreigners who come to Vietnam to live and work - - Tough situation of economic: high inflation rate, tighten loan of banks, high lending interest rate Increasing tax for passenger cars; decreasing import tax for CBU vehicles Increasing price of fuel Exchange rate index (USD/VND) Stock market bleak High pressure from competitors, grey market 2.5 Conclusions Comparing results of research and the initial goal, the research can be summarized as follows: - Attractiveness of Vietnam’s auto market is very high and potential, especially sedan and MPV segment With high growth of economic and big demand of auto market, this is a big chance for Nissan to approach and attract the right specific customer segment - The customer’s needs and buying behavior for MPV also are presented o Convenience for both business and family activities o Nice appearance, good quality o Reasonable & competitive price of MPV o Save fuel and good re-sales price - The advantages and dis-advantages of Nissan Grand Livina and Nissan strategy are clear o Brand: well-known and is preferred 26 o Product: High quality & durability, save fuel, good re-sales price but in-convenience, not good design for MPV customer segment and not competitive selling price o Strategy: Positioning Nissan Grand Livina in the eye of customer is not accurate yet - In summary, the root causes of problem are: o Un-suitable design of Nissan Grand Livina for a MPV in Vietnam, un-comfortable for passenger so that this vehicle is low appreciated from consumers o Positioning Nissan Grand Livina in target customer’s mind is not good and correctly o Price is not competitive III RECOMMENDATION Obviously, potential of Vietnam’s auto market is big and increasing accompany with developing of economic In addition, rate of family of middle class of Vietnam also increase fast This is great opportunity for automakers Based on the results of research, the writer suggests that Nissan Vietnam should focus to solve the above root causes in order to increase sales volume - Fully innovate Nissan Grand Livina (exterior, interior) - Re-targeting & re-positioning this vehicle - Build up more competitive selling price 3.1 Innovating product Actually, basing on classification of vehicle (Source: http://autovina.vn) Nissan Grand Livina could be considered a station wagon instead of MPV If Nissan really want to positioning this car in MPV segment, Nissan Vietnam should improve wholly this vehicle in long production strategy: 27 - Exterior: More widely; more higher ground clearance and more nice - Interior: Improve space more widely, especially two rear seats In short term, should improve air conditioner more power to better match existing interior space; this improvement is very important because of changing current attitude of customers about Nissan Grand Livina better 3.2 Re-positioning According to me, this is the key point to increase sales volume and improve market share of Grand Livina in short term business At present, Nissan Grand Livina is positioning to MPV segment as a family vehicle but comparing with MPVs of competitors, customers evaluate that the vehicle have dis-advantages more than advantages To raise advantages of Nissan Grand Livina, should re-positioning this vehicle as a station wagon The station wagon is the car that is sedan class with convenience of a multi-purpose vehicle for both family needs & business The value of Nissan Grand Livina will be pushed up by using this advantage 3.3 Re-targeting Once positioning Nissan Grand Livina as a station wagon, the target customers for this vehicle is young family of middle class in Vietnam who is trying to determine themselves in social by their rich and also is pragmatic in their life Young successful mothers should be take care with a best car that they can confirm their class and enjoy its convenience Nissan should identify this target customer in sales systems in nationwide The communication strategies and promotion campaigns also focus to this customer 3.4 Pricing The research data showed that customers are thinking that the selling price of Nissan Grand Livina is higher than the using value of it, more than 57% persons who want to by new car not accept the current price of Nissan Grand Livina Therefore, if keeping current price then Nissan should upgrade the product to higher class with more convenience Another way, should have the deeply research about 28 the selling price to create a competitive price with competitors and can be accepted by consumers 3.5 Action Plan No Actions Objective Review - Product positioning - Targeting customers Market Review - Customer needs - Requirements for products Analyzing data - Customer needs - Requirements for products - Make improvement plan Improving system actions - Make new objectives - Build up marketing strategy - In charge Dept Timeframe in 2012 Q1 Q2 Q3 Q4 Marketing Marketing Marketing Marketing Marketing Marketing Marketing BoM Mkt & Sales Team Training IV CONCLUSIONS Although the writer tried the best to review knowledge that are studied in the program of Solvay school and practical research in the market, it is sure that there is still a lot of missing because of short time and few experience There are some limitations of this research as follow: - Observation is just implemented in Ho Chi Minh City, Binh Duong City and Hanoi capital; only 68 questionnaires were conducted directly with customers, 32 remain were surveyed and collected information by phone contact The results will not representative for overall of Vietnam market -The end of 2011, there are some adjusts of government about policies for auto market, however, the research not consider effects of these policies on local auto makers REFERENCES Aaker, Kumar, Day, Marketing Research, 8th Edition Philip Kotler, Marketing Management, Millenium Edition 2001, Copyright © 2002 by Pearson Custom Publishing James E Bartlett, Joe W Kotrlik and Chadwick C Higgins, Organizational Research: Determining Appropriate Sample Size in Survey Research http://www.autovina.vn http://www.business-in-asia.com http://www.chinhphu.vn http://www.en.wikipedia.org/wiki http://www.GSO.gov.vn http ://www.netmba.com/marketing 10 http://www.nissan-global.com 11 http://www.nissan.com.vn 12 http//www petrolimex.com.vn 13 http://www.sgtt.com.vn 14 http://www.vama.org.vn/ 15 http://www.vnexpress.net 16 http://www.vneconomy.vn/ 17 http://www.vr.org.vn/ 18 http://www.web.worldbank.org APPENDIX A Solvay ULB Vietnam Master in Business and Marketing Management TPHCM, ngày ….tháng…năm 2011 BẢNG KHẢO SÁT (QUESTIONAIRES) Bảng khảo sát thực nhằm tìm hiểu nhu cầu hành vi mua dịng xe đa dụng tìm hiểu đánh giá khách hàng Việt nam xe Nissan Grand Livina & xe đối thủ khác Toàn kết khảo sát sử dụng cho việc hồn tất đề tài cuối khóa Chương trình Quản trị Kinh doanh & Marketing Việt Bỉ; khơng sử dụng cho mục đích thương mại (This survey is implemented to research buying behaviors about multi-purpose vehicles (MPV) and to study the evaluation of Vietnamese consumers about Nissan Grand Livina All results of survey just be used for final project of Master of Business and Marketing Program of Solvay Business School; it’s not be used for any business purpose.) I Anh/chị có dự định mua xe ô tô phải không? (Do you have plan to buy a car for using daily?) Đúng/Yes Sai/No Tiếp tục với câu hỏi bên (Continue to next questions) Cảm ơn, tặng quà dừng lại (Thanks, gift and stop) II Anh/chị vui lòng chọn câu trả lời mà anh/chị cho phù hợp cách đánh dấu (√) bảng đây: (Please choose the answer that you think best for you by sticking (√) in the below table) A: Hoàn toàn đồng ý (Totally agreed) B: Đồng ý (Agreed) C: Bình thường (Moderate) D: Khơng đồng ý (Dis-agreed) D: Hồn tồn không đồng ý (Totally dis-agreed) No Câu hỏi (Questions) Tơi muốn mua xe tơ an tồn tiện lợi di chuyển (I want to buy a car because of safety and convenience in commuting) Tơi chọn loại xe đa dụng tơi sử dụng cho nhiều mục đích di chuyển khác hàng ngày (I choose multi-purpose vehicle because I can use it for different commuting purpose daily) Xe đa dụng thuận tiện cho cơng việc kinh doanh cho hoạt động gia đình (Multi-purpose vehicle is convenience for both business and family activities) Xe đa dụng thuận tiện gia đình Việt nam có 2-3 hệ chung sống (Multi-purpose vehicle is very suitable for Vietnamese families (2 or generate) Không gian nội thất rộng rãi, đáp ứng nhiều mục đích sử dụng khác yếu tố quan trọng thỏa mãn người sử dụng (Widely interior space, flexible usage for a lot of purpose is the most important factor to satisfy consumer) Lợi xe đa dụng có khoảng sáng gầm xe cao, phù hợp với điều kiện đường xá, sở hạ tầng Việt nam (High clearance chassis to appropriate with Vietnam’s roads & infrastructure is advantages of MPV) Xe đa dụng thích hợp cho cơng ty đáp ứng nhu cầu di chuyển dành cho nhân viên (MPV also suitable for companies to meet commuting needs of staffs in business.) Giống xe gắn máy, người Việt Nam thích xe tơ Nhật (Similar to automobile, Vietnamese is interested in Japanese car) Nissan thương hiệu xe tiếng Nhật Bản? (Nissan is well known car brand of Japanese?) A B C D E 10 Anh/chị ưu tiên chọn thương hiệu xe ô tô quốc gia đây?/ You will give priority to choosing brand of cars of the following countries Nhật Bản/Japan Hàn Quốc/Korea Mỹ/United State Trung Quốc/China 11 Anh/chị chấm điểm xe Nissan Grand Livina số loại xe đa dụng Việt nam theo tiêu chí sau (Please evaluate Nissan Grand Livina and some MPV brand in Vietnam as follow) Rất xấu/Poor 2.Xấu/ Bad 3.Bình thường/ Fair Nissan Grand Livina 4.Tốt/ Good Toyota Innova Kia Carens Xuất sắc/Excellent Ford Everest Mitsubishi Zinger a Thương hiệu/Brand b Giá bán /Price c Thiết kế & nội thất/Design & Interior d Tiện lợi thoải mái /Convenience & comfortable e Chất lượng độ bền/Quality & Durability f Hệ thống phân phối dịch vụ/Distribution & services g Giá trị bán lại/Re-sales value 12 Các yếu tố tác động đến định mua xe anh/chị nào, xếp theo thứ tự ưu tiên từ đến vào ô (How the below factors influence on your decision to buy a car, choose priority from to in ) Thương hiệu/ Brand Nội thất trang thiết bị đáp ứng nhu cầu sử dụng tiện lợi/Interior & accessories comply with using needs and convenience Giá xe / Price Thiết kế, ngoại hình/Apperance Tiêu hao nhiên liệu/ Fuel consumption Lời khuyên người khác (đồng nghiệp, bạn bè)/Advices or comments of colleguaes, friends 13 Với thương hiệu đây, anh/chị sẵn sàng trả mức giá để mua xe MPV; với mức giá đồng ý đánh dấu (O), không đồng ý đánh dấu (X)_With following brand, which selling price you willing to pay for a MPV; for each price level, if agree, stick (O), if disagree, stick (X) ĐVT/Unit: USD 15,000 20,000 25,000 30,000 35,000 40,000 Toyota Innova Nissan Grand Livina Ford Everest Kia Carens Mitsubishi Zinger Chân thành cảm ơn anh/chị, chúc anh/chị chọn xe vừa ý (Thank you very much, wishing you to choose the best car) APPENDIX B Solvay ULB Vietnam Master in Business and Marketing Management TPHCM, ngày ….tháng…năm 2011 BẢNG CÂU HỎI PHỎNG VẤN TRỰC TIẾP (FACE TO FACE INTERVIEW QUESTIONARES) Mục đích vấn nhằm hiểu rõ thị trường ô tô Việt nam thói quen tiêu dùng người Việt nam dịng xe tơ đa dụng (MPV); lắng nghe đánh giá người bán hàng chuyên nghiệp dòng xe Nissan Grand Livina Tất kết vấn sử dụng cho việc hoàn thành đề tài cuối khóa chương trình Cao học Việt Bỉ Quản trị Kinh doanh & Marketing 5, không dung cho mục đích thương mại The purpose of this interview is to understand Vietnam’s Auto market and behaviors of consumers about multi-purpose vehicles (MPV); in addition listen to evaluation of professional salesmen about Nissan Grand Livina All results of interview just be used for final project of Master of Business and Marketing Program of Solvay Business School; it’s not be used for any business purpose Câu hỏi/Questions Anh/chị vui lòng cho biết sức hấp dẫn thị trường ô tô Việt Nam? Could you please tell about about attractiveness of Vietnam’s Auto Market? Những yếu tố thị trường tác động đến công việc kinh doanh anh/chị kinh doanh ô tô? What market factors affect on your work in auto business? Anh/chị có nghĩ xe tơ đa dụng dễ dàng thâm nhập thị trường không? Do you think that multi-purpose vehicle is easily accessible in the market? Anh/chị đánh cạnh tranh phân khúc xe ô tô đa dụng?What is your evaluation about competition of MPV segment? Khách hàng mục tiêu xe ô tô đa dụng ai? Who is target customer of MPV? What requirements you have to meet customers? What is key elements affect on buying decision an MPV? a Price b Appearance c Convenience d Quality & durability e Re-sales value Do you think Nissan Grand Livina satisfies the need of consumer? What you think about the price of Nissan Grand Livina? 10 What is your impression of NGL? 11 What are your suggestions on the improvements that should be made on NGL? 12 Would you recommend NGL to friends or others? Thanks for your help APPENDIX C QUANTITATIVE SURVEY RESULTS A B C D E No Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Câu hỏi (Questions ) A : Totally agree : Agree : Moderate : Dis-agree : Totally dis-agree B C D E Tôi muốn mua xe tơ an tồn tiện lợi di chuyển (I want to buy a car because of safety 100 and convenience in commuting ) Tơi chọn loại xe đa dụng tơi sử dụng cho nhiều mục đích di chuyển khách hàng ngày (I 92 choose multi-purpose vehicle because I can use it for different commuting purpose daily ) Xe đa dụng thuận tiện cho cơng việc kinh doanh cho hoạt động gia đình (Multi-purpose 86 12 vehicle is convenience for both business and family activities ) Xe đa dụng thuận tiện gia đình Việt nam có 2-3 hệ chung sống (Multi-purpose vehicle is 91 very suitable for Vietnamese families (2 or generate ) Không gian nội thất rộng rãi, đáp ứng nhiều mục đích sử dụng khách yếu tố quan trọng thỏa mãn người sử dụng (Widely interior space, flexible usage for a lot of purpose is the most important factor to satisfy consumer) Lợi xe đa dụng có khoảng sáng gầm xe cao, phù hợp với điều kiện đường xá, sở hạ tầng Việt nam (High clearance chassis to appropriate with Vietnam’s roads & infrastructure is advantages of MPV) Xe đa dụng thích hợp cho công ty đáp ứng nhu cầu di chuyển dành cho nhân viên (MPV also suitable for companies to meet commuting needs of staffs in business.) Giống xe gắn máy, người Việt Nam thích xe tơ Nhật (Similar to automobile, Vietnamese is interested in Japanese car) Nissan thương hiệu xe tiếng Nhật Bản? (Nissan is well known car brand of Japanese?) 15 79 14 76 89 11 10 100 61 25 No answer 12 Summary Result Q9 61% 25% Q8 100% Q7 89% Q6 14% Q5 15% 11% % Agree 79% % Moderate 91% Q3 Q2 40% %No anwser 8% 100% 20% %E Totally dis-agree 12% 92% Q1 % Dis-agree 5% 86% 0% % Totally agree 76% Q4 Q12 0% 0% 60% 80% 100% Influence factors on buying decision of customers a Brand 24 17 Priority 15 22 16 6 b Interior comply with using needs & Convenience 23 20 21 19 17 c Price 19 15 20 14 20 12 d Deisgn and appearance 14 20 13 20 22 11 e Engine/Fuel consumption 17 18 20 21 15 f Advises of others 10 11 10 62 Sum 100 100 100 100 100 100 Factors ... wants to apply knowledge in marketing to study Vietnam’s auto market to find out causes of problem and propose solutions to improve shares of Nissan Vietnam The project just focuses to share of Nissan. .. marketing to find out causes of problem and solutions? Because of these above reasons, I choose the project ? ?Proposal solutions to enhance market share of Nissan Grand Livina in Vietnam’s auto market? ??;... attracted investors in local, oversea to joining and playing in auto market e Rivalry & attractiveness of market: Basing on Porter’s Five Force to analyze Power of suppliers: Low - Switching to another