Résumé: According to the article titled ?°Sudden increase in importation of luxury cars from Algeria?± on the newspaper ?°Ashoruq?±, Feb 28, 2009, Algerian importation of luxury cars is increasing year after year; which is making a significant increase comparing to each of the previous years. From the article we know that Algeria imported 2,756 Mercedes Benz in 2008, which is an increase of 450% compared to 2007 importation of Mercedes Benz cars. Similar with BMW cars. importation to Algeria, it has also increased by 199% in 2008. The Chinese luxury car market has shown a large growth for the last few years. Due to the Foreign Direct Investment (FDI) regulations many western companies are found in its borders of investment in China, such as Mercedes Benz, BMW, Audi, etc. Thus China has a huge opportunity to increase Chinese performance in cars. market and the product quality. As the result of the FDI nowadays we can see 100% Chinese luxury cars on streets everyday getting more and more, such as Red Flag and Great Wall. Therefore, since Algeria has a big demand of luxury cars that Chinese luxury car producers can offer, then why we could not find a Chinese luxury car in Algeria? Even how to penetrate Chinese luxury car to this new market? The purpose of this dissertation is to investigate the Algerian consumers. attitudes towards Chinese luxury cars, trying to know the reasons of a non-existence of this product in my country, Algeria, and recommending solutions to create the market for Chinese luxury cars in Algeria. The study also analyzes competitiveness and demand on the market. To collect the necessary data such as questionnaire, it was spread to different regions of Algeria. The sample consisted of 150 answers which can be assumed to represent my country Algeria. The literature review and survey reflect the image of Chinese luxury cars in Algerian market. Unknown product or brand name could have a big impact on the product image towards negativity because with minimum awareness of the product quality, Algerian will automatically classify it with other Chinese products ?°Chinese country-image?±. To alleviate that, Chinese luxury car manufacturers could improve their international marketing strategies in Algeria market, especially the international marketing mix. They could put more efforts on international promotion to introduce the product, such as sales promotion exhibition, advertising, etc. They could also 3 improve the pricing strategy focusing on decreasing the prices of Auto parts and providing more after-sales-service. In addition, they could create selling-points and showrooms, that are more convenient for Algerian to get information and they can know more Chinese car companies even better. So Chinese luxury car manufacturers should elevate the quality, design and technology of their products and apply a strong promotional strategy in order to get a portion of Algeria.s luxury car market.

Edition: Chine: University of International Business and Economics
Langue: Français
Collation: 48 p. ;30 cm.
Diplôme: Master

Note: Bibliogre