In July 1998, Holger Grossman, managing director of MD Motors, was surprised and concerned. He had just learned that while Volkswagen AG recently purchased Rolls-Royce Motor Cars Ltd. in the United Kingdom, Bayerische Motoren Werke AG in Germany acquired the exclusive rights to Rolls-Royce brand. In the future, MD Motors, the exclusive agent in Hong Kong for Rolls-Royce and Bentley, cars faced the possibility that he would not be able to sell Rolls-Royce brand with its imposing grille and elegant lady flying hood ornaments. Grossman knew he would have to carefully develop a new strategic marketing plan to change the MD Motors. "Hide
by Julie Yu, Mary J. Cascales Source: University of Hong Kong, 14 pages. Publication Date: January 1, 1999. Prod. #: HKU034-PDF-ENG
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