Evaluating the Strategies of East European Car Producers in the UK Market

Against a background of little published information on the strategies of East European producers, this article examines some of the overall objectives of such trade and offers a partial test of their effectiveness in one market area. Based on an empirical study undertaken for two car producers, the use of a particular cluster analysis technique allows a measure of their market segmentation in the UK. In spite of the severe constraints on many aspects of their strategies, the companies are shown to have established themselves in some unexpected market segments. The paper concludes by drawing some lessons for subsequent Western penetration from similar sources.