Libert-E Motor

Abstract

Kei Yun Wong has big dreams. She has been entrusted with the United States launch of Libert-E Motor, a new line of Chinese-manufactured electric scooters. With only $750,000 of her original budget of $3 million left, she needs to make sure that the launch succeeds, as it represents the initial step in her desire to create the first Chinese global brand. The case is effective in allowing students to perform a macroenvironmental and opportunity analysis to determine the factors that result in a successful launch and implementation of marketing strategy.