UMFCCI- UTCC

Global MBA – 3rd Batch

Independent Study Proposal

Cycle & Carriage Automobile Myanmar (CCAM) Company Ltd.,
How to overcome Mercedes Benz’s formidable difficulties in Myanmar luxury car market

Name : Sai Myo Thet Oo
Student ID : 1301116013051

Content
Section (1) 1.1 The Problem Statement 1.2 The Company Background 1.3 The Objective of Independent Study 1.4 The Scope of the Study

Section (2)
2.1 The problem cause & effect diagram
2.2 Theory and concepts used for solving the problem
2.3 Research Methodology

Section (3)
3.1 Data Collection
3.2 Data Analysis
3.3 SWOT? Strategy Develop Method?

Chapter (1) 1.1 Problem Statement

Japan’s Toyota used car brands are leading in Myanmar’s niche luxury car market with an 81 percent share compared with Western and South Korean luxury models. Luxury Mercedes Benz is facing to struggle against Japanese dominance in the niche car market. Out of Toyota’s 81 percent share, models Mark II and Mark X lead the pack, with 22 percent and 16 percent respectively. Currently Germany’s Mercedes-Benz and BMW brands are standing at 2 percent, and South Korea’s Hyundai and KIA brands at 1 percent. 1.2 Company Background
Cycle & Carriage Automobile Myanmar (CCAM) Company Ltd.,
Incorporated in June-2013, Cycle & Carriage Automobile Myanmar (CCAM) Company Ltd., a joint venture between the Automobile Alliance Co., Ltd (AA) and Singapore’s Jardine Cycle & Carriage Group (JC&C), is one of the companies that have received a “brand-new car showroom license”, and has secured the distribution rights to Mercedes-Benz passenger cars, Fuso commercial vehicles, Evo Bus buses, a China brand Changan and Mazda passenger cars for Myanmar.