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This research focused on the feasibility of launching YAZAKI Groups Digital Tachographs into the Chinese market by analyzing the buying behaviors of transport companies.An effective market entry strategy was recommended based on analysis of the marketing mix and focusing on factors such as Product and Place.The Digital Tachograph is a device that allows transport companies to monitor their commercial vehicles for the purpose of managing the quality of driving.Reductions in the number of traffic accidents,fuel consumption levels,and greenhouse gas emissions are all benefits that transport companies can expect from installing Digital Tachographs in their vehicles. Due to the rapid growth of the Chinese economy,environmental and safety concerns have become more serious issues,and the Chinese government has made efforts to address these concerns by implementing new policies.This research focuses on the transportation sector with an emphasis on the commercial truck market because China has the largest market for commercial trucks in the world,and more than 10 million registered trucks are already on the road.YAZAKIs Digital Tachographs,which have the highest market share in Japan,may be critical tools to help the Chinese government address both environmental and safety concerns within the transportation industry and also meet the business needs of Chinese transport companies. This research was conducted in two phases.In the first phase,marketing research focusing on the Japanese market was conducted.Key characteristics of this market were studied and defined.The factors that led to YAZAKIs success in this market were also discussed by analyzing the Japanese market.In the second phase,marketing research on the Chinese market was conducted to gain a better understanding of the overall market situation and customer demands.A comparison of both markets uncovered the possible challenges YAZAKI may encounter,and solutions and suggestions were discussed. Analyzing buyer behavior has proved to be an effective indicator for understanding market characteristics.Analyzing Legal,Technical,and Physical factors highlighted the key differences between the Japanese and Chinese market.Through research of those key factors,an effective entry strategy was discussed. The results of this research suggest that well-designed Digital Tachograph product specification and a robust service network would lead to a successful entry into the Chinese market.YAZAKIs Digital Tachographs would also help the Chinese government and Chinese transport companies address environmental and safety issues in a unique way.