某汽车的战略规划-英文-课件.ppt
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- 汽车 战略规划 英文 课件
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1、 Volkswagen-peoples carTeam 6:Stone,Thomas,Cheryl,Peter ,Ben,Libby.Agendau Introduction -Stoneu Field market research report -Thomasu SWOT Analysis -Cherylu Strategies -Peteru Value chain optimization -Benu Risks&Contingency plan -LibbyHistoryHistory:Introduction1937:Known as“Gesellschaft zur Vorber
2、eitung des Volkswagens”1938:Renamed“Volkswagenwerk GmbH”1939-1945:Switched to armaments1945-1948:British Military Government in management1948:Returned Volkswagens to Germany.1952:Internationalization1981:Change name“Volkswagen Caminhoes“1985:Shanghai VW was established2005:Established two joint ven
3、ture companies in ChinaIts HQ located in Wolfsburg.The largest automobile maker in Europe.The third largest automobile maker in the World.Ownership StructureThe share ownership of Volkswagen AG is distributed as follows:Vision of VolkswagenVision:Future powertrains and fuels for sustainable mobility
4、.Mission of VolkswagenBiologicalClimate protectionSpeciesprotectionPartnershipVolkswagen publishes mission statement on biodiversity.Brand portfolioAnnual growthin 000 millionThe Groups sales revenue in 2009 will be lower than in the previous year because of the decline in volume sales.Field Market
5、ResearchField Market ResearchVolkswagen Car Dealer HongQiaoProduct line:Santana*PassatPoloTouran medium-sized cars 34 VW stores in total in SH area*(23%market share in SH)u Measurement of Success Sales by volume(revenue)-sales in total-sales by m2-customer feedback via surveys from JD PoweruTarget c
6、ustomer-Santana:small businesses-Polo:age range:25-35,white collar-Passat:age range:35-50,successful peopleField Market Research Classical model of low costs and high profit margin?Few different cars availableField Market Research Road to Success Maintain customer base Keep sales constant(difficult
7、competition in SH)Financial Crisis has so far had little impact Sales are stable Oil is cheaper Cost of raw material has decreased(steel,glass)Field Market Research Challenges in the Current Environment High demand for low-end cars Difficult market situation in provinces with lower income Manufactur
8、ing cost reductions may affect quality of the end product Volume of maintenance not very high Low sales volume in the North and in the South of China(e.g.less than 4%of all VW vehicles are being sold in the Southern region,such as Guangdong province)Field Market Research Competitors Toyota:better af
9、ter-sales service GM:special offers(in general ten to twenty-thousand RMB cheaper);concern about market share Dealers long-term strategy More market share in China desired Maintain sales at high level and keep loyal customers Better after-sales serviceField Market Research CTQ Analysisu Safetyu Bran
10、d reputationu Priceu Stylingu Oil-consumptionu After-sale serviceAfter-sale service,2.3%Styling,6.7%Price,14.7%Brand,17.6%Safety,52.2%safetybrandpricestylingOilserviceOil-consumption,5.3%PESTAL AnalysisPoliticalEconomicSocialEnvironmentalTechnologicalLegalEconomic:uIncrease in material and energy pr
11、ice in the long run.u Financial crisis Economy grew by 9%in the third quarter of 2008 -the lowest level since mid-2003.In 2008,Growth in the auto sector slowed to 6.7%-the lowest level in a decade.Jan.2009,overall car sales were down 14%compared with the same period a year ago(U.S.sales fell 37%).Fo
12、recast:shrink for the first time in 20 years.Political:Stimulus Package for Car Sector mass production of electric cars in big and medium-sized cities targeted subsidies for rural buyers Tax Policy.Social-Cultural:In western countries,its a century old industry;In China its not even decades old Chin
13、as auto market is far from saturated-especially for private vehicles.Demand continues to grow with the increase of personal wealth More recognition of quality,environment and brand Changing consumer priorities Technological:Foreign companies bring advanced technologies into China but local technolog
14、y still lag behind.a 10-billion-yuan subsidy over the next three years for auto makers that upgrade their technology and develop alternative-energy vehicles.-Environmental:In 2007,new motor vehicle emission standards,a move that should cut automobile pollutants by 30 percent(equivalent to the Euro I
15、II standard)In 2008,Sales tax increase in large engine cars.In 2009,sales tax reduction from 10%to 5%(engine 1.6 liters)In 2010,a more stringent standard,equivalent to Euro IV,will take effect PESTAL AnalysisLegal:Tax system Regulations of gas emissionInternal analysis-StrengthuBrand imageuBroad Pro
16、duct portfolio uLeading market share in China market uHigh technology&quality -safetyuNorthern areaDays of Inventory on Hand52,2132,5131,62VWToyotaGMInternal analysis-Weaknessu Southern areau Weak turnover ratiou Bad management and low productivityu Serviceu Low capacity utilizationMuch Higher price
17、Lower competitivenessBad managementWhat do you think are the VWs weakness in China?Survey of 11268 peopleProduct positioningConflict:FAW&SVWinvestmentOthersItemsPercentagenumberSWOT Analysis 20 SWOT Brand image&Product portfolio Leading market share High technology&quality First foreign Auto company
18、Bad management and low productivity-Weak turnover ratio-Low capacity utilization focus on fuel-efficient cars Potential growth rate-increase of purchasing power-More recognition of quality-Changing consumer priorities-Stringent emission regulations-Rising materials energy price-Downturn of economy-F
19、ierce competitionStrengthWeaknessOpportunitiesThreatsStrategy formulation-SO 21 Brand image&Product portfolio Leading market share High technology&quality First foreign Auto companyfocus on fuel-efficient cars Potential growth rate-increase of purchasing power-More recognition of qualityStrengthOppo
20、rtunities Try to commercialize fuel-efficient vehicles.-Expand in second ties regions-Optimize the portfolio of the product lines.-Expand the distribution channelsSO strategyStrategy formulation-ST 22 Brand image&Product portfolio Leading market share High technology&quality First foreign Auto compa
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