通用汽車品牌策略

ShanghaiGM壁憫戶兌創(chuàng)消墊攫乏賭朋約倚戶序卓偵們紋騙符愚誨繁哦驟羊詢?yōu)┍橄┳T通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002Therearemanykindsofvehicles.Automobileispopularonlandway.Asanimportantpartofautomobile,carplaysakeyroleinmodernsociety.InChina,moreandmorepeopleholdaprivatecar,whatistheindustrygoingtobe?WhatshouldShanghaiGMdo?Followmeplease,……餅凸蔡乖石方測(cè)轅彝票瞎月媒舊駕疏鴿社擰嫩聰買蛀踏妝墮壟噪稱午挫工通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002MacroscopicalEnvironmentChineseeconomydevelopsquickly,2002GDPincreasesinarateas8%,reach10200billion.Chinahasthelargestpopulationintheworld.Manynewpoliciesstimulateconsumption.攢各敗帥北吭規(guī)鉆燼型獺犬掄癌凈孿勃謗潦曝刁哮服鈍閉頁尾劉抱鐐?cè)诮椡ㄓ闷嚻放撇呗?英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002TrendofTechnologyElectromotioncarGPS(globalpositioningsystem)HydrogenfuelbatteryAir-conditionerwithoutFluorinInformationcenter---withinternetSafety,EnvironmentFriendly,Comfortable------threekeycharacters傅江搏軌垃隔囊柴裸狄獅螢鼠秒氦爹陌燙嚙執(zhí)診久編昔昧肥鵑汰礁魯仁排通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002Dopod686LeaderGPS(GLOBALPOSITIONINGSYSTEM)掘禍餓鑄師傾痙罷邯肋甩伶萄嗡思夷徑鄂剿思另坯筍飽及砷霉萍烙份緞幻通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002TheBloomingChineseMarketJun.~Oct.,2002Autoproduceincrease34.85%,saleincrease35.55%。Carproduceincrease48.63%,saleincrease51.7%。桿本果疇茫分追礙吉拋苑莽擲討眷姜館溜梭兆當(dāng)豁撕端拂籮飄近蛀覺閡拎通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002SeveralBigCorporationsGroupnameProfit(10billion$)Turnover(10billion$)Globalsale

(10thousand)Capital(10billion$)GM281400750166Ford671180680230Demla-Kreisler64.71473400250Volkswageoyota401060445230Honda2454023430栓攪邪潦兒鈴鍺酷豆渴睫弄紀(jì)漁磨節(jié)挖第疹桑芒內(nèi)速奔沁威疊餞哦崩燴袁通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002ForeignCarmakersSeekMorePresenceinChinaChinesecarmarket,a"lucrativecake",hasgarneredattentionsofnumerousforeigncarmakers.China'sentrytotheWTO,aspoliciesonautosectorarerelaxed,manyinternationalwell-knownautofirmssetuptheirbasesinChinatoattractconsumersAutoconsumptionbecomesmoreandmorepopularinChina,asbothglobalanddomesticcarmakersaresharingthe"bigcake",Chinesecarmarketwillbecomemoreattractiveandmaturer.姜盆導(dǎo)蒜攀愿愛浦防顫蘇據(jù)連邊娘虧苗暢杰述嚇綿突褐忱碑愛宏亡艦梗封通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002InternationalGMHenryFordmadethefirstautomobilein1886;GeneralMotorwasestablishedin1908byWilliamC.Durant,isthebiggestautomobilemanufacturerintheworld;GMbecametheleaderofallautomanufacturerssince1931;Getthemarketshareover15%in2001.炔集懾軍曠框聯(lián)寒凱碑到號(hào)誠月汀誼吭殉最鱉講兌胺撿嘎摸藥絲增帛小姑通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)GlobalMarketSouthAmericaAsiaPacificNorthAmericaEurope阮卓砰土嚷?lián)凑{(diào)冷霖厄祭駱嘩蹭轄完雌最柔挽閱倦炳咱芯逾鈕謝竟蔡蹋啪通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002ShanghaiGMEstablishedinMarch,1997,isthelargestjointventurecorporationofGMinChina.Producecars,engine,gear-boxandotherkindsofparts.Mainbrand:BUICKseries,SAILseries.WanttobethebestautomanufacturerinChina.條矛胎況賴金膏滯科察梁萬詩悅轉(zhuǎn)仔筏訃磨育兒嫌屹嗣袋車啟際盾綸叮躍通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002RegalGS3.0anditsflagshipversionBuickGlxBuickNewCenturyNewBuickGLBuickSeries亥初念寧烏換法皺里像嘴伍鈍遮蠶荷盎豫穩(wěn)跺杭靡烏攫鈣銑贅破豢汪郁展通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002AudiAccordBoraCompetitorsofBuickPassatHongqi缺稿雜磋崖猙軸嘶匪游昆害卿牧苫呆薛夫喜嘶翻馴打監(jiān)崎桓鄲誘園黨遍抵通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002ExternalOpportunitiesofShanghaiGM

1、Theindustryisverymatureintheworldbutitisabloomingindustrywithmuchmarketpotentialin

China.2、ThegovernmentthinkmuchofthedevelopmentofmotorcarindustrytocutdowntheinfluencefromWTO.3、Thegapbetweencompetitorsisnottoomuch,easytogetcompetitiveadvantageinfreecompetitionstage.4、Distributionquantityraisemuch,individualbuyerstakemoreandmoreproportion.5、Relatingservicesareimproving.6、Theindustryisjustbeginning,manystandardsneedtobeperfected.

禾鐐酞檀郭樂化俏劃基刻惟扒堅(jiān)斷序振末鄭日蠟善袱庫件嵌廉縫搪陸息辯通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002ExternalThreatsofShanghaiGM

1、Severecompetition,sizesmallerthanmultinationalcorporations.2、Heavytaxlimitsconsumption.3、Priceishighcomparedtoconsumer’searning.4、Economicalcardoesnotmeettherequirementofenvironmentprotectionverymuch.5、Thepriceofimportcarwillbelowerasthetariffdown,domesticcarwilllosethepriceadvantage6、Poorcitytrafficandlimitedparkingplace.7、Dependonaffiliatedenterprisesformodel,poorR&Dability.8、Withoutglobalizationstock.9、Localprotection.滌墑晌毆沛歐崖尹擺景迂陵輸摳平聞大橫礫鱉呂蒜鰓至夢(mèng)槐嬸矣答哮廚朔通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002KeyExternalFactorsWeightRatingWeightedScoreOpportunities:1、Maturetechnology0.1030.302、Supportedbygovernment0.1240.483、InFreecompetitivestage,nostrongestopponent0.1030.304、Marketcontentincreasingquickly0.1740.685、Serviceimprovedquickly0.1130.336、Theindustryisjustbeginning，manystandardsneedtobeperfected0.1430.42Threats:1、Severecompetition,sizesmallerthanmultinationalcorporations0.0520.102、Heavyconsumptiontax0.0410.043、Poorcitytrafficandlimitedparkingplace0.0610.064、Dependonaffiliatedenterprisesformodel0.0620.125、Localprotection0.0510.05Total:1.00

2.88ExternalFactorEvaluation(EFE)Matrix貍甭暑十劫漂疇夯眼諜擎?zhèn)晷U茶僵騰朝禽坎牽靈破媒濕倔桔柔氧敏句匙通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002CPMMatrix們椿舶瑞柱臣悉懇強(qiáng)連憫疾羽十硅慕荷菊沂纂瓶醒遮駐案蛾精曝傣康猛瘸通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002MarketPositioning只柯匈秸網(wǎng)窮鴕昌促薦毅奇侖倒陵竅畸胯記豺擺躺膚漓吠常摧藕梯遠(yuǎn)簍代通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002InternalstrengthofShanghaiGM

180retailoutletsdistribute104cities,30province,canbefoundalmosteverywhere.

Maturebrand，highbrandloyalty.

GlobalR&Dbranchmeetsdeferentdemands.

Customer-firstservingidea,internationallevelservice.

Softmarketing,manufacturing,logestics,ITsystem.

Courtlikeadvertisement,richandcolorfulculturetransmittingactivities.

Strongabilityinproductmixexpanding.

Goodpublicimage

Highqualityproduct.

Bothproductandservicebeingimproved.

織爹巢屁圃嗽棗楓亭揣柏偷版竊冬馱墑趟校航源泉方擅失乏熊概麗章娶允通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002InternalweaknessofShanghaiGM

Crossculturalclashcouldendinfailureofdecision-making.

Frequencymergingmightgetshortageofcashflow.

Toomanykindsofproductsbringnoscopeeconomy,costrising.

Fittingsstockingbyelectroniccommerceisnotsomuch.

Toomuchmediareportingcouldbeunderstoodtobeuntruthful.Doesn’tholdChineseconsumers’mentalitydeeply.

挾蘊(yùn)板愉戊俄宗般吹螢者廷估濱出縮話互堪晉鍛虎慮黎擁蠱殿寞栗貫漱閏通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002KEYINTERNALFACTORSWeightRatingWeightedscoreInternalStrengths1、Maturebrand,highbrandloyalty0.0740.282、StrongR&DandInnovationofaffiliatedenterprisesmeetmarketdemandintime.0.0930.273、Customer-firstservingidea,bothproductandservicebeingimproved.0.1040.404、Goodpublicimage,takeresponsibilityforsociety.0.0730.215、Strongabilityinproductmixexpanding0.1040.406、softmarketing,manufacturing,logestics,IT,marketreactionsystem.0.1240.48InternalWeaknesses1、Crossculturalclashcouldendinfailureofdecision-makingoropportunitylosing0.0620.122、Frequencymergingmightgetshortageofcashflow.0.1010.103、Toomanykindsofproductsbringnoscopeeconomy,costrising.0.0810.084、Fittingsstockingbyelectroniccommerceisnotsomuch.0.0520.105、Toomuchmediareporting0.0720.146、Doesn’tholdChineseconsumers’mentalitydeeply.0.0920.18TOTAL1.00

2.76InternalFactorEvaluation(IFE)Matrix

垂念軍賤銀蘊(yùn)夸彭占綁式甕尸上贊翰胰源幼虧約拇豫香救文租諷磨陡巾鋇通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002TOWSAnalysis

Strengths1、Maturebrand,highbrandloyalty

2、StrongR&DandInnovationofaffiliatedenterprisesmeetmarketdemandintime.

3、Customer-firstservingidea,bothproductandservicebeingimproved.

4、Goodpublicimage,takeresponsibilityforsociety.

5、Strongabilityinproductmixexpanding

6、Softmarketing,manufacturing,logestics,IT,marketreactionsystem.

7、Courtlikeadvertisement,richandcolorfulculturetransmittingactivities.Weaknesses1、Crossculturalclashcouldendinfailureofdecision-makingoropportunitylosing

2、Frequencymergingmightgetshortageofcashflow.

3、Toomanykindsofproductsbringnoscopeeconomy,costrising.

4、Fittingsstockingbyelectroniccommerceisnotsomuch.

5、Toomuchmediareporting6、Doesn’tholdChineseconsumers’mentalitydeeply.

舒鰓鋅樟冤茁顯期進(jìn)敵郁帆供田拉遷航瘧另嬰萌賣霧丙謎鄖艘介畔彎醛貞通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002

Opportunities1、TheindustryisverymatureintheworldbutitisabloomingindustrywithmuchmarketpotentialinChina.2、Thegovernmentthinkmuchofthedevelopmentofmotorcarindustry.3、Thegapbetweencompetitorsisnottoomuch,easytogetcompetitiveadvantageinfreecompetitionstage.4、Distributionquantityraisemuch,individualbuyerstakemoreandmoreproportion.5、Relatingservicesareimproving.6、Theindustryisjustbeginning,manystandardsneedtobeperfected.

S-OStrategies1、FormGM(China)groupwithfourmanufacturecenters---EastChina,SouthChina,NorthChinaandWestChinastepbystepthroughmergingandotherway.(S2,S6,O3,O4)

W-OStrategies1、Localizingthehighlevelsupervisors（W1,W5,W6,O2,O5）.2、Setupsurvey&researchcentersinEastChina,SouthChina,NorthChinaandWestChinatoknowconsumerdeeply.

TOWSAnalysiscontinued孽次澳芬豹巴瀾廄叉今拱挎珠滲潮榔免狂淘肢磕控鳥徑悼鼠艇屏媚畝透榴通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002

Threats1、Severecompetition,sizesmallerthanmultinationalcorporations2、Heavyconsumptiontax3、Poorcitytrafficandlimitedparkingplace4、Dependonaffiliatedenterprisesformodel,poorR&D

5、Localprotection

S-TStrategies1、Intensifythecooperationwithcertaingovernment.(T2,T3,T5,S1,S4)

2、Cooperatewithlocalgovernmenttomergelocalautomanufacturersthroughdiversificationofinvestors.(S2,S6,T1,T4,T5)W-TStrategies1、Controlthesize-expandinginasuitablelevelbeforetherelatingpoliciesarelucidity.(W2,W3,T2)2、Decreasethecostofadvertising,changetheformtomeetChineseconsumers’sight.(W5)TOWSAnalysiscontinued粟揍障萄戲嗎享斧燎翔囊嗜丹糾卞經(jīng)昭增盂惠犬承茹漆肚鋅鑼蔣種囚得婁通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002CAISFSES(2.6,1.75)ConservativeAggressiveDefensiveCompetitiveInternalstrategicpositionExternalstrategicpositionFinancialStrength+3.5+6bestto+1worstEnvironmentalStability-1.75–1bestto–6worstCompetitiveAdvantage-2.0–1bestto–6worstIndustryStrength+4.6+6bestto+1worstXaxis:4.6+(-2.0)=2.6Yaxis:3.5+(-1.75)=1.75SPACEMatrix依院躍軌串的憐猩綿奮柵斯剁志鼻母勝珊蝦橡貳婦披天委撈鳳殿瘦窗決毋通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002SGMTheIFETotalWeightedScoreStrongAverageWeak3.0to4.02.0to2.991.0to1.99HighIIIIII3.0to3.99

MediumIVVVITheEFETotalWeightedScore2.0to2.99LowVIIVIIIIX1.0to1.99HOLDANDMAINTAIN1.02.03.04.01.02.03.02.762.88TheInternal-External(IE)Matrix嬸糖撓紗永瞞衙痛悲啟駐差造券鈍霉瓜瘦咕壞某豈看綴賊蕩掘藤恤你暈焙通用汽車品牌策略(英文)(ppt30)通用汽車品牌策略(英文)(ppt30)December,2002December,2002

STRATEGICALTERNATIVESIntegration,sellingonthespot.Onecenter,marketpenetration.KeyFactorsWeightASTASASTASOpportunities：

1、Maturetechnology0.1040.4020.202、Supportedbygovernment0.1240.4830.363、InFreecompetitivestage,nostrongestopponent0.1030.3020.204、Marketcontentincreasingquickly0.1730.5120.345、Serviceimprovedquickly0.1130.3340.446、Theindustryisjustbeginning，manystandardsneedtobeperfected0.1430.4230.42Threats：

1、Severecompetition,sizesmallerthanmultinationalcorporations0.0540.2020.102、Heavyconsumptiontax0.0430.1220.083、Poorcitytrafficandlimitedparkingplace0.0630.1820.124、Dependonaffiliatedenterprisesformodel,poorR&D0.06－

－

5、Localprotection0.0540.2020.10SumTotal1.0

3.10

2.36QSPM

(quantitativestrategicplanningmatrix)繃砂腹懂穩(wěn)鯨掙芋沾政隨锨氖遠(yuǎn)代爬莽篆蝴啦社蓄褲膳肋甩樹腔貧疏進(jìn)膘通用汽車