大眾汽車的戰(zhàn)略規(guī)劃英文

Volkswagen

---people’s

carTeam

6:Stone

,

Thomas,

Cheryl,Peter ,

Ben, Libby

.AgendaIntroduction---StoneField

market

researchreport---ThomasSWOT

Analysis---CherylStrategies---PeterValue

chain

optimization---BenRisks

&

Contingency

plan---LibbyHistory：Introductiondes

Volkswagens

”1937：Known

as

“

Gesellschaft

zur

Vorbereitung1938：Renamed

“

Volkswagenwerk

GmbH

”1939-1945：Switched

toarmaments1945-1948：British

Military

Government

in

management1948：

Returned

Volkswagens

to

Germany.1952：

Internationalization1981

:

Change

name

“

Volkswagen

Caminhoes

“1985

:

Shanghai

VW

was

established2023: Established

two

joint

venture

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

isdistributedasfollows:50.76%20.10%3.58%Porsche

AutomobilState

of

Lower

SaxonyUBS

AG,

Zurich.OthersVision

of

VolkswagenVision:Future

powertrains

and

fuels

for

sustainable

mobility

.Mission

of

VolkswagenBiologicalonrotectiEnvironmental

protection

has

many

helping

handsEnvironmental

protection

the

smart

way

thankstoBlue

MotionTechnologiesIt’s

a

promise:

truedrivingSppleeciaessure

plus

Partnerenvironmental

protectionVolkswagen

publishes

mission

statement

on

biodiversity.Blue

Motion

Technologies:

a

pledge

to

protect

theenvironmentCliBrand

portfolioAnnual

growthThe

Group’s

sales

revenue

in

2023

will

be

lower

than

in

the

previousyearbecause

of

the

decline

in

volume

sales.200420052006200720088000090000100000110000120000Sales

revenue

in

five

recentyearsin

‘000

€millionField

Market

ResearchField

Market

ResearchVolkswagen

Car

Dealer

HongQiaoProductline:Santana*PassatPoloTouran

medium-sized

cars34

VW

stores

in

total

in SH

area*(23%

market

share

in

SH)Measurement

of

SuccessSales

by

volume(revenue)sales

in

totalsales

by

m2customer

feedback

via

surveys

from

JD

PowerTarget

customerSantana:

small

businessesPolo:Passat:age

range:25-35,

whitecollarage

range:35-50,

successful

peopleField

Market

ResearchClassical

model

of

low

costs

and

high

profit

margin?Constant

product

lineFew

different

cars

availableOccassionally

low

profit

or

no

profit

at

all

from

sellingVW

carsInstead

profit

from

maintenance

and

bonuses

directly

fromthe

companyField

Market

ResearchRoad

to

SuccessMaintain

customer

baseKeep

sales

constant

(difficult

competition

in

SH)Financial

Crisis

has

so

far

had

little

impactSales

are

stableOil

ischeaperCost

of

raw

material

has

decreased

(steel,

glass)Field

Market

ResearchChallenges

in

the

Current

EnvironmentHigh

demand

for

low-end

carsDifficult

market

situation

in

provinces

with

lower

incomeManufacturing

cost

reductions

may

affect

quality

of

the

endproductVolume

of

maintenance

not

very

highLow

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

Southernregion,

such

as

Guangdong

province)Field

Market

ResearchCompetitorsToyota:

better

after-sales

serviceGM:

special

offers

(in

general

ten

to

twenty-thousand

RMBcheaper);

concern

about

market

shareDealers

long-term

strategyMore

market

share

in

China

desiredMaintain

sales

at

high

level

and

keep

loyal

customersBetter

after-salesserviceField

Market

ResearchCTQ

AnalysisSafetyBrandreputationPriceStylingOil-consumptionAfter-saleserviceAfter-sale

service,2.3%Styling,6.7%Price,14.7%Brand,17.6%Safety,52.2%safetybrandpricestylingOilserviceOil-consumption,5.3%PoliticalLegalPESTAL

AnalysiSoEnvironmentaTechnological

Economy

grew

by

9%

in

the

third

quarter

of2023--

the

lowest

level

since

mid-2023.

s

In

2023,

Growth

in

the

auto

sector

slowed

to

6.7%--

the

lowest

level

in

a

decade.

cial

Jan.2023,

overall

car

sales

were

down

14%

comparedwith

the

same

period

a

year

ago

(U.S.

sales

fell37%).

Forecast:

shrink

for

the

first

time

in

20

years

.Economic：

Increase

in

material

and

energy

price

in

thlongrun.

Financial

crisisPolitical：

Stimulus

Package

forCar

mass

production

of

electric

cars

in

big

and

medium

targeted

subsidies

for

rural

buyers

Tax

Policy.Social

-

Cultural：

In

western

countries,

it's

a

century

old

industry

;

eIn

China

it's

not

even

decades

oldEconomic

China's

auto

market

is

far

from

saturated

--especially

for

private

vehicles.Sector

Demand

continues

to

grow

with

the

increase

of

-sized

citiespersonal

wealth

More

recognition

of

quality,

environmentandbrandTechnological：

Foreign

companies

bringtechnology

still

lag

behind.advanced

technologies

into

China

but

localover

the

next

three

years

for

auto

makers

thatnd

develop

alternative-energy

vehicles.

-tiesEnvironmental：In

2023,new

motor

vehicle

emission

standards,

amovethat

should

cut

automobile

pollutants

by

30

percent（equivalent

to

the

Euro

III

standard）a

10-billion-yuan

subsidyupgrade

their

technology

a

In

2023,

Sales

tax

increase

in

large

engine

cars.In<1InIV2023,

sales

tax

reduction

from

10%to

5%

(engine.6liters)2023，a

more

stringent

standard,

equivalent

toEuro,will

take

effectPESTAL

AnalysisLegal：Tax

systemRegulations

of

gas

emissionChanging

consumer

prioriInternal

analysis--StrengthBrandimageBroad

ProductportfolioLeading

market

share

in

China

marketHigh

technology&

quality ----

safetyNorthern

areaDays

of

InM2Internal

analysis

--

WeaknessSouWeBadSerLowthern

areaak

turnover

ratiomanagement

and

lowproductivityvicecapacityutilizationVW

Toyota

Gventory

onHand

52,21

32,51

31,6Much

HigherpriceLower

competitivenessBad

managementWhat

do

you

think

are

the

VW’s

weakness

in

China?Survey

of

11268

peopleProduct

positioningConflict

:

FAW

&

SVWinvestmentOthersItemsPercentagenumberSWOTAnalysis20SWOTy-Changing

consumer

priorities-Stringent

emission

regulations-Rising

materials

energy

price-Downturn

of

economy-

Fierce

competitionStrengthBrand

image

&Product

portfolioLeading

market

shareHigh

technology&

quality–

First

foreign

Auto

companWeakness–Bad

management

and

lowproductivity-

Weak

turnover

ratio-Low

capacityutilization–focus

on

fuel-efficientcars–Potential

growth

rate--increase

of

purchasing

power-More

recognition

ofqualityOpportunitiesThreatsStrategy

formulation-SO21Brand

image

&Product

portfolioLeading

market

shareHigh

technology&

qualityFirst

foreign

Auto

company–focus

on

fuel-efficientcars–Potential

growth

rate--increase

of

purchasing

power-More

recognition

ofqualityStrengthOpportunities–

Try

to

commercializefuel-efficient

vehicles.Expand

in second

tiesregionsOptimize

the

portfolioof

the

product

lines.Expand

thedistribution

channelsSOstrategyStrategy

formulation-ST22Brand

image

&Product

portfolioLeading

market

shareHigh

technology&

qualityFirst

foreign

Auto

company-Changing

consumer

priorities-Stringent

emission

regulations-Rising

materials

&

labor

cost-Downturn

of

economy-

Fierce

competitionStrengthThreats-

Improve

thefirm’smarket

position-Focus

on

customerdemand

and-reduce

thecompetitivethreat

by

developingnew

flexible

product

lineSTstrategyStrategy

formulation-WO23–focus

on

fuel-efficientcars–Potential

growth

rate--increase

of

purchasing

power-More

recognition

ofquality–no

cooperation

between

SHVW

& FAW

VWWeak

turnover

ratioLow

capacityutilizationOpportunitiesWeaknessProduction

Lineoptimizationplatform

combinedifferent

product

lineshareWOstrategyStrategy

formulation-WT24-Changing

consumer

priorities-Stringent

emission

regulations-Rising

materials&

labor

cost-Downturn

of

economy-

Fierce

competitionThreats–no

cooperation

between

SHVW

& FAW

VWWeak

turnover

ratioLow

capacityutilizationWeakness-Focus

on

more

oilefficencymodel &

boostmaturation--

Value

chain

optimizationWTstrategyStrategy

choose

reasonRaw

material

&

labor

cost

goes

upStrategy

choose

reasonFierce

competitionthan

80

brnds

in

china

meanwhile

only

40

in–

MoreUS–

Salesstores

earn

profitsbyrebates

and

sericethe

cr

dealer’s

spacecontiue

to–

Margicompns

inresss

in

shangai

wich

hire

alost

5000–

34

4Spersostorn–

Capacity

utilizaiton

rate

no

so

high20232023

a2023202320232023

2023

20232023Car

demand（million）1.12

2.32.83.84.7

5

v

5.36.1Car

supply（million）1.9a3

3.94.95.6n6.7

7.88.99.8Utilization

Rate

59%

e

67%

60%

h

57%

h

68%

70%

m

64%

59%

63%Profit7.20%7.20%7%3.70%4.80%5.20%Strategy (2023-2023)Growth

of

VWStage

1.（2023-2023）sales

units

:1250,000China

localizationPlatform

integrationNew

productsStage

2.(2023-2023)sales

units

：1780,000Fuel

efficient

technologynetwork

expansiontriple

brand

consolidationStage

3.（2023-2023）sales

units

：2400,000new

energy

technologyInternal

acquisitionLeading

brand

position20232023

20232023

2023202320232023

20232023Value

chain

optimizationR&DProductionPurchaseonMarketingR&D

center

sharing-VW&Porsche-Shang

VW

and

FAWPurchase

localization

?Reduce

the

inventory

?Launch

marketCampaignBargaining

power

?Lean

productionSystem

?Product

portfolioPurchase

integrationBetween

FAWand

?Production

localizati

?Market

strategySHWSharing

platformstrategyService

trainingService

survey

and EvaluationstandardizationNew

creation

ofCars

by

focusingon

passenger

carssuch

as

LavidaSupport

R&DLocalization

in

chinaCost

ReductionMarket

CampaignServiceValue

chain

optimizationR&DProductionPurchaseonMarketingServiceR&D

center

sharing-VW&Porsche-Shang

VW

and

FAWPurchase

localization

?Reduce

the

inventory

?Launch

marketCampaignBargaining

power

?Lean

productionSystem

?Product

portfolioPurchase

integrationBetween

FAWand

?Production

localizati

?Market

strategySHWSharing

platformstrategyService

trainingService

survey

and EvaluationstandardizationNew

creation

ofCars

by

focusingon

passenger

carssuch

as

LavidaSupport

R&DLocalization

in

chinaCost

ReductionMarket

CampaignDifficulty

and

complexity

ofImplementationPossibilityurgencyProduct

portfolio1098765432smalllargeLarge

investment

on

large

trucksEnter

mini-car

marketWait

to

moveBenefitsRevenue

increaseReturn

ofinvestmentMust

do

now!Passenger

carsMaintain

high

market

share

of

Audibrand1Must

do

ASAPReduce

the

output

of

extremely

high

endCan

do

with

enough

resourcesBentleyStarGolJettaGolfPassatAudiPOLOLavidaSantana9%*10%MarketGrowthrateMarketshareScaniaProductportfolio?MixSUVMPVPassenger100,000200,000300,000400,0000TiguanGolf

VITypePricing

rangeSatigarNew

BoraTouranHybridTouranPassatPlanning

vehiclesOthersProduct

StrategyAudiMarketing

Strategy2023

20232023

2023

20232023

20232023

2023

2023Target

units

:1.25

millionNew

5types

VehiclesExpand

distributors

by100

of

Shanghai

VW

asWell

as

100

of

FAWStandardization

of

4SStores

by

professionalTraining

andredecorationMaintain

the

3newProducts

per

year

toChina

(

VW,

Audi,

Skoda)Expand

distributorsby200of

Shanghai

VWAs

well

as

150

of

FAWLower

cost

by

10%

of

its Passenger

carsLower

the

fuel

consumptionBy

18%Leading

brands

of(

VW,

Audi,

Skoda)

in

each Target

marketExpand

distributorsby300of

Shanghai

VWAs

well

as

250

of

FAWLower

the

fuel

consumption By

27%Target

units

:1.78

millionTarget

units

:2.4

millionTarget

units

forsaleBrand

valueMajor

risks

of

auto

industry

in

ChinaThe

industrial

policy’s

risks-

The

major

policy

of

auto

industry

from

2023-2023

in

ChinaEndofYearof2023The

central

government

encouragedthe

government’s

purchase:

energy-saving

&carbonemission-reducingcars.Also

protected

the

domestic

brandcars

toexpand.Volkswagen

should

develop

thecar

model

of

oil

efficient

in

Chinamarket

and

keep

the

cars’

sales

athigh

level.2023.7Required

all

the

car

makers

to

add

theuniform

fuel

consumptionidentification

code.A

great

challenge

for

carcompanies’

technology

and

capital.2023.7Required

all

the

car

makers

to

add

theuniform

fuel

consumptionidentification

code

Implementation

ofthe

carbon

emission

criteria

–

EuropeⅢ

in

ChinaThe

new

car’s

entry

standardraised.2023.9The

central

government

adjusted

thecar

consumption

tax

to

minimize

theburden

of

emissionVolkswagen

must

adjust

theproduct

structure2023.1Oil

tax

started

and

it

will

boost

the

newenergy

car’s

salesVolkswagen