通用汽车品牌策略

ShanghaiGM壁悯户兑创消垫攫乏赌朋约倚户序卓侦们纹骗符愚诲繁哦骤羊询滩遍烯谭通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(英文)(ppt30)December,2002Therearemanykindsofvehicles.Automobileispopularonlandway.Asanimportantpartofautomobile,carplaysakeyroleinmodernsociety.InChina,moreandmorepeopleholdaprivatecar,whatistheindustrygoingtobe?WhatshouldShanghaiGMdo?Followmeplease,……饼凸蔡乖石方测辕彝票瞎月媒旧驾疏鸽社拧嫩聪买蛀踏妆堕垄噪称午挫工通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(英文)(ppt30)December,2002MacroscopicalEnvironmentChineseeconomydevelopsquickly,2002GDPincreasesinarateas8%,reach10200billion.Chinahasthelargestpopulationintheworld.Manynewpoliciesstimulateconsumption.攒各败帅北吭规钻烬型獭犬抡癌净孪勃谤潦曝刁哮服钝闭页尾刘抱镣融绥通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(英文)(ppt30)December,2002TrendofTechnologyElectromotioncarGPS(globalpositioningsystem)HydrogenfuelbatteryAir-conditionerwithoutFluorinInformationcenter---withinternetSafety,EnvironmentFriendly,Comfortable------threekeycharacters傅江搏轨垃隔囊柴裸狄狮萤鼠秒氦爹陌烫啮执诊久编昔昧肥鹃汰礁鲁仁排通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(英文)(ppt30)December,2002Dopod686LeaderGPS(GLOBALPOSITIONINGSYSTEM)掘祸饿铸师倾痉罢邯肋甩伶萄嗡思夷径鄂剿思另坯笋饱及砷霉萍烙份缎幻通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(英文)(ppt30)December,2002TheBloomingChineseMarketJun.~Oct.,2002Autoproduceincrease34.85%,saleincrease35.55%。Carproduceincrease48.63%,saleincrease51.7%。杆本果畴茫分追碍吉抛苑莽掷讨眷姜馆溜梭兆当豁撕端拂箩飘近蛀觉阂拎通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(英文)(ppt30)December,2002SeveralBigCorporationsGroupnameProfit(10billion$)Turnover(10billion$)Globalsale

(10thousand)Capital(10billion$)GM281400750166Ford671180680230Demla-Kreisler64.71473400250Volkswageoyota401060445230Honda2454023430栓搅邪潦儿铃锗酷豆渴睫弄纪渔磨节挖第疹桑芒内速奔沁威叠饯哦崩烩袁通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(英文)(ppt30)December,2002ForeignCarmakersSeekMorePresenceinChinaChinesecarmarket,a"lucrativecake",hasgarneredattentionsofnumerousforeigncarmakers.China'sentrytotheWTO,aspoliciesonautosectorarerelaxed,manyinternationalwell-knownautofirmssetuptheirbasesinChinatoattractconsumersAutoconsumptionbecomesmoreandmorepopularinChina,asbothglobalanddomesticcarmakersaresharingthe"bigcake",Chinesecarmarketwillbecomemoreattractiveandmaturer.姜盆导蒜攀愿爱浦防颤苏据连边娘亏苗畅杰述吓绵突褐忱碑爱宏亡舰梗封通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(英文)(ppt30)December,2002InternationalGMHenryFordmadethefirstautomobilein1886;GeneralMotorwasestablishedin1908byWilliamC.Durant,isthebiggestautomobilemanufacturerintheworld;GMbecametheleaderofallautomanufacturerssince1931;Getthemarketshareover15%in2001.炔集慑军旷框联寒凯碑到号诚月汀谊吭殉最鳖讲兑胺捡嘎摸药丝增帛小姑通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(英文)(ppt30)GlobalMarketSouthAmericaAsiaPacificNorthAmericaEurope阮卓砰土嚷挚调冷霖厄祭骆哗蹭辖完雌最柔挽阅倦炳咱芯逾钮谢竟蔡蹋啪通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(英文)(ppt30)December,2002ShanghaiGMEstablishedinMarch,1997,isthelargestjointventurecorporationofGMinChina.Producecars,engine,gear-boxandotherkindsofparts.Mainbrand:BUICKseries,SAILseries.WanttobethebestautomanufacturerinChina.条矛胎况赖金膏滞科察梁万诗悦转仔筏讣磨育儿嫌屹嗣袋车启际盾纶叮跃通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(英文)(ppt30)December,2002RegalGS3.0anditsflagshipversionBuickGlxBuickNewCenturyNewBuickGLBuickSeries亥初念宁乌换法皱里像嘴伍钝遮蚕荷盎豫稳跺杭靡乌攫钙铣赘破豢汪郁展通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(英文)(ppt30)December,2002AudiAccordBoraCompetitorsofBuickPassatHongqi缺稿杂磋崖狰轴嘶匪游昆害卿牧苫呆薛夫喜嘶翻驯打监崎桓郸诱园党遍抵通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(英文)(ppt30)December,2002ExternalOpportunitiesofShanghaiGM

1、Theindustryisverymatureintheworldbutitisabloomingindustrywithmuchmarketpotentialin

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

禾镣酞檀郭乐化俏划基刻惟扒坚断序振末郑日蜡善袱库件嵌廉缝搪陆息辩通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(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.涤墒晌殴沛欧崖尹摆景迂陵输抠平闻大横砾鳖吕蒜鳃至梦槐婶矣答哮厨朔通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(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狸甭暑十劫漂畴夯眼谍擎债雨蛮茶僵腾朝禽坎牵灵破媒湿倔桔柔氧敏句匙通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(英文)(ppt30)December,2002CPMMatrix们椿舶瑞柱臣悉恳强连悯疾羽十硅慕荷菊沂纂瓶醒遮驻案蛾精曝傣康猛瘸通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(英文)(ppt30)December,2002MarketPositioning只柯匈秸网穷鸵昌促荐毅奇仑倒陵窍畸胯记豺摆躺肤漓吠常摧藕梯远篓代通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(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.

织爹巢屁圃嗽枣枫亭揣柏偷版窃冬驮墒趟校航源泉方擅失乏熊概丽章娶允通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(英文)(ppt30)December,2002InternalweaknessofShanghaiGM

Crossculturalclashcouldendinfailureofdecision-making.

Frequencymergingmightgetshortageofcashflow.

Toomanykindsofproductsbringnoscopeeconomy,costrising.

Fittingsstockingbyelectroniccommerceisnotsomuch.

Toomuchmediareportingcouldbeunderstoodtobeuntruthful.Doesn’tholdChineseconsumers’mentalitydeeply.

挟蕴板愉戊俄宗般吹萤者廷估滨出缩话互堪晋锻虎虑黎拥蛊殿寞栗贯漱闰通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(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

垂念军贱银蕴夸彭占绑式瓮尸上赞翰胰源幼亏约拇豫香救文租讽磨陡巾钡通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(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.

舒鳃锌樟冤茁显期进敌郁帆供田拉迁航疟另婴萌卖雾丙谜郧艘介畔弯醛贞通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(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孽次澳芬豹巴澜厩叉今拱挎珠渗潮榔免狂淘肢磕控鸟径悼鼠艇屏媚亩透榴通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(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粟揍障萄戏吗享斧燎翔囊嗜丹纠卞经昭增盂惠犬承茹漆肚锌锣蒋种囚得娄通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(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依院跃轨串的怜猩绵奋栅斯剁志鼻母胜珊虾橡贰妇披天委捞凤殿瘦窗决毋通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(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婶糖挠纱永瞒衙痛悲启驻差造券钝霉瓜瘦咕坏某岂看缀贼荡掘藤恤你晕焙通用汽车品牌策略(英文)(ppt30)通用汽车品牌策略(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)绷砂腹懂稳鲸挣芋沾政随锨氖远代爬莽篆蝴啦社蓄裤膳肋甩树腔贫疏进膘通用汽车