上海通用汽车品牌策略案

ShanghaiGMDecember,20022Therearemanykindsofvehicles.Automobileispopularonlandway.Asanimportantpartofautomobile,carplaysakeyroleinmodernsociety.InChina,moreandmorepeopleholdaprivatecar,whatistheindustrygoingtobe?WhatshouldShanghaiGMdo?Followmeplease,……December,20023MacroscopicalEnvironment•Chineseeconomydevelopsquickly,2002GDPincreasesinarateas8%,reach10200billion.•Chinahasthelargestpopulationintheworld.•Manynewpoliciesstimulateconsumption.December,20024TrendofTechnology•Electromotioncar•GPS(globalpositioningsystem)•Hydrogenfuelbattery•Air-conditionerwithoutFluorin•Informationcenter---withinternet•Safety,EnvironmentFriendly,Comfortable------threekeycharactersDecember,20025Dopod686LeaderGPS(GLOBALPOSITIONINGSYSTEM)December,2002657.9259.8686.0890.81020406080100生产销售生产销售2001年1－10月2002年1－10月轿车产销量（万辆）195.14196.84263.15266.81050100150200250300生产（万辆）销售（万辆）生产（万辆）销售（万辆）2001年1－10月2002年1－10月汽车产销量（万辆）TheBloomingChineseMarketJun.~Oct.,2002Autoproduceincrease34.85%,saleincrease35.55%。Carproduceincrease48.63%,saleincrease51.7%。December,20027SeveralBigCorporationsGroupnameProfit(10billion$)Turnover(10billion$)Globalsale(10thousand)Capital(10billion$)GM281400750166Ford671180680230Demla-Kreisler64.71473400250Volkswagen13750458124Toyota401060445230Honda2454023430December,20028ForeignCarmakersSeekMorePresenceinChina•Chinesecarmarket,alucrativecake,hasgarneredattentionsofnumerousforeigncarmakers.•China'sentrytotheWTO,aspoliciesonautosectorarerelaxed,manyinternationalwell-knownautofirmssetuptheirbasesinChinatoattractconsumers•AutoconsumptionbecomesmoreandmorepopularinChina,asbothglobalanddomesticcarmakersaresharingthebigcake,Chinesecarmarketwillbecomemoreattractiveandmaturer.December,20029InternationalGM•HenryFordmadethefirstautomobilein1886;•GeneralMotorwasestablishedin1908byWilliamC.Durant,isthebiggestautomobilemanufacturerintheworld;•GMbecametheleaderofallautomanufacturerssince1931;•Getthemarketshareover15%in2001.GlobalMarketSouthAmericaAsiaPacificNorthAmericaEuropeDecember,200211ShanghaiGM•EstablishedinMarch,1997,isthelargestjointventurecorporationofGMinChina.•Producecars,engine,gear-boxandotherkindsofparts.•Mainbrand:BUICKseries,SAILseries.•WanttobethebestautomanufacturerinChina.December,200212RegalGS3.0anditsflagshipversionBuickGlxBuickNewCenturyNewBuickGLBuickSeriesDecember,200213AudiAccordBoraCompetitorsofBuickPassatHongqiDecember,200214ExternalOpportunitiesofShanghaiGMǒ1、TheindustryisverymatureintheworldbutitisabloomingindustrywithmuchmarketpotentialinChina.ǒ2、ThegovernmentthinkmuchofthedevelopmentofmotorcarindustrytocutdowntheinfluencefromWTO.ǒ3、Thegapbetweencompetitorsisnottoomuch,easytogetcompetitiveadvantageinfreecompetitionstage.ǒ4、Distributionquantityraisemuch,individualbuyerstakemoreandmoreproportion.ǒ5、Relatingservicesareimproving.ǒ6、Theindustryisjustbeginning,manystandardsneedtobeperfected.December,200215ExternalThreatsofShanghaiGMŤ1、Severecompetition,sizesmallerthanmultinationalcorporations.Ť2、Heavytaxlimitsconsumption.Ť3、Priceishighcomparedtoconsumer’searning.Ť4、Economicalcardoesnotmeettherequirementofenvironmentprotectionverymuch.Ť5、Thepriceofimportcarwillbelowerasthetariffdown,domesticcarwilllosethepriceadvantageŤ6、Poorcitytrafficandlimitedparkingplace.Ť7、Dependonaffiliatedenterprisesformodel,poorR&Dability.Ť8、Withoutglobalizationstock.Ť9、Localprotection.December,200216KeyExternalFactorsWeightRatingWeightedScoreOpportunities: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:1.002.88ExternalFactorEvaluation(EFE)MatrixDecember,200217CriticalSuccessFactorsWeightRatingWeightedScoreRatingWeightedScoreRatingWeightedScoreBrandRecognition0.1540.640.630.45MarketShare0.1430.4240.5630.42FinancialStrength0.1440.5640.5630.42R&D0.1540.630.4520.3ProductQuality0.130.330.320.2Advertising0.1240.4830.3630.36NumberofRetailOutlets0.0530.1540.230.15ProductMix0.0540.230.1530.15DependonSuppliersforQuality0.130.330.330.3Total13.613.483.04ShanghaiGMShanghaiVWTianjinXialiCPMMatrixDecember,200218MarketPositioningDecember,200219InternalstrengthofShanghaiGMš180retailoutletsdistribute104cities,30province,canbefoundalmosteverywhere.šMaturebrand，highbrandloyalty.šGlobalR&Dbranchmeetsdeferentdemands.šCustomer-firstservingidea,internationallevelservice.šSoftmarketing,manufacturing,logestics,ITsystem.šCourtlikeadvertisement,richandcolorfulculturetransmittingactivities.šStrongabilityinproductmixexpanding.šGoodpublicimagešHighqualityproduct.šBothproductandservicebeingimproved.December,200220InternalweaknessofShanghaiGMŵCrossculturalclashcouldendinfailureofdecision-making.ŵFrequencymergingmightgetshortageofcashflow.ŵ