上海汽车品牌策略英文.ppt

December 2002 ShanghaiGM December 2002 Therearemanykindsofvehicles Automobileispopularonlandway Asanimportantpartofautomobile carplaysakeyroleinmodernsociety InChina moreandmorepeopleholdaprivatecar whatistheindustrygoingtobe WhatshouldShanghaiGMdo Followmeplease December 2002 MacroscopicalEnvironment Chineseeconomydevelopsquickly 2002GDPincreasesinarateas8 reach10200billion Chinahasthelargestpopulationintheworld Manynewpoliciesstimulateconsumption December 2002 TrendofTechnology ElectromotioncarGPS globalpositioningsystem HydrogenfuelbatteryAir conditionerwithoutFluorinInformationcenter withinternetSafety EnvironmentFriendly Comfortable threekeycharacters December 2002 Dopod686 Leader GPS GLOBALPOSITIONINGSYSTEM December 2002 TheBloomingChineseMarket Jun Oct 2002Autoproduceincrease34 85 saleincrease35 55 Carproduceincrease48 63 saleincrease51 7 December 2002 SeveralBigCorporations December 2002 ForeignCarmakersSeekMorePresenceinChina Chinesecarmarket a lucrativecake hasgarneredattentionsofnumerousforeigncarmakers China sentrytotheWTO aspoliciesonautosectorarerelaxed manyinternationalwell knownautofirmssetuptheirbasesinChinatoattractconsumersAutoconsumptionbecomesmoreandmorepopularinChina asbothglobalanddomesticcarmakersaresharingthe bigcake Chinesecarmarketwillbecomemoreattractiveandmaturer December 2002 InternationalGM HenryFordmadethefirstautomobilein1886 GeneralMotorwasestablishedin1908byWilliamC Durant isthebiggestautomobilemanufacturerintheworld GMbecametheleaderofallautomanufacturerssince1931 Getthemarketshareover15 in2001 GlobalMarket SouthAmerica AsiaPacific NorthAmerica Europe December 2002 ShanghaiGM EstablishedinMarch 1997 isthelargestjointventurecorporationofGMinChina Producecars engine gear boxandotherkindsofparts Mainbrand BUICKseries SAILseries WanttobethebestautomanufacturerinChina December 2002 RegalGS3 0anditsflagshipversion BuickGlx BuickNewCentury NewBuickGL BuickSeries December 2002 Audi Accord Bora CompetitorsofBuick Passat Hongqi December 2002 ExternalOpportunitiesofShanghaiGM 1 TheindustryisverymatureintheworldbutitisabloomingindustrywithmuchmarketpotentialinChina 2 ThegovernmentthinkmuchofthedevelopmentofmotorcarindustrytocutdowntheinfluencefromWTO 3 Thegapbetweencompetitorsisnottoomuch easytogetcompetitiveadvantageinfreecompetitionstage 4 Distributionquantityraisemuch individualbuyerstakemoreandmoreproportion 5 Relatingservicesareimproving 6 Theindustryisjustbeginning manystandardsneedtobeperfected December 2002 ExternalThreatsofShanghaiGM 1 Severecompetition sizesmallerthanmultinationalcorporations 2 Heavytaxlimitsconsumption 3 Priceishighcomparedtoconsumer searning 4 Economicalcardoesnotmeettherequirementofenvironmentprotectionverymuch 5 Thepriceofimportcarwillbelowerasthetariffdown domesticcarwilllosethepriceadvantage6 Poorcitytrafficandlimitedparkingplace 7 Dependonaffiliatedenterprisesformodel poorR Dability 8 Withoutglobalizationstock 9 Localprotection December 2002 ExternalFactorEvaluation EFE Matrix December 2002 CPMMatrix December 2002 MarketPositioning December 2002 InternalstrengthofShanghaiGM 180retailoutletsdistribute104cities 30province canbefoundalmosteverywhere Maturebrand highbrandloyalty GlobalR Dbranchmeetsdeferentdemands Customer firstservingidea internationallevelservice Softmarketing manufacturing logestics ITsystem Courtlikeadvertisement richandcolorfulculturetransmittingactivities Strongabilityinproductmixexpanding GoodpublicimageHighqualityproduct Bothproductandservicebeingimproved December 2002 InternalweaknessofShanghaiGM Crossculturalclashcouldendinfailureofdecision making Frequencymergingmightgetshortageofcashflow Toomanykindsofproductsbringnoscopeeconomy costrising Fittingsstockingbyelectroniccommerceisnotsomuch Toomuchmediareportingcouldbeunderstoodtobeuntruthful Doesn tholdChineseconsumers mentalitydeeply December 2002 InternalFactorEvaluation IFE Matrix December 2002 TOWSAnalysis December 2002 TOWSAnalysiscontinued December 2002 TOWSAnalysiscontinued December 2002 SPACEMatrix December 2002 TheInternal External IE Matrix December 2002 GrandStrategyMatrix 1 Productdevelopment2 Marketpenetra