大众汽车的战略规划(英文).ppt

Volkswagen-peoplescar,Team6:Stone,Thomas,Cheryl,Peter,Ben,Libby.,Agenda,Introduction-StoneFieldmarketresearchreport-ThomasSWOTAnalysis-CherylStrategies-PeterValuechainoptimization-BenRisksconcernaboutmarketshareDealerslong-termstrategyMoremarketshareinChinadesiredMaintainsalesathighlevelandkeeployalcustomersBetterafter-salesservice,FieldMarketResearch,CTQAnalysis,SafetyBrandreputationPriceStylingOil-consumptionAfter-saleservice,PESTALAnalysis,Economic：Increaseinmaterialandenergypriceinthelongrun.FinancialcrisisEconomygrewby9%inthethirdquarterof2008-thelowestlevelsincemid-2003.In2008,Growthintheautosectorslowedto6.7%-thelowestlevelinadecade.Jan.2009,overallcarsalesweredown14%comparedwiththesameperiodayearago(U.S.salesfell37%).Forecast:shrinkforthefirsttimein20years.,Political：StimulusPackageforCarSectormassproductionofelectriccarsinbigandmedium-sizedcitiestargetedsubsidiesforruralbuyersTaxPolicy.,Social-Cultural：Inwesterncountries,itsacenturyoldindustry;InChinaitsnotevendecadesoldChinasautomarketisfarfromsaturated-especiallyforprivatevehicles.DemandcontinuestogrowwiththeincreaseofpersonalwealthMorerecognitionofquality,environmentandbrandChangingconsumerpriorities,Technological：ForeigncompaniesbringadvancedtechnologiesintoChinabutlocaltechnologystilllagbehind.a10-billion-yuansubsidyoverthenextthreeyearsforautomakersthatupgradetheirtechnologyanddevelopalternative-energyvehicles.-,Environmental：In2007,newmotorvehicleemissionstandards,amovethatshouldcutautomobilepollutantsby30percent（equivalenttotheEuroIIIstandard）In2008,Salestaxincreaseinlargeenginecars.In2009,salestaxreductionfrom10%to5%(engine1.6liters)In2010，amorestringentstandard,equivalenttoEuroIV,willtakeeffect,PESTALAnalysis,Legal：TaxsystemRegulationsofgasemission,Internalanalysis-Strength,BrandimageBroadProductportfolioLeadingmarketshareinChinamarketHightechnology&quality-safetyNorthernarea,Internalanalysis-Weakness,SouthernareaWeakturnoverratioBadmanagementandlowproductivityServiceLowcapacityutilization,SWOTAnalysis,20,SWOT,Brandimage&ProductportfolioLeadingmarketshareHightechnology&qualityFirstforeignAutocompany,Badmanagementandlowproductivity-WeakturnoverratioLowcapacityutilization,focusonfuel-efficientcarsPotentialgrowthrate-increaseofpurchasingpowerMorerecognitionofquality,-Changingconsumerpriorities-Stringentemissionregulations-RisingmaterialsenergypriceDownturnofeconomyFiercecompetition,Strength,Weakness,Opportunities,Threats,Strategyformulation-SO,21,Brandimage&ProductportfolioLeadingmarketshareHightechnology&qualityFirstforeignAutocompany,focusonfuel-efficientcarsPotentialgrowthrate-increaseofpurchasingpowerMorerecognitionofquality,Strength,Opportunities,Trytocommercializefuel-efficientvehicles.-ExpandinsecondtiesregionsOptimizetheportfoliooftheproductlines.Expandthedistributionchannels,SOstrategy,Strategyformulation-ST,22,Brandimage&ProductportfolioLeadingmarketshareHightechnology&qualityFirstforeignAutocompany,-Changingconsumerpriorities-Stringentemissionregulations-Risingmaterials&laborcostDownturnofeconomyFiercecompetition,Strength,Threats,-Improvethefirmsmarketposition-Focusoncustomerdemandand-reducethecompetitivethreatbydevelopingnewflexibleproductline,STstrategy,Strategyformulation-WO,23,focusonfuel-efficientcarsPotentialgrowthrate-increaseofpurchasingpowerMorerecognitionofquality,nocooperationbetweenSHVW&FAWVW-Weakturnoverratio-Lowcapacityutilization,Opportunities,Weakness,ProductionLineoptimizationplatformcombinedifferentproductlineshare,WOstrategy,Strategyformulation-WT,24,-Changingconsumerpriorities-Stringentemissionregulations-Risingmaterials&laborcostDownturnofeconomyFiercecompetition,nocooperationbetweenSHVW&FAWVW-Weakturnoverratio-Lowcapacityutilization,Threats,Weakness,-Focusonmoreoilefficencymodel&boostmaturation-Valuechainoptimization,WTstrategy,Strategychoosereason,Rawmaterial&laborcostgoesup,11%5years3292yuan,Strategychoosereason,FiercecompetitionMorethan80brandsinchinameanwhileonly40inUSSalesstoresearnprofitsbyrebatesandserviceMarginsinthecardealersspacecontinuetocompress344Sstoresinshanghaiwhichhirealmost5000personCapacityutilizaitonratenosohigh,Strategy(2009-2019),GrowthofVW,Stage1.（2009-2011）salesunits:1250,000ChinalocalizationPlatformintegrationNewproducts,Stage2.(2012-2016)salesunits：1780,000Fuelefficienttechnologynetworkexpansiontriplebrandconsolidation,Stage3.（2016-2019）salesunits：2400,000newenergytechnologyInternalacquisitionLeadingbrandposition,2008,Valuechainoptimization,R&Dcentersharing-VW&Porsche-ShangVWandFAWNewcreationofCarsbyfocusingonpassengercarssuchasLavidaSupportR&DLocalizationinchina,PurchaselocalizationBargainingpowerPurchaseintegrationBetweenFAWandSHW,ReducetheinventoryLeanproductionSystemProductionlocalizationSharingplatformstrategy,Marketing,LaunchmarketCampaignProductportfolioMarketstrategy,ServicetrainingServicesurveyandEvaluationstandardization,CostReduction,MarketCampaign,Service,Valuechainoptimization,R&Dcentersharing-VW&Porsche-ShangVWandFAWNewcreationofCarsbyfocusingonpassengercarssuchasLavidaSupportR&DLocalizationinchina,PurchaselocalizationBargainingpowerPurchaseintegrationBetweenFAWandSHW,ReducetheinventoryLeanproductionSystemProductionlocalizationSharingplatformstrategy,Marketing,Service,LaunchmarketCampaignProductportfolioMarketstrategy,ServicetrainingServicesurveyandEvaluationstandardization,CostReduction,MarketCampaign,DifficultyandcomplexityofImplementationPossibilityurgency,Productportfolio,large,Largeinvestmentonlargetrucks,Reducetheoutputofextremelyhighend,Entermini-carmarket,Candowithenoughresources,Waittomove,BenefitsRevenueincreaseReturnofinvestment,Mustdonow!,Passengercars,MaintainhighmarketshareofAudibrand,1,MustdoASAP,Bentley,Star,Gol,Golf,Audi,Santana,9%*,10%,MarketGrowthrate,Marketshare,?,Scania,Productportfolio,Others,ProductStrategy,MarketingStrategy,2009,2010,2011,2013,2014,2017,2019,2020,2008,2018,Targetunits:1.25million,New5typesVehiclesExpanddistributorsby100ofShanghaiVWasWellas100ofFAWStandardizationof4SStoresbyprofessionalTrainingandredecoration,Maintainthe3newProductsperyeartoChina(VW,Audi,Skoda)Expanddistributorsby200ofShanghaiVWAswellas150ofFAWLowercostby10%ofitsPassengercarsLowerthefuelconsumptionBy18%,Leadingbrandsof(VW,Audi,Skoda)ineachTargetmarketExpanddistributorsby300ofShanghaiVWAswellas250ofFAWLowerthefuelconsumptionBy27%,Targetunits:1.78million,Targetunits:2.4million,TargetunitsforsaleBrandvalue,MajorrisksofautoindustryinChina,Theindustrialpolicysrisks-Themajorpolicyofautoindustryfrom2007-2009inChina,MajorrisksofautoindustryinChina,TheeconomicriskTheriskofglobaleconomicdownturn:leadstothesalesgrowthrateandyieldratebothdeclinedinChinamarketbelowtheexpectation,MajorrisksofautoindustryinChina,Theindustrialintegratedrisks-Currentbigcarmakershavenoabilitytodealwellwiththegiantbus