上海通用汽车品牌策略案.ppt

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1、Shanghai GMThere are many kinds of vehicles.Automobile is popular on landway.As an important part of automobile,car plays a key role in modern society.In China,more and more people hold a private car,what is the industry going to be?What should Shanghai GM do?Follow me please,December,20022Macroscop

2、ical EnvironmentChinese economy develops quickly,2002 GDP increases in a rate as 8%,reach 10200 billion.China has the largest population in the world.Many new policies stimulate consumption.December,20023TrendofTechnologyElectromotioncarGPS(globalpositioningsystem)HydrogenfuelbatteryAir-conditionerw

3、ithoutFluorinInformationcenter-withinternetSafety,EnvironmentFriendly,Comfortable-threekeycharactersDecember,20024Dopod686LeaderGPS(GLOBAL POSITIONING SYSTEM)December,20025TheBloomingChineseMarketJun.Oct.,2002 Auto produce increase 34.85%,sale increase 35.55%。Car produce increase 48.63%,sale increas

4、e 51.7%。December,20026Several Big CorporationsGroup nameProfit(10 billion$)Turnover(10 billion$)Global sale(10 thousand)Capital(10 billion$)GM281400750166Ford671180680230Demla-Kreisler64.71473400250Volkswagen13750458124Toyota401060445230Honda2454023430December,20027Foreign Carmakers Seek More Presen

5、ce in China Chinese car market,a lucrative cake,has garnered attentions of numerous foreign carmakers.Chinas entry to the WTO,as policies on auto sector are relaxed,many international well-known auto firms set up their bases in China to attract consumersAuto consumption becomes more and more popular

6、 in China,as both global and domestic carmakers are sharing the big cake,Chinese car market will become more attractive and matured.December,20028International GMHenry Ford made the first automobile in 1886;General Motor was established in 1908 by William C.Durant,is the biggest automobile manufactu

7、rer in the world;GM became the leader of all auto manufacturers since 1931;Get the market share over 15%in 2001.December,20029GlobalMarketSouthAmericaAsiaPacificNorthAmericaEuropeDecember,200210Shanghai GMEstablished in March,1997,is the largest joint venture corporation of GM in China.Produce cars,

8、engine,gear-box and other kinds of parts.Main brand:BUICK series,SAIL series.Want to be the best auto manufacturer in China.December,200211Regal GS 3.0 and its flagship versionBuickGlxBuickNewCenturyNewBuickGLBuick SeriesDecember,200212AudiAccordBoraCompetitors of BuickPassatHongqiDecember,200213Ext

9、ernal Opportunities of Shanghai GM1、The industry is very mature in the world but it is a blooming industry with much market potential in China.2、The government think much of the development of motorcar industry to cut down the influence from WTO.3、The gap between competitors is not too much,easy to

10、get competitive advantage in free competition stage.4、Distribution quantity raise much,individual buyers take more and more proportion.5、Relating services are improving.6、The industry is just beginning,many standards need to be perfected.December,200214External Threats of Shanghai GM1、Severe competi

11、tion,size smaller than multinational corporations.2、Heavy tax limits consumption.3、Price is high compared to consumers earning.4、Economical car does not meet the requirement of environment protection very much.5、The price of import car will be lower as the tariff down,domestic car will lose the pric

12、e advantage6、Poor city traffic and limited parking place.7、Depend on affiliated enterprises for model,poor R&D ability.8、Without globalization stock.9、Local protection.December,200215Key External FactorsWeightRatingWeighted ScoreOpportunities:1、Mature technology0.1030.302、Supported by government0.12

13、40.483、In Free competitive stage,no strongest opponent0.1030.304、Market content increasing quickly0.1740.685、Service improved quickly0.1130.336、The industry is just beginning，many standards need to be perfected0.1430.42Threats:1、Severe competition,size smaller than multinational corporations0.0520.1

14、02、Heavy consumption tax0.0410.043、Poor city traffic and limited parking place0.0610.064、Depend on affiliated enterprises for model0.0620.125、Local protection0.0510.05Total:1.002.88External Factor Evaluation(EFE)MatrixDecember,200216CPM MatrixDecember,200217Market PositioningDecember,200218Internal

15、strength of Shanghai GM180 retail outlets distribute 104 cities,30 province,can be found almost everywhere.Mature brand，high brand loyalty.Global R&D branch meets deferent demands.Customer-first serving idea,international level service.Soft marketing,manufacturing,logestics,IT system.Courtlike adver

16、tisement,rich and colorful culture transmitting activities.Strong ability in product mix expanding.Good public image High quality product.Both product and service being improved.December,200219Internal weakness of Shanghai GMCross cultural clash could end in failure of decision-making.Frequency merg

17、ing might get shortage of cash flow.Too many kinds of products bring no scope economy,cost rising.Fittings stocking by electronic commerce is not so much.Too much media reporting could be understood to be untruthful.Doesnt hold Chinese consumers mentality deeply.December,200220KEY INTERNAL FACTORSWe

18、ightRatingWeighted scoreInternal Strengths1、Mature brand,high brand loyalty0.0740.282、Strong R&D and Innovation of affiliated enterprises meet market demand in time.0.0930.273、Customer-first serving idea,both product and service being improved.0.1040.404、Good public image,take responsibility for soc

19、iety.0.0730.215、Strong ability in product mix expanding0.1040.406、soft marketing,manufacturing,logestics,IT,market reaction system.0.1240.48Internal Weaknesses1、Cross cultural clash could end in failure of decision-making or opportunity losing0.0620.122、Frequency merging might get shortage of cash f

20、low.0.1010.103、Too many kinds of products bring no scope economy,cost rising.0.0810.084、Fittings stocking by electronic commerce is not so much.0.0520.105、Too much media reporting 0.0720.146、Doesnt hold Chinese consumers mentality deeply.0.0920.18TOTAL1.002.76Internal Factor Evaluation(IFE)MatrixDec

21、ember,200221TOWS AnalysisStrengths1、Mature brand,high brand loyalty2、Strong R&D and Innovation of affiliated enterprises meet market demand in time.3、Customer-first serving idea,both product and service being improved.4、Good public image,take responsibility for society.5、Strong ability in product mi

22、x expanding6、Soft marketing,manufacturing,logestics,IT,market reaction system.7、Courtlike advertisement,richandcolorfulculturetransmittingactivities.Weaknesses1、Cross cultural clash could end in failure of decision-making or opportunity losing2、Frequency merging might get shortage of cash flow.3、Too

23、 many kinds of products bring no scope economy,cost rising.4、Fittings stocking by electronic commerce is not so much.5、Too much media reporting 6、Doesnt hold Chinese consumers mentality deeply.December,200222Opportunities 1、The industry is very mature in the world but it is a blooming industry with

24、much market potential in China.2、The government think much of the development of motorcar industry.3、The gap between competitors is not too much,easy to get competitive advantage in free competition stage.4、Distribution quantity raise much,individual buyers take more and more proportion.5、Relating s

25、ervices are improving.6、The industry is just beginning,many standards need to be perfected.S-O Strategies1、Form GM(China)group with four manufacture centers-East China,South China,North China and West China step by step through merging and other way.(S2,S6,O3,O4)W-O Strategies1、Localizing the high l

26、evel supervisors（W1,W5,W6,O2,O5）.2、Set up survey&research centers in East China,South China,North China and West China to know consumer deeply.TOWS Analysis continuedDecember,200223Threats1、Severe competition,size smaller than multinational corporations 2、Heavy consumption tax 3、Poor city traffic an

27、d limited parking place 4、Depend on affiliated enterprises for model,poor R&D5、Local protectionS-T Strategies1、Intensify the cooperation with certain government.(T2,T3,T5,S1,S4)2、Cooperate with local government to merge local auto manufacturers through diversification of investors.(S2,S6,T1,T4,T5)W-

28、T Strategies1、Control the size-expanding in a suitable level before the relating policies are lucidity.(W2,W3,T2)2、Decrease the cost of advertising,change the form to meet Chinese consumers sight.(W5)TOWS Analysis continuedDecember,200224CAISFSES(2.6,1.75)ConservativeAggressiveDefensiveCompetitiveIn

29、ternalstrategicpositionExternalstrategicpositionFinancialStrength+3.5+6bestto+1worstEnvironmentalStability-1.751bestto6worstCompetitiveAdvantage-2.01bestto6worstIndustryStrength+4.6+6bestto+1worstXaxis:4.6+(-2.0)=2.6Yaxis:3.5+(-1.75)=1.75SPACE MatrixDecember,200225SGMTheIFETotalWeightedScoreStrongAv

30、erageWeak3.0to4.02.0to2.991.0to1.99HighIIIIII3.0to3.99MediumIVVVITheEFETotalWeightedScore2.0to2.99LowVIIVIIIIX1.0to1.99HOLDANDMAINTAIN1.02.03.04.01.02.03.02.762.88TheInternal-External(IE)MatrixDecember,200226RAPIDMARKETGROWTHQuadrantIIQuadrantISGMCOMPETITIVESTRONGPOSITIONCOMPETITIVEPOSITIONQuadrantI

31、IIQuadrantIVSLOWMARKETGROWTHGrand Strategy Matrix1.Product development2.Market penetration3.Market development4.Forward integration5.Backward integration6.Horizontal integrationDecember,200227STRATEGICALTERNATIVESIntegration,selling on the spot.One center,market penetration.KeyFactorsWeightASTASASTA

32、SOpportunities：1、Mature technology0.1040.4020.202、Supported by government0.1240.4830.363、In Free competitive stage,no strongest opponent0.1030.3020.204、Market content increasing quickly0.1730.5120.345、Service improved quickly0.1130.3340.446、The industry is just beginning，many standards need to be pe

33、rfected0.1430.4230.42Threats：1、Severe competition,size smaller than multinational corporations0.0540.2020.102、Heavy consumption tax0.0430.1220.083、Poor city traffic and limited parking place0.0630.1820.124、Depend on affiliated enterprises for model,poor R&D0.065、Local protection0.0540.2020.10SumTota

34、l1.03.102.36QSPM(quantitative strategic planning matrix)December,200228STRATEGICALTERNATIVESIntegration,selling on the spot.One center,market penetration.KeyFactorsWeightASTASASTASStrengths1、Maturebrand,highbrandloyalty0.0730.2140.282、Strong R&D and Innovation of affiliated enterprises meetmarketdem

35、andintime.0.0920.1830.273、Customer-first serving idea,both product and service beingimproved.0.1030.3020.204、Goodpublicimage,takeresponsibilityforsociety.0.0730.2130.215、Strongabilityinproductmixexpanding0.1030.3030.306、softmarketing,manufacturing,logestics,IT,marketreactionsystem.0.1230.3620.24Weak

36、ness1、Crossculturalclashcouldendinfailureofdecision-makingoropportunitylosing0.062、Frequencymergingmightgetshortageofcashflow.0.1020.2030.303、Toomanykindsofproductsbringnoscopeeconomy,costrising.0.0820.1630.244、Fittingsstockingbyelectroniccommerceisnotsomuch.0.0530.1520.105、Toomuchmediareporting0.076、DoesntholdChineseconsumersmentalitydeeply.0.0930.2720.18SamTotal1.02.342.32SamTotalAttractiveScore5.444.68QSPMContinuedDecember,200229Thank you Thank you very much!very much!Good luck in final!Good luck in final!December,200230