上海通用汽車(chē)品牌策略案-wenkub
2023-05-22 04:42:05 本頁(yè)面
【正文】 ity in product mix expanding. ? Good public image ? High quality product. ? Both product and service being improved. December,2021 20 Internal weakness of Shanghai GM ? Cross cultural clash could end in failure of decisionmaking. ? Frequency merging might get shortage of cash flow. ? Too many kinds of products bring no scope economy, cost rising. ? Fittings stocking by electronic merce is not so much. ? Too much media reporting could be understood to be untruthful. ? Doesn’t hold Chinese consumers’ mentality deeply. December,2021 21 KEY INTERNAL FACTORS Weight Rating Weighted score Internal Strengths Mature brand, high brand loyalty 4 Strong Ramp。 ? GM became the leader of all auto manufacturers since 1931。 Car produce increase %,sale increase %。 December,2021 7 Several Big Corporations Group name Profit (10 billion $) Turnover (10 billion $) Global sale (10 thousand) Capital (10 billion $) GM 28 1400 750 166 Ford 67 1180 680 230 DemlaKreisler 1473 400 250 Volkswagen 13 750 458 124 Toyota 40 1060 445 230 Honda 24 540 234 30 December,2021 8 Foreign Carmakers Seek More Presence in China ? Chinese car market, a lucrative cake, has garnered attentions of numerous foreign carmakers. ? China39。 ? Get the market share over 15% in 2021. Global Market South America Asia Pacific North America Europe December,2021 11 Shanghai GM ? Established in March,1997,is the largest joint venture corporation of GM in China. ? Produce cars, engine, gearbox and other kinds of parts. ? Main brand: BUICK series, SAIL series. ? Want to be the best auto manufacturer in China. December,2021 12 Regal GS and its flagship version Buick Glx Buick New Century New Buick GL Buick Series December,2021 13 Audi Accord Bora Competitors of Buick Passat Hongqi December,2021 14 External Opportunities of Shanghai GM ǒ The industry is very mature in the world but it is a blooming industry with much market potential in China. ǒ The government think much of the development of motorcar industry to cut down the influence from WTO. ǒ The gap between petitors is not too much, easy to get petitive advantage in free petition stage. ǒ Distribution quantity raise much, individual buyers take more and more proportion. ǒ Relating services are improving. ǒ The industry is just beginning, many standards need to be perfected. December,2021 15 External Threats of Shanghai GM ? Severe petition,size smaller than
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