上海通用汽車(chē)品牌策略案(文件)
【正文】 multinational corporations. ? Heavy tax limits consumption. ? Price is high pared to consumer’s earning. ? Economical car does not meet the requirement of environment protection very much. ? The price of import car will be lower as the tariff down, domestic car will lose the price advantage ? Poor city traffic and limited parking place. ? Depend on affiliated enterprises for model, poor Ramp。D and Innovation of affiliated enterprises meet market demand in time. 3 Customerfirst serving idea, both product and service being improved. 4 Good public image, take responsibility for society. 3 Strong ability in product mix expanding 4 soft marketing, manufacturing, logestics, IT , market reaction system. 4 Internal Weaknesses 1 、 Cross cultural clash could end in failure of decisionmaking or opportunity losing 2 Frequency merging might get shortage of cash flow. 1 Too many kinds of products bring no scope economy, cost rising. 1 Fittings stocking by electronic merce is not so much. 2 Too much media reporting 2 Doesn’t hold Chinese consumers’ mentality deeply. 2 TOTAL Internal Factor Evaluation (IFE) Matrix December,2022 22 TOWS Analysis Strengths 1 、 Mature brand, high brand loyalty 2 、 Strong Ramp。D － － Local protection 4 2 Sum Total QSPM (quantitative strategic planning matrix) December,2022 29 STRATEGIC ALTERNATIVES Integration, selling on the spot. One center, market peration. Key Factors Weight AS TAS AS TAS Strengths Mature brand, high brand loyalty 3 4 2 、 Strong Ramp。 research centers in East China, South China, North China and West China to know consumer deeply. TOWS Analysis continued December,2022 24 Threats 1 、 Severe petition ,size smaller than multinational corporations Heavy consumption tax 3 、 Poor city traffic and limited parking place 4 、 Depend on affiliated enterprises for model, poor Ramp。D 4 3 2 ProductQuality 3 3 2 Advertising 4 3 3 Number ofRetailOutlets 3 4 3 Product Mix 4 3 3 Depend onSuppliersfor Quality 3 3 3 Total1 Shanghai GM Shanghai VWTianjin XialiCPM Matrix December,2022 18 Market Positioning December,2022 19 Internal strength of Shanghai GM ? 180 retail outlets distribute 104 cities,30 province,can be found almost everywhere. ? Ma
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