上海通用汽車品牌策略案(存儲(chǔ)版)
【正文】 ved. 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。 December,2022 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,2022 8 Foreign Carmakers Seek More Presence in China ? Chinese car market, a lucrative cake, has garnered attentions of numerous foreign carmakers. ? China39。 ? GM became the leader of all auto manufacturers since 1931。D Local protection ST Strategies 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) WT Strategies Control the sizeexpanding 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 continued December,2022 25 CA IS FS ES (,) Conservative Aggressive Defensive Competitive Internal strategic position External strategic position Financial Strength + +6 best to +1 worst Environmental Stability –1 best to –6 worst Competitive Advantage –1 best to –6 worst Industry Strength + +6 best to +1 worst X axis:+()= Y axis:+()= SPACE Matrix December,2022 26 SGM The IFE Total Weighted Score Strong Average Weak to to to High I II III to
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