大众汽车的战略规划

,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,*,*,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,大众汽车的战略规划,Agenda,Introduction -Stone,Field market research report -Thomas,SWOT Analysis -Cheryl,Strategies -Peter,Value chain optimization -Ben,Risks&Contingency plan -Libby,History,：,Introduction,1937：Known as“Gesellschaft zur Vorbereitung des Volkswagens,1938：Renamed“Volkswagenwerk GmbH,1939-1945：Switched to armaments,1945-1948：British Military Government in management,1948：Returned Volkswagens to Germany.,1952：Internationalization,1981:Change name“Volkswagen Caminhoes“,1985:Shanghai VW was established,2005:Established two joint venture companies in China,Its HQ located in,Wolfsburg.,The largest automobile maker in,Europe.,The t,hird largest automobile maker in the,World.,Ownership Structure,The share ownership of Volkswagen AG is distributed as follows:,Vision of Volkswagen,Vision:,Future powertrains and fuels for sustainable mobility.,Mission of Volkswagen,Biological,Climate,protection,Species,protection,Partnership,Volkswagen publishes mission statement on biodiversity.,Brand portfolio,Annual growth,in 000 million,The Groups sales revenue in 2021 will be lower than in the previous year because of the decline in volume sales.,Field Market Research,Field Market Research,Volkswagen Car Dealer HongQiaoProduct line:Santana*PassatPoloTouran,medium-sized cars,34 VW stores in total in SH area*(23%market share in SH),Measurement of Success,Sales by volume(revenue)-sales in total-sales by m,2,-customer feedback via surveys from JD Power,Target customer,-Santana:small businesses,-Polo:age range:25-35,white collar,-Passat:age range:35-50,successful people,Field Market Research,Classical model of low costs and high profit margin?,Constant product line,Few different cars available,Occassionally low profit or no profit at all from selling VW cars,Instead profit from maintenance and bonuses directly from the company,Field Market Research,Road to Success,Maintain customer base,Keep sales constant(difficult competition in SH),Financial Crisis has so far had little impact,Sales are stable,Oil is cheaper,Cost of raw material has,decreased,(steel,glass),Field Market Research,Challenges in the Current Environment,High demand for low-end cars,Difficult market situation in provinces with lower income,Manufacturing cost reductions may affect quality of the end product,Volume of maintenance not very high,Low sales volume in the North and in the South of China(e.g.less than 4%of all VW vehicles are being sold in the Southern region,such as Guangdong province),Field Market Research,Competitors,Toyota:better after-sales service,GM:special offers(in general ten to twenty-thousand RMB cheaper);concern about market share,Dealers long-term strategy,More market share in China desired,Maintain sales at high level and keep loyal customers,Better after-sales service,Field Market Research,CTQ Analysis,Safety,Brand reputation,Price,Styling,Oil-consumption,After-sale service,After-sale service,2.3%,Styling,6.7%,Price,14.7%,Brand,17.6%,Safety,52.2%,safety,brand,price,styling,Oil,service,Oil-consumption,5.3%,PESTAL Analysis,Political,Economic,Social,Environmental,Technological,Legal,Economic：,Increase in material and energy price in the long run.,Financial crisis,Economy grew by 9%in the third quarter of 2021,-the lowest level since mid-2003.,In 2021,Growth in the auto sector slowed to 6.7%,-the lowest level in a decade.,Jan.2021,overall car sales were down 14%compared with the same period a year ago(U.S.sales fell 37%).,Forecast:shrink for the first time in 20 years.,Political,：,Stimulus Package for Car Sector,mass production of electric cars in big and medium-sized cities,targeted subsidies for rural buyers,Tax Policy.,Social-Cultural,：,In western countries,its a century old industry;,In China its not even decades old,Chinas auto market is far from saturated-especially for private vehicles.,Demand continues to grow with the increase of personal wealth,More recognition of quality,environment and brand,Changing consumer priorities,Technological,：,Foreign companies bring advanced technologies into China but local technology still lag behind.,a 10-billion-yuan subsidy over the next three years for auto makers that upgrade their technology and develop alternative-energy vehicles.-,Environmental：,In 2007,new motor vehicle emission standards,a move that should cut automobile pollutants by 30 percent equivalent to the Euro III standard,In 2021,Sales tax increase in large engine cars.,In 2021,sales tax reduction from 10%to 5%(engine 1.6 liters),In 2021，a more stringent standard,equivalent to Euro IV,will take effect,PESTAL Analysis,Legal,：,Tax system,Regulations of gas emission,Internal analysis-Strength,Brand image,Broad Product portfolio,Leading market share in China market,High technology&quality -safety,Northern area,Days of Inventory on Hand,52,21,32,51,31,62,VW,T