大众汽车的战略规划(英文)

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1、Volkswagen---people’scarTeam6:Stone,Thomas,Cheryl,Peter,Ben,Libby.AgendaIntroduction---StoneFieldmarketresearchreport---ThomasSWOTAnalysis---CherylStrategies---PeterValuechainoptimization---BenRisks&Contingencyplan---LibbyHistory：Introduction1937：Knownas“Gesellschaftz

2、urVorbereitungdesVolkswagens”1938：Renamed“VolkswagenwerkGmbH”1939-1945：Switchedtoarmaments1945-1948：BritishMilitaryGovernmentinmanagement1948：ReturnedVolkswagenstoGermany.1952：Internationalization1981:Changename“VolkswagenCaminhoes“1985:ShanghaiVWwasestablished2005:Es

3、tablishedtwojointventurecompaniesinChinaItsHQlocatedinWolfsburg.ThelargestautomobilemakerinEurope.ThethirdlargestautomobilemakerintheWorld.OwnershipStructureTheshareownershipofVolkswagenAGisdistributedasfollows:VisionofVolkswagenVision:Futurepowertrainsandfuelsforsust

4、ainablemobility.MissionofVolkswagenBiologicalClimateprotectionSpeciesprotectionPartnershipBlueMotionTechnologies:apledgetoprotecttheenvironmentEnvironmentalprotectionhasmanyhelpinghandsEnvironmentalprotectionthesmartwaythankstoBlueMotionTechnologiesIt’sapromise:truedr

5、ivingpleasureplusenvironmentalprotectionVolkswagenpublishesmissionstatementonbiodiversity.BrandportfolioAnnualgrowthin‘000€millionTheGroup’ssalesrevenuein2009willbelowerthaninthepreviousyearbecauseofthedeclineinvolumesales.FieldMarketResearchFieldMarketResearchVolkswa

6、genCarDealerHongQiaoProductline:Santana*PassatPoloTouranmedium-sizedcars34VWstoresintotalinSHarea*(23%marketshareinSH)MeasurementofSuccessSalesbyvolume(revenue)-salesintotal-salesbym2-customerfeedbackviasurveysfromJDPowerTargetcustomer-Santana:smallbusinesse

7、s-Polo:agerange:25-35,whitecollar-Passat:agerange:35-50,successfulpeopleFieldMarketResearchClassicalmodeloflowcostsandhighprofitmargin?ConstantproductlineFewdifferentcarsavailableOccassionallylowprofitornoprofitatallfromsellingVWcarsInsteadprofitfrommaintenanceandbonu

8、sesdirectlyfromthecompanyFieldMarketResearchRoadtoSuccessMaintaincustomerbaseKeepsalesconstant(difficultcompetitioninSH)Fina