文档介绍：MITSUBISHI MOTORS CORPORATION
Ulrich Walker, Executive Vice President
Car Product Operations
December 6th 2002
Strategic Challenges at Day 1: January 2001
Starting Point Issues
Recall and Service Campaign
Recall and Service Campaign Quality
sincesince FYFY 20002000 inin JapanJapan Quality
15 platforms worldwide, several with
15 platforms worldwide, several with Low Product Profitability
lessless thanthan 60k60k unitsunits perper platformplatform Low Product Profitability
Product policy unclear:
Product policy unclear: Unattractive Value Proposition
DesignDesign variety,variety, functionalityfunctionality focusfocus Unattractive Value Proposition
Lowest ever position on brand
Lowest ever position on brand Loss of Consumers’ Trust
eptance inin JapanJapan Loss of Consumers’ Trust
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Product Strategic
Strategic Initiatives
ØØ DiscontinueDiscontinue lowlow volumevolume modelsmodels // unprofitableunprofitable platformsplatforms
EnhanceEnhance ScaleScale
Ø Consolidate platforms within MMC
EconomiesEconomies Ø Consolidate platforms within MMC
ØØ ShareShare platformplatform withinwithin thethe alliancealliance
ØØ IntroduceIntroduce QualityQuality GateGate SystemSystem acrossacross thethe valuevalue chainchain
OptimizeOptimize QualityQuality
ØØ IntegrateIntegrate fullfull ProductProduct OperationsOperations
ØØ CreateCreate customerscustomers’’ focusedfocused productsproducts
Create an
Create an ØØ RepositionReposition MMCMMC’’ss brandbrand
AttractiveAttractive ValueValue
Ø Introduce a New Design Identity consistent with New MMC
PropositionProposition Ø Introduce a New Design Identity consistent with New MMC
ØØ MaximizeMaximize functionalfunctional valuevalue ofof MMCMMC’’ss productsproducts
AllianceAlliance ØØ LeverageLeverage resourcesresources
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Car Product Operations Team
CarCar ProductProduct OperationsOperations
ExecutiveExecutive ViceVice PresidentPresident
(EVP)(EVP)
Ulrich