文档介绍：第八章上海通用汽车品牌策略案
汇报人:
Foreign Carmakers Seek More Presence in China
Chinese car market, a "lucrative cake", has garneany standards need to be perfected.
December,2002
14
External Threats of Shanghai GM
1、Severe competition,size smaller than multinational corporations.
2、Heavy tax limits consumption.
3、Price is high compared to consumer’s earning.
4、Economical car does not meet the requirement of environment protection very much.
5、The price of import car will be lower as the tariff down, domestic car will lose the price advantage
6、Poor city traffic and limited parking place.
7、Depend on affiliated enterprises for model, poor R&D ability.
8、Without globalization stock.
9、Local protection.
December,2002
15
Key External Factors
Weight
Rating
Weighted Score
Opportunities:
1、Mature technology
3
2、Supported by government
4
3、In Free competitive stage ,no strongest opponent
3
4、Market content increasing quickly
4
5、Service improved quickly
3
6、The industry is just beginning，many standards need to be perfected
3
Threats:
1、Severe competition ,size smaller than multinational corporations
2
2、Heavy consumption tax
1
3、Poor city traffic and limited parking place
1
4、Depend on affiliated enterprises for model
2
5、Local protection
1
Total:
External Factor Evaluation(EFE) Matrix
December,2002
16
CPM Matrix
December,2002
17
Market Positioning
December,2002
18
Internal strength of Shanghai GM
180 retail outlets distribute 104 cities,30 province,can be found almost everywhere.
Mature brand，high brand loyalty.
Global R&D branch meets deferent demands.
Customer-first serving idea, international level service.
Soft marketing, manufacturing, logestics, IT system.
Courtlike advertisement, rich and colorful culture transmitting activities.
Strong ability in product mix expanding.
Good pub