大众汽车的战略规划
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95000 90000 85000 80000
Sales revenue in five recent years in ‘000 € million
2004
2005
2006
2007
2008
The Group’s sales revenue in 2009 will be lower than in the previous year because of the decline in volume sales.
Target customer - Santana: small businesses - Polo: age range: 25-35, white collar - Passat: age range: 35-50, successful people
Field Market Research
Vision of Volkswagen
Vision:
Future powertrains and fuels for sustainable mobility .
Mission of Volkswagen
Volkswagen publishes mission statement on biodiversity.
Field Market Research
Field Market Research
Volkswagen Car Dealer HongQiao
Product line: Santana* Passat Polo Touran
medium-sized cars
34 VW stores in total in SH area
SWOT Analysis
--- Cheryl
Strategies
--- PetLeabharlann Baidur
Value chain optimization
--- Ben
Risks & Contingency plan --- Libby
History：
Introduction
Its HQ located in Wolfsburg.
It’s a promise: environmental
tprruoetedcrtivioinngSpprpoleetceaicestsiuonre
plus
Partnership
Brand portfolio
Annual growth
120000 115000 110000 105000 100000
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)
Ownership Structure
The share ownership of Volkswagen AG is distributed as follows:
25.56% 3.58%
20.10%
50.76%
Porsche Automobil State of Lower Saxony UBS AG, Zurich. Others
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
Volkswagen --- people’s car
Team 6: Stone , Thomas, Cheryl, Peter , Ben, Libby .
Agenda
Introduction
--- Stone
Field market research report --- Thomas
Blue Motion Technologies: a pledge to protect the
environment
Biological
Climate protection
Environmental protection has many helping hands
Environmental protection the smart way thanks to Blue MotionTechnologies
*(23% market share in SH)
Field Market Research
Measurement of Success Sales by volume (revenue) - sales in total - sales by m2 - customer feedback via surveys from JD Power
The largest automobile maker in Europe.
The third largest automobile maker in the World.
•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
Sales revenue in five recent years in ‘000 € million
2004
2005
2006
2007
2008
The Group’s sales revenue in 2009 will be lower than in the previous year because of the decline in volume sales.
Target customer - Santana: small businesses - Polo: age range: 25-35, white collar - Passat: age range: 35-50, successful people
Field Market Research
Vision of Volkswagen
Vision:
Future powertrains and fuels for sustainable mobility .
Mission of Volkswagen
Volkswagen publishes mission statement on biodiversity.
Field Market Research
Field Market Research
Volkswagen Car Dealer HongQiao
Product line: Santana* Passat Polo Touran
medium-sized cars
34 VW stores in total in SH area
SWOT Analysis
--- Cheryl
Strategies
--- PetLeabharlann Baidur
Value chain optimization
--- Ben
Risks & Contingency plan --- Libby
History：
Introduction
Its HQ located in Wolfsburg.
It’s a promise: environmental
tprruoetedcrtivioinngSpprpoleetceaicestsiuonre
plus
Partnership
Brand portfolio
Annual growth
120000 115000 110000 105000 100000
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)
Ownership Structure
The share ownership of Volkswagen AG is distributed as follows:
25.56% 3.58%
20.10%
50.76%
Porsche Automobil State of Lower Saxony UBS AG, Zurich. Others
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
Volkswagen --- people’s car
Team 6: Stone , Thomas, Cheryl, Peter , Ben, Libby .
Agenda
Introduction
--- Stone
Field market research report --- Thomas
Blue Motion Technologies: a pledge to protect the
environment
Biological
Climate protection
Environmental protection has many helping hands
Environmental protection the smart way thanks to Blue MotionTechnologies
*(23% market share in SH)
Field Market Research
Measurement of Success Sales by volume (revenue) - sales in total - sales by m2 - customer feedback via surveys from JD Power
The largest automobile maker in Europe.
The third largest automobile maker in the World.
•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