国际商务概论ppt.ppt

Geely’s acquisition of Volvo 小组成员 杜 夏 管 玮 王音合 姚景涵 Information China Geely Group is a private company which was set up by Li Shufu. It was the first Chinese private enteprise which ventured into the car manufacturing business. It is one of the top 10 private company in car business. Information The Volvo Group is one of the worlds leading providers of commercial transport solutions, providing such products as trucks, buses, construction equipment, engines and drive systems for boats and industrial applications and aircraft engine components. We also offer financial solutions and other services to our customers. On August 20, 2010, Geely holding group bought Volvo from Ford company. Information Will Geely’s acquisition of Volvo succeed? Challenges 1. Culture gap Geely’s car culture is so different from Volvos car culture. One with a breath of rural youth, the other retains the noble lineage of European luxury cars. Will it develop into a passionately devoted love when the two represents of 83 years aristocratic and 13 years of grassroots features come across? Challenges 2. Brand management Volvo’s position is a bit awkward now. Because it is not as much as welcomed as BMW and Mercedes-Benz, and making it cannot be called as the luxury brand. A more accurate saying is a high tier car brand. The bad effect is about the brand damage. Volvo lack the impression of luxury cars in the past, the price will drop after acquisition, plus Scandinavian design style of inherently low-key. Although Volvo’s domestic sales improved, the influence of brand is indeed declined. How they face to these challenge ? Strategies 1. Volvo is totally independent of Geely “Geely is Geely; Volvo is Volvo. Causes analysis: Due to the economic crisis in recent years, Volvo was affected and had been in a state of loss. Mr. Li put forward a strategy to change this trend and also to meet the strict requirements made by the Volvo wokers’union. This strategy had two a