大众汽车的战略规划英文.pptx

Volkswagen---people’scarTeam6:Stone,Thomas,Cheryl,Peter,Ben,Libby.

AgendaIntroduction---StoneFieldmarketresearchreport---ThomasSWOTAnalysis---CherylStrategies---PeterValuechainoptimization---BenRisksContingencyplan---Libby

History：Introduction1937：Knownas“GesellschaftzurVorbereitungdesVolkswagens”1938：Renamed“VolkswagenwerkGmbH”1939-1945：Switchedtoarmaments1945-1948：BritishMilitaryGovernmentinmanagement1948：ReturnedVolkswagenstoGermany.1952：Internationalization1981:Changename“VolkswagenCaminhoes“1985:ShanghaiVWwasestablished2005:EstablishedtwojointventurecompaniesinChinaItsHQlocatedinWolfsburg.ThelargestautomobilemakerinEurope.ThethirdlargestautomobilemakerintheWorld.

OwnershipStructure

TheshareownershipofVolkswagenAGisdistributedasfollows:

VisionofVolkswagenVision:Futurepowertrainsandfuelsforsustainablemobility.

MissionofVolkswagenBiologicalClimateprotectionSpeciesprotectionPartnershipBlueMotionTechnologies:apledgetoprotecttheenvironmentEnvironmentalprotectionhasmanyhelpinghandsEnvironmentalprotectionthesmartwaythankstoBlueMotionTechnologiesIt’sapromise:truedrivingpleasureplusenvironmentalprotectionVolkswagenpublishesmissionstatementonbiodiversity.

Brandportfolio

Annualgrowthin‘000€millionTheGroup’ssalesrevenuein2009willbelowerthaninthepreviousyearbecauseofthedeclineinvolumesales.

FieldMarketResearch

FieldMarketResearch

VolkswagenCarDealerHongQiao

Productline: Santana*

Passat

Polo

Touran

?medium-sizedcars

34VWstoresintotalinSHarea

*(23%marketshareinSH)

MeasurementofSuccess

Salesbyvolume(revenue)

-salesintotal

-salesbym2

-customerfeedbackviasurveysfromJDPower

Targetcustomer-Santan