The Factors Affecting The Automotive Industry Marketing Essay

The automotive industry is the industry involved that is in the design, development, industry, selling, and sale of motor vehicles. The automotive industry is a great campaigner for societal media and on-line communities in peculiar. The merchandise is one that people are passionate about, either because it is an aspiration purchase, or because it fulfills a really of import and functional function in their lives. Peoples really frequently have strong commitments to particular trade names that they may take to buy ever. ( Woo Jung Kim. , 2007 )

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Definition of Strategic analysis

This includes an analysis of the general environment and the competitory environment. Strategy analysis besides deals with the organisation ‘s internal environment. It allows the organisation to measure how well it is positioned to work the chances in its external environment. ( Henry, 2008 )

The PEST analysis

A PEST analysis is a concern measuring tool. PEST is an acronym for Political, Economic, Social and Technological factors, which is used to measure the market for a concern or organisational unit. ( Tae Gu Lee, 2003 )

Factors impacting the Automotive Industry ( PEST Analysis )

1 ) Political factors

Political factors may besides include goods and services which the authorities wants to supply or be provided and those that the authorities does non desire to be provided.

About all of the ordinances come from consumers increasing concerns for the environment and the concern for safer automotives. For case trade barriers and inducements to the populace to purchase new autos. ( Campbell, Stone house, Houston, 2007 )

2 ) Economic factors

Economic factors include involvement rates, disposable income, unemployment rates, retail monetary value index ( rising prices ) , gross domestic merchandise ( GDP ) , and exchange rates. These factors have major impacts on how concerns operate and make determinations.

The automotive industry has a immense impact on every state ‘s economic system. Harmonizing to assorted surveies this industry is the major user of computing machine french friess, fabrics, aluminium, Cu, steel, Fe, lead, plastics, vinyl, and gum elastic. These industries include anything from the aluminiums to take to vinyl. ( Henry, 2008 )

3 ) Social factors

Social factors include the cultural facets and include consciousness, population growing rate, age distribution, calling attitudes and accent on safety. Tendencies in societal factors affect the demand for a company ‘s merchandises and how that company operates. Furthermore, companies may alter assorted direction schemes to accommodate to these societal tendencies.

Anyone who drives a nice vehicle is thought to be affluent. No 1 wants to be seen driving an unattractive piece of debris because of what other people will believe of him or her. Consumers besides merely experience better when they are driving a nice or new auto, if makes them experience better about themselves. ( Woo Jung Kim, 2007 )

4 ) Technological factors

Technological factors include ecological and environmental facets, such as R & A ; D activity, mechanization, engineering inducements and the rate of technological alteration. Furthermore, technological displacements can impact costs, quality, and lead to invention.

The cyberspace has affected merely about every industry in the universe and has besides had a immense impact on the automotive industry. Business-to-business market places have given the industry many chances because of the cyberspace, such as more efficiency and lower cost. ( Needle, 2000 )

SWOT analysis.

SWOT analysis refers to strength, failings, chances, and menaces. As PEST factors are basically external, finishing a PEST analysis is helpful prior to finishing a SWOT analysis. ( Henry A. , 2008 )

1 ) Strengths

1. Large Market Share

Although GM ‘s market portion in the US has dropped it is still really much competitory at 26 per centum. They besides have an increasing portion in the Chinese market. With the right determinations there is no ground for GM non to go the automotive leader it one time was.

2. Brand trueness

The current GM trade names include: Chevrolet, GMC, Cadillac, Buick, Pontiac, Saturn, Hummer, Saab, Daewoo, Opel, and Holden.

3. New engineering

This engineering allows the vehicles to be tracked in the event of an exigency or larceny. It besides allows the driver and or riders the ability to pass on with forces at the chink of a button. Most automotive company has a new engineering. For illustration, DMES ( Digital Manufacturing Engineering System ) . ( Woo Jung Kim, 2007 )

2 ) Failings

1. Poor Organizational Structure

As we can see in exhibit 1 of the instance GM ‘s organisational construction seems to be excessively vertically incorporate. This causes a deficiency of communicating between employees from top to bottom and may hold played a portion in GM falling buttocks on the alternate energy motion.

2. Behind on Alternative Energy Movement

This has led to many jobs including loss of market portion and a lessening in

company net income. In order for any automotive company to be successful from this point frontward they must be Hybrid friendly and fuel efficient. ( Woo Jung Kim, 2007 )

3 ) Opportunities

1. Alternative Energy Movement

It is obvious that automotive industry was behind its competition with respects to the research and development of intercrossed vehicles. However intercrossed engineering is still really much new giving the automotive company an chance to one time once more go the automotive industry ‘s leader in invention and engineering.

2. Low Interest Ratess

With the right selling scheme, the low involvement rates have the possible to bring forth an immediate addition in gross revenues.

3. The power of purchasers and handiness of replacements

If purchasers are strong and there are close replacements available for the merchandise, the grade of competitory competition will be greater.

In recent old ages, many automotive industries have become more competitory.

4. Develop New Vehicle Styles and Models

This is an chance that will ne’er be satisfied, intending that every car company should ever be trying to develop the automotive universe ‘s most popular vehicles, and as we know, what is in today will be out tomorrow. ( Woo Jung Kim, 2007, )

4 ) Menaces

1. Rising Fuel Monetary values

Presents most autos use a fuel. But recent fuel monetary value steeply increased.

Most automobile company gross revenues have drastically decreased due to the deficiency of fuel efficiency.

2. Growth of Rivals

Presents in automotive industry there is a growing of rivals.

For case, GM no longer has the luxury of being the known leader in the automotive industry and faces the world that they are in serious problem.

3. Pension Payouts.

Automotive company is responsible for supplying generous pension benefits to its employees, who at the clip seemed like a great thought, nevertheless they are now sing jobs as more and more ageing people begin to roll up their pensions.

4. Increased Health Care Costss

Many big automotive companies with choice employee wellness attention benefits are sing a big fiscal hit that lone gets worse as clip continues. ( Woo Jung Kim, 2007 )

Definition of scheme preparation

As directors formulate schemes, they have to see the worlds of the external environment and their available resources and capablenesss they should plan schemes that will assist the organisation accomplish its end. ( Campbell D. , Stonehouse G. , Houston B. , 2007 )

What is Business Level Strategy?

Any given organisation may consist of a figure of different concerns, each operating in distinguishable markets and functioning different clients. A market is defined by demand conditions and based on an organisation ‘s clients and possible clients. This compares with an industry which is determined by supply conditions and based on production engineering. ( Henry A. , 2008 )

1 ) Overall Cost Leadership

Organizations compete for a broad client based on monetary value. Price is based on internal efficiency in order to hold a border that will prolong above norm returns and cost to the client so that clients will buy your product/service. It works good when product/service is standardized, and is able to hold generic goods that are acceptable to many clients, and can offer the lowest monetary value. A uninterrupted attempt to take down costs comparative to rivals is necessary in order to successfully be a cost leader.

For case, the automotive industry and forces each company to cut fabrication and production costs every bit much as possible, without taking off from the quality of the merchandise. ( Stephen p. , 2007 )

Firms compete on both monetary value and non-price dimensions. The monetary value competition erodes net incomes by pulling down price-cost borders while non-price competition ( e.g. , new auto discounts and involvement free loans ) drives up fixed cost ( new merchandise development ) and fringy cost ( adding merchandise characteristics ) . One of the other grounds there is such high competition is that there is a deficiency of distinction chances. All the companies make autos, trucks or SUVs. ( Jeffrey S. , Caron H. , 2008 )

2 ) Differentiation scheme

Value is provided to clients through alone characteristics and features of an organisation ‘s merchandises instead than by the lowest monetary value. This is done through high quality, characteristics, high client service, rapid merchandise invention, advanced technological characteristics, image direction. ( Stephen P. Mary C. , 2007 )

For illustration, Hyundai and Kia will be promoted under separate trade name mottos. The Hyundai slogan ‘Drive your manner ‘ is designed to pass on the company ‘s refined and confident ‘ trade name properties, while the motto ‘The power to surprise ‘ is aimed at incarnating the ‘exciting and enabling ‘ values of the Kia trade name. ( www.daum.net/kia sarang )

3 ) Focus scheme

It is necessary to take a figure of distinguishable market sections and to aim a few particular merchandise offerings to run into these clients ‘ demands. ( Bob D. , Ron M. , 2005 )

For illustration, Toyota for intercrossed autos, the Camry is the latest Toyota theoretical account to be given a intercrossed engine. ( Henry A. , 2008 )

What is Corporate Level Strategy?

Corporate scheme is a scheme that determines what concerns a company is in,

should be in, or wants to be in, and what it wants to make with those concerns. It ‘s based on the mission and ends of the organisation and the functions that each concern unit of the organisation will play.

For case, Wal-Mart, Cadbury Schweppes, and General Motors are companies that seem to be traveling in different waies. Wal-Mart is quickly spread outing its operations and developing new concern and retailing constructs. Cadbury ‘s directors, on the other manus, are content to keep the position quo and concentrate on the confect industry. Meanwhile, sulky gross revenues and an unsure mentality in the automotive industry have promoted GM to take drastic steps in covering with its jobs. ( Stephen p. , 2007 )

1 ) Portfolio Analysis

Individual concerns can hold really different fiscal features and face different strategic options depending on how they are placed in footings of growing and comparative competitory place.

Stars: High growing, high portion

Cash cattles: Low growing, high portion

Dogs: Low growing, low portion

Question Markss: High growing, low portion

GM is illustrations of preponderantly hard currency cow companies. ( Bob D, Ron M. , 2005 )

2 ) Growth schemes

At the growing phase, a company must consolidate its place and increase its market portion to last the coming shakeout. Hence the appropriate investing scheme is the growing scheme. ( hypertext transfer protocol: //www.csus.edu/indiv/k/kuhlej/182ch6/tsld002.htm )

3 ) Vertical integrating

It is whether the organisation is traveling rearward or send on integrating which to hold a greater control to its value concatenation activities.

GM is a good illustration. During the 1990s, GM moved from perpendicular integrating to arms-length relationships with providers, while Chrysler and Toyota developed Keiretsu ( collaborative ) relationships with the same US providers. Much of the success of Toyota and Chrysler in catching GM is attributed to their ability to leverage the creativeness of their provider base while maintaining the cost of traversing company boundaries low. ( hypertext transfer protocol: //www.cutter.com/research/2004/edge040302.html )

What is International Strategy and Globalization?

International, refers to concern activities that straddle two or more states. Business is progressively looking beyond the boundaries of their place state for new chances. ( Morrison J. , 2006 )

For illustration, General Motors, Ford Motor Company, Daimler Chrysler, BMW, Volkswagen, Volvo, Toyota, Mazda, and Nissan Motor Company come together to make a new trade association created the Alliance of Automobile Manufacturers. The organisation was to replace the American Automobile Manufactures Association that merely consisted of American makers, the ends of the associations were to work together on public policy affairs of common involvement to supply believable industry information and information, and seek consistent planetary regulative criterions.

Strategy execution

Implement schemes efficaciously requires the organisation to be sufficiently flexible in its organisational design. Schemes need to be efficaciously communicated and decently resourced, and the ground for alteration demands to be understood and decently coordinated with stakeholders inside and outside the organisation. ( Henry A. , 2008 )

Interorganizational Relationships

Partnerships can assist organisations achieve many of the same aims that are sought through amalgamations and acquisitions. They can take to improved gross revenues growing, to increased net incomes, or they can supply balance to a portfolio of concerns, which are some of the most normally cited grounds for acquisitions.

For illustration, one of the largest and most profitable automaton makers in the universe is a joint venture between GM and Fanuc Ltd. Called GMFanuc ( GMF ) Robotics Corporation. ( Jeffrey S. , 2003 )

Organizational Structures

The division of labour into specialised and coordination between these undertaking. It includes the entrepreneurial, functional, divisional, matrix, and web construction. ( Henry A. , 2008 )

GM execution

Recommended schemes for General Motors would get down with merchandise development so market development, settlement, and reconstituting. Reasons for merchandise development being at the top of precedences is that GM has to make a type of Hybrid vehicle that will let it to maintain up with the gait of the competitory environment, but must be a merchandise that stands out from the crowd at the same clip. Prime illustration of their thought for a Hybrid SUV, it fits the GM profile with keeping the SUV part, but allows the house to remain with tendency forms.

GM must besides re-evaluate the market they are seeking to near, because for so long they have continued with a tradition mentality for cars, but now that times are altering their original mark market is non looking for what they one time were. General Motors needs to take a measure back and take expression at how they want to place themselves and towards what market since what they have been making is no longer in favour for the company. An illustration of what GM could perchance make is bring forth a futuristic vehicle, which has been heard in rumours from Toyota about their following program of action. If General Motors could supply a “ futuristic ” vehicle before Toyota has the opportunity to hit the market with theirs GM would be a measure in front of the competition. Liquidation is of import to GM because their assets are a batch higher than grosss, and if GM could turn assets into hard currency so their would be more readily available financess and so GM would non hold to depend some much on their U.S. gross revenues, which merely include 2/3 of that market and their funding maneuver would n’t be every bit much of a hazard. Liquidation would clearly assist out the fiscal parts of the organisation.

Last but non least is reconstituting, which General Motors most urgently needs to reexamine possibilities. The company has taken a big hit in recent old ages and needs to happen a manner back to the top. This is merely traveling to be achieved if something drastic is changed. Restructuring the merchandise development gait would be a start every bit good as cutting back on employees because the company is turning in size but non in net income, which causes a ruddy flag for GM. The company needs to be reevaluated in many ways, but GM has been strong for many old ages that it is really possible for the company to come above these issues. ( Woo Jung Kim. , 2007 ) First, the starter generator delivers fast, powerful, and quiet engine starting, enabling the stop/start map. Second, the unit generates electrical current during coast-down to move as a regenerative braking sys-tem for reloading the battery bank. Finally, the starter-generator system helps smooth out driveline rushs. ( http: //www.greencar.com/articles/chevrolet-silverado-mild-hybrid-pickup-offers-fuel-savings.php )

Foreign joint ventures

General Motors used the selling and gross revenues scheme from its Saturn division in the United States to bring forth and sell new Buicks in China that were manufactured by a 50/50 joint venture with Shanghai Automotive Industry Co. In Shanghai. The scheme seemed to be working ; the new autos were selling good and there was a long waiting list despite a monetary value that was the equivalent of about US $ 45,000 at the official exchange rate. General Motors ‘ Philip Murtaugh, executive vice-president for Shanghai GM, was ferociously proud of his operation and regard it showed for the Chinese people. GM ‘s investing in the undertaking was around US $ 1.5billion, and the joint venture was capable of bring forthing about 100,000 units per twelvemonth. ( Jeffrey S. , 2003 )

Strategic alteration

Strategic alteration is about altering the manner in which an organisation interacts with its external environment. It is about making new and advanced ways of making concern. It involves altering an organisation ‘s system in order to accommodate to external alterations.

For case, current alterations taking topographic points at GM point to a brighter hereafter. For illustration, GM is taking stairss to cut down confusion, save clip, and extinguish duplicate throughout the company. To accomplish this aim, the company is concentrating on utilizing common procedures, parts and vehicle platforms worldwide ( GM plans to cut down the figure of vehicle platforms used worldwide from 16 to 8 ) . General Motors has significant involvements in telecommunications and infinite, aerospace and defence, consumer and automotive electronics, fiscal and insurance services, engines, automotive systems, and heavy-duty automatic transmittals. ( Jeffrey S. , 2003 )

Strategy invention

Strategy invention is about disputing bing industry methods of making client value in order to run into freshly emerging client demands, add extra value, and crate new markets and new client groups of the patronizing company. ( hypertext transfer protocol: //cafe.daum.net/sewn/HKXp/61? docid=qV81|HKXp|61|20090227121252 & A ; q=Strategy % 20innovation & A ; srchid=CCBqV81|HKXp|61|20090227121252 )

1 ) Merchandise invention

The procedure of conveying to life a new product/service to work out the client ‘s job benefits. ( hypertext transfer protocol: //cafe.daum.net/sewn/HKXp/61? docid=qV81|HKXp|61|20090227121252 & A ; q=Strategy % 20innovation & A ; srchid=CCBqV81|HKXp|61|20090227121252 )

For illustration, The nucleus competency of General Motors is invention. This is the driving force behind its $ 190 above turnover. General Motors has been using invention in service ad engineering to procure itself a dominant place in the car industry, since 1908. In 1911, it conceptualized, engineered and commercialized the self-starter engine for the first clip. Then in 1926, its merchandise Cadillac was the innovator in inventing a countrywide service scheme. In 1996 General Motors introduced OnStar satellite engineering which allows equipped vehicles to be tracked in instance of an exigency or larceny and allows the riders to pass on with OnStar forces. Other new auto constructs include minicars such as Chevy Aveo.

However in the instance of intercrossed vehicles, General Motors was unable to maintain up to the gait of the market demand. ( Woo Jung Kim. , 2007 )

Leadership

Leadership has been described as the “ procedure of societal influence in which one individual can to enlist the assistance and support of others in the achievement of a common undertaking. ”

A definition more inclusive of followings comes from Alan Keith of Genentech who said “ Leadership is finally about making a manner for people to lend to doing something extraordinary happen. ” Students of leading have produced theories affecting traits, situational interaction, map, behaviour, power, vision and values, personal appeal, and intelligence among others. ( hypertext transfer protocol: //en.wikipedia.org/wiki/Leadership )

For illustration, The U.S. Treasury will supply working funding capital for GM for 60 yearss while GM completes a more accelerated and aggressive restructuring to set the company on sound long-run fiscal terms. We understand the historic chance this nowadayss, and we are to the full committed to successfully finishing the reinvention of GM. During the following 60 yearss, GM will turn to the tough issues to better the long-run viability of the company, including the restructuring of the fiscal duties to the bond holders, brotherhoods and other stakeholders. Our strong penchant is to finish this reconstituting out of tribunal. However, GM will take whatever stairss are necessary to successfully reconstitute the company, which could include a court-supervised procedure. The work forces and adult females of GM, including our traders, providers and other cardinal spouses, know what we must make to carry through this undertaking.

We are to the full committed to doing this successful. We owe that to the GM community, to our clients, and to the U.S. taxpayers, who are supplying support during this exceptionally ambitious clip.

( hypertext transfer protocol: //www.wxyz.com/news/local/story/UPDATED-New-Leadership-at-GM/FdKJNIzyPE-48KPOWbikcQ.cspx )

Decision

Business scheme may germinate in many ways, emerging over clip, instead than merely being the merchandise of formal planning. Flexible organisations are more likely to be able to accommodate scheme to the altering environment. ( Morrison J. , 2006 )

We anticipate that high fabrication costs and safety issues will stand in its manner today. We need to remind ourselves that the automotive market can merely digest a fringy cost addition for a new battery engineering. Time will state who will be the victor in the race for cleaner, more fuel-savvy vehicles and longer-living autos. In footings of length of service, the Diesel would be the victor today. We hope that future batteries will one-day hold the endurance to fit or transcend the robust Diesel engine. ( 3564words )

Beginnings of mentions

Campbell D. , Stonehouse G. , Houston B. , 2007, Business Strategy 2nd edition

Needle D. , 2000. , Business in Context An debut to concern and its environment, Thomson Learning, 3rd edition, London

Jeffrey S. , Caron H. , 2008, 2004. , Foundations in Strategic Management. , Thomson Learning, USA

Henry A. , 2008. , Understanding Strategic Management. , Oxford University Press Inc. , New York

Tae Gu Lee. , 2003. , Business and Management. , Muyokpub. , Korea

Woo Jung Kim.,2007. , Automotive Industry Strategy. , Suhakpub. , Korea

Jeffrey S. , 2003. , Strategic Management of Resources And Relationships ; Concepts and cases. , John Wiley & A ; Sons, Inc. , 605 Third Avenue, New York

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