•Worldwide known brand
Saab has experienced a lot since entering the car industry. They reached successes with cars which had huge competitive advantages. But they also faced near bankruptcy, saviour by GM, loss of identity, and collaborations. Assuming that Saab has learnt from all this failures, but also small successes, would not be peculiar. However, Saab was not able to climb out of the trouble they were in. To their relief, two Chinese companies recently reached out their hands and got Saab back on the track again.
Saab is a company with a history. It began by building airplanes, and reacted to the decreasing demand for airplanes and increasing demand for cars by start building automobiles. Their experience in building airplanes gave them the knowledge to make cars with a drag coefficient which is impressive, even for today’s standards. Furthermore, Saab has increased their knowledge from collaborations with Spyker, GM and BMW.
Worldwide known brand
The advantage of being a brand like Saab is that it is already known over the entire world. The brand awareness is a strength since people are more likely to buy a car which is already in the industry for a long time, than to buy a car from a new entry.
They were a success in the beginning, since Saab was the only one oriented on safety. When biofuel became a hot topic, and opportunities to reach new customers grew, Saab did a great job. Where other cars could not perform as good as when running on gasoline, Saab could. Their cars actually performed better on biopower.
http://www.thefreelibrary.com/The+undeniable+strengths+of+Saab.-a0144875191 http://www.carsales.com.au/news/2007/saab/93/saab-builds-on-its-strengths-4142 http://www.topgear.com/uk/car-news/saab-sells-victor-muller-pang-da-youngman-2011-10-28 Weaknesses:
•Weak brand image
•Lack of competitive strength
•No fixed organisational structure...