Gm in China
Table of Content
Introduction 3
1. Case Situation 3
1.1 Situation of the Chinese Car Market in General 3
1.2 Situation of GM China 4
2. Defining the Problem 5
2.1 Technology “Shakedown” 5
2.2 Going down-market vs. Securing Quality-Image 5
2.3 Problems in Home Market 5
2.4 Increasing Competition 5
2.5 Possible Take-Over of GM China by Chinese 5
3. Problem Causes 6
3.1 Technology “Shakedown” 6
3.2 Going down-market vs. Securing Quality-Image 6
3.3 Problems in Home Market 6
3.4 Increasing Competition 6
3.5 Possible Take-Over of GM China by Chinese 6
4. Alternative Solutions 7
4.1 Product Solutions 7
4.2 Partnership-Commitment Solutions 7
4.3 Sales Structure, Marketing and Service Range Solutions 8
4.4 China-Sourcing Solution 8
5. Decisions 9
5.1 Product Portfolio Changes, Market reach (from Tier 1 to Tier 2 & 3) 9
5.2 Intensifying or Changing Partnerships (GM-China: Wuling-SAIC) 9
5.3 Changes of Sales Structure, Marketing and Service Range 10
5.4 Value Chain Changes and China-Sourcing 11
6. Taking Actions 12
6.1 GM Chinas future vision 12
6.2 Goals 12
6.2.1 Strategic goals 12
6.2.2 Operational goals 12
6.3 Measures 13
6.3.1 Product Portfolio 13
6.3.2 Product Distribution and Marketing 13
6.3.3 Controlling 13
Summary 14
Literature 15
Introduction
General Motors China Group (GM China) is a fully owned venture by General Motors (GM). The roots of GM in China trace back to the year 1929, where it sets up its first dealership in Shanghai. GM China has eleven joint ventures in China, two wholly owned foreign enterprises and more than 35,000 employees. GM China and its joint venture partners offer the broadest lineup of vehicles and brands among car manufacturers in China, offering passenger vehicles and commercial cars under seven different brands. In 2011 it sold more than 2,5 million vehicles in China, is has been the sales leader among multinational car manufacturers for seven consecutive years.
Driven by rising
Introduction 3
1. Case Situation 3
1.1 Situation of the Chinese Car Market in General 3
1.2 Situation of GM China 4
2. Defining the Problem 5
2.1 Technology “Shakedown” 5
2.2 Going down-market vs. Securing Quality-Image 5
2.3 Problems in Home Market 5
2.4 Increasing Competition 5
2.5 Possible Take-Over of GM China by Chinese 5
3. Problem Causes 6
3.1 Technology “Shakedown” 6
3.2 Going down-market vs. Securing Quality-Image 6
3.3 Problems in Home Market 6
3.4 Increasing Competition 6
3.5 Possible Take-Over of GM China by Chinese 6
4. Alternative Solutions 7
4.1 Product Solutions 7
4.2 Partnership-Commitment Solutions 7
4.3 Sales Structure, Marketing and Service Range Solutions 8
4.4 China-Sourcing Solution 8
5. Decisions 9
5.1 Product Portfolio Changes, Market reach (from Tier 1 to Tier 2 & 3) 9
5.2 Intensifying or Changing Partnerships (GM-China: Wuling-SAIC) 9
5.3 Changes of Sales Structure, Marketing and Service Range 10
5.4 Value Chain Changes and China-Sourcing 11
6. Taking Actions 12
6.1 GM Chinas future vision 12
6.2 Goals 12
6.2.1 Strategic goals 12
6.2.2 Operational goals 12
6.3 Measures 13
6.3.1 Product Portfolio 13
6.3.2 Product Distribution and Marketing 13
6.3.3 Controlling 13
Summary 14
Literature 15
Introduction
General Motors China Group (GM China) is a fully owned venture by General Motors (GM). The roots of GM in China trace back to the year 1929, where it sets up its first dealership in Shanghai. GM China has eleven joint ventures in China, two wholly owned foreign enterprises and more than 35,000 employees. GM China and its joint venture partners offer the broadest lineup of vehicles and brands among car manufacturers in China, offering passenger vehicles and commercial cars under seven different brands. In 2011 it sold more than 2,5 million vehicles in China, is has been the sales leader among multinational car manufacturers for seven consecutive years.
Driven by rising