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Industrial analysis A1) Political Sincetheearly2000’sthegovernmenthasbeengraduallyreducing restrictions on the automobile industry in an attempt to strength the production of Chinese motor vehicles and boost the Chinese economy. While the initial relaxation was of more benefit to foreign car manufactures, the increase in market demand did open the market to domestic independent manufacturers and as a result greatly improved the economy. The ensuing boom in the industry allowed for a lot of manufacturers to grow rapidly, and establish the Chinese car industry. However, in 2013 the political agenda had shiftedfocus.Restrictionswereintroducedtolimitthenumberofcarsowned domestically, and car manufacturers were encouraged to export to foreign markets. In addition, the introduction of tax’s on cars which were not eco-friendly meant that many entry-level manufactures were experiencing heavy losses. These political regulations wereforcingsmallindependentmanufacturestocompetewithmuchlarger,well- established companies on the world stage. Economical As a result of the governments ‘five-year plan’ the economy in china was on the rise. This economical strength translated into a healthy automobile industry, which had grown to a size and strength where exporting cars was not only a possibility but also a great addition to economies portfolio of income. However, the boom in the automotive industry, coupled with the higher household earnings meant that there was a much higher barrier to entry than ever before. Domestically the economies strength worked against Chinese manufacturers as there were no longer the demands of a lower economy, such as entry-level vehicles. Social The perception of the automotive industry drastically changed over the time period from early 2000 to 2013-2014. Cars went from a luxury which many could not afford,andthosewhocouldwerenotabletojustifytheexpense,toacommon householdasset.Whileinmanywaysstilllaggingbehindthewestinautomotive dependents, the Chinese market had not only developed in demand, but also matured in requirements. At the start of the automobile boom the average consumer had little interest in features beyond price, which meant that manufactures of entry level vehicles held the largest market share. Although, by the end of 2013 the average consumer was far more interested in features such as performance, safety and fuel economy. Much like withthepoliticalregulations,theseshiftindemandgaveanadvantagetolarger international manufactures and put the pressure on small independents to lift the quality of their product. Technological Technology in the automobile industry is by far one of the largest barriers to entry in the market. With some companies investing as much as 6% of gross earnings into R&D to stay ahead of the competition, and to keep up with the ever-changing consumer demand. With safety and eco-friendliness being high on the list of priorities from consumers, the age of the entry-level vehicle was coming to an end.
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A2) The clear and most major threat to Chery and other IAMs is the immense power and presence of JVCs. In 2012 alone, JVCs giants, Volkswagen and Shanghai GeneralMotorshelda25.83%marketshare.Duetotheirsizeandagetheyhave developed a brand strength which IAMs will struggle to compete with. In addition, larger JVC use greater pricing policies, which means that from a price point they are not releasing competition against themselves. IAMs, on the other hand, have more chaotic pricing policies, producing cars of a similar price range, resulting in competition between the same brand of car. A major threat which should also be considered in the limitations being put in place by the government. While originally the government is responsible for the growth in the automotive industry and continues to push the export of cars, domestically they have begun to place restriction on car ownership. These restrictions come in the form of reduced tax rates for low emission vehicles and a cap on the licenses in major cities. These regulations over a long time period will ultimately reduce car sales in their current form. Eco-friendly cars will have a much more sustainable future, but in their current form these government restrictions are a major threat to sustainability. A3) Key success factors -Consumer behavior – The buying behavior of the average Chinese consumer has rapidly changed since early 2000, with a considerable shift away from a solely cost based approach. As the economy grows and the market matures, there will be an increased demand for premium-level cars. This will be a great advantage to much larger and older companies, and will make it harder for IAMs to compete -R&D – Walking hand-in-hand with the change in consumer behavior is the issue of advancingtechnology.Sellingpointssuchasfueleconomy,lowemissions,and performance, will be in great demand, as the government introduces lower tax rates on low emission car sales. Being able to offer the latest in technology will offer a great advantage. -Export – With the rising restrictions put in place by the government to help control issues due to pollution the Chinese marketwill begin tocap.With citiessuch as Shanghai limiting the car licenses, the only demographic able to purchase cars are spending more on getting a license than most entry level cars cost. This will result in only very wealthy consumers owning cars in Shanghai,whowillobviously notbe purchasing entry level vehicles. With this in mind it is important to continue to export vehicles to countries which are in demand of entry-level vehicles. Doing so will ensure company growth, strength and sustainability. A4) Develop a Competitive Strength Grid
CompanyBrandingPromotionSustainabilityPriceEnvironmentall y friendlyWarrantyExporting Market ShareQuailityTotal Toyota5445545537 Mazda5445445435 Honda4445445434 Great Wall Motors Company Limited (Haval)4445443533 BYD Auto Co3344553532 Volkswagen3435445432 Chery3445434330 Hyundai4443444330 Ford4434244328 Nissan4332344326 GeelyAuto Group3343432325 Tianjin2333332221 Hafei2332322219 Competitive Strength Grid of direct competiors 1=Poor 2=need improvement 3=Average 4=Good Company's Performance for Dimension This competitive strength grid takes main succeeding factors measuring them against Chery to its 14 main competitors, showing a clear understanding of the market advantage of Chery and where its weaknesses are. The Grid shows Chery has competitive advantages in 2 main areas, firstly is pricings, Chery uses ________ to manage their pricing for all products ensuring it stays competitive yet does not affect its other product’s sale. Secondly, Chery’s Out of the 14 competitors, Chery falls right in the center overall with more well known brands such as Toyota (1stplace), Mazda (2ndplace),and Honda, these brands shown to have superior branding and price strategies, as well as better quality control and higher exporting market share. Furthermor, Chery also has a 3 years warranty only which other competitors has 5 years or 100000 kms, for example B1) Identification of strategic segments, possible target markets and positioning Chery is an Automobile trading company and it was founded through government of China in year 1997. This company is state- owned corporation. It is a famous Chinese car manufacture and its main aim is to developing “independent Chinese brand”. Chery firm has capability to manufacture 650 thousand automobiles, 400 thousand gear- boxed and 650 thousand engines annually. Battling crisis of reducing sales as well as chaotic self- identity , Chery organization unrelieved new brand related strategy that axes RIICH and RELY divisions and then re- focus on Chery brand, it develops new logo of Chery and dropping one that has been used at the time of foundation. The principle products of Chery company are cars, SUVs and minivans. It sells the passengers cars in commercial vehicles and Chery marque under Karry brand.This company is 10thlargest China- based automaker that is measured through 2012output.CherycompanyhasmanyvehicleassemblyandIalsofacilitatingits manufacturing in China . The vehicles of this firm are assembled in almost 15 countries. Its factories are not owned through fir that use semi complete or complete knock down kits. This firm has two domestic Research & Development centers and also make investment of almost
7% of total revenues in development of its new products. The QQ city car of Chery is considered as best known the Chery model, QQ6 and QQme are two other cars which manufactured through this firm. In the segmentation, market is divided in to small groups. In strategic segmentation, firm divide the homogeneous group of consumers which can respond similarly to specific marketing mix. The Chery has four different sub- brands and each brand has more than 10 kinds of automobiles. Know about the product line of each and every brand of Chery company, it has been found that they share the description about car in detailed manner. In context to this, they are about age, location, lifestyles and also cost of cars, the family size of consumers many function energy are to be saving in some of the cars.Chery company launched the two high end and middle end cat branch such as RELY and RIICH which undertook various market segments. The target segment of this company is based on demographic segmentation. On the other hand, targeting is selection of the potential customers to whom business wishes to sell its services and products. Target strategy consists segmentation of market, selecting appropriate market and identifying goods which will be provided in every segment. In this, premium level market and value- level has become main car target because of high household income. The positioning refers to place that brand occupies in mind of consumers and how it is different from products from other rivals. The Chery firm launch its new car by target Europe with the new brand. SegmentationIthasfourdifferentsub-brandsandeach brand has more than 10 kinds of automobiles. Itsegmentitsmarletonthedemographic basis. TargetingValue level and Premium level customers are the targets. B2) Setting Mission and Vision, including Marketing Goals and Objectives
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It is necessary for an organization to set the vision, mission and objectives in a better manner, it will help in conducting the business operations as well as activities in a significant manner. Vision is an ability to plan or think about future with proper imagination. It is an inspirational description of what company would like to attain the short term and long term objectives with in a given period of time, it is intended to serve as clear guidance for selecting present as well as future course of action. The Vision of Chery is to “Make the Chinese Own Cars”. On the other hand, mission is written declaration of core purpose of company and also focus that remains unchanged normally over a period of time. It is necessary for firm to accomplished themission of organization in an effective manner. The Mission of this company is to “Make innovation and fulfil needs of customers”. The goal of Chery company is to develop “International Brand”. This firm has paid an attention to develop domestic and also overseas market by developing effective strategy. Its also develop an independent brand by independent innovation. Marketing objectives (extending market, market lead, what Chery wants to provide or make) then leading to what results? (% of market share): 1.Providing affordably priced automobiles with quality to improve the living stand of all consumers around the world. 2.Expending to international market, aiming to stay as the Number 1 exporting company in the Chinese Automobile industry. 3.Increase market share through focusing in the development of QQ series which covered more than half of Chery’s sales in 2013. Aiming to increase Market Share by 15% by 2020 Illustration1: Values, Vision and Mission, 2019
Promotion objectives (branding, image, PR) then leading to how to do it The promotional objectives is main part of over reaching market strategy. It is necessary for the marketing team of Chery to develop the better promotions to attract large number of people at large scale.It is essential that objectives should be consistent with an objective of marketing. 1.Buildupanenvironmentallyfriendlyfocusedbrandimage Since there has been an increasing trend in environmental related factors for consumerpurchasinginfluencefactors,thiscouldbringgreatcompetitive advantage for Chery. 2.The better promotion is helpful in enhance brand image of company. To keep name in front of customers and also reinforce its image. The attractive promotional aids in increasing reputation of company in a better manner. It can be attainedpart through being consistent in all marketing messaged along with using an inexpensive promotional goods. 3.The promotion helps in develop or make improvement in reputation and image of company. By using better promotional techniques, Chery can reach at large number of consumers at each corner of world. On the other hand, brand image is purely outcome of the promotional efforts. 4.Market promotion aids firm to realize different objectives. The organisation can enhance sales, maintain strong contacts and improvement in its brand image with market through promotional efforts. Development, survival and growth of firm are depend on how effectively it interact with market. 5.The promotion is designed to help consumers in search stage of process of purchasing. It is essential for Chery company to provide the whole information regarding the products and services. It is helpful for customers to search the information about product or service and then take the purchasing decisions in a better manner. B3)Creating value through marketing mix i.e., what is your overall strategy in terms of product, price, promotion and placement. IF and ONLY relevant to your case study, you may include other elements of the marketing mix (people, process, and physical evidence). You may wish to describe this entire section through creating a detailed table, however you may also use a different approach. First, Chery will become an industrial leader within three years by 2017; Second, Chery will be a competitive car manufacturer in the international market and be the most premium automotive company in China by 2020 Third, Chery will be a global automotive group by 2010.” PRODUCT
A/A+/B-class when looking at the value-level market, and B/C-class when looking at the premium-level market. The reason for selecting these vehicles in these particular levels is because according to the China AUtomotive Industry Association there will be a high demand for these levels. And therefore, they will ultimately be the mainstream markets. PRICE For the above cars in particular, the price individuals would be looking at to purchase would be RMB100,000 to RMB180,000. PROMOTION Product should be promoted to the premium-level and value-levell markets. The reason being is that particular level continues to be the largest in comparison to entry-level and luxury-level. It is also the market which JVC dominates, PLACEMENT B4)Resource Allocation: In this section, you need to breakdown the resources you plan to allocate to implement your marketing mix strategies (section B3) in order to achieve your marketing objectives (section B2). You will also need to show what will be the company’s expected expenditure over the next 3-4 years to support your strategy. You may think abouct using a table or figure for this purpose. Please provide rationale for your resource allocation as you craft the table or figure to address this section (B4). You may also discuss how the company expects the resources to be generated in the next 3-4 years. You will need to derive information given in the case and also use your judgement and critical thinking and assumptions for forecasting the required resources. WHAT RESOURCES DO YOU PLAN TO ALLOCATE TO IMPLEMENT YOUR MARKETING MIX STRATEGY The car industry is still booming, therefore, it is important to look at why Cherry is not moving along with the other brands. WHAT IS YOUR MARKETING OBJECTIVE? DOES THE RESOURCES YOU ALLOCATED HELP MEET THOSE OBJECTIVES? CherryAUtomotivesshouldlookintoimplementingJVCintotheirorganisation.Thisis implemented by all the “6+3” multinational automobile groups in China. WHAT IS THE COMPANY'S EXPECTED EXPENDITURE OVER THE NEXT 3-4 YEARS? HOW WILL THE COMPANY BE EXPECTED TO GENERATE RESOURCES IN THE NEXT 3-4 YEARS
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B5)Monitoring and Control – How would you monitor your strategy? (i.e., for example setting KPIs, objectives) and what sort of control mechanism will you have in place? (You may show this through a detailed table or Figure with short explanation). You are required to use graphics, charts and tables to present your solution clearly. Tables and graphs should add value to the assignment, and should not repeat information. Assignments without graphs, flowcharts and tables will be awarded substantially lower marks. Look at the “General Assignment Standards” section of this document for formatting guidelines. All work MUST be your own. Answers will be assessed for appropriateness and persuasiveness. Application of strategic marketing concepts is expected. You are expected to use only the information given in the case study. Do NOT research outside of the case content and lecture material. The aim is to analyse and make deductions from the evidence available in the case study, and not to conduct unnecessary research. HOW WILL YOU MONITOR YOUR STRATEGY? There are many ways in which the strategy is able to be monitored, three of which are listed below. 1.AFTERSALES ABSORPTION RATIO This ratio indicates to the dealership how much fixed cost the company is able to be covered by the revenue of sales. This is able to be done through Aftersaleprofitincludeslabourandparts.Coststheycoverincludefixedandsemi-fixed expenses (rent, IT expenses and salaries). A percentage higher than 80% is what is considered to be reasonable, the reason is because that is what is necessary to survive a possible poor sale period if ever once arises. If the percentage is below 80% this is an indication that aftersale revenue needs to increase. This can be done through campaign promotion or including featureshttps://www.incadea.com/blog/top-3- key-performance-indicators-for-car-dealer-aftersales-departments/ 2.UTILIZATION This is a reference to the amount of time a mechanic spends on working on the car as well as the amount of time they spend in the workshop. The range which should be aimed to achieve is between 85% - 95%. This ratio will allow for the ability to see how well company standards are able to be followed by mechanics, as a range between 855 - 95% indicates an organised workshop, team and an overall indication of how effectively all relevant departments (such as the workshop and parts departments) are able to collaborate and effectively in completing their tasks. 3.PRODUCTIVITY
Productivity is the relationship between the mechanics time which they spend on a particular job and the manufacturers standard time/the invoice time of the customer. The range between 110% to 150% is an indication of whether the specific mechanic is performing as productively as they should be. This allows Cherry to look into the skill and quality which the team possesses. If productivity level is of a high standard, this is an indication that the mechanics on the job are those who are equip with the skill, knowledge, training and experience required for the job which they are doing. 4.SOCIAL MEDIA AND ONLINE WORD-OF-MOUTH This is able to benefit Cherry with interstate customers but also international customers as well. As technology is increasing there is an increase in companies social media presence. Cherry is able to implement various social media platforms such as as business instagram and facebook page which will allow them to view the number of customers they have in which country https://www.jazelauto.com/are-you-measuring-your-dealerships-success-with-the-right-kpis/. The reason why this is beneficial is because they are able to allocate feedback given to them by those individuals through those platforms and then see where they are going right and where they are not. In some cases, there might be situations where a specific strategy or technology feature works well in one country, but looks to not be an intersting in another. This will allow Cherry to increase quickly look into possible changes which are able to be made. WHAT CONTROL MECHANISMS WILL YOU HAVE IN PLACE? If standards are not being met, there is a high chance that individuals are not putting in the required man-power necessary for each task. In order to certify if this is in fact the case, it may be necessary to look into the individuals who are under performing, and have a conversation regarding the reason for their underperformance. Therefore Cherry is able to find out whether extra training needs to be had, whether there is a more effective way for their workshop to be set up to allow for a smoother process within the workshop. It may also be important to look a more simplistic way of communicating between departments. GRAPHS FLOWCHARTS TABLES