Professional Documents
Culture Documents
Lecture I
THE GLOBAL AUTOMOTIVE INDUSTRY
Source: UN/DESA
Source: economist.com
http://www.forbes.com/global2000/list/#industry:Auto%20%26%20Truck%20Manufacturers
The World’s Biggest Companies – Auto & Truck Parts Abstract (2015)
http://www.forbes.com/global2000/list/#industry:Auto%20%26%20Truck%20Parts
Diverging markets
Emerging markets’ share of global sales will rise from 50 percent in 2012 to 60 percent
by 2020, while their share of global profits is also set to rise by 10 percentage points.
Digital Demands
Source: CAMA-Automotive
ICE Opimization
Downsizing and improving of the
internal combustion enging
Emerging Countries
Market growth in Driven by Emission-
emerging countries
Regulations
Fuel-cell-powered E-Cars
European Production-Footprint
Relocation of production capacities
to emerging countries
Mobility
Mobility as a service
Battery-powered E-Cars
Connectivity
Connected-Car Technology Financing and Leasing
(e.g. car-to-x Communication OEMs integrate financing and leasing
into their business models
Urban Mobility
Innovative urban
concepts of mobility
Entry
Segment
What are the next horizons of differentiating features and services, especially in
the domain of consumer-intuitive solutions for active safety and infotainment?
How can we differentiate our customer experience along the entire customer
decision journey? How can we design and execute a consistently positive
experience?
How do we ensure that our unique features and services and our approach to
customer experience are aligned with the brand perception we want to cultivate?
How can we rearrange product portfolios in our core markets to enter more
profitable segments, such as cross-overs or SUVs?
How do we react to the looming threat of entry segment players expanding into
the value segment?
How can value segment OEMs continue to create a
differentiating customer experience across all touch
points of purchase and post-purchase and create
more consumer loyalty?
How can we tap into new customer groups (in many cases, first-time car buyers)
and start building brand loyalty?
How can we implement the low-cost approach of the entry segment, e.g., offshore
development facilities or a lean product portfolio, addressing the mainstream
needs of consumers in this segment?
What supporting customer experience does the entry segment require? How can
they be cost efficient and still appeal to the customer?
„The Group’s goal is to offer attractive, safe and environmentally sound vehicles
which can compete in an increasingly tough market and set world standards in
their respective class.*”
13,868
Asia
29,446
27,62
122,86
North America
„ Toyota will lead the way to the future of mobility, enriching lives around the
world with the safest and most responsible ways of moving people.*”
TOYOTA
17,367
45,66
86,842
28,451
13,462
Asia
Other markets
“As the inventor of the automobile, we have shaped mobility to a great extent
with groundbreaking innovations and outstanding vehicles. We aim to continue
playing our pioneering role with the ongoing development of mobility –
especially in the areas of safety and sustainability.”*
DAIMLER, MERCEDES-BENZ
18,679
43,722
29,446 (20,449)
Asia
(thereof (13,294)
China)
38,025
(33,310)
„The BMW Group is the world's leading provider of premium products and
premium services for individual mobility”*
BMW
BMW Sales
Agenda
III. Analyzing the Resource Base for International Activities and Locational Choice
V. Strategies of Internationalization
Case on Lecture 6 Market Entry: How does the Chinese Car Company enter foreign
markets? Describe the entry modes and develop a map linking it to a global
strategy. (Paper in L2P and other materials)
Case on Lectures 7 Mergers & Acquisitions: a) Describe and analyze the acquisition
strategy of Volkswagen with focus on Scania. b) Describe and analyze the
acquisition strategy of Fiat concerning Chrysler.c) Describe and analyze a takeover
that went wrong: BMW and Rover.d) The case of Shanghai automotive and
Ssangyong Motor.
Dates
Lecture Cases
28.10 The Global Automotive Industry
04.11 The Environment of International Business
11.11 Analyzing the Resource Base for IB Topic 1
18.11 Theories of Foreign Direct Investment Topic 2: Group 1 and 2
25.11 Internationalization Strategies Topic 3: Group 1
02.12 Internationalization Strategies Topic 3: Group 2
09.12 Locational Choice - Markets Topic 3: Group 3
16.12 Market Entry Strategies Topic 4
06.01 Networks in the Automotive Topic 5: Group 1 and 2
Industry/Mergers and Acquisitions
13.01 Managing Knowledge in Global Topic 5: Group 3 and 4
Automotive Networks
20.01 Communicating across cultures Topic 5: Group 5 and 6
27.01 Social Responsibility of OEMs Topic 6: Group 1 and 2
03.02 Preparation Exam
Center for International Automobile Management 39
International Automobile Management
Important!
END OF LECTURE 1