1. Introduction
Geely Auto Group 은 중국 항저우에 본사를 둔 대표적인 자동차 제조업체로 1997 년 저장 지리홀딩그룹의 자회사로 설립됐다. 이 그룹은 지리 오토, 릮크 앤 코, 프로톤 카, 지오메트리 등 여러 주요 브랜드를 운영하고 있다.이 그룹은 50,000 명 이상의 직원을 고용하고 있으며 항저우, 닝보, 예테보리, 코번트리, 프랑크푸르트에 12 개의 공장 및 5 개의 글로벌 R&D 센터를 운영하고 있다. 또한 상하이, 예테보리, 바르셀로나, 캘리포니아, 코번트리에 각각 5 개의 글로벌 디자인 스튜디오를 보유하고 있으며 총 1,000 명 이상의 직원이 귺무하고 있다. (Anon, n.d). 지리는 2020 년 한 해에만 143 만대 이상이 팔려 4 년 연속 중국 브랜드 베스트셀러가 됐으며, 또한 항공 우주 분야로도 사업영역을 확장하고 있다. Geely 의 목표는 " Make Refined Cars for Everyone”로, 그들은 중국의 선도적인 브랜드뿐만 아니라 세계에서 가장 경쟁력 있고 존경받는 브랜드를 목표로 하고 있다(Anon, n.d).
2. 외부환경 분석
2.1 PEST 분석
Geely 전략의 유효성을 평가하기 위해서는 우선 기업으로서 해당 기업이 처하고 있는 상황에 대한 분석이 선행되어야 한다. PEST 분석은 기업을 둘러싼 거시환경을 분석하는 가장 읷반적인 툴로, 정치적,경제적,사회적,기술적요소로 구분되어 있다.
Political
미국과 중국의 무역분쟁 지속
기후위기로 인한 탄소중립 정책 확대
Economical
중국 경제의 성장정체
금리인상 등 에 따른 전세계적 불황 심화
Social
가성비 제품에 대한 소비자의 관심 증대
친환경제품에 대한 소비자의 관심 증대 (Green Consumer)
Technical
4 차산업혁명 등 으로 기술의 중요성 부각
전기차 시장의 배터리기술 확보가 필수
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