지리(Geely)자동차그룹의 글로벌 전략분석 및 시사점
시시제이
다운로드
장바구니
소개글
"지리(Geely)자동차그룹의 글로벌 전략분석 및 시사점"에 대한 내용입니다.목차
1. Introduction2. 외부환경 분석
2.1 PEST 분석
2.2 5 Forces 분석을 통한 산업분석
3. 내부역량 분석
4. 전략분석 및 시사점
4.1 Geely 의 전략분석
4.2 SWOT 분석
4.3 시사점
5. 참고문헌
본문내용
1. IntroductionGeely 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
참고 자료
Alamalhodaei, A., 2021. Chinese automaker Geely Launches Luxury EV brand ZEEKR. TechCrunch. Available at: https://techcrunch.com/2021/03/23/chinese-automaker-geely-launches-luxury-ev-brand-zeekr/ [Accessed January 17, 2022].Alvarez, S., 2021. Tesla updates base model Y in China: New name, longer range, but slightly slower. TESLARATI. Available at: https://www.teslarati.com/tesla-base -model-y-latest-updates/ [Accessed January 20, 2022].
Amenda, 2021. Geely's ambition for 2025. Gasgoo. Available at: https://autonews.gasgoo.com/m/70019057.html [Accessed January 18, 2022].
Anon, 2020. Ansoff matrix. Corporate Finance Institute. Available at: https://corporatefinanceinstitute.com/resources/knowledge/strategy/ansoff-matrix/ [Accessed January 20, 2022].
Anon, 2021. Chinese firms prepare to charge into Europe's electric car market. The Guardian. Available at: https://www.theguardian.com/business/2021/apr/17/chinese-firms-prepare-to-charge-into-europes-electric-car-market [Accessed January 19, 2022].
Anon, Google search. Available at: https://www.google.com/search?q=%ED% 99%98%EC%9C%A8%EA%B3%84%EC%82%B0%EA%B8%B0&oq=%ED%99%98%EC%9C%A8&aqs=chrome.1.69i57j35i39j0i512l8.1814j1j15&sourceid=chrome&ie=UTF-8 [Accessed January 20, 2022].
Anon, Our Vision Geely Global. Available at: http://global.geely.com/our-vision/ [Accessed January 18, 2022].
Anon, Overview. Geely Global. Available at: http://global.geely.com/overview/ [Accessed January 18, 2022].
Anon, Read @kearney: The contribution of the automobile industry to technology and Value Creation. Kearney. Available at: https://www.es.kearney.com/automotive/article/?%2Fa%2Fthe-contribution-of-the-automobile-industry-to-technology-and-value-creation [Accessed January 19, 2022].
Auto Group, G., 2021. Geely Auto Group Unveils Smart Geely 2025 strategy. Media Center - Zhejiang Geely Holding Group. Available at: http://zgh.com/media-center/news/2021-11-01/?lang=en [Accessed January 17, 2022].
Baum, B., 2021. Geely and Volvo's Lynk & Co are set to expand to the Gulf region in Q4 2021. Reuters. Available at: https://www.reuters.com/business/autos-transportation/geely-volvos-lynk-co-set-expand-gulf-region-q4-2021-2021-10-20/ [Accessed January 17, 2022].
Carlier, M., 2021. Automobile market share worldwide 2018. Statista. Available at: https://www.statista.com/statistics/316786/global-market-share-of-the-leading-automakers/ [Accessed January 20, 2022].
Chan, T., 2018. Collaboration from inception. Geely Global Media Center. Available at: http://global.geely.com/media-center/story/collaboration-from-inception/ [Accessed January 20, 2022].
Chan, T., 2021. Volvo Cars and geely auto to deepen collaboration. Geely Global Media Center. Available at: http://global.geely.com/media-center/news/volvo-cars-and-geely-auto-to-deepen-collaboration/ [Accessed January 20, 2022].
Geely Global Media Center, 2021. Geely Automobile Holdings H1 2021 Revenue Increase 22% yoy. Geely Global Media Center. Available at: http://global.geely.com/media-center/news/geely-automobile-holdings-h1-2021-revenue-increase-22-yoy/ [Accessed January 18, 2022].
Gravity, Design philosophy. Geely Global. Available at: http://global.geely.com/design-philosophy/ [Accessed January 20, 2022].
Huang, E., 2021. Chinese stocks are now among Asia's worst-performing as Beijing Crackdown Spooks Investors. CNBC. Available at: https://www.cnbc.com/2021/07/28/investing-china-stocks-among-asias-worst-performing-amid-regulatory-scrutiny.html [Accessed January 18, 2022].
IEA (2021), An energy sector roadmap to carbon neutrality in China, IEA, Paris. Available at: https://www.iea.org/reports/an-energy-sector-roadmap-to-carbon-neutrality-in-china [Accessed January 18, 2022].
Iris, 2021. Aumenta la Demanda de Vehículos eléctricos en la Unión Europea. Somos Electricos - Web sobre movilidad y coches eléctricos. Available at: https://somoselectricos.com/aumenta-demanda-vehiculos-electricos-union-europea/#:~:text=En%20concreto%2C%20durante%20el%20Q3,Plan%20MOVES%20II%20en%20Espa%C3%B1a. [Accessed January 19, 2022].
Jaeger, C. et al., 2021. The European Green Deal – more than climate neutrality. Intereconomics. Available at: https://www.intereconomics.eu/contents/year/2021/number/2/article/the-european-green-deal-more-than-climate-neutrality.html [Accessed January 18, 2022].
Kadlecova, B., 2020. Vrio analysis. ManagementMania.com. Available at: https://managementmania.com/en/vrio-analysis [Accessed January 20, 2022].
Kane, M., 2021. 2022 Tesla Model S gets official EPA range/efficiency numbers. InsideEVs. Available at: https://insideevs.com/news/556340/2022-tesla-models -epa-range/ [Accessed January 20, 2022].
Kharpal, A., 2021. Didi removed from China's WeChat and Alipay apps for new users in another big blow. CNBC. Available at: https://www.cnbc.com/2021/07/07/didi-removed-from-tencent-wechat-and-ant-group-alipay-apps.html [Accessed January 17, 2022].
Madhok, |B.A., Aman MadhokAman Madhok is a Senior Analyst with Counterpoint Technology Market Research & Aman Madhok is a Senior Analyst with Counterpoint Technology Market Research, 2020. NIO's battery-as-a-service (baas) strategy: A smart move. Counterpoint Research. Available at: https://www.counterpointresearch.com/nios-battery-service-strategy-smart-move/ [Accessed January 20, 2022].
Mckinsey, The top trends in Tech. McKinsey & Company. Available at: https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/the-top-trends-in-tech [Accessed January 18, 2022].
Mihalascu, D., 2021. The world's fastest-growing brand in 2021? Tesla, up 184%. InsideEVs. Available at: https://insideevs.com/news/542233/tesla-fastest-growing -brand-2021/ [Accessed January 20, 2022].
Parikh, S., 2022. USA, Canada & Europe on the radar of the ZEEKR 001 & family. TopElectricSUV. Available at: https://topelectricsuv.com/news/zeekr/zeekr-brand -logo-geely/ [Accessed January 20, 2022].
Shirouzu, N., 2021. Special report: How the Chinese tycoon driving Volvo plans to tackle Tesla. Reuters. Available at: https://www.reuters.com/business/autos-transportation/how-chinese-tycoon-driving-volvo-plans-tackle-tesla-2021-09-02/ [Accessed January 17, 2022].
Sun, Y. & Soderpalm, H., 2021. Geely and Volvo to Launch Powertrain Venture after merger scrapped. Reuters. Available at: https://www.reuters.com/article/us-geely- volvo-m-a-idUSKBN2AO1Q3 [Accessed January 20, 2022].
Suzan, 2020. Max. range of 615km, Nio released price for ec6, is it worth buying? China Car News, Reviews and More. Available at: https://www.chinapev.com/ev-2/nio/max-range-of-615km-nio-released-price-for-ec6-is-it-worth-buying/ [Accessed January 20, 2022].
Trinkwon, W., 2020. Nio launches Battery Leasing Service for evs. Autocar. Available at: https://www.autocar.co.uk/car-news/new-cars/nio-launches-battery-leasing-service-evs [Accessed January 19, 2022].
Uzeki, S., 2019. Why don't we see Chinese Car Brands on American Streets? Vocal Media. Available at: https://vocal.media/wheel/why-don-t-we-see-chinese-car-brands-on-american-streets [Accessed January 18, 2022].
Yung. S & Munroe, T., 2021. Exclusive: Targeting Tesla, China's Geely to launch New Premium EV brand - sources. Reuters. Available at: https://www.reuters.com/article/us-geely-electric-exclusive-idUSKBN2BB058 [Accessed January 17, 2022].
Person, 2021. China's Geely warns of chip shortage, but keeps annual vehicle sales target. Reuters. Available at: https://www.reuters.com/world/china/chinas-geely-automobile-first-half-profit-up-4-2021-08-18/ [Accessed January 20, 2022].
Mitchell, R., 2018. China wants to enter the U.S. car market, but a rough road lies ahead. Los Angeles Times. Available at: https://www.latimes.com/business/autos/la-fi-hy-china-auto-export-20180205-story.html [Accessed January 20, 2022].