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GENERAL MOTORS ANALYSIS(영어 리포트)

I. Executive SummaryGeneral Motors, the world's largest vehicle manufacturer, designs, builds and markets cars and trucks worldwide, and has been the global automotive sales leader since 1931. General Motors Corporations is founded in 1908 and has its vehicles sold in more then 190 countries. GM has plans to launch into the China's sedan market with its new Daewoo's sedan 'Kalos' in March 2004. China is a giant market that is full of potential gauging from our Shanghai GM financial results. The increasing disposable incomes and China people thirst for luxury goods would push up the demand for the product. Potential competitions from are kept minimal due to different branding technique and the market is far from saturation. Market penetration pricing would be set for this luxury good made affordable and promotional activities would make an impact launch in China's major cities especially Beijing, Shanghai and Zhejiang where the people are having higher disposable income.II. Current Situationa. Company InformationGeneral Motors Corp. is the world's largest vehicles manufacturer. Founded in 1908, GM has been the global automotive sales leader since 1931, having 32 manufacturing operations in 32 countries and its vehicles sold in more then 190 countries. General Motors today reported net income of 901 million in the second quarter. GM Asia Pacific earned a record $163 million in the second quarter of 2003, more than four times the $39 million earned in the year-ago quarter. Strong financial results at Shanghai GM and GM's Australia-based Holden continued to drive improved financial results along with improved equity earnings from GM's Japanese automotive alliances and lower-than-expected start-up losses at GM Daewoo Auto & Technology Co. (GM, 2003)

경영/경제| 2008.04.20| 7페이지| 2,500원| 조회(362)

General, summary, analysis, executive, MOTOR..

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Excelsior-Henderson(영어 리포트)

Excelsior-Henderson Motorcycle Manufacturing CompanyKathleen BARTALON Aurore DIDIER Song DAE GEUNTeam 1 4/3/08Excelsior-Henderson Motorcycle Manufacturing CompanyFounded 1917 Defunct during the Great Depression 1993 Dan and Dave Hanlon purchased the Excelsior-Henderson name Built a manufacturing plant in 1997 Shipped their first motorcycle in July 1999 Super X Cruiser MotorcycleSituation Audit – Market AnalysisCruisers are 53% of the motorcycle market Including dirt, racing and dual-purpose bikes Cruiser market expected to grow annually by 12-15%Competitors and CustomersHarley-Davidson Harley-Davidson loyal riders Largest producer of cruisers 600 franchise dealerships in US Strong brand recognition Long history $18,000-$20,000 High demand, low supplyCompetitors and CustomersHonda, Yamaha, Kawasaki and Suzuki Collectively represent 48.5% of cruiser market Produce “clones” of Harley-Davidson bikes with similar look and sounding engine Technologically advanced $11,000 Appeal to the younger motorcycle buyerCompetitors and CustomersPolaris, Inc Best ideas of all competitors to design bike at a low price All production happens in America $13,000 BMW Known for excellent performance and engineering Marketed to high income consumers $14,500 Norton Motorcycle Company Strong British brand relocated to MinnesotaSituation Audit (SWOT)‏Strengths Employers which are motorcycles customers too and so know well this market They are longtime riders and take part in world's biggest event for bikers The stock market value of Excelsior- Henderson : to find money for their projectsSituation Audit (SWOT)‏Strengths Very good reviews in famous magazines (USA Today for example) before Super X had been produced 'The best cruiser motorcycles for the money in the world today' The super X was praised for many things like handling and powerWeaknesses : positioning on the same way of Harley Davidson: same prices : why customers would buy an new brand motorcycle if they can have an Harley for the same price? same product: Super X tends to be a motorcycle with 'a great heritage and authenticity' like Harley DavidsonSituation Audit (SWOT)‏Weaknesses : Same dealers : 2/3 of the dealers are Harley dealers who carried Super X as second line. So Super X is directly sold with its first competitors product, Harley but without the prestige of the brand Don't care about new expectations of customers : Excelsior don't offer better prices than Harley, don't bring new technological things or accessories, don't offer better Lack of sales resulted in lay-offsSituation Audit (SWOT)‏Opportunities : younger customers who want something new : customized motorcycles, sport bikers some models for new type of customers like women The Super X had been declared the official motorcycle of the Minnesota NFL team possibility to buy unique model New model 'Deadwood Special' Expand new 2000 Super X lineupSituation Audit (SWOT)‏Threats The competition of Harley Davidson which has the same positioning but with a more famous brand The foreign competitors which offer different products (add technological options, or a different position on the market (sport riders…)‏ Lower priced alternativesSituation Audit (SWOT)‏Problem StatementPositioning similar to Harley-Davidson Product Price Target Market Distribution at Harley-Davidson dealerships Single product companyAlternativesNew positioning strategy Price positioning Women Young riders Family Reposition distribution strategy Harley-Davidson dealerships Excelsior-Henderson exclusive dealerships Ability for personal customization of bikesRecommendation and ImplementationRedesign Product Distribution Harley-Davidson Dealerships Market to franchise as viable alternative to waiting list for a Harley bike Provide incentive for carrying and selling Super X Cruiser Sales team training of the product differentiation Provide advertising for dealership featuring the Super X CruiserRecommendation ImplementationRedesign Product Distribution Excelsior-Henderson Dealerships Exclusively for Excelsior-Henderson products Dealer loyalty to brand Strong customer relationships Family oriented Strong mechanical service teams Competitive pricingCurrent SituationFiled bankruptcy in December 1999 2,000 Super X's produced and distributed Strong loyalty from remaining Super X owners{nameOfApplication=Show}

경영/경제| 2008.04.20| 17페이지| 3,500원| 조회(180)

BMW, Excelsior, motorcycle, Henderson, appea..

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The Dr. Kruz Nutty Brand (영어리포트입니다)

Market AnalysisThe Dr. Kruz Nutty BrandTom SchultzFelicia DolfiJim OzamizSong DaeGeunWhen moving a new business into a market, it is important to know the makeup and content of the marketplace you intend to enter. This can be most successfully accomplished by undergoing a complete market analysis. This analysis should be exhaustive in three major areas of consideration including a customer analysis, competitor analysis, and an environmental analysis. All three areas of consideration are necessary for the completion of a market analysis as well as a confident understanding of the market in which you intend to enter.Customer AnalysisThe customer analysis begins by considering who the products are intended for. The products offered by Dr. Kruz Nutty are intended for those people who enjoy cruising. This is a very broad base of people, some of which cruise significantly more than others. However, the demographic evidence shows that people that cruise are statistically over 25 years of age,time aboard the ship. These selling conditions paired with customer motivations would allow for large sales volumes of Dr. Kruz Nutty merchandise. The never-ending flow of people through gift shops would make this sub-segment of distributors the largest and most profitable customer.BookstoresThe next sub-segment, bookstores, includes both brick and mortar and online stores. This segment is only interested in the book Cruise Crazy; however, it is capable of becoming the most attractive potential customer. These bookstores are motivated to buy books that are popular in the market. This could mean several things including a “fad” book, a long-standing best seller, or in this case a large untapped group of potential book buyers. What the bookstores have is a very serious unmet need. Currently in the book market there is a very large, unsatisfied niche of people who are crazy about cruising. This represents lost potential sales for the bookstores. Specifically, the unmet need of this segmeneness with the target market. However, this leads to competition with every other item in the gift shop for the money, time and attention of the potential customers in the store. The placement within the shop would be very important. By having a good placement, perhaps as part of a special display, Cruise Crazy would attract attention of potential buyers and have a leg up on the competition by getting more looks than the competing products. The ideal situation would be to have the book in a central display on its own, along with being available in the book section. This way the book would be considered by buyers looking specifically for a book while also being available to people just browsing for nothing in particular.How to Differentiate Dr. Kruz Nutty from CompetitorsIn order for Dr. Kruz Nutty to last as a brand beyond Cruise Crazy, we must find a way to differentiate it from competitors. By offering a unique product, Dr. Kruz Nutty will have the potential to be distinct enough tha market.Possible Opportunities & ThreatsThere are a couple possible threats to keep in mind. One such threat is that the primary market of cruise addicts is too small to maintain the Dr. Kruz Nutty brand. This is one of the reasons the brand should be expanded to also appeal to the casual cruiser. By creating tie-ins with various companies and perhaps the cruise industry itself, this would help expand the brand and make it more viable long-term by creating a stronger brand that is appealing to a larger segment of the population. By moving from cruise addicts to anybody who has taken a cruise, the potential customer base jumps to over 49 million people (20061).This is not to say that the primary target should not remain cruise addicts. The niche market of cruise addicts is the reason for the creation of the Dr. Kruz Nutty brand and is also the most likely segment to purchase Dr. Kruz Nutty products. Therefore cruise addicts should be the primary market. However, if a larger market can bms show that customers want and are willing to pay for this type of product. Dr Kruz Nutty’s book stands out among the others in the cruise and travel book categories because it creates a new category of its own. This new angle is continued in the product line of humorous novelty items that go along with the cruise addiction theme.Good Distributor RelationsTo maintain an advantage over competitors, it is important to focus on getting the product in the ideal setting. This would include cruise line gift shops and travel agencies as previously mentioned. Dr Kruz Nutty is on his way to having good relations with these distributors, enabling customers to have direct access to the product when it is most relevant and emotionally resonant. It is also important to make the most of current distributor relationships.Good Customer RelationsDr. Kruz Nutty is able to connect with customers in several ways. His website allows customers to give direct feedback. He is also able to promote his brand i

경영/경제| 2008.04.20| 16페이지| 4,000원| 조회(185)

DR, Kruz, products, Nutty, channels, compete

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BMG swot (영문)

Strengths:1. BMG merged with AOL (American Online) which has the largest internet service provider in the industry. The CDs of certain BMG artists included the software of AOL, the online provider. Customers would be directed to BMG’s web sites by using AOL.2. BMG was the largest music club in the world, and arguably the leader of the five major labels. The other four companies are Universal Music Group, Warner Music Group, Sony Music Group and EMI. Universal is the largest of the companies and emerged Universal Studios. However they had been difficult. Warner is the third largest company behind BMG and was slow to adopt digital downloading. Sony is the fourth largest company and they use similar methods as Warner except Sony is better with adopting new technology. EMI is the smallest of the five companies and current lineup of artists was arguably weaker than that of its rivals 3. BMG handles all manufacturing, marketing, distribution and publishing of their music which allows them to control all these processes and make sure the music goes out to the consumer.4. BMG was one of the first to enter the Internet file sharing market by creating a series of websites focused on different genres of music they set up a series of websites dedicated to specific genres of music. These sites linked fans to the artist’s websites, where they could download or purchase CD’s: Beeps.com for hip-hop and rhythm and blues, Bughuice.com for alternative, Twangthis.com for country and so on.

경영/경제| 2008.04.20| 2페이지| 2,500원| 조회(303)

SONY, music, AOL, BMG, largest

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