gm上海通用汽车品牌策略案全英文(30页)-汽车(编辑修改稿)

gm上海通用汽车品牌策略案全英文(30页)-汽车(编辑修改稿)内容摘要：

Matrix December,2020 18 Market Positioning December,2020 19 Internal strength of Shanghai GM š 180 retail outlets distribute 104 cities,30 province,can be found almost everywhere. š Mature brand， high brand loyalty. š Global Ramp。 D branch meets deferent demands. š Customerfirst serving idea, international level service. š Soft marketing, manufacturing, logestics, IT system. š Courtlike advertisement, rich and colorful culture transmitting activities. š Strong ability in product mix expanding. š Good public image š High quality product. š Both product and service being improved. December,2020 20 Internal weakness of Shanghai GM ŵ Cross cultural clash could end in failure of decisionmaking. ŵ Frequency merging might get shortage of cash flow. ŵ Too many kinds of products bring no scope economy, cost rising. ŵ Fittings stocking by electronic merce is not so much. ŵ Too much media reporting could be understood to be untruthful. ŵ Doesn’t hold Chinese consumers’ mentality deeply. December,2020 21 KEY INTERNAL FACTORS Weight Rating Weighted score Internal Strengths Mature brand, high brand loyalty 4 Strong Ramp。 D and Innovation of affiliated enterprises meet market demand in time. 3 Customerfirst serving idea, both product and service being improved. 4 Good public image, take responsibility for society. 3 Strong ability in product mix expanding 4 soft marketing, manufacturing, logestics, IT , market reaction system. 4 Internal Weaknesses 1 、 Cross cultural clash could end in failure of decisionmaking or opportunity losing 2 Frequency merging might get shortage of cash flow. 1 Too many kinds of products bring no scope economy, cost rising. 1 Fittings stocking by electronic merce is not so much. 2 Too much media reporting 2 Doesn’t hold Chinese consumers’ mentality deeply. 2 TOTAL Internal Factor Evaluation (IFE) Matrix December,2020 22 TOWS Analysis Strengths 1 、 Mature brand, high brand loyalty 2 、 Strong Ramp。 D and Innovation of affiliated enterprises meet market demand in time. 3 、 Customerfirst serving idea, both product and service being improved. 4 、 Good public image, take responsibility for society. Strong ability in product mix expanding 6 、 Soft marketing, manufacturing, logestics, IT , market reaction system. 7 、 Courtlike advertisement, rich and colorf。