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Стратегическое позиционирование участников глобальной автомобилестроительной отрасли по степени интернационализации бизнес-систем
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- 2015 год
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Internationalisation in the context of globalization became one of the most important conditions to keep the leading positions in different areas of business. Expansion to the european markets is happening according to the proven scenarios, but the post-Soviet Russian market development is a challenge for the management of the companies. Although, the potential of the russian market is so huge, that the companies take the risks to create market entry strategies expecting future revenues.
In order to start a successful business in a new country for any company, regardless the quality of the product, a well defined strategy is vital. Even goods with the best price and quality ratio do not necessarily become a bestseller, and the company that is producing it does not necessarily deserve credibility. Market research that is defining needs and desires and, most importantly, the purchasing power of citizens, is one of the most important parts of the first steps of the company on the market, and also the following existence within certain markets.
The automotive branch is a special branch of the Russian market. Taking into consideration the attitude of Russian people to the domestic automotive industry, foreign investors pump in considerable amounts of money into the development of their branches. In this paper we are going to review activity of the german concern Daimler on the Russian market and compare it with the activity on the French market, paying special attention to the differences in market entry and the reasons of these differences.
The timeliness of this work is determined by the fact that nowadays the speed of internationalization is one of the most important factors of the company growth.
In high-tech automotive industry the right market entry is vital as consumers consider traditional factors such as price and usability, and also status of the brand and the country of production. So, the main question is the choice of the form of a new market entry with the best risk and profit ratio.
The object of work is the strategy of internationalization in the automotive industry.
The subject of the work is to study the strategic positioning of the global automotive suppliers according to the degree of business internationalization.
The objective is to prove that even in the global context we should take into account the specifics of the business and consumer behavior in different countries and regions for the successful business ventures.
To achieve the objective we consider following tasks:
1. Consider the basic strategies for the market entry and identify their characteristics.
2. Analyze the study cases of the automotive industry's largest firms that went through internationalisation.
Contents: The work consists of an introduction, main body, conclusion and bibliography.
INTRODUCTION
1. Strategies to market as a way of internationalization
1.1 General strategies for the foreign market
1.2 The effect of the country's production and its impact on sales
2. Strategies for the automotive market
2.1. Key aspects of strategies the key suppliers in the automotive market
2.2. The main directions of development of the automotive business
CONCLUSION
LIST OF REFERENCES
In the conclusion it would be desirable to tell that decision to buy a car today is influenced by economy fuel efficiency.
Consumers in emerging markets are interested in upper price segment, and in developed countries the key importance is compactness and simplicity of design.
Despite the fact that the next important step in the development of the automotive industry sees the spread of hybrid vehicles with the ability to recharge from the mains, machines powered by batteries is not popular with consumers and producers continue to invest in the improvement of internal combustion engines (ICE).
1. Annual report 2012. BMW AG website. URL: http://annual-report2012.bmwgroup.com/bmwgroup/annual/2012/gb/English/pdf/report2012.pdf (дата просмотра 19.05.2013
2. Toyota Motor Corporation Global Website. URL: http://www.toyota-global.com/company/profile/figures/vehicle_production_sales_and_exports_by_region.html
3. Fortune Global 500 CNN Money http://money.cnn.com/magazines/fortune/global500/2012/full_list/index.html
4. General Motors Company| Official Global Site.URL: www.gm.com
5. Kabadayi, S., & Lerman, D. Made in China but sold at FAO Schwarz. country-of-origin effect and trusting beliefs. International Marketing Review, 28-2011, pp. 102-126.
6. Niels G. Noorderhaven, Ann-Wil Harzing: “The “country-of-origin effect” in multinational corporations: Sources, mechanisms and moderating conditions“, in Management International Review, vol. 43 (2003), special issue 2, pp. 47-66.
7. Ritson M. Do smaller brands have better marketers? Branding Strategy Insider - http://www.brandingstrategyinsider.com/2008/12/d.html#.UY4dA6K-2So
8. Roll M. Branding: The Country Of Origin Effect // Branding Strategy Insider. 2008. [Электронный ресурс]. URL: http://www.brandingstrategyinsider.com/2008/03/branding-the-co.html#.UZDewKK-2So
9. Terence A.Shimp & Subash Sharma – Consumer ethnocentrism: construction and xValidation of CETSCALE, Journal of marketing research, vol XXIV Aug. 1987, pp 280-289
10. Worldwide operations Toyota Motor Corporation Global Website http://www.toyota-global.com/company/profile/facilities/worldwide_operations.html
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