通用汽车公司如何建立和维持投资组合战略

悉尼Assignment代写范文:“通用汽车公司如何建立和维持投资组合战略”，这篇论文主要描述的是通用汽车公司是以前美国汽车制造公司，目前也是世界上最大的汽车制造商之一，通用汽车公司最初是由别克汽车公司发展而来，后来因为合并的缘故便改为通用汽车公司，在经历一个世纪的漫长发展历史，通用汽车公司不断的创新现有的技术，不断的贯彻自上而下的发展策略，这样使得通用汽车公司取得了今天的成就。

GM (General Motors Corporation) is an American automobile manufacturer based in Michigan.GM

It was founded in 1908 and is one of the largest car manufacturers in the world.

The GM group consists of the following brands:

Portfolio work (Week 8)

Examine the origins of your chosen company and try to identify key aspects of its corporate/company culture; determine if these are these similar to the other main players in your learning set’s industry. Evaluate whether the company has been subject to strategic drift and/or been involved in significant strategic change initiatives. If so, have these been successful?

The predecessor of GM is the Buick Motor Company set up by David Buick in 1970. In 1908, William C Durant, the largest U.S. carriage manufacturer, acquired the Buick Motor Company and became general manager of the company with the introduction of C car. To sell this car, Durant quickly founded a distribution network and brought a huge amount of orders. Buick Motor Company has become the primary car producers in the USA in 1908. Durant would like to end the condition that hundreds of manufacturers exist in the automotive industry, and strongly supported the proposal of Benjamin which merged the Buick, Ford, Maxwell Briscoe, Olds and several major car companies. But the consultation ended in failure as the high charge of Ford. In the same year, Durant set up a car holding company based on Buick Motor Company and Olds Motor Company, called General Motors Corporation (GM). In 1909, GM merged two other motor corporation, the Oakland Motor Car Company (now Pontiac) and the Cadillac Motor Company. Over the past 100 years, GM and its cars have involved in people’s life worldwide. It has gone through a century of innovation and development, and its development has far exceeded the market's birthplace.

The corporate culture not only restrains the internal behavior of the company, but also guides the leaders and workers. Good corporate culture can unite and inspire business people, enabling them to work toward a common goal (Irani et al. 2004).

The corporate culture of GM has the following content. First, put the customer as centre; second, have the courage to take responsibility and obligation, set and achieve ambitious goals; third, purse excellence enthusiastically; fourth, be confident with the decentralization, persist in pooling the wisdom and efforts of everyone; Fifth, have the ability to develop diverse, global team; sixth, encourage change fervently, regard the change as an opportunity rather than threat; seventh, be dynamic and can encourage others, moving speed is competitive advantage. Compared with the corporate culture of Toyota, the world’s biggest auto company, GM’s corporate culture has several features. The nature of Toyota’s corporate culture is the quality. Toyota emphasizes the high quality and high effectiveness of its products, which is closely related to the Japanese culture (Shinkle & Spencer, 2012). But there are some similarities between the two companies. They both put forward the customer-oriented concept and sincere service first. In addition, they attach importance to the development of the work team, and argue that the suggestion from the employees should be taken into consideration.

GM has conducted a significant strategic change. In 1990, GM's net loss reached nearly $ 2 billion, and this situation continued to deteriorate. In 1991, the loss expanded to $ 4.5 billion. As designing the employee retirement funds and contingent liabilities, loss increased to $ 23.5 billion in 1992. GM got into trouble. In this situation, GM conducted a series of corporate restructuring and strategic changes. These include: organizational reconstruction, business reconstruction and financial reconstruction. GM spent two and a half years for strategic change, and the strategic change finally achieved success. GM, with hundreds of thousands of employees, had a thorough top-down change. After the strategic change in GM, the personnel redundancy of the organization has been eliminated; bureaucracy has been changed; human resources and team to get organized again. Its procurement, sales, production and product development have made strategic changes. Company's financial vision has been created. It can be concluded that the strategic change of GM has been a success.

Portfolio work (Week 9)

Identify the current market conditions for your learning set’s industry. Evaluate the strategies being followed by your chosen company and place it on a Bowman’s Clock diagram. Place two or three of its main rivals on the clock too. Explain in writing why you placed your company and the rival companies where you did.

The world's automobile production is mainly concentrated in Europe, the Americas and Asia Pacific. United States, France, Germany and Japan took up the largest proportion of world’s automobile production in 2006, accounting for nearly half the world's automobile production (Williams, 2007). Although in recent years, the output ratio of the four countries gradually decreased. They still took about 30% higher proportion in 2009. Global top countries for automobile production in 2009 are China, Japan, the United States, Germany and Europe. Although the total output share of global automobile production of the Japan, United States, France and Germany is declining, they maintain a high level of 30%. In recent years, the growth of European countries is slow, or even at a substantial decline. The momentum of development in emerging Asia Pacific countries is strong, and experiences a rapid growth, especially China. The world's largest auto manufacturers are Toyota Motor Group, General Motors, Volkswagen, Ford, Hyundai KIA Automotive Group, Honda, Nissan, PSA, Suzuki and FIAT. The large auto manufacturers are mainly in the United States, Europe and Japan which have a long history of the automotive industry. These auto companies have played an important part in the development of global automotive industry. In recent years, world's major automobile companies have undergone big changes. In May 2007, DaimlerChrysler announced that the Chrysler was sold to Cerberus Fund as the price of $ 7.4 billion, and Chrysler which has left DaimlerChrysler renamed Daimler AG. India's Tata Motors acquired Ford's Jaguar and Land Rover brands in 2008. In 2009, General Motors filed for bankruptcy protection, and the new GM was set up. In 2010, Toyota recalled worldwide, the "lean production" was questioned. In 2008, the global financial crisis swept across the globe, and the global economy was under attack. The auto industry has been hit in United States and other countries in the world. The US has lost the status of world's largest automobile market. The development of new automotive technology is on the agenda. Energy saving, environmentally-friendly products and technologies become common practice, and the global automobile manufacturers and parts manufacturers will explore energy-saving technologies and products in a wide range. In a long term, the world’s auto industry will transform from the traditional power driven to a new energy driven.

Bowman’s strategic clock is a tool which can properly analyze the position of the company with all competitors. Portman combined the Generic strategies of Porter, argued that a company's competitive advantages are related to the cost advantages and differentiation advantages. The six core strategic options are low price and low added value, low price, hybrid, differentiation, focused differentiation, increasing the price and improving quality, increasing the price and lowering quality and low value with high price.

The strategy can be divided into corporate strategy and business strategy (Lampel, 2001). Corporate strategy limits the range of competing activities, namely, a variety of industries and markets, including diversification, vertical integration, resource configuration between the different business units in the company and asset stripping and so on (Oraman, 2011). Business strategy is the decision-making about how the company in an industry or market to compete, also known as competitive strategy. Competitive strategy mainly includes the cost leadership strategy, differentiation strategy and focused strategy (Heijltjes, 2003). GM's multi-brand strategy is the differentiation strategy. The multi-brand strategy is the marketing strategy that the enterprise for different target markets uses different brands for its product. Throughout the history of GM and its competitors, it can be concluded that its chaotic multi-brand strategy is the reason for its unsustainable development. So GM is placed in the fourth area on the Bowman’s Clock diagram.

The main rivals of GM are Toyota and Ford. To develop the automobile which meet future market needs efficiently, Toyota's strategic decision-making reforms constantly. It founds the triune mode of production of strengthening quality management, production management and reducing production cost (Muffatto, 1998). Toyota actively promotes research and development, and shortens development time. Dependent on such a strategic decision, Toyota maintains the industry leadership in the fierce competition of the market. So Toyota is placed in the sixth area on the Bowman’s Clock diagram. Ford's strategic goal is to meet customer needs in providing high quality products and services beyond their expectations, that is to say, providing more added value. Ford is placed in the fifth area on the Bowman’s Clock diagram. Through market segmentation, Ford meets the needs of the target group to create an added value, which will give added value of specific market segment.

Portfolio work (Week 10)投资组合的工作（第10周）

You must complete an Ansoff Matrix for your chosen company and explain in writing why you placed entries in certain boxes. You are allowed to place entries in more than one box. Try to find the balance sheet and profit and loss account (or equivalent) in the company statement of accounts (probably available on the Internet). Cut and paste them into your portfolio and derive three financial ratios from the figures (choose ratios discussed in the seminar)

Ansoff Matrix is a widely used marketing analysis tool. Based on product and market, it distinguishes four product / market combinations and the corresponding marketing strategies, including market penetration, market development, product development and diversification (Finch & Geiger, 2011). The core of Ansoff model is to determine the effective corporate strategy through business and market analysis. Ansoff thinks that the core of corporate strategy should be: find out the location, define goals, clear actions that should be taken to achieve these objectives. He confined the corporate strategy within the range of the product and market, and argued that business strategy consists of four elements: product market scope, growth direction, competitive advantage and synergy (Boardman & Vining, 1996). The Ansoff Matrix for automobile industry is showed in the following figure.

GM has used the strategy of market development. It has provided the existing products into new markets. GM finds the same customer’s demand in different markets. The marketing methods and product positioning adjust slightly, but the product’s core technology does not alter. In addition, GM has also adopted diversification. It provides new products to new markets. GM has been expanding overseas markets and committed to new product development to enable new products to meet new market needs of customers. The global strategy of GM can demonstrate its strategic direction. Having achieved great success in the local, GM has not satisfied with the domestic market. GM gradually expands its overseas business. In the late 20th century, GM realized that the demand of world's traditional big auto sales market - North America, Europe, Japan is close to saturation. The markets are based mainly on product updates, and future demand growth will be mainly concentrated in East Asia, South America and Eastern Europe. GM began to aggressively develop the Asian market. Through a series of mergers and acquisitions, GM has gradually expanded the market share of car sales in the Asian countries. GM does not seem to be satisfied with mere market development. It begins to focus on promoting new products in new markets to meet consumer demand. For example, China is an important market for GM in Asia. GM attaches great importance to the Chinese market, and constantly develops new products in China. To ensure long-term development in China and stay ahead, GM will positively enrich the product line in China, Exxon, the chairman and CEO of GM, said in 2011. GM will launch 20 kind of new models and refreshing models in China market.

From the forms above, the financial position of GM can be got. Financial ratios are usually used to discuss the financial operation. This essay will use the financial ratios including Profit Margin, Return on Equity and Gross Profit.

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