The Great Wall Motors Business Essay

The expectant Wall Motors Business EssayThis narrative focus on the competitive position of capital argue motors which is one of the top in camera owned enterprise in China was specified on both A shargon food securities industry in china mainland and H sh be trade on Honkong. The bulky contend motors established in 1976 and it is named after the nifty Wall of China (wiki).The comp each started with manufacturing of coarse groin light vans and great wall deer pickups. The great wall deer pickups create a suspension systemthrough in the proceedsion line of the company. By the end of 1998 great wall pickups be No. 1 in domestic pickup market. Nowa years Great wall motors reach the top level by producing 3 main categories of Haval SUV, Great Wall PC and Wingle magazine with to a greater extent than 30 supplementary branches with 45000 employees. Today Haval SUV sustained the top rank in sales and export volume in China for 9 years and Wingle Pickup ranked root in units of market share, export volume and sales in China. It has achieved a fairly wide brand name by producing a monthly sales of above 10,000 units illustrates its excellent capacity when compared to Joint-Venture brands.Great wall motors brand philosophy stick on specialization, dedication and focus. This philosophy helps to illustrate its strategic vision and specialising spirit from dedicated focus philosophy to effective operational management and conclusively to worldwide leading(a) brand. Moreover its brand strategy focuses on creating a category of leading brands. The brand development strategy of Great wall motors helps them to be keeping yard with the world tide.(1 para about the content description)External EnvironmentThe Environment is a framework that provides means of survival for the organisation. It can bring threat as closely as opportunities to the organisation(Johnson, et al., 2010). This part analyses the extraneous environment of great wall motors using Pestle ana lysis.Pestle analysisOrganisational environment implicates all the elements outside the boundary of organisation that can create potential impact to the organisation positively and negatively(Samson Daft, 2012). Pestle analysis is a tool used for analysing the macro-environment in which the organisation operates. It is a tool that exclusively scans the political, economical, social, technological, legal and environmental factors that influences the organisation and it can withal be used to evaluate the market growth and decline. Pestle lists of 6 external environmental factors are explain later in appendix 1. However, This part examins in detail about the 6 pestle factors that affects the great walls environment .(Downey, J. (2007). strategical analysis tools. London The Chartered Institute of focus Accountants)a.TechnologicalTechnological factors covers different methods adopted by organisation to deliver repair efficient and quality products with in minimum time slots(Njanj a, Martin, Rene, 2012). It includes the way company establish its work methods and patterns, knowledge, materials, tools and methods fol mooed for achieving expected outcome and finally how the selective information structures used. In this modern world of technology, It act as one of the answer for umpteen problems that restrict the growth of business(Njanja, et al., 2012).For Chinese auto companies its not adequate to clutch production capacity so they need to follow through to a greater extent innovative techniques. So Great wall motors significantly encourages technical advancements and innovations and assert on free R D within the organisation (CHINA Great Wall Motors first science-and-technology festival inaugurated, 2011).During last 5 years, Great wall motors has beautifyed more than 3 billion RMB for the development and software for R D. So that it has been original as High-Tech Corporation, Postdoctoral Science research Institute, National Recognized corporation T echnique centre, National innovative corporation, Provincial automobile engineering technique centre. Great wall motors would utilise the exclusive pool of development and innovations for Chinas automobile brands. As a result of these great-leap-forward developments Great wall motors succeeded to achieve international quality standards in performance of vehicles for their representing and future models like Germany vehicles standard in controlling stability and bodywork rigidity, NCAP five-spot stars standards in sanctuary, Japanese vehicle standard in NVH, reassure wear, exquisite project and North American, European and other high-end target market requirements in emission(CHINA Great Wall Motors first science-and-technology festival inaugurated, 2011).Great wall motors planning to invest a 5 more billions to R D development in the coming years so as to build first class well well-kept international RD with better experiment facilities, to set up a well qualified and efficient international RD, to beat world level first class technical innovations, to satisfy technical trains or aspirations of customers so as to rocket their additional value and improve their competitive ability of products .b.SocialIn china, customers are not oft interested in interbreeding and galvanizing technology, so there are not many firms producing crossbreeding cars and electric cars. It offers better prospect for great wall motors in this field as they have only limited competitors. For a short run, they can have a great market share in this field. But in a long run, more competitions willing occur, when more and more firms came to use this technology.Today customers are looking for better performing and mileage cars. Hybrid cars of great wall motors have better mileage and performance when compare with other hybrid cars. But it is not up to the level of petrol cars performance, so still customers prefer to use petrol cars because of their standard performance. So it is v ery much mandatory to improve their technology in hybrid cars to make its performance better than petrol cars.c.EconomicAs a result of severe price hike of oil the demand for hybrid and electric cars are continually rising. Great wall motors is one of the leading automobile company in china conducting its research and development in hybrid as well as electric cars. Because of price hike in oil the demand for petrol cars are falling down. On one hand, they can lower or introduce their hybrid and electric car technologies as the demand for this are increasing. But on the other hand, as there are hybrid or electric cars, customers were less interested in profaneing their petrol cars. As they have hybrid and electric cars, their revenue will not break down even if there is fall in demand of petrol cars. In a long run, they can improve their sales and productions by concentrating more on hybrid and electric cars.Chinese automobile market shows a severe growth of 1/3 recently. This mean s still there exist more opportunities for great wall motors to grow and expand their activities. They can expand their sales and revenue more if the market is bigger.d. political role of governmentChinese government is going to invest billions of dollars in hybrid technology. Great wall motors is one of the automobile company well known for its research and development in hybrid technology. If they successfully proved that their technology is worth for investment, they can get billions of dollars for their research development in this technology.Now Chinese government is planning to buy a large number of hybrid cars for use in china within 2 years. As great wall motors are already producing hybrid cars, the plan of Chinese government may put them forth to increase their production to fulfil the wishes of their government.Recently, the official vehicle options adopted by ministry of industry and information technology were announced. Including Haval H6 and H5, 25 vehicles of GWM w ere listed. As a result Haval become most prominent brand in the stocktaking.SUV because of its versatility it becomes a model with fast growth among customers and market. imputable to this new policy of official vehicles, it become popular not only among common customers but broadly requested by officers as well as. Now a days Haval SUV becomes one of the top brands in the Chinese office cars market for bulk purchase by government departments of fire fighting, roads and expressway governance.However in china, there are some restriction on car ownership in some part of cities, as part of reducing traffic over-crowding and accidents. To some extent, the legal restrictions and tax increase affects the sales and revenue of great wall motors.(http//sites.cdnis.edu.hk/students/100106/2011/03/31/pest-analysis/)e.environmental(green) green issues,pollution,wasteEnvironmental factors have greater role in automobile industry as they cause severe hazards to living creatures by air pollution . To eliminate these harmful hazards and achieving fuel efficiency in their vehicles, Great wall motors introduced technological innovations in diesel engines like turbo charging and emissions technologies. So that they succeeded to achieve narrow emission with attractive fuel economy and better power output(Anonymous, 2011).They are besides trying to implement green diesel technology in their vehicles. With this technology in vehicles, great wall motors are demanding an eco-friendly environment with energy saving performance. By this technology, the chairman of the company believes that, they created a breakthrough in high-efficiency vehicles with energy saving power(CHINA Bosch cooperates with Great Wall Motors for green diesel technology exhibition, 2012).f. legal health safety regulationsGreat wall motors give more importance for health safety of their customers. For that they introduced advanced all wheel driving technology in their vehicles(Anonymous, 2011).2.Porters five t race analysisPorters five force theory was developed by Michael E. Porter in 1979 for evaluating and identifying the current strengths and market positions of different business firms.The Pictorial representation of porters five force is shown in appendix 2 and the porters five forces analysis of great wall motors is explained as follows(Downey, J. (2007). Strategic analysis tools. London The Chartered Institute of Management Accountants)a.threat of new entrantsThis is one of the severe threats faced by great wall motors. There are several reasons for this threat. As china is one of the growing economies, the market demand for cars is continually increasing. As a result of this, many new automobile companies are trying to walk carefully to the early stage of automobile life cycle. Then only they can withstand in this industry in future developed stages. Moreover the faint intellectual property laws modify new companies to copying the design as well as other properties of others. So that they can develop new innovations in efficient and effective path than researching and development procedures.b. Bargaining power of buyers or customersThis power is also moderately high for great wall motors as there are so many automobile manufacturers both in china and international markets other than great wall motors. So that its too difficult to withstand in this market without implementing any striking innovations.c. Threat of substitutesIn China, Mass- transit could affect the car sales badly. But today in this growing economy there exist a vogue in china that, people considered car as their status symbol. So if any one comes to be financially stable then he ends up with buying a car rather than depending on cheapest modes like mass- transit or bicycles. So the impact of substitutes doesnt effects great wall largely.(http//porters-5-forces.blogspot.com.au/2011/11/porters-five-forces-analysis-china.html)3. Strategic capabilitiesa) Three high strategiesTo enhance the pro ducts quality, Great wall motors made ternary highs strategies namely high performance, high technology and high quality. So that they are encouraged to use high tech innovations and better performing designs to their products for getting excellent and effective quality products. While competing with other international leading brands, the three high strategies made them fit to keep a highly accelerated momentum in their sales. In the aspect of 3 high strategies they recently gestural the strategic cooperation agreement with many international companies like TRW, Valeo, Bosch, BorgWarner, Ricado, Mahle, Autoliv, and Brose in product manufacturing. The relationship of great wall motors with these international giants compelled them to upgrade their product quality by conducting thorough research and development of technologies.b) Established branding based on categoryGreat wall motors is the chinas 1st automobile company that established their brands with the category. harmonise to their view point, real brand would be the representative of distinguishing model in customers mind. As a result of this category branding, they are enjoying solid advantages including For many years, their Haval SUV and wingle Pickup have been recorded as No 1 in sales market. In the coming years also GWM decided to focus on 3 main categories PC, SUV and Pickup and they wants to become top most in the market with each of 3 brands in paramount positions with Haval- as chinas best selling SUV brand, great wall PC as chinas leading PC brand and wingle -as chinas best pick up brand. With this 3 leading brand positions, the brand name of Great wall motors strongly supported.(http//www.topgreatwall.com/great/page.php?lang=enpage_name=about)c)capabilities-GWM continue to maintain a steady sustainable growth in the auto market, because of its steady operation and focusing strategy. They also followed a routine of valuing RD within the company so that they succeed in keeping up the quality of their products by updating technologies (News). Recent data make by NPCA (National passengers cars association) shows that that GWM holds a prominent position in top 10 sales list during the first half of year 2012.When NPCA narrowed the list, GWM is the only independent brand which hold such a fabulous position.Recently, the seminar conducted by GWMs technology centre announced that comprehensive proving demonstrate will be finished by end of 2013. GWM is really proud to have first absolute proving ground among Chinese independent automobile companies. From their beginning onwards GWM gives more priority for product quality. They constantly assured their product quality by product quality maintaining systems. As they give more value for product development and quality test, proving ground was one the major project of GWMs research development centre. The effort of GWM on development of proving ground illustrates the strategic thinking of management and professional operation of GWM.d)STRENGTHIn 2011, Chinese automobile market faced a recession because of different factors. When compare with the sales record of 2010, it shows a 30 % fall in general sales volume. Moreover Chinese independent brands are more brittle and their share got skid sharply. Even in such a dim market, GWM maintained an excellent growth within their industry. According to the chairman of GWM, a strong brand might be a leader in their locality and may act as representative of its product kind in customers mind.GWM is the first automobile industry which introduced brands in their products types. To a large extent, branding their products helps GWM to improve their boilers suit performance and to remain competitive in global market. Recently GWMs president shared their secret behind success that focusing on high-quality products rather than fashioning low quality and low priced products. Moreover in this year, they are planning to focus on the improvement of sales outlet and termina l services. So they will concentrate on solving customers problems.(Official website)4. Internal environmentThe value chain system is accomplished to recognise the line of activities committed by the organisation for creating a product or service. The primal activities are the activities that the firm engages for creation and delivery of a product within the organization through various logistics and external activities include production and sales. The supporting activities are activities that the organisation employs for polishing the efficiency and effectiveness of primary activities. This analysis helps managers to understand the operational level at which the product undergoes for development value and this understanding is more superior in the success of all the firms (Porter, 2012). This paper centred on various primary and secondary activities undertaken by great wall motors.Value chain activitiesInbound logistics involves activities that concerned with receiving, storing, and distribution of inputs needed for manufacturing products. Great wall motors maintained to receiving goods from suppliers all around the world in order to tap their availability of goods. Great wall motors follows a just in time approach for handling their goods. Just in time is an approach of reducing in-process inventory and associatedcosts for improving the investment return on business. Operation stage is the most difficult phase as it involves the activity of converting the raw materials received into a final product. Great wall motors are famous for their reliability because of their efficient operations. Here in this phase great wall assembles all the materials needed for somebody operations including systematization of parts for a car and final tuning of car engine. In Outbound stage, great wall distribute their finally gauzy vehicles to wholesalers, retailers, or to consumers. Great wall managed to maintain their showrooms in different countries for making their produ cts easily accessible to customers.The marketing strategy that great wall adopted was their primary lead for securing a dominant position in the automobile industry. They maintained a customer oriented pattern in their business operations and also they managed to meet their customers demand. Great wall focused more on marketing communication and promotion mix in this area. Great wall had given more priority for their customers. So in the area of services they focussed more on final checking, complaint handling, after-sales services and so on.(Official website)SWOT AnalysisStrengths inviolable distribution network in chinaSucceeded in identifying local market demandLower operating budget depend on economy scale, low cost of land and labor, cheap plant cost, and own production of spare parts for its vehiclesBetter payment collection procedure encourages it with little debt.WeaknessesIt is very much weak in its research developments settings. It depends on talented professionals from other designer companies to develop designs for their models. According to their record, their RD expense accounts only a small percentage of its amount of money sales.OpportunitiesExpansion of SUV sales leads to an outstanding growth for global vehicle market. China witnessed steady sales in SUV market during 2008-2011.Greatwalls low production cost outrage and its paramount position in SUV market enable them to achieve a robust growth in global auto market.Its cost structure encourages the demand of great walls vehicles in global market. Chinas VAT rebate policy allows great wall to enjoy the higher margin in exporting their products to overseas market.Threats evidence