复旦大学：《中国市场营销 Marketing in China》课堂展示案例_Geely

GEELY Henri sun Felix MIKAELIAN

Henri Sun Felix MIKAELIAN

INTRODUCTION GEELY Who is geely? The first Chinese private automobile manufacturer Not only a manufacturer, but also a R&D company Not only it is a company, but also has schools Not satisfied with the Chinese market, out reaching out to the global market Geely has developed a range of strategies in order to compete with both international and Chinese brands

INTRODUCTION Who is Geely? The first Chinese private automobile manufacturer Not only a manufacturer, but also a R&D company Not only it is a company, but also has schools Not satisfied with the Chinese market, but reaching out to the global market Geely has developed a range of strategies in order to compete with both international and Chinese brands

EXECUTIVE SUMMARY GEELY Key Questions Automobile market in the world. size increase rate Automobile market in China, size, key players, increase rate Geely history and Company Overview? What is Geely,'s business model What are Geely's product strategies? Geely,'s Competitors Analysis SWOT Analysis( Cherry, Volkswagen, Toyota) What are the competitive advantages of Geely comparing to its competitors? What are Geely's marketing and product strategies in China?

Automobile market in the world, size, increase rate ? Automobile market in China, size, key players,increase rate ? What is Geely’s business model ? Geely history and Company Overview ? Geely’s Competitors Analysis & SWOT Analysis (Cherry, Volkswagen, Toyota) What are Geely’s product strategies? What are the competitive advantages of Geely comparing to its competitors? What are Geely’s marketing and product strategies in China? EXECUTIVE SUMMARY Key Questions

PLAN GEELY D Introduction 3 Geely Strategy Who is Geely? Multi-Brand Strategy Key Questions Integration Internationalization Strategy 2)Automobile Market Situation R&D Strategy Worldwide Human Ressources Education In China 4)Competition 3) Company Overview Key Figures Comparison History SWOT Value chain Porter 5 Forces Business Mod Competitive advantages and Key figures marketing solutions ocation 5) Conclusion

PLAN 1) Introduction • Who is Geely ? • Key Questions 2) Automobile Market Situation • WorldWide • In China 3) Company Overview • History • Value Chain • Business Model • Key Figures • Location • Multi-Brand Strategy • Integration • Internationalization Strategy • R&D Strategy • Human Ressources & Education 3) Geely Strategy 4) Competition • Key Figures Comparison • SWOT • Porter 5 Forces • Competitive advantages and marketing solutions 5) Conclusion

PLAN GEELY D Introduction 3) Geely Strategy Who is Geely Multi-Brand Strategy Key Questions Integration Internationalization Strates 2)Automobile Market Situation R&D Strategy Worldwide Human ressources education In China 4)Competition D Company overview Key Figures Comparison History SWOT Value chain Porter 5 Forces B usiness od Competitive advantages and Key Figures marketing solutions ocation 5) Conclusion

PLAN 2) Automobile Market Situation • WorldWide • In China 3) Company Overview • History • Value Chain • Business Model • Key Figures • Location • Multi-Brand Strategy • Integration • Internationalization Strategy • R&D Strategy • Human Ressources & Education 3) Geely Strategy 4) Competition • Key Figures Comparison • SWOT • Porter 5 Forces • Competitive advantages and marketing solutions 5) Conclusion 1) Introduction • Who is Geely ? • Key Questions

AUTOMOBILE MARKET GEELY Worldwide World passenger car production -trend I1997-2012 60.000.000 +220%+29%+52% +6.6%0.9% 50,00000 +6.5% +52% 94% +6.2% 40.000.000 -07 +42%110-34%+3:8%+1 30,0000 20.000.000 1997199819992000200120022003200420052006200720082009201020112012 The production of passenger car is constantly increasing since the beginning of 2I century A little downturn happened in 2008/2009 because of the financial crisis

AUTOMOBILE MARKET Worldwide 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 World passenger car production – trend | 1997-2012 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 -0.7% +4.2% +3.7% -3.4% +3.8% +1.5% +6.2% +6.6% -0.9% -9.4% +22.0% +2.9% +6.5% Units +5.2% 2012 +5.2% The production of passenger car is constantly increasing since the beginning of 21 century. A little downturn happened in 2008/2009 because of the financial crisis

AUTOMOBILE MARKET GEELY Worldwide World passenger car production -international comparison 12001-2012 18000.000 16000.000 12,00,00 10.000.000 China 8.000.000 6.000 South Korea 4,00000 India 2.000000 200120022003200420052006200720082009201020112012 In 2001, EU used to be the first producer, followed by Japan and US During the last decade, production in EU and Japan has decreased, while US production is quite constant. The production in China has increased dramatically, from IM in 200I units to I 6M units in 2012, being now the first producer in the world

World passenger car production – international comparison | 2001-2012 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000 18,000,000 Units 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 EU China Japan South Korea India USA Brazil Russia AUTOMOBILE MARKET Worldwide In 2001, EU used to be the first producer, followed by Japan and US. During the last decade, production in EU and Japan has decreased, while US production is quite constant. The production in China has increased dramatically, from 1M in 2001 units to 16M units in 2012, being now the first producer in the world

AUTOMOBILE MARKET GEELY Worldwide Passenger car production -international comparison(% share) 2000-2012 ●EU*● NAFTA● Japan● South Korea●BRC 7.1% 20.000.000 15000.000 10.0000 19.2% 203‰20.3% 13.6% 142% 5000.000 72% 2010 Since 10 years, we can see that the influence of emerging countries in the world production of passenger cars increased from 8. 4% to 37.1%

10,000,000 15,000,000 20,000,000 25,000,000 5,000,000 0 Passenger car production - international comparison (% share) | 2000 – 2012 2000 2005 2010 2012 Units EU* NAFTA Japan South Korea BRIC 39.3% 20.3% 20.3% 6.3% 8.4% 34.1% 14.2% 19.2% 7.2% 15.8% 26.2% 23.2% 8.7% 11.0% 14.3% 13.6% 6.6% 6.6% 35.2% 37.1% AUTOMOBILE MARKET Worldwide Since 10 years, we can see that the influence of emerging countries in the world production of passenger cars increased from 8.4% to 37.1%

AUTOMOBILE MARKET GEELY Worldwide Passenger car production -world ( share) 2012 10% NAFTA South korea 6.6% 13.6% Japan India 5.29 23.2%EU Asia-Others 4.3% Brazil 4.2% China Others 3.2% Russia 3.1% Europe-Others 1.0% In 2012, EU produce 23.2 of cars in the world China produce 24.6% of cars in the world ogether, China and EU produce half the cars in the world

Passenger car production - world(% share) | 2012 SOURCE: ACEA - OICA – 2013 11.0% NAFTA 13.6% Japan 23.2% EU 24.6% China South Korea 6.6% Brazil 4.2% Others 3.2% Russia 3.1% Europe- Others 1.0% India 5.2% Asia-Others 4.3% AUTOMOBILE MARKET Worldwide In 2012, EU produce 23.2 % of cars in the world China produce 24.6% of cars in the world Together, China and EU produce half the cars in the world

AUTOMOBILE MARKET GEELY Worldwide New passenger car registrations world (market shares) New passenger car registrations-world (market shares) Europe 23.5% America 31.2% 155 15 17.5% NAFTA 24.8% EFTA 0.7% 145 UsA20.9% 4.3% Europe MERCOSUR 6.4% Ukraine 03% Brazil 5.3% 35 200520062007200820092010 192% 876543210 Etats-Unis South Korea 1.9% Asia-Others 2 3.3% 200520062007200820092010 The trend of market share is close to the trend of production In developed countries, the number of car sold are decreasing, 8642086 Chine whereas it is increasing in other countries In 2012, The main market is Asia, followed by America, and 200520062007200820092010 Europe. China represents 19.2% of new passenger car registrations in 2012

Asia 35% China 19.2% Japan 6.6% India 4.0% South Korea 1.9% Asia-Others 2 3.3% Europe 23.5% EU 17.5% EFTA 0.7% Russia 4.3% Turkey 0.8% Ukraine 0.3% America 31.2% NAFTA 24.8% USA 20.9% MERCOSUR 6.4% Brazil 5.3% Others 10.2% AUTOMOBILE MARKET Worldwide New passenger car registrations - world (market shares) | 2012 New passenger car registrations - world (market shares) | 2012 The trend of market share is close to the trend of production. In developed countries, the number of car sold are decreasing, whereas it is increasing in other countries. In 2012, The main market is Asia, followed by America, and Europe. China represents 19.2% of new passenger car registrations in 2012