The report for MG421E Strategic Management.docx
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The report for MG421E Strategic Management.docx
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ThereportforMG421EStrategicManagement
ThereportforMG.421EStrategicManagement
VolkswagenGroup
ByJunZhao
ID:
080154476376
GeneralInformation
⏹Company’sprofile
Withcarsnamedforclimatepatterns,insects,andsmallmammals,Volkswagen(VW)leadstheContinentasEurope'sNo.1carmaker.AlongwithGolf(GulfStreamreference)andtheNewBeetle,VW'sannualproductionofmorethan6millioncars,trucks,andvansincludessuchmodelsasPassat(tradewind),Jetta(jetstream),Rabbit,andFox.VWalsoownsagaragefullofluxurycarmakers--AUDI,Lamborghini,Bentley,andBugatti.OtherbrandsincludeSEAT(familycars,Spain)andSkoda(familycars,theCzechRepublic).Latein2009VWacquireda49.9%stakeinPorscheforaboutE4billion(almost$6billion)asthefirststepincombiningthetwointoanintegratedcarcompany.
Volkswagenmanufacturesautomobiles.Thecompanyoperatesintwodivisions,AutomotiveandFinancialServices.TheAutomotivedivisionengagesinthedevelopmentofvehiclesandengines,aswellastheproductionandsaleofpassengercars,commercialvehicles,trucksandbuses,pickups,heavytrucks,andparts.Itsproductrangeextendsfromlow-consumptionsmallcarstoluxuryclassvehicles.TheFinancialServicesdivisionoffersdealerandcustomerfinancing,leasing,bankingandinsurance,andfleetmanagementservices.ThecompanyoffersitsproductsunderVolkswagenPassengerCars,Audi,SEAT,Bentley,VolkswagenCommercialVehicles,Scania,Skoda,Bugatti,andLamborghinibrandnames,aswellasservicesunderVolkswagenFinancialServicesbrandname.VolkswagenAktiengesellschaftsellsitsproductsinvariousmarketsinEurope,NorthAmerica,SouthAmerica,theAsia-Pacific,andinternationally.IthasstrategicallianceswithHiger;SuzukiMotorCorporation;Dr.Ing.h.o.F.PorsoheAG;DaimlerAG;ChryslerGroup;CHORENIndustries;andIOGEN.Thecompanywasfoundedin1937andisheadquarteredinWolfsburg,Germany.
⏹Companyhistory:
Whenin1937thecompanyknownas"GesellschaftzurVorbereitungdesDeutschenVolkswagensmbH"wasfounded,noonecouldhaveguessedthatitwouldonedaybeEurope'slargestcarmaker.Thehistoryofthecompany-withallitstrialsandtribulations-isfirstandforemostastoryofimpressivesuccess.
1937-1945
OnMay28th,1937the"GesellschaftzurVorbereitungdesDeutschenVolkswagensmbH"companyisfounded,andonSeptember16th,1938itisrenamed"VolkswagenwerkGmbH".Inearly1938,inwhatistodayWolfsburg,workbeginsonconstructionoftheVolkswagenwerkplantwhichistohouseproductionofthenewvehicledesignedbyFerdinandPorsche.DuringtheSecondWorldWarVolkswagenwerk'sproductionisswitchedtoarmaments.Some20,000forcedlabourers,prisonersofwar,andlateralsoconcentrationcampprisoners,workattheplant.InSeptember1998,inrecognitionoftheeventsofthattime,VOLKSWAGENAGestablishedahumanitarianfundonbehalfoftheforcedlabourerscompelledtoworkatVolkswagenduringtheSecondWorldWar.Bytheendof2001morethan2,050peoplein26countrieshadreceivedhumanitarianaidfromthefund.Furthermore,aMemorialinremembranceoftheforcedlabouremployedattheVolkswagenwerkplantiscurrentlybeingestablishedatWolfsburg,involvingcontributionsfrompresent-dayVolkswagenapprentices.
1945-1949
AftertheendoftheSecondWorldWar,inmidJune1945,responsibilityforVolkswagenwerkisplacedinthehandsoftheBritishMilitaryGovernment.UnderthemanagementofMajorIvanHirst,massproductionoftheVolkswagenBeetleisstarted.
1949-1960
OnMarch8th,1950theType2goesintoproduction,expandingthecompany'sproductrange.TheVolkswagenBus,stilltodayknowntomanyasthe"VWBully",sooncreatesrisingdemandthankstoitsmultifunctionalcapabilities.In1956aseparatemanufacturingbasefortheTransporterisestablishedinHanover,atthesametimesettingdowntherootsoftoday'sVolkswagenCommercialVehiclesbrand.In1955employeesanddealersfromGermanyandabroadcelebratetheproductionoftheonemillionthVolkswagenBeetleinWolfsburg.
1960-1980
OnFebruary17th,1972Volkswagenbreakstheworldcarproductionrecord:
with15,007,034unitsassembled,theBeetlesurpassesthelegendarymarkachievedbytheFordMotorCompany'sModelT,popularlyknownasthe"TinLizzy",between1908and1927.In1973thePassatisthefirstmodelofthenewgenerationofVolkswagenvehiclestogointoproduction-withfront-wheeldrive,awater-cooledfour-cylinderengineandarangeofenginesupto110bhp.ThePassatisbuiltinlinewiththemodularstrategy,bywhichstandardizedcomponentsusableinarangeofdifferentmodelsprovidesignificantrationalization.
1980-1990
InJune1983productionofthesecond-generationGolfbegins.Thecarisdesignedforalargelyautomatedassemblyprocess,andinthespeciallyerectedfinalassemblyhall,designatedHall54,robotsaredeployedforthefirsttimeinvehiclemanufacture.
1990-2000
WiththeproductionlaunchoftheLupo3LTDI,thefirstproductioncartoofferfuelconsumptionofjustthreelitresper100kilometres,inJuly1999,Volkswagenonceagainmakesautomotivehistory.
2000-2003
InAugust2002,atVolkswagenSlovakia,a.s.inBratislava,massproductionoftheTouareg,aluxury-classoff-roadvehicle,isstarted,markingtheVolkswagenbrand'smoveintoanentirelynewmarketsegment.
InDecember2002the"Auto5000GmbH"company,operatingaplantattheGroup'ssiteinWolfsburg,startsproductionoftheTourancompactvan.Aspecialcollectivepaymodelhasbeendeveloped,aimedatimplementingleanproductionandinvolvingflathierarchies,teamworking,flexibleworkinghoursandthedeploymentofmoreprocessexpertisebytheworkforce.In2003productionofthefifth-generationGolfisstarted,embodyinganewdynamisminitsdesignandengineering.
⏹Companyhighlight
1947
VolkswagenDutchimporterBenPonsketchesavanbasedonBeetlecomponentswhichbecomesthelegendaryType2TransporterrangeafterseeingtheVolkswagenBeetle-basedPlattenwagen.
1949
VolkswagenGeneralDirectorHeinrichNordhoffapprovesBenPon'ssketchforproduction.
1954
Volkswagencelebratesproductionof100,000thType2TransporteratWolfsburgplant.
1962
1,000,000thTransporterleavesproductionlineinHanover.The2,000,000thTransporterleavesproductionlineinHanover.
1977
The4.5MillionthTransportersisproduced.
1978
AsixcylinderdieselengineisintroducedfortheLTrangeinAugustexpandingtherangewiththeLT40andLT45.
1983
TheluxuriousCaravelleMPVislaunchedintotheT3range.
1985
VWCVlaunchthefour-wheeldrivesyncroTransporterT3
VolkswagenwerkGmbHchangesitsnametoVOLKSWAGENAG.
1986
The6millionthTransportersareproduced.
1987
TheVolkswagenCaliforniamotorhomeisintroducedintotherange.
1990
The4thgenerationTransporter/Multivan(T4)isreleased,VWCVcelebrates40yearsoftheTransporter,and6millionhavebeenproducedsinceits1950introduction.
1992
AjointventurewithChingChungMotorCo.Ltd.isfoundedinTaipei,Taiwan.VolkswagenAGhas1/3capitalinthecompanyandfrom1993theT4Transporterisproducedthere.
1994
The500,000thTransporter/Multivan(T4)leavesproductionlineinHanover.TheVolkswagenL80islaunchedontotheGermanmarket.
1996
TheType9KCaddyPanelVanandType9UCaddyarereleasedonthemarket.VolkswagenCommercialVehiclesandMercedes-Benzcommercialvehicleunitlaunchajointventuretoreplacetheiraginglargevans,thejointlydevelopedVolkswagenLTandMercedes-BenzSprinterarelaunchedontothemarketwithsuccess.
2000
VWCVcelebrate50yearsofbuildingthelegendaryTransporter/Multivan(T4)range.VWCVtakeschargeoftheVolkswagenTruckandBusoperations.
2003
ThefifthgenerationT5Transporterandpassenger-orientedCaravelle/MultivanMPVarereleased.
2007
StephanSchallerreplacedDr.BerndWiedemannasVolkswagenCommercialVehicleManagingDirector,[5]alsoanLWBCaddycalledCaddyMaxiwillbereleased.
2008
VolkswagenAGsellsVolkswagenTruckandBustoMANAG.AttheIAAinHanoverVolkswagenCommercialVehiclesrevealedvariousnewmodelsincludingthenewfourthgloballineintheguiseofaConceptPickup,Caddy4Motion,CaddyPanAmericanaStudyandCrafterBlueMotionStudy.
VolkswagenCommercialVehiclesUKrevealedtheCaddySportlinerange.
2009
VolkswagenCommercialVehiclesoperationsinBrazilrevealedthenewfifth-generationSaveiroutilityforemergingmarkets.VWCVrevealatIAAFrankfurttheT5Transporterfaceliftwhichincludesnewenginesandtechnologytobenefittheclass.
2010
FebruaryWolfgangSchreiberisappointedthenewchiefofVolkswagenCommercialVehiclesbutthetitleisrenamedSpeakeroftheBoardofManagementofVolkswagenCommercialVehicles.
⏹Overviewofcompany
WhentalkingaboutGermancars,thoughtsgenerallyfocusonuber-expensiveridesreservedforthewealthy,unlessthere'saVWbadgeinvolved.ThosetwolittlelettersstandforVolkswagen,atrioofsyllablesthattranslateto"people'scar".
Inkeepingwiththattheme,VWsellsawidevarietyofvehiclesbuilttoappealtoeveryonefromthefinancially-strappedcollegegradtotheestablishedexecutive.Theformerarelongtimefansoftheentry-levelVolkswagenRabbit(previouslytheVolkswagenGolf),theVolkswagenJetta,andthemoderninterpretationoftheoriginalVolkswagenBeetle,nowdubbedtheVolkswagenNewBeetle.Movinguptheladder,youwillfindthelargerVolkswagenPassatsedanandVolkswagenPassatwagon,thesvelteVolkswagenCCfour-doorcoupe,andthecuteVolkswagenEosandVolkswagenNewBeetleconvertibles.Buyersseeking
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