Holden-car.ppt

HoldencarSummaryofGlobalMarketvHistoryThefirstinhabitantsofAustraliaweretheAborigines,whomigratedthereatleast40,000yearsagofromSoutheastAsia.TheremayhavebeenbetweenahalfmilliontoafullmillionAboriginesatthetimeofEuropeansettlement;todayabout350,000ofthemliveinAustralia.Australiaisamulticulturalsocietywhichincludingindigenousnationalityandapproximately200nationalimmigrationsAndnowwealwayscallAustraliaasdown-sidevAccordingtotheCommonwealthofAustraliaAutomobileProfessionChamberofcommerceanalyzes,Australiaautoexportwillamountto10,000,000,000AustralianDollarto2010.AtpresentAustralianannualproductionautomobile360,000,estimatedthattheannualoutputwillachieve500,000to2010.vAustraliasmainautomobileManufacturer-HOLDENCarcompany,hasbeenbuiltat1953.lastyear,itexportedtheautomobileabout5,000,000,000AustralianDollar.shareabout60%ofalloutputmarket.TheautomobilehasbecomealocalproductwhichexportmosttotheMiddleEastmarketinAustralia.Andnow,Holdenbecomesthe6thbigexporterinAustralian,surpassessometraditionalmainexportproducts,suchasgrapewine.SummaryofGlobalMarketvGeographyvThecontinentofAustralia,withtheislandstateofTasmania,isapproximatelyequalinareatotheUnitedStates(excludingAlaskaandHawaii).Mountainrangesrunfromnorthtosouthalongtheeastcoast,reachingtheirhighestpointinMountKosciusko(7,308ft;2,228m).Thewesternhalfofthecontinentisoccupiedbyadesertplateauthatrisesintobarren,rollinghillsnearthewestcoast.TheGreatBarrierReef,extendingabout1,245mi(2,000km),liesalongthenortheastcoast.TheislandofTasmania(26,178sqmi;67,800sqkm)isoffthesoutheastcoast.SummaryofGlobalMarketCulturePoliticalandLegalfactors1.theAustralianGovernmentadoptedmanyitemstotheautomotiveindustrytoencouragethemeasure,includingimplementedoneitemthatusingabout2,800,000,000AustralianDollartoenhance“theautomobileprofessioncompetitivepowercapitalspendingplan“.2.largescaleenhancementtoautomobileprofessiondevelopmentinvestmentandresearchexpense.3.inJune,2002,AustralianProductiveforcesCommittee,AustralianGovernmentsaidthatwemustenhancetheAustralianautomobileproductioncompetitivepower,mustfurtherreducetheautomobileimporttarifffinally.ThecurrentAustralianautomobileimporttariffis15%,thegovernmentwillplantomakeitlower.Thecustomdutywillbefrom10%to5%between2005and2010.ProfileoftheinternationalmarketvDemographicAustraliaisonestableanddemocracysocietyTheAustralianpopulationisover19,000,000,thelandareaoccupiesthesixthofworld,itisalsotheonlyonecountrywhichoccupythemainlandintheworld.ProfileoftheinternationalmarketvPsychographicv1.1AttitudesHOLDENCarcompanymanagersaidthathefavorsofChinaspotentialmarket.HesaidthatnowChinahasoneclasswhichlovetoexpenditure.Themarketlatentscaleishuge,evenifweonlywintheverysmallratioofthis1,300,000,000populationscountry,wemayalsoobtaintheveryhighprofit.Profileoftheinternationalmarketv1.2interestsAustraliaautomarketbecomefull,andChineseeconomydevelopmentbringsaPhenomenonthatallpensionwantbuyaowncar.theChinesecustomerscertainlywillshowaenormousinteresttoourautomobileProfileoftheinternationalmarketv1.3opinionsProfileoftheinternationalmarketvsignificantculturaldifferencesChinesehasfivemillenniumtraditionalculture.AustraliaiscompatibleandthemultipleculturesProductPositioningvPositionofproductandserviceHoldencararegoingtobeverywellknowninchina.andinotherforeigncountries,theyalsohavealotoflocalcar.weareabletoconstantlyexpandourexportprogram.vBenefittocustomWewillbringmorebenefittocustomerthroughpromotingourproduct.CompetitionvSituationofCompetitionAdvantage:Wehavealotofprospectcustomersandadvancedequipment.Disadvantage:Butwearelackofmarketingresearch.Themoreweunderstandthesituation,thebetterwecandoitbetterInternationalMarketingStrategyvDistributionfactorsAustraliachina18-2510.80%3.70%26-3570%54%36-4594%61%46-5586%58%over 5563%32%InternationalMarketingStrategyvproductsHolden48-215HoldenFJHoldenFBHoldenEJHoldenHRHoldenHKHoldenHTHoldenHGHoldenToranaGTR-XCoupeHoldenHQHoldenHJHoldenCommodoreVBHoldenCommodoreVHHoldenCommodoreVKHoldenCommodoreVLHoldenCommodoreVNHoldenCommodoreVPHoldenCommodoreVRHoldenCommodoreVSHoldenCommodoreVZHoldenCommodoreVEInternationalMarketingStrategyvPromotionThankyou