压抑了太久需要放纵一下！？ 其实我是放纵了太久需要压抑一下。。。。－_－

      先从老徐来大马说起吧。 本来我在假期，天天不学习也无事可做，每天也就看看电影睡睡觉。趁着现在放假好好休息下。结果老徐一来，又把我带进了魔兽的世界。  其实OK的，我虽然不介意重新练个FS陪他老人家在游戏里胡闹一下，可是玩ONLINE GAME真的很花银子的，开始还好，吴哥的信用卡网上转帐买点卡，可后来大家不知不觉就把那张卡给刷爆了，也许是我们真的玩疯了吧，本来吉隆坡和北京在一个时区，弄到最后我们都过着美国时间了，要是像YC那样有个女朋友在美国，我们也情有可原，可偏偏是因为网络游戏给搞得。。。。。后来我们真的没辙了。我代表组织只能向在北京的大史求救了，江湖救急，给帮忙买几张点卡吧。。。也不知道我在电话里是怎么开的口！

      本来我还在发愁，再过几天就开学了，这么玩下去真的不行，可是自己又停不下来。 结果就在开学的前一周，老徐签证到期了，无奈的他又要被大马政府遣送回国了，再加上我的FS练到快满级的时候总是遇到些不快，于是也就停了下来。

      我想一切也该恢复正常了，一来我要开学了，二来我的屋子已经快成狗窝了。。。

      3天前我心血来潮非要拉老张陪我上街去，我想开学了要有新气象，为了彻底的改头换面我要上街去理发！（头发长到疯狗帮的狗狗们和天津的兄弟们一直认为我变性了。。。。）结果老张很不愿意去，他说：“第一次我开车带你出去，车子左后方门坏了！第二次出去，车子的音响坏了！第三次出去车子的空调又坏了！ 如果你还有点人性的话，我求你了！放过我和我的车吧！”老张话已至此，我想算了，如果这次还坐他的车出去，车子肯定报废，我还是坐429吧，至少公车报废还有大马政府。。。。。

      就这样独自到了SK，剪了短发，饱餐一顿，又去JUSCO给自己买了一张新书桌作为自己新学期要发奋学习的奖励！虽然还没有开始发奋学习。 ^_^

 

      其实现在我已经开学两周多了，只是上来向大家例行通报下我的近况。新的学期还真的有点忙碌，当然为了对得起那张书桌，我也真的是在努力学习哦，这个学期其实很累得，我算了下至少要5个presentation和3个report。 今天早上就是为了OB的CASE去采访了下Student Admission & Scholarship Division 的manager.采访的时候我试图努力的去让自己听懂主管到底在说什么，可事实证明我还不如不去。我们组的LEADER是个伊朗人，他让我们记录下采访要点，等回去我们要DISCUSSION的时候好加以分析，结果我啥也没有记到。 不过我看当时我们组其他人也没记录什么，所以自己还有点心安理得。不过等采访结束我才发现，丫个个都是用手机录音呀，汗那～  o,q

      

       早晨采访完了，我又赶紧去图书馆赶我的MARKETING作业，因为晚上的上课要交的。结果忙了半天，还是差一点没写完，没办法，交吧！ 交了总比O分好，

我真的已经努力了。。。。

  

     闲来无事，把自己那份未完成的作业也发上来吧，虽然感觉做的很差，但是发上来警醒下自己，告诉自己还要继续努力才行呀！

－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－

 

Homework for marketing 7034                Kang Jian   ID: 1081200089

Case study analysis

Volkswagen

 

-The environment

  China come into WTO, it will be a opportunity for many international manufacturers to enter and share the Chinese Automobile market. China as a largest population  country in the world means a large potential consumer market. And with the high speed development of the economics, Chinese government, communist, has been started to change it’s old business system and continually publish some new policies to give the benefits to attract the foreign cooperation come to China to investment, decrease tariff to increase the supply of car can be look as a good example.

 

-Industry (China Automobile Industry)

   In China Automobile industry, the main manufacturers are some joint ventures and foreign corporation. Joint ventures such as Shanghai VW, FAW-VW; and the foreign are BMW, Ford, Toyota, GM and so on.

   VWs(Volkswagen) as the 1^st foreign company in China has the largest market share. Although VW is the first one established their local factory and joint venture, recent year, with the development of Chinese vehicles market, more and more foreign company want to come in. it cause competition. The competitors such as GM, Toyota, Ford…..,they increase the investment into China for the local car factories and give more exports to China.

 

-Volkswagen

   VW forged established themselves in China in1985. it has been the first position in the Chinese passenger vehicle market. As a international group, they operate 44 production plants in eleven European countries and seven countries in Americas, Asia and Africa.

 

-Marketing strategy  

-Target market  China passenger vehicle market

     -Competitive advantage:

             The first one established itself in China

             Have the strong joint venture (Shanghai VW, FAW_VW)

             Hold the largest market share (60%, 1999; 37%, 2003)

            Operate it’s brand in China about 30 years has built a strong brand awareness

-Production

   -Shanghai VW: Polo, Passat, Santana 2000 series

-FAW_VW: Jetta, Bora, Golf, Audi A4, A6

   -Promotion mix.

     because of  the local low cost manufacturing, the company can pricing the product fit for different segment and also get benefit, however, under the competition, VW the low price should be considered and attempting to address all the consumer markets in China. So the new model will be operated and some economy, small, for private market product also has been sold, like economy vision Golf and Polo.

  

   -Pricing strategy

  VW want to use Polo, Golf , some economy vision product to attract the mass market and the price can not be expensive.

  And with the advantage that VW has been established strong local production and offers a wide range of models to the Chinese shop, it can support its pricing strategy.

 

-The problem analyze

   According to the case, we know Volkswagen’s 50% market share in 2001 is already down to around 36% in 2003.and the like of the Japanese, North Americans, South Koreans, other Europeans are walking up to the potential Vw acted upon years ago.