audi global strategy presentation
TRANSCRIPT
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BY RICARDO VIGIL - KU AHMAD SYAFIQ
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About AUDI
German automobile manufactur
er
Headquarters in
Ingolstadt, Germany
Produced in 12
facilities, around the
world
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Shareholders
AUDI AG
Volkswagen AG
99,55%
Public Investors
0,45%
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AUDI Brands
AUDI DUCATI
LAMBORGHINI
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Vision – Mission - Goals
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2014’s AUDI Markets
10%50%
29%+13,5
%
-0,9%
+21,2%
1.575.500 Total units
+8,3%
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We define Innovation
10.000 Employees in technical development
AUDI Electronics VentureSoftware development – Partnerships - Cooperation
Research & Development and cooperation along the value chain.
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Convey Audi lifestyle, philosophy and experience.
More fans, more sales
AUDI City experiences
Beijing – Berlin - London
Sponsorship of events
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Luxury Brand Sales in China in 2013
AUDI BMW MERCEDES VOLVO CADILLAC0
100,000
200,000
300,000
400,000
500,000
600,000
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%100.0%
2013 Sales Year on Year Growth
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Pushing Asian markets
China US Germany UK Italy00.5
11.5
22.5
33
2.33
1.070.6
0.35
Principal markets for premium cars for 2020
(Millions)
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Pushing Asian markets
Strong dealer network. One more dealership each week.
2009 2010 2011 2012 2013 2017050
100150200250300350400450500
160 180 200
300350
500Dealerships in China
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COMPETITIVE ADVANTAGES
Strong brand portfolio
Strong brand image
Economies of scope with
VW
Innovative culture
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COMPARATIVE ADVANTAGES
Plants are able to produce hybrid
vehicles
Headstart of 2 decades in China
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External AnalysisPolitical
Tax credits for HEV’s
No bailout
Rising tax rates
Economical
Global recession
Currencies changes
Emerging markets
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External AnalysisSocial
Older population, more wealth
Baby boom market
Change customer structures
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External AnalysisEnvironmental
Importance of fuel economy
Customer concerned with their footprint
Sustainability in production
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SWOT
SWOT
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PORTER’S FIVE FORCES
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LEADERSHIP
Prof. Rupert Stadler-Chairman of the board of management
Luca De Meo-Board Member for Sales and Marketing
Dr.-Ing. Hubert Waltl-Board Member for Production
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LEADERSHIP
Prof. Dr.-Ing. Ulrich Hackenberg-Board Member for Technical Developement
Prof. h. c. Thomas Sigi-Board Member for Human Resources
Axel Strotbek-Board Member for Finance
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LEADERSHIP
70,000 employeesCulture of trust
Employees feels comfortable to develop creativity
Interactive channels of communications
Development in a personal way
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Thank you!