Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Download
Standard view
Full view
of .
Look up keyword
Like this
1Activity
0 of .
Results for:
No results containing your search query
P. 1
MG MOTORS, THE PHENOXIX RISES FROM THE ASHES: MG’s Re-Emergence In The West

MG MOTORS, THE PHENOXIX RISES FROM THE ASHES: MG’s Re-Emergence In The West

Ratings: (0)|Views: 20|Likes:
Published by Walter Taylor
*This was a report written by myself at Lancaster University Management School and whilst it is styled similar to a report that would be written for the SAIC Motor Corporation, this document has no official affiliation with that company.

The following report details the strategy of MG Motor’s re-entry into the Western markets of Europe & North America as commissioned by the SAIC Motor Corporation. The primary objective is to explore different methods of expanding MG’s operations to supply the aforementioned markets and how SAIC can use their comparative advantages of production to expand quickly and efficiently. It was vital that we research both markets thoroughly because many previous product launches (Including this company under a previous guise) have failed spectacularly, costing millions and putting major businesses out of business.
*This was a report written by myself at Lancaster University Management School and whilst it is styled similar to a report that would be written for the SAIC Motor Corporation, this document has no official affiliation with that company.

The following report details the strategy of MG Motor’s re-entry into the Western markets of Europe & North America as commissioned by the SAIC Motor Corporation. The primary objective is to explore different methods of expanding MG’s operations to supply the aforementioned markets and how SAIC can use their comparative advantages of production to expand quickly and efficiently. It was vital that we research both markets thoroughly because many previous product launches (Including this company under a previous guise) have failed spectacularly, costing millions and putting major businesses out of business.

More info:

Categories:Types, School Work
Published by: Walter Taylor on Sep 22, 2013
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

11/25/2014

pdf

text

original

 
 
MG MOTORS, THE PHENOXIX RISESFROM THE ASHES
MG’s Re
-Emergence In The West
 
 
1
 
MG Motor Company
Produced by: Walter Taylor
Globalisation Report
Date Commissioned: 18/02/2013EXECUTIVE SUMMARY
The following report details the strategy
of MG Motor’s
re-entry into the Western marketsof Europe & North America as commissioned by the SAIC Motor Corporation. The primary
objective is to explore different methods of expanding MG’s operations to supply the
aforementioned markets and how SAIC can use their comparative advantages of productionto expand quickly and efficiently. It was vital that we research both markets thoroughlybecause many previous product launches (Including this company under a previous guise)have failed spectacularly, costing millions and putting major businesses out of business.This report states that MG should:
 
Expand into Europe using the existing Longbridge plant for assembly whilemanufacturing parts in China
 
Leave full scale improvements of Longbridge until the financial austerity hasfinally ended within Europe
 
Begin plans for a manufacturing plant in Mexico to be controlled fromheadquarters in Longbridge
 
Expand current range of cars from the existing MG 6 before North Americanlaunch
 
Rebrand existing Roewe cars in China as MG to increase brand equity and globalpresence.
 
 
2
 
MG Motor Company
Produced by: Walter Taylor
Globalisation Report
Date Commissioned: 18/02/2013WHY GLOBALISE OPERATIONS?
W
ith our re-launch of MG in Asia in 2008 under the Roewe brand, the logical next stepwould be re-entering the British, European & North American markets where MG was oncequite successful. The decision was made in 2008 to use the Roewe brand in China whilstutilizing the brandequity of MG inthe Westerneconomies. Whileeconomic factorsmeant thatentering thesemarkets wasfinanciallyunreasonable atthe time due inpart to thefinancial crisis,today the westerneconomies havestarted to recover.This recovery isnot complete butthe signs of growth in developed economies suggest that now would be the correct time toexpand production to capitalize on the expected growth of car sales. The first graph
1
showsthe previous MG-Rover regime where a broad range of cars were implemented on a narrowgeographical scope. This was a major downfall of the previous company because it couldnot benefit from scale economies and was overly exposed to downturns in the Europeaneconomy.
1
Adapted from
Grant, R. (1998),
“Contemporary Strategy Analysis”,
Blackwell Business,
3
rd
Edition,P93.

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->