AUDI Global Strategy Presentation
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Transcript of AUDI Global Strategy Presentation
BY RICARDO VIGIL - KU AHMAD SYAFIQ
About AUDI
German automobile manufactur
er
Headquarters in
Ingolstadt, Germany
Produced in 12
facilities, around the
world
Shareholders
AUDI AG
Volkswagen AG
99,55%
Public Investors
0,45%
AUDI Brands
AUDI DUCATI
LAMBORGHINI
Vision – Mission - Goals
2014’s AUDI Markets
10%50%
29%+13,5
%
-0,9%
+21,2%
1.575.500 Total units
+8,3%
We define Innovation
10.000 Employees in technical development
AUDI Electronics VentureSoftware development – Partnerships - Cooperation
Research & Development and cooperation along the value chain.
Convey Audi lifestyle, philosophy and experience.
More fans, more sales
AUDI City experiences
Beijing – Berlin - London
Sponsorship of events
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
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)
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
COMPETITIVE ADVANTAGES
Strong brand portfolio
Strong brand image
Economies of scope with
VW
Innovative culture
COMPARATIVE ADVANTAGES
Plants are able to produce hybrid
vehicles
Headstart of 2 decades in China
External AnalysisPolitical
Tax credits for HEV’s
No bailout
Rising tax rates
Economical
Global recession
Currencies changes
Emerging markets
External AnalysisSocial
Older population, more wealth
Baby boom market
Change customer structures
External AnalysisEnvironmental
Importance of fuel economy
Customer concerned with their footprint
Sustainability in production
SWOT
SWOT
PORTER’S FIVE FORCES
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
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
LEADERSHIP
70,000 employeesCulture of trust
Employees feels comfortable to develop creativity
Interactive channels of communications
Development in a personal way
Thank you!