Post on 18-Nov-2014
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British Automobile Industry
Presented By-
Group-IIDavid Ong
Eunice Yun li
Hitesh Aggarwal
Luke Wilson
Sanjeev Agarwal
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Contents
Introduction
Market Status
Porter’s 5-Forces
Company Analysis
Conclusions
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What do you guys think of when you think ‘British Cars‘?
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Aston Martin
Aston Martin was founded in 1913 by Lionel Martin and Robert Bamford.
They produced their first car in 1915 but production could not start because of the outbreak of World War 1
After World War 1 the company was refunded and started producing cars, competing in races and breaking world speed records.
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Jaguar
Luxury and executive motor cars Headquaters in Coventry, England and now
operated as part of the Jaguar Land Rover business owned by Tata Motors of india.
History: It was founded by Sir William Lyons in 1922 and was named the Swallow Sidecar Company, making motorcycle side cars before switching to passenger cars.
The Name was changed to Jaguar after world war 2 due to unfavorable connotations of the SS initials.
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Jaguar hits it Big!
Jaguar really made its name in the 1950‘s with a series of elegantly-styled sports cars and luxury saloons.
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Lotus
Lotus Cars is a British manufacturer. It is currently owned by Proton. (a malaysian
car maker) Company was formed in 1952 by Colin
Chapman
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Bentley
Bentley is a british manufacturer of automobiles and was founded on 18 January 1919 by Walter Owen Bentley.
Master Walter Owen Bentley was well known for his range of rotary aero-engines in World War 1.
Since 1998, the company has been owned by Volkwagen Group of Germany.
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Profit Sales Market Shares
British Automobile Market
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Profit
£45,900,000,000.00
£55,500,000,000.00
£0.00
£20,000,000,000.00
£40,000,000,000.00
£60,000,000,000.00
2007 2008
Underlying profit, cash performance and order book
Underlying profit, cashperformance and orderbook
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Sales
Sales
£7,435,000,000,000
£9,082,000,000,000
£0
£2,000,000,000,000
£4,000,000,000,000
£6,000,000,000,000
£8,000,000,000,000
£10,000,000,000,000
2007 2008
Sales
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Sales Profit
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Sales
Sales of Bentley
2003, 1000
2004, 65002005, 8500 2006, 9000 2007, 10014
0
5000
10000
15000
Sales of Bentley
Sales of Bentley 1000 6500 8500 9000 10014
2003 2004 2005 2006 2007
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Increase in Sales
17% in UK 4% in North America 7% in Europe 18% in Asia pacific 93% in China
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Profit
2007, Lotus lost 4.88 million ponds 2008, Lotus’ profit is 2 million ponds
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British Car Market
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UK Motor Vehicle Production Cars and Commercial vehicles (1,000 units)
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The Current Status
UK produced 1,649,515 vehicles in 2008 12th of global output league 2.4% of global output in 2008, 8.8% of Europe,
down from 9.6% in 2000
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Economic contribution
12% of UK manufactured exports, 77% of the cars and 61% of the commercial vehicles were exported.
10.2 billion ponds value added in 2007. 5.9% UK manufacturing employment
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Porter’s 5 Forces
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Threat of New Entrants
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Power of Suppliers
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Power of Buyers
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Threats From Substitutes
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Internal Competition
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DB9
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V12 Vantage
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DBS
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Aston Martin
Vision To design sports cars that have a distinctive
and individual character, building it to the highest standard. Making exhilarating cars to drive and to own.
Common Goal and Spirit To build the most prestigious sports car
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Aston Martin Awards
Concorso d’Eleganza Design Award, 2009
Super brands – Coolest Brand in Britain 2008,2007,2006
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Aston Martin
Tailor-made, superlative standards of workmanship
Highly skilled workforce of 1800 employees together with the most advanced facilities
Only 16,000 cars produced within 96 years
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Aston Martin Dealership
Wide and fast expanding global dealership network
126 dealers in 27 countries
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Aston Martin in Movies
Long association between Aston Martin and James Bond which began on screen with the silver DB5
Featured its cars in very few other films, such as the Persuaders and The Italian Job
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Aston Martin Racing
Large presence in Motorsports Possess champion race teams that participate
in GT Championships in Britain, Belgium, Europe, America, Australia…
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SWOT Analysis
Strengths
• Well established
• Iconic branding
• Forefront of super car design and innovation
Weaknesses
• Very small market
• Reduced spending during financial crisis
Opportunities
• Expanding high-class markets in Asia
Threats
• Faces strong competitors like Ferrari, Porsche and Lamborghini
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Conclusions
Dependence on inward Investors
Saturated marketLow level of R&D
Reduced labor productivity
Non-existence of a ‘British car industry’!
Loss in scale(Mirror Image of what it used to be)
The Story Today
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Recommendations
1
Investments in R&D and developing new product lines subject to the money available with them
2
Exploring new markets like the emerging economies in Asia and reduce focus on exports to saturated markets
3
1. Improve inward investment opportunities
2. Strengthen credibility & certainty
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谢谢 !Dhanyava!
Danke!