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1、对市场环境的分析研究以福特汽车为例创优论文 整理1.0 汽车产业的市场环境和结构1.1.市场环境市场环境会影响组织的运营，也决定了企业是否可以有效地经营其业务来保证为客户提供优质的产品和服务，同时它整合了市场参与者与能力者。(桥波尔 2004)依照企业的市场定位，这些市场力量可以分为两类：内部环境和外部环境。附录 a 所示这种分析可以看到这两种势力在市场中对企业保持作用一致。因为我们这是分析汽车行业和公司的操作在这个行业所面临的这些问题，随后将继续探讨其中的一些因素。1.2.市场结构克里斯布里顿(2003)认为市场结构可以是一种垄断型竞争，也可以是一种完美型竞争。而根据他对市场结构的定义：市场
2、结构就是竞争企业之间产生的一种大规模性质竞争。同时也是以后总垄断型竞争,寡头垄断,或者垄断取决于公司的性质。1.0 Market Environment and Structure of Automobile Industry1.1. Market EnvironmentThe market environment is the combination of actors and forces that affect an organisations capability to operate its operations effectively in order to provide its
3、 products and services to its customers. (Jobber 2004) According to Jobber (2004) these forces can be classified into internal or external environment and these will act in accordance with the companys position in the market as shown in appendix A. As this analysis is about the automobile industry a
4、nd companies operating within this industry are also facing these forces. Some of these factors are explored later on in this report.1.2. Market StructureChris Britton (2003) defines market structure as the amount of competition that exists between the rivalry organisations. According to him the mar
5、ket structure can be perfection competition; monopolistic competition; oligopoly; or monopoly depending on the nature of business.As the automobile industry in not mainly dominated by one single firm and in different parts of world there are different market leaders. So, in bigger picture the global
6、 automobile industry is having an oligopolistic structure where many player are there to share profit and for competition.1.3. Brief Profile of Automobile IndustryThe automotive industry is the industry involved in the design, development, manufacture, marketing, and sale of motor vehicles. Accordin
7、g to Datamonitor (2009), more than 40 million cars were sold across the globe which means the market shrunk by 5.3% as compared to 2007.As Europe is biggest consumer of new cars with 42% while Asia-Pacific and America accounts for 32% and 26% respectively (Datamonitor 2009). The plunge in the consum
8、ption of new cars is caused by the recent recession and the motor crises which are widely affecting the auto industry. Meanwhile the rising fuel prices and increasing costs of raw material are another great concern for the manufacturer in order to survive in this turbulent atmosphere.Before the glob
9、al crises the US market which was the biggest consumer of light vehicles was dominated by the big three GM, Chrysler and Ford, while in Europe equal competition was seen among few companies (Ford, Volkswagen, and BMW) and Asian market was mainly dominated by the Toyota.In recent years the Toyota eme
10、rged as a big threat for US companies in the international market through its hybrid technology and is giving tough competition. The Tata has launched the world cheapest car Nano in 2009, India is the focus of all major car manufacturers due to its consumption of small cars and it is also described
11、as For small car, India is the centre of the Universe by Alan Mulally, Ford President and CEO (Business Today Sep 2009).2.0 Looking at Company (Ford)2.1. Company (Ford Motor ) ProfileFord Motor Company is a globally recognized company based in United States and it operates across the globe in six co
12、ntinents with its four brands (Ford, Mercury, Lincoln and Volvo). It operates primarily through its automotive business and secondarily through its financial services. Its automotive sector consists of manufacture, design, sale & service of small vehicles and large trucks, development and spare part
13、s. The financial services are restricted to insurance and vehicle related finance and leasing. According to auto evolution (Dec 2009) ford was the only one to survive among the three US car manufacturers without any aid or government help and not only survived but also pocketed the $1 billion net in
14、come in the third quarter of 2009.Ford is known for its innovative design and technology which is gained through its reverse engineering methodology. The chairman of Ford, Bill Ford is following a simple strategy which is, Our vision for the future is simple: We want to build great products, a stron
15、g business, and a better world. (F)2.2. History of Company (Ford)Ford Motor Company was founded in US state Michigan in 1903 by an automotive pioneer Henry Ford which was first of its kind in the auto industry. The Model T developed in 1908 and resulted in the sales of over 15 million units. By the
16、1920s it has captured the 50% of the market share. After going into public in 1956, the company has reached the global market with significant success.3.0 Macroeconomic Analysis of Ford (Pest Analysis)According to Ian Worthington (2003) organisations operates their operations in an economic environment which is shaped by these operational activities. There are number of factors that influence the decisions of a business organisation although these are not under th
