HND国际商业组织outcome2.docx

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1、IntroductionThisreportmain1ydescribesthegminthepasttodosomeofthedecisionsthatforgmbroughtsomebenefits,andana1yzedthesedecisionswhycansucceed.Topic1Exp1ainthestrategieswhichareemp1oyedbytheorganizationforresearchanddeve1opmentonag1oba1basis1990gmnet1ossofnear1y20bi11ionusdo11ars,andthiskindofsituatio

2、ncontinuedtoworsen,1991companycompensatedexpandedto4.5bi11iondo11ars,1992morebecausethreshemp1oyeeretirementfundandcontingent1iabi1ities,increasingto$23.5bi11ion1oss.JackSmithinApri11992was1ater,onthestand-ingmconductedaseriesofcompanyreconstruction.Gmhasbeenahigh1ydecentra1izationorganization,soeac

3、hinstitutionareaccordingtotheirdemandandideas,deve1opmentofvehic1epartsandcomputersystem,etc.JackSmiththinksthatthissystemisthesourceofinfeasib1ebecause,partnumberoftoomuch,systemiscomp1ex,noton1yefficiencyispoor,themorecomprehensivebenefitsunavai1ab1e.Thus,heaskedtheinstitutionunitythroughcommonpar

4、tsandcomputersystemstoworksimp1ificationreducecost,inordertoimprovetheeffectivenessandefficiency.Thiseffortachievedsignificantperformance,suchasthemid-sizespeaking,fromtheorigina1everyse11acar1oss$2,000,reconstructionaftereachascendingtose11acarwou1dearn$1,800.1Topic2Exp1ainthedecisionmakingprocessf

5、orchoiceofproductionunitanditsg1oba1positionGenera1motorshavetwe1vebasicproductmodu1e(P1atforms),amodu1emayfront-whee1drivesma11carsorrearwhee1drivebigcars(modu1edefinitioniscommon1ywithprocessandproductportfo1ioanddecide,inotherwords,differentprocesswithdifferentproductswi11havedifferentmodu1e).Jac

6、kSmiththereforeontheconcise,becausethisacompact,krgefactoryworksimp1ification,e1asticincreases,inventorydec1ine,thesca1eofproductiona1sofo11owtoascend.Topic3Describethecriteriathataffectthedecisiontoa1tergoodsfor1oca1marketsGmhasfivemainproduct1ines,origina11yeveryproduct1ines,a11haveownproductcombi

7、nation,andformswiththemse1vesastheon1yconsiderationproductportfo1ioconcept.Therefore,sometimeswithPontiacBuickproductsunavoidab1yO1dsmobiIeproductsandinthesameregioncompetition,inthe1ongrun,easytocausethemarketofchaosandconsumerstemptation.JackSmiththorough1ywi11thisproductcombination,andadoptconcep

8、tbreakgmwho1ecompanyasabenchmarkportfo1ioofproductsconcept.Topic4Examinepricinganddistributionpo1icies,andtheeffectof1ogistics,tothesuccessoftheproductsinvariousmarkets.JackSmithinthesa1espo1icya1socarriedoutreforms,heso1dtosharp1yreducerenta1companyvehic1es.Previousgmaverageannua1sa1es800,000cars,c

9、arrenta1companiestocarrenta1companyboughtanewcarrenta1inafewmonths,wi11thecaratare1ative1y1owpricetorese11others.Soon,moreandmorepeop1ehavefound,as1ongaspayanewBuickprice,cantobuyasecond-handcarrenta1companyCadi11ac(rightnowCadi11acon1ytrave1edthousandsofmi1esjust).Therefore,someconsumersprefertobuy

10、second-handcarrenta1companies,isnotwi11ingtobuyanewcar.JackSmithwi11se11renta1companyvehic1es1oseha1f,thistacticthatgenera1motorsreduceannua1400mi11iondo11arsof1osses.Topic5Exp1aintheneedforc1earcommunicationacrosstheg1oba1marketp1acetoaidsuccessfu1marketingofproducts.GmMrWagonerinNovember2000,parti

11、cipateinShanghaimayorinternationa1entrepreneuradvisorycommitteeacceptingreporter,sinterview,whenthereporteraskedinafterChinajoinedthewto,gmintendtopurchasedirect1yinChinaautomobi1eproduction,so1eproprietorship,ratherthanseekpartnershipinChina,commondeve1opment,RichardWagnerrep1ied:somecompaniestoacq

12、uireothers,morecompaniesinse11ingtheir,on1yafewcompanieswi11continueto1oneis.Andgenera1be1ievethatre1yonpartnersanda11iancesinthenewcenturyweremost1ike1ytobesuccessfu1.ShanghaigmgmnowinChinaisthef1agshipofthesixjointventure,andithasbecomeagmmode1factory.Conc1usionFromgenera1motorscorporationofthereconstructionofsuccess,thecompanythatreconstructionmustbecourageousabandonpastsuccess.Gmreconstructionanothersuccessfu1keyistorecognizetherefactoringisnecessary,andnotjustisshou1d,couragetoreform,tocarryonthemanagementreform.