BCG-一汽大众奥迪事业部Audi Leadership Strategy Update-SC2-EN-final-2015Mar13.pptx

1、ASD Leadership Strategy Update Project 2nd meeting(draft for discussion)2015 March 13th 1 Draft For discussion only Audi Leadership Strategy Update-SC2-EN-final-2015Mar13.pptx Agenda Project progress update Brand prestige interpretation and implications for Audi Audi leadership strategy update Next

2、steps 2 Draft For discussion only Audi Leadership Strategy Update-SC2-EN-final-2015Mar13.pptx Set up joint project team Collect data and arrange interview Kickoff meeting Nov.27 Analysis of external trends Audi internal diagnosis 1.Project stopped during Dec.22 and Jan.13 for 2 weeks,and schedule an

3、other 1 week stop during Chinese new year Audi leadership update strategy project planned for 10 weeks and executed in 4 phases Preparation Baselining Strategic direction validation Strategic initiatives development 2014 2015 3 week1 3 week 3 week1 1 week 1 2 3 4 Analyze major trends and identify fu

4、ture opportunities Validate and communicate strategic directions Key strategic initiatives plan Development of implementation roadmap Communication of strategy mgmt 11.27 12.3 12.4 1.7 1.8 1.28 1.29 3.3 Interim meeting 2nd report Mar.13 3 Draft For discussion only Audi Leadership Strategy Update-SC2

5、-EN-final-2015Mar13.pptx Recap of phase 1:internal diagnosis and external market analysis imply that Audi need to update leadership strategy Internal diagnosis:identify major internal capacity challenges External trends analysis:Challenges from changing KSFs 5 core challenges of supporting system:Pe

6、ople competence Cross function collaboration Strategy mgmt and implementation Adaptive organization Fast decision-making Fundamental changes in KSFs required for next booming Valuing both vehicle sales and services Valuing whole lifecycle experience and service Highlighting changes in network ops an

7、d competencies Identify potential challenges for Audi Implications for Audi leadership strategy Source:BCG analysis Add new strategic goals and update existing ones to priorities strategy focus for the next 5 years Develop strategic initiatives based on new goals to secure Audis leading competitive

8、advantages Explore new strategic initiatives to address current challenges and further improve Audis competitiveness Backup 7 Draft For discussion only Audi Leadership Strategy Update-SC2-EN-final-2015Mar13.pptx Focus of the project agreed after 1st review meeting Key areas to focus Brand prestige i

9、nterpretation How Chinese consumers define brand prestige Propose strategic directions for Audi to improve brand prestige Audi Leadership Strategy update Update Audi leadership strategy goals and framework based on internal and external analysis Develop innovative strategic initiatives to achieve st

10、rategy goals 8 Draft For discussion only Audi Leadership Strategy Update-SC2-EN-final-2015Mar13.pptx Agenda Project progress update Brand prestige interpretation and implications for Audi Audi leadership strategy update Next steps 9 Draft For discussion only Audi Leadership Strategy Update-SC2-EN-fi

11、nal-2015Mar13.pptx Topic of brand prestige will be analyzed from 3 key dimensions Evolvement of Chinese Affluent Consumers Definition of Prestige by Chinese Consumers Preliminary suggestions for Audi 10 Draft For discussion only Audi Leadership Strategy Update-SC2-EN-final-2015Mar13.pptx BCGs dedica

12、ted China Center for Consumer Insights(CCCI)has conducted extensive consumer research Macro-economy 1 4 Consumer size and shape 3 Consumer mind and behavior 2 Industry perspectives BCGs CCCI research topics Sample study and proprietary database Annual Trading Up&Trading Down research Affluent/luxury

13、 research and database Brand Advocacy Index (BAI)2020 China House hold Income Forecast Digital generation/e-commerce Category Consumption Take-off Curve In-depth insight on size,characteristics and minds of Chinese consumers Robust income-geo data at 2,300 locations More than 60K consumer data point

14、s Covering 90+products and services Source:BCG CCCI,BCG analysis 11 Draft For discussion only Audi Leadership Strategy Update-SC2-EN-final-2015Mar13.pptx Chinese affluent population is expected to reach 250M by 2020 2020 Distribution2 2014 Distribution1 Affluent 114mn(8.4%)252mn(18%)2.2x Annual hous

15、ehold income(1000 RMB)1 280 Wealthy:(M)(M)10015932050526315 51201228298314296 1.Disposable income calculated based on RMB value(excluding inflation);2.Adjusted to consider invisible income impact Source:BCG China income forecast model 2014 12 Draft For discussion only Audi Leadership Strategy Update

16、-SC2-EN-final-2015Mar13.pptx 4 major trends of China affluent consumers About half of the affluent population will be veterans(with many years of affluent experience)by 2020 Large proportion of new affluent consumers will be from low tier cities Sugar Generation will rise and are the likely future trend setters with unique attitude and behavior Rising importance of female affluent as key decision makers 1 2 3 4 Source:BCG CCCI，BCG analysis 13 Draft For discussion only Audi Leadership Strategy Up