Genereal Motors Orgn Study

8/10/2019 Genereal Motors Orgn Study

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B.V.U INSTITUTE OF MANAGEMENT KOLHAPUR

1


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A

WINTER PROJECT REPORTON

ORGANIZATION STUDY ON General Motor

SUBMITTED

TO

Bharati Vidyapeeth Unier!ity

In!tit"te #$ Mana%e&ent' KOLHAPUR

FOR THE A(ARD OF

MASTER OF BUSINESS ADMINISTRATION

)MBA I' TRI III*

B+

PATELAPPALALD

UNDER THE GUIDAN,E OF

Dr. Q.J Tamboli

THROUGH THE DIRE,TORBHARATI VID+APEETH UNIVERSIT+

INSTITUTE OF MANAGEMENT KOLHAPUR

-/0-1

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Ta23e #$ ,#ntent!

Sr. No. Topic Page No

1 Executie Su!!ar" 1

2 WORKSYSTEM #

$ GM%& Hi&tor" '

( IT Too)& *or Succe&& '

# +oi,t -e,ture-ector S/M 0

' Supp)" Poer

0 T3e Tra4e Exc3a,ge

Ho it 5or6& 7

7 Supp)" /3ai, Ma,age!e,t S"&te! 11

18 CONVINCINGTHESUPPLIER 12

11 Exter,a) E,iro,!e,t 1$

12 S5OT A,a)"&i& 1#

1$ I!p)e!e,ti,g I,*or!atio, Tec3,o)og" 10

1( Sugge&tio, 1

1# /o,c)u&io, 28

1' Re*ere,ce 22

$


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Executive Summa!

Ge"ea# M$t$% i% t&e m$%t %ucce%%'u# ve&ic#e c$m(a"! i" t&e )$#*+

Ge"ea# M$t$% &a% ma*e it t&ei ,$a# t$ -e "um-e $"e i" t&e aut$m$-i#e

i"*u%t!+ Ge"ea# M$t$% &a% %ucce%%'u##! -ecame a )$#* #ea*e %i"ce it.%

-it& i" /012+ Ove t&e !ea% t&e c$m(a"! '$##$)e* t&e G#$-a# Su##iva"

Pi"ci(#e% a"* &a% *eve#$(e* %ix c$e va#ue% t&at &ave #e* t$ it% %ucce%%+

Ge"ea# M$t$% ($*uct% c$"%i%t $' GMC.S &i,& (e'$ma"ce tuc3% a"*

SUV%4 t&e C&ev$#et #i"e4 P$"tiac4 5uic34 Ca*i##ac4 O#*%m$-i#e4 Satu"4

Humme4 a"* t&e Saa- #i"e+ GM $)"% t&e ($(u#a G$$* )e"c& aut$ cae4

(#u%4 t&e c$m(a"! ($vi*e% aut$ %evice at a"! GM *ea#e%&i(+ GM.%

'i"a"cia# a""ua# e($t% %&$) t&e c$m(a"!.% ,$)t& i" eve"ue a"* %a#e%

)it& a ma3et %&ae $' /6+/7+ Ge"ea# M$t$% u%e% a*va"ce* tec&"$#$,! t$

ceate t&e -e%t ($*uct t$ meet t&e *ema"*% $' t$*a!.% c$"%ume% a"*

t$m$$).% e"vi$"me"t+ GM ta3e% a*va"ta,e $' t$*a!.% tec&"$#$,! t$

($vi*e t&e -e%t c$mmu"icati$" )it&i" t&e c$m(a"! a"* $ut%i*e t&e

c$m(a"!+ N$"e8t&e8#e%%4 a c$m(a"! t&at i% a% %ucce%%'u# a% GM *$e% &ave

%$me )ea3"e%%e%+ Ge"ea# M$t$%. em(#$!ee% #ac3 9$- %ecuit!+ 5et)ee"

t&e !ea% :;;/ a"* :;;:4 /64;;; (e$(#e #$%t t&ei 9$-% at Ge"ea# M$t$%+

A'te e%eac&i", atic#e% a"* e($t%4 9$- %ecuit! at GM c$"ti"ue% t$

*ec#i"e t$*a!+ J$- %ecuit! ca" -e ve! *etime"ta# t$ a c$m(a"!.%e(utati$"+ A"$t&e )ea3"e%% GM 'ace% i% *e'ective mec&a"*i%e+ Eve!

($*uct eca## GM &a% t$ ma3e c$%t% mi##i$"% $' *$##a%4 a"* %$metime%4

eve" cu%t$me%. #ive%+ A## a"* a##4 GM i% t&e #ea*i", aut$m$-i#e c$m(a"! i"

t&e )$#*+ T&e c$m(a"! &a% tium(&e* $ve $-%tac#e% i" t&e (a%t4 a"* GM

(#a"% t$ *$ %$ i" t&e 'utue+

GM


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$(($tu"it! at a## #eve#% $' em(#$!me"t4 i"c#u*i", acia# a"* ,e"*e

*ive%it! $" *eci%i$" ma3i", c$mmittee% a"* -$a*%@ t$ tai" a"* a*va"ce

*i%a*va"ta,e* )$3e% '$ tec&"ica#4 %u(evi%$! a"* ma"a,eme"t

$(($tu"itie%@ a"* t$ a%%i%t )it& ,eate t$#ea"ce a"* u"*e%ta"*i",

am$", (e$(#e%@ t&ee-!4 &e#(i", t$ im($ve t&e ua#it! $' #i'e '$

c$mmu"itie%4 )$3e% a"* c&i#*e" )it& *i,"it! a"* eua#it!+

GM &a% a#%$ -ee" *$i", ve! )e## t&e (a%t c$u(#e !ea% a% 'a a%

($'it (e'$ma"ce ,$e%+ T&e '$##$)i", i% a c&at $' ec$"$mic i"*icat$% '$

GM?

Ge"ea#

M$t$% i% a#%$ u%i",

a*va"ce*

tec&"$#$,! t$ ma3e ve&ic#e% t&at ceate #$)e emi%%i$"% a"* -ette 'ue#

ec$"$m! t&a" ta*iti$"a# i"te"a# c$m-u%ti$" ve&ic#e%+ M$%t im($ta"t#!4

t&e%e a*va"ce* tec&"$#$,ie% )i## mea" -ette (e'$mi", ve&ic#e% '$ t&ei

cu%t$me%+ T&e aut$ i"*u%t! i% c&a##e",e* )it& meeti", ,$ve"me"ta#

e,u#ati$"% a"* %$cieta# c$"ce"% -! -$t& im($vi", cue"t tec&"$#$,! a"*

ceati", "e) %$#uti$"%+ T&e%e "e) %$#uti$"% )i## &ave t$ -e *eve#$(e* at a

c$%t t&at meet% c$"%ume4 %&ae&$#*e a"* %$cieta# "ee*%+ GM &a% i"ve%te*

&u"*e*% $' mi##i$"% $' *$##a% i" 'ue# ce## e%eac& )it& t&e u#timate ,$a# $'

em$vi", t&e aut$ '$m t&e e"vi$"me"ta# euati$"4 -ecau%e t&e! -e#ieve

t&e aut$m$-i#e #ea*% t&e )a! t$ t&e &!*$,e" ec$"$m! a"* a tu#!

%u%tai"a-#e 'utue+ A% a#te"ative tec&"$#$,ie% t$ t&e i"te"a# c$m-u%ti$"

e",i"e ev$#ve4 t&ei %tate,! i% t$ *eve#$( a ($t'$#i$ $' $(ti$"%+ GM i% a#%$

Economic Indicators: 2006 2005

Revenue (U.S.$) $186.8 billion $177.3 billion

Earnings/(loss) (U.S.$) $1.7 billion $0.601 billion

Dividend (U.S.$/share) $2 $2

ehi!le sales

(!ars and "ru!#s)

8.5 million 7. %illion

&ar#e" Share ' 15.1 1.1

#


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im($vi", cue"t e",i"e tec&"$#$,! )it& Di%(#aceme"t $" Dema"*4

C$"ti"u$u%#! Vaia-#e Ta"%mi%%i$"4 a"* #i,&t)ei,&t a"* m$e ae$*!"amic

ve&ic#e -$*ie%+ T&e! &ave -e,u" $''ei", &!-i* e",i"e% $" t&ei m$%t

($(u#a tuc3% a"* )i## ex(a"* t&ei &!-i* $''ei",% i" t&e :;;B m$*e#

!ea+

A% 'a a% em(#$!me"t i"'$mati$" ,$e%4 i" t&e '$##$)i", c&at !$u

)i## %ee '$m :;;/ t$ :;;: t&ee )ee ma"! (e$(#e )&$ #$%t t&ei 9$-% at

GM+

Social Indicators: 2006 2005

o%%uni"* dona"ions

and s+onsorshi+s (U.S.$)

$80.5

million

$2.7

%illion

E%+lo*ees 350,000 36,000

Diversi"*- ' e%ale e%+lo*ees

(U.S. or#or!e)

20.7% 20.6'

Diversi"*- ' %inori"* e%+lo*ees

(U.S. or#or!e)

23.2% 23.2'

Dis!ri%ina"ion !harges

(& onl*)

245 310

E%+lo*ee Sa"isa!"ion

(' o e%+lo*ees sa"isied i"h "heir

organia"ion as a +la!e "o or# a"

"he +resen" "i%e)

Global

cns!s

to b

com"ltd

in 2003

lobal

!ensus

"o be

!o%+le"ed

in 2003

Re!ordable in4ur* ra"e

(+er 100 e%+lo*ees,

& lobal)

3.8 6.1

'


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5os" "i%e a!!iden" ra"e

(+er 100 e%+lo*ees,

& lobal)

0.3 0.6

Ge"ea# M$t$% C$($ati$" i% %ucce%%'u# i" t&e ,#$-a# -u%i"e%%

c#imate *ue t$ %evea# 'act$%+ GM i"ve%t% i" cu#tua#4 ec$"$mic4 e*ucati$"a#4

e"vi$"me"ta# a"* %$cia# $,a"iati$"% a"* ($9ect% i" t&e c$mmu"itie%

)&ee t&e! $(eate+ T&e! %u(($t "ume$u% c&aita-#e cau%e% t&$u,& t&e

GM $u"*ati$" a"* c$($ate c$"ti-uti$"% i" t&e '$m $' ca%& *$"ati$"%4

a% )e## a% i" 3i"* ,i't% a"* (atici(ati$" i" vai$u% c&ait! eve"t%+

0


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W$3 S!%tem

(#r4 Or%ani5ati#n

/o!puter I,tegrate4 Operatio,&Oer&ea& A))ocatio,

Out&ourci,g

F)exi9i)it"

,#ntr#3 Sy!te&

Netor6

Ma,age!e,t

/u)ture

Ma,age!e,tK,o)e4ge

Ma,age!e,t

I,*or!atio,I,*ra&tructure

H"&an Re!#"r6e Pra6ti6e

Lear,i,g Orga,i:atio,

I,tegratio, o* t3i,6i,g a,4 4oi,g

Routi,e 5or6er&I,per&o, &erice or6er&

I,*or!atio, or6er&

Ind"!tria3 Re3ati#n!

;o,&i:i,g

B"!ine!! Strate%y

Ma&& /u&to!i:atio,I,,oatio,&

Pro4uctiit"

Grot3

Enterpri!e Or%ani5ati#n

Loca) I,*or!ate4Natio,a)

G)o9a)

Netor6e4I,te rate4


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GM.SHISTORY

Ge"ea# M$t$% GMF i% ec$,"ie* a% $"e $' t&e )$#*.% #a,e%t

aut$ma3e% t$*a! a"* &a% -ee" t&e ,#$-a# i"*u%t! %a#e% #ea*e %i"ce /1/+

GM )a% '$u"*e* i" /1;0 a"* )a% c$"t$##e* -! Wi##iam C+ Dua"t+ A

%tate,! t&at GM uti#ie* ,eat#! )a% t&e acuii", $' %ma##e ve&ic#e

ma3e% %uc& a% O#*%m$-i#e4 Ca*i##ac a"* Oa3#a"*+ Dui", t&e #ate /1:;.%

a"* /1;.%4 GM -$u,&t $ut a -u% c$m(a"! "ame* Ye##$) C$ac&+ I" a**iti$"4

it &e#(e* ceate Ge!&$u"* -u% #i"e% a"* e(#ace* i"tecit! tai" ta"%($t

)it& -u%e%+ T&ei i"'#ue"ce $" t&e $vea## ta"%($tati$" ma3et )a%

teme"*$u%+ GM c$"ti"ue* t$ %tive t$)a*% mai"tai"i", it% %t$", a%%et

#evea,e it% -a"* "ame+ T&e 'im em(#$!% a(($ximate#! :64;;; (e$(#e

a$u"* t&e )$#* a"* &a% ma"u'actui", $(eati$"% i" : c$u"tie% it%

ve&ic#e% ae %$#* i" :;; c$u"tie%+ GM C$($ateF

IT TOOLSORSUCCESS

GM im(#eme"te* vi%i-i#it! %!%tem%4 a% 5a* R$%%4 Executive Diect$

'$ O*e a"* De#ive!4 %u,,e%t%4 =&e#( t$ e*uce $vea## c$%t% -! e(#aci",

i"ve"t$! )it& i"'$mati$" a"* -! im($vi", $vea## $(eati$"a# e''icie"c!>

SCMRF+ I" a**iti$"4 t&e%e %!%tem% =&e#( t&e e"tie %u((#! c&ai" t$ '$cu% $"

t&e u#timate cu%t$me a"* im($ve it% e%($"%ive"e%% t$ cu%t$me "ee*%>

SCMRF+ Ha! A##e"4 CEO $' SCM c$m(a"! C#ea Tac34 %t$",#! -e#ieve%

t&at vi%i-i#it! t$$#% ca" *e#ive uic3 a"* ($'$u"* e%u#t% i" '$u ma9$

aea% $' a 'im.% $(eati$"%@ #$)e i"ve"t$!4 e*uce* c!c#e time%4 -ette

*e(#$!me"t $' (e%$""e# a"* u%e $' m$e c$%t8e''ective ta"%($tati$" $'

'i"i%&e* ,$$*% SCMRF+ T&i% IT a(($ac& c$""ect% GM t$ it% %u((#! -a%e via

t&e I"te"et+ A% a e%u#t4 i"'$mati$" )i## -e %&ae* uic3#! i" $*e t$

%u(($t a =$"e8(iece '#$)+> T&i% %!%tem )i## e"%ue t&at GM a"* it%

%u((#ie% ae vie)i", t&e %ame i"'$mati$" i"c#u*i", i"ve"t$! %tatu%4

%c&e*u#e%4 &i%t$! $' ta"%acti$"%4 e($ti", ca(a-i#itie%4 a#et% t$

exce(ti$"%4 e(#e"i%&me"t ti,,e%4 a"* %u((#ie (e'$ma"ce ati",%4 t$

"ame $"#! a 'e)+ Ha"*'ie#* O(timieF

7


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GM a#%$ u%e% a ($ce%% )&ic& a##$)% t&e #ea"i", $' &$) $"e

c$m(a"!.% %u((#! c&ai" (e'$ma"ce c$m(ae% t$ t&at $' $t&e

$,a"iati$"% a va#ua-#e t$$# 3"$)" a% -e"c&ma3i",+ Pe'$ma"ce ,a(%

ae i*e"ti'ie* a"* GM ca" %&i't t&ei atte"ti$" t$ '$cu% t&ei %u((#! c&ai"

ma"a,eme"t e''$t% $" aea% t&at "ee* im($veme"t t&e m$%t SCMRF+

JOINTVENTURE VECTORSCM

I" Decem-e :;;;4 GM a"* Vect$ SCM '$me* a 9$i"t ve"tue t$

ma"a,e GM.% ,#$-a# %u((#! c&ai" Me"#$ W$#*)i*eF+ Vect$ SCM $''e%

%u(ei$ %$#uti$"% t&at )i## &e#( ($vi*e it% cu%t$me.% %u((#! a"*

*i%ti-uti$" c&ai" e"*8t$8e"* vi%i-i#it! $' a## mateia#% a"* 'i"i%&e* ($*uct%

Vect$ SCMF+ It u%e% it% e",i"eei", ex(eti%e4 ($ce%% ma"a,eme"t a"*

)e-8-a%e* i"'$mati$" tec&"$#$,ie% t$ ceate e''icie"t "et)$3% a"* c$%t

e*ucti$"+ Vect$ SCM acc$m(#i%&e% t&i% c$m(#ex ta%3 -! e'i"i", a

c$m(a"!.% #$,i%tic% "et)$3% a"* e"&a"ci", t&ei exi%ti", -u%i"e%%

($ce%%e% Vect$ SCMF+ T&i% i% exact#! )&at Vect$ SCM ($vi*e* GM )it&

t&e e%u#t% )ee a%t$"i%&i",+

T&e $vea## $-9ective $' &avi", Vect$ SCM %team#i"e GM.% %u((#!

c&ai" ma"a,eme"t %!%tem )a% t$ im(#eme"t a" $*e8t$8*e#ive! i"itiative

t&at )$u#* &e#( cut t&e $vea## time it ta3e% t$ *e#ive a cu%t$mie* ve&ic#e

Ha"*'ie#* O(timieF+ T&e (&a%e% t&$u,& )&ic& a cu%t$mie* ve&ic#e mu%t

,$ t&$u,& )ee e8ceate* %$ t&at '$m t&e time t&e $*e i% eceive* u"ti#

t&e cu%t$me *ive% t&e ve&ic#e $'' t&e #$t i% %i,"i'ica"t#! e*uce*+

Wit& t&e a*ve"t $' %(ecia#ie* IT %!%tem%4 GM )a% a-#e t$ ta3e

a*va"ta,e $' t&e %$#uti$"% $''ee* -! Vect$ SCM+ W&eea% i" t&e (a%t4 a

cu%t$me )$u#* &ave t$ )ait a(($ximate#! 2; *a!% t$ eceive a cu%t$mie*

ve&ic#e4 IT %!%tem% i"%ti##e* i" GM.% "e) a"* e''icie"t %u((#! c&ai"

ma"a,eme"t &ave a##$)e* t&i% )ait8time t$ -e %i,"i'ica"t#! e*uce* Vect$

SCMF+ Cu%t$me% )ee -ec$mi", m$e *ema"*i", a"* GM )a% e%($"*i",

-! ($vi*i", cu%t$mie* ve&ic#e%+ H$)eve4 t&ei (evi$u% %!%tem $'

*e#ive! )a% c&aacteie* -! #$", #ea* time% a"* ($$ *e#ive! e#ia-i#it!+

T&e%e e%u#te* i" &i,&e c$%t% a"* %i,"i'ica"t#! #$)e cu%t$me %ati%'acti$"

Ha"*'ie#* O(timieF+

18


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SUPPLYPOWER

I" /1114 GM -e,a" c$""ecti", %u((#ie% t$ t&ei c$mm$" tec&"$#$,!

-ac3-$"e t&$u,& t&ei vitua# (ivate "et)$3 VPNF a"* t&ei %u((#ie

($ta# ca##e* Su((#! P$)e )a% *eve#$(e* )it& t&e a%%i%ta"ce $' Vect$

Gutma""F+ T&e! -e,a" -! (utti", t&e "ece%%a! i"'a%tuctue i" (#ace -!

i"cea%i", t&e "um-e $' c$""ecti$"% t&ei %u((#ie% &a* t$ t&ei VPN+ T&e"

t&e! -e,a" t$ ma3e m$e $' t&ei a((#icati$"%4 %uc& a% *e%i," %ta"*a*%

a"* #i-aie%4 avai#a-#e t&$u,& t&ei ($*uct *eve#$(me"t a"* %u((#!

($)e ($ta#% Gutma""F+ i"a##! GM -e,a" i"cea%i", t&ei %u((#ie%.

acce%% t$ -u%i"e%% a"* tec&"ica# %!%tem% %uc& a% ($9ect %c&e*u#e%4

e",i"eei", c&a",e eue%t%4 tec&"ica# %(eci'icati$"%4 te%t euieme"t%

a"* ua#it! c$"t$#%+

T&e "e) %!%tem a##$)% GM t$ %!"c&$"ie t&ei 'i#e% )it& t&ei

%u((#ie% %$ t&at t&e! ae )$3i", )it& t&e %ame *ata a"* t&ee

*ime"%i$"a# vitua#8ea#it! *e%i,"% a% t&ei $)" i"te"a# e",i"ee%

Gutma""F+ T&e! ae a-#e t$ %!"c&$"ie t&ei 'i#e% *ai#! '$ #a,e %u((#ie%

a"* '$ %ma##e 'i#e%4 t&e! ae a-#e t$ %!"c&$"ie t&ei 'i#e% )ee3#!+ T&i%

%!%tem im($ve% t&ei ($*uct *eve#$(me"t c!c#e ,eat#!+ T$ im($ve t&ei

$*e c!c#e time t&e i"'$mati$" a-$ut i"ve"t$ie% a"* ($ce%%e% ae

u(*ate* i" ea#8time t&ee'$e GM a"* it% %u((#ie% )i## &ave t&e accuatei"'$mati$" at a"! ($i"t i" time Pe)ittF+

THE TRADE88CHANGE

T&i% "e) %!%tem i% 'u##! im(#eme"te* t&$u,& t&e )e- u"*e a %ecue

VPN+ A" exta 'eatue t&at )a% a**e* t$ t&e %!%tem i" t&e !ea :;;; )a%

ca##e* t&e Ta*e88c&a",e Gutma""F+ T&i% )a% a )e- aucti$" a"* cata#$,

($cueme"t %!%tem+ Ta*e88c&a",e a##$)% GM t$ e*uce t&e =c$%t $'($ce%%i", a" $*e '$m a" avea,e $' /;; t$ /;4 -! c&a""e#i", m$%t $'

it% 02 -i##i$" i" a""ua# %u((#! (uc&a%e% t&$u,& t&e )e-%ite> C$(e#a"*F+

T&i% "e) 'eatue a##$)% GM t$ c$"*uct eve%e8aucti$"% )it& it% %u((#ie%+

GM #i%t.% t&e %u((#ie% t&at t&e! "ee* a"* t&ei %u((#ie% -i* a,ai"%t eac&

$t&e a"* t&e %u((#ie )it& t&e #$)e%t (ice )i"% t&e i,&t t$ %e## t&e

11


12/25


($*uct t$ GM+ T&e Ta*e88c&a",e a#%$ a##$)% GM a"* it% %u((#ie% t$ %e##

$ eue%t u%e* a"* "e) eui(me"t '$m eac& $t&e C$(e#a"*F+ T&i% i%

c#ea#! im($ta"t t$ GM.% %u((#! c&ai" ma"a,eme"t %!%tem+

HOWITWORKS

T&e "e) %!%tem i"te,ate% a &u,e "um-e $' *ata-a%e% a"* *ata

)ae&$u%e% i"t$ $"e %im(#e t$ u%e i"te'ace t&at ca" -e acce%%e* '$m

vitua##! a"!)&ee a"* at a"! time Lea&!F+ $ t&i% ea%$" t&e %!%tem

'u#'i##% a## t&ee t!(e% $' t&e (e%$"a# *ime"%i$"% $' i"'$mati$"?

Time? &avi", acce%% t$ i"'$mati$" )&e" !$u "ee* it a"* &avi",

i"'$mati$" t&at *e%ci-e% t&e time (ei$* !$u c$"%i*ei",+ L$cati$"?

&avi", acce%% t$ i"'$mati$" "$ matte )&ee !$u ae a"* '$m? &avi",

i"'$mati$" i" a '$m t&at i% m$%t u%a-#e a"* u"*e%ta"*a-#e -! !$u

Haa, et al80F+

Re'e t$ i,ue /+/ t$ vie) a vi%ua# e(e%e"tati$" $' t&e %!%tem+ T&e

%!%tem )$3% -! -e,i""i", )it& a u%e )&$ )i%&e% t$ c$"*uct -u%i"e%%

)it& GM $ 'i"* $ut i"'$mati$" a-$ut GM+ T&e u%e t&e" &a% t$ #$, $" t$ t&e

i"te"et a"* i% %e"t t$ t&e VPN.% #$,i" i"te'ace+ T&e u%e e"te% t&ei ID

a"* (a%%)$* a"* #$,% i"t$ t&e Su((#! P$)e a"* Ta*ec&a",e i"te'ace4

)&ee &e%&e e"te% &i%&e eue%t+ T&e Su((#! P$)e a"* Ta*ec&a",e

i"te'ace i% c$""ecte* t$ t&e *ata-a%e% $' *i''ee"t %u((#ie% a"* a#%$ t&e

mai" *ata-a%e $' GM Gutma""F+ $m &ee t&e ($ce%% *i''e% *e(e"*i",

$" )&at t&e u%e )a"t% t$ *$+ $ exam(#e i' t&e u%e )a"t% t$ (uc&a%e a

meta# cutti", mac&i"e '$m $"e $' GM.% $t&e %u((#ie%4 t&e" t&e %!%tem

)i## c$""ect t&e u%e t$ i"'$mati$" a-$ut t&at (aticu#a %u((#ie a"* t$ it%

*ata-a%e+ $m &ee t&e u%e ca" c$m(#ete t&e ta"%acti$" )it& t&at

%u((#ie+ A"$t&e exam(#e i% $' a ma3eti", executive '$ GM )a"ti", t$

'i"* $ut i"'$mati$" a-$ut a (aticu#a cu%t$me )&i#e &e i% a)a! $" a

-u%i"e%% ti( i" a"$t&e c$u"t!+ He )$u#* a#%$ &ave t$ #$, $" t$ t&e

i"te"et a"* ,$ t&$u,& t&e VPN+ T&e" Su((#! P$)e a"* Ta*ec&a",e

)$u#* ca! $ut &i% eue%t -! acce%%i", GM.% *ata-a%e a"* etievi",

i"'$mati$" '$m t&e cu%t$me *ata )ae&$u%e+ W&e" it c$me% t$ ca!i",

12


13/25


$ut i"ve"t$! e(#e"i%&me"t%4 t&e Su((#! P$)e i"te'ace i% c$""ecte* t$

t&e *ata-a%e% $' a## $' GM.% %u((#ie% )&ic& ae i" tu" c$""ecte* t$ GM.%

ce"ta# Data-a%e Gutma""F+ T&e %!%tem i% %et u( %$ t&at i' $"e $' GM.%

%u((#ie% i% u""i", #$)4 a me%%a,e i% aut$matica##! %e"t '$m GM.%

i"ve"t$! *ata )ae&$u%e )&ic& i% e#a!e* t$ t&e a(($(iate %u((#ie%

*ata-a%e% C$(e#a"*F+ T&e" t&e %u((#ie% %e"* -i*% t$ GM.% ce"ta#

*ata-a%e t&$u,& t&e Ta*ec&a",e %!%tem a"* t&e %!%tem %e#ect% t&e

#$)e%t (ice* -i* a"* e(#e"i%&e% t&e c$m(a"!.% i"ve"t$! '$m t&at

(aticu#a %u((#ie Gutma""F+

1$


14/25


I,e,tor" /u&to!er&

GM%& /e,tra) ;ata9a&e

Supp)" Poer

a,4 Tra4e

I,ter,et

U&er

U&er

U&er

1(

Supp)ier& Logi&tic&

Figure 1.1? GM%&

Supp)" /3ai,Ma,age!e,t

S"&te!


15/25


CONVINCINGTHESUPPLIERS

A'te a#i,"i", t&ei i"te"a# %tuctue t$ -e m$e a*e(t at uti#ii", it%

"e) %u((#! c&ai" %!%tem4 t&e "ext %te( )a% t$ ,et t&e %u((#ie% t$ -u! i" t$

t&i% "e) %!%tem+ I"itia##! t&e %u((#ie% )ee ve! cauti$u% a-$ut t&e "e)

%!%tem a"* )ee c$"ce"e* )it& &$) muc& t&e! mi,&t &ave t$ i"ve%t i" t&e

"e) tec&"$#$,! Gutma""F+ H$)eve a% t&e mai" %tate,! -e&i"* t&e "e)

%!%tem )a% ex(#ai"e* m$e t&$$u,! t&e! -e,a" t$ acce(t it Gutma""F+

T&e! %a) &$) it )a% a m$ve '$)a* a"* #i3e a"! $t&e -u%i"e%%@ !$u

a#)a!% &ave t$ -e a %te( a&ea* t$ -e c$m(etitive %$ t&e! acce(te* t&e "e)

(#a"%+ Su((#ie% *i* &ave t$ ma3e %$me i"ve%tme"t% i" t&e '$m $' #ice"%e%

a"* &a*)ae t$ u%e t&e ($($%e* %!%tem Pe)ittF+ GM &$)eve tie* t$

e*uce t&e c$%t $' t&i% i"ve%tme"t -! u%i", m$e Wi"*$)% a"* PC -a%e*

tec&"$#$,!+ T$ 'ami#iaie a"* e*ucate t&ei %u((#ie%4 GM i"v$#ve* t&em i"

%evea# *e%i," (i#$t% Wate%F+ A'te t&e %u((#ie% c$m(#ete* t&e%e (i#$t%

t&e! ea#ie* t&at %$me em(#$!ee% &a* t$ -e etai"e* t$ -e a-#e t$ u%e t&e

"e) %!%tem e''ective#! Gutma""F+ T&e%e (i#$t% a#%$ a##$)e* %evea# *e%i,"

($-#em% t$ -e atte"*e* t$ a"* 'ixe* ea#! $" %$ a% t$ %ave time a"* m$"e!

*$)" t&e $a*+ GM a#%$ ($vi*e* tai"i", t&$u,& $ut%i*e %evice% a% )e##

a% t&$u,& We- a"* CD -a%e* $''ei",% Gutma""F+

Ceati", a" $"#i"e %u((#! c&ai" ma"a,eme"t %!%tem euie% "$t$"#! tec&"$#$,ica# c&a",e% -ut a#%$ c&a",e% t$ t&e %u((#ie% cue"t

($ce%%e% C$(e#a"*F+ Mai" %u((#ie% &ave t$ t! t$ 3ee( ($ce%%e% #ea"e

)it&i" t&ei $)" c$m(a"ie% i' t&e! ae t$ 3ee( u( )it& t&e *ema"*% $' GM.%

"e) %!%tem C$(e#a"*F+ I' t&e! *$ "$t &ave t&e (at% ea*! )&e" GM

euie% t&em t&e" t&e! )i## -e #$%i", a %u-%ta"tia# am$u"t $' t&ei ($'it%+

GM a#%$ &a% it% e%($"%i-i#itie%4 )&ic& ae t$ i*e"ti'! )&ic& *ata t&e

%u((#ie% "ee*e* '$ a (aticu#a ($ce%% a"* $"#! $''e t&e euie* *ata %$

t&at %u((#ie% ae "$t $ve)&e#me* )it& i"'$mati$"+

A## $' t&e%e c&a",e% &a* t$ ta3e (#ace '$ t&e "e) $"#i"e %u((#! c&ai"

ma"a,eme"t %!%tem t$ )$3+ H$)eve4 t&e %ucce%% $' t&e %!%tem ($ve%

t&at t&e%e c&a",e% )ee )e## )$t& it+ GM &a% ma"a,e* t$ e*uce it ($*uct

*eve#$(me"t time '$m ; m$"t&% t$ #e%% t&e" /0 m$"t&% a% ($9ecte* See

Ta-#e /+/F a"* a#%$ e*uce* t&e $*e c!c#e time '$m ; *a!% t$ /6 t$ :;

1#


16/25


*a!%4 )it& t&e im(#eme"tati$" $' t&i% "e) $"#i"e %u((#! c&ai" ma"a,eme"t

%!%tem Lea&!F+

ETERNALENVIRONMENT

Aut$m$tive c$m(a"ie% 'u"cti$" i" a cut8t&$at (ice ma3et )&ee

ma,i"% ae ,etti", #$)e -! eac& ($,e%%i", !ea a"* "e) a**iti$"% ae

c$"%i%te"t#! a**e* t$ i"cea%e t&e va#ue '$ t&e cu%t$me+ GM $(eate% i"

%uc& a" exte"a# &i,! c$m(etitive e"vi$"me"t a% )e##+ Dui", t&e (a%t

'e) !ea%4 t&e aut$m$tive ma3et &a% ev$#ve* at a" ex($"e"tia# ate+ N$

#$",e ae (e$(#e -u!i", ,a%8,u#i", V0% '$ (e'$ma"ce a"* %(ee*+

I"%tea*4 )it& t&e i%i", ,a% (ice%4 m$e a"* m$e (e$(#e ae $(ti", '$ 'ue#

e''icie"t ve&ic#e%+ Pau# 5a##e)4 c&ie' ma3et a"a#!%t at GM eve" a*mitte*

t&at )ee "$t i,"$i", t&e 'act t&at %$me %&i't% &ave $ccue* i" tem% $'

c$"%ume attitu*e%4 a"* c$"%ume% ae "$t -u!i", )&at t&e Ameica"

aut$m$tive i"*u%t! &a% ($*uce* '$ $ve a ce"tu! Ti"e!F+ Acc$*i", t$

ue#Ec$"$m!+,$v4 US ,$ve"me"t.% $)" i"itiative4 t&e t$( ec$"$mica# 'ue#

e''icie"t ca% ae "$"8Ameica" a"* ae '$m ma"u'actue% %uc& a% H$"*a4

T$!$ta a"* Mi"i+ H$)eve4 $* &a% it% &!-i* SUV i" t&e #i%ti", a% )e##+ T$

e"c$ua,e -u!e% t$ i"ve%t i" H!-i* Ve&ic#e%4 t&e US G$ve"me"t eve"

$''e% $"e8time 'e*ea# i"c$me tax *e*ucti$" $' u( t$ :4;;; t$ it% citie"%ue#Ec$"$m!+,$vF+

=I" t$*a!% c$m(etitive ma3et4 "e) ($*uct% mu%t -e exce(ti$"a# t$

,et a"* &$#* c$"%ume% atte"ti$" i" a"! %i,"i'ica"t )a!4 ex(#ai"e*

E*mu"*%+c$m Diect$ $' Pici", a"* Ma3et A"a#!%i% Je%%e T$(a3+ He"ce4

($*uct% t&at %ta"* $ut a"* ae i""$vative e"* u( at c$"%ume.% ,aa,e%

a##$"F =I" ece"t !ea%4 Ameica" c$"%ume% &ave )it"e%%e* ,#$-a#

eve"t% t&at &ave ma*e ma"! t&i"3 t)ice a-$ut t&e exce%%e% $' #a,e4

u"*eu%e* SUV% a"* tuc3%4 %ai* T$(a3 a##$"F+

T&e cue"t aut$m$tive ma3et i% *e'i"ite#! %ti''e t&a" eve+

Ma"u'actue% ae $''ei", m$e va#ue '$ t&e *$##a %(e"t a"* t&at i%

cutti", i"t$ t&e ($'it% $' t&e c$m(a"ie% t&at &ave e#ie* u($" (evi$u%

ec$"$mica# m$*e#% a"* &ave "$t i"te,ate* %!%tem% t$ -e m$e e''icie"t i"

t&ei ($ce%%e%+ T&i% &a% cau%e* vai$u% c$m(a"ie% t&at e#ie* $"

ec$"$mie% $' %ca#e t$ ,et t&e ($*uct $ut t$ t&e (u-#ic t$ %u''e #$%%e%+ $

1'


17/25


exam(#e4 ece"t#! GM e($te* ea#ie t&i% !ea t&at it #$%t $ve /+: 5i##i$"

*$##a% i" 9u%t t&ee m$"t&% Sc&"ei*eF+ I"*u%t! ex(et% a"a#!e t&at =T&e

ma3et(#ace i% c&a",i", 'a%te t&a" t&e c$m(a"ie% aeGM &a% e%i%te*

9um(i", i"t$ t&e ma3et '$ ,a%8e#ectic &!-i* ve&ic#e%4 '$ i"%ta"ce4 eve"

a% T$!$ta% Piu% &a% -ec$me a &u,e &it> Sc&"ei*eF+

A%ia" c$m(a"ie% ae #ea*i", t&e aut$m$tive te"*% )it& t&ei %ma##

c$m(act%+ M$%t $' t&e cue"t a)a* )i""e% ae ca% '$m Ja(a"e%e

ma"u'actue% M$t$Te"*%+c$mF+ T&i% &a% cau%e* t&e %a#e% $' *$me%tic

ve&ic#e% t$ *amatica##! *ecea%e4 (aticu#a#! GM.% %a#e%+ H$)eve4 t&i% &a%

m$tivate* GM t$ )$3 eve" &a*e t$ ec$ve it% ma3et %&ae+

THECOMPETITORS

GM i% $"e $' t&e #a,e%t aut$m$tive c$m(a"ie% i" t&e )$#*+ GM

#itea##! *e'i"e* t&e Ameica" ec$"$m! *ui", t&e /16;%+ 5! t&e /1;.%4

Ge"ea# M$t$% c$"t$##e* $ve &a#' $' t&e aut$m$tive ma3et i" t&e U"ite*

State%+ GM.% ,$)t& )a% "$t a e%u#t $' %u(ei$ tec&"$#$,! $ ma"a,eia#

a-i#it!+ It )a% t&e e"* e%u#t $' u"i'icati$" $' vai$u% %ma## c$m(a"ie% %uc&

a% C&ev$#et4 P$"tiac4 O#*%m$-i#e4 Ca*i##ac a"* 5uic3+ A## $' t&e 'im% )ee

i"*e(e"*e"t c$($ati$"% -e'$e Ge"ea# M$t$ ta3i", $ve+ 5! e#imi"ati",

#$ca# c$m(etiti$"4 GM -ecame $"e $' t&e t&ee #a,e%t Ameica" aut$m$tivec$m(a"ie% t$ $(eate i" N$t& Ameica+ T&e $t&e t)$ Det$it aut$m$tive

c$m(a"ie% i"c#u*e Daim#e C&!%#e a"* $* M$t$%+

T&e Ameica" aut$m$tive (&i#$%$(&! &a% -ee" t&at -i,,e i% -ette

a"* i' ($(e#! a((#ie*4 it *$e% &ave it% a*va"ta,e%+ T&e N$t& Ameica"

i"*u%t! )a% u"*e t&e im(e%%i$" t&at a -i, e"te(i%e.% ec$"$mie% $'

%ca#e4 a-i#it! t$ u"*eta3e -$#* e%eac& a"* *eve#$(me"t a"* a((#! it t$

-ette ($*uct% a"* i"cea%i",#! e''icie"t ($ce%% tec&"$#$,! e"%ue%

ma"a,eia# e''icie"c!+ H$)eve4 t&e ea# tut& i% t&at t&e -i, c$($ate

)$#* (imai#! ev$#ve* '$m me,e% a"* c$",#$meati$"%4 "$t exce##e"ce

i" t&e ma3et a"* t&i% ($ve* t$ -e GM.% mai" )ea3"e%%+

He"ce4 t&e mai" c$m(etiti$" $' Ge"ea# M$t$% i" N$t& Ameica

i"c#u*e% t&e $t&e -i, t)$ aut$m$tive ma"u'actue%4 Daim#e C&!%#e a"*

$*4 a#$", )it& c$m(etiti$" '$m t&e $ve%ea% c$m(a"ie% %uc& a% T$!$ta4

H$"*a4 Ma*a (at#! $)"e* -! $*F4 H!u"*ai4 V$#3%)a,e"4 Mece*e%8

10


18/25


5e" Patia##! $)"e* -! Daim#eF4 5MW a"* $t&e%+ T&e 'act i% t&at GM &a%

#$%t it% ma3et %&ae '$m 6;7 $' t&e ca% *ui", t&e /1;.% t$ #e%% t&a"

:67 i" t&e ece"t !ea%+

SWOT ANALYSIS

STRENGTHS

It i% $-vi$u% t&at %uc& a *a%tic $ve&au# $' GM.% %u((#! c&ai"

ma"a,eme"t %!%tem &a% ma"! -e"e'it% %te",t&%F+ T&ee )i## -e i"cea%e*

cu%t$me %ati%'acti$" '$m a## (atici(a"t% i" t&e %u((#! c&ai"+

C$mmu"icati", e''ective#! a"* mai"tai"i", e#ati$"%&i(% )it& %u((#ie% i%

cucia# '$ GM t&e "e) %!%tem a##$)% '$ e''ective a"* e''icie"t

c$mmu"icati$" am$", a## 3e! (#a!e%+ T&i% %t!#e $' a %u((#! c&ai"

ma"a,eme"t %!%tem ($ve% t$ -e '#exi-#e a% $(($%e* t$ t&e ta*iti$"a#

%!%tem+ T&e "e) %!%tem )i## a##$) '$ a %i,"i'ica"t *ecea%e i" i"ve"t$!

a"* 'e)e ex(e*iti", activitie%+ A% a e%u#t4 t&e %!%tem )i## a##$) GM t$

'$cu% e''$t% $" c$##a-$ati$" a"* ($active activitie% t&at (etai" t$ $t&e

citica# (at% $' t&e $,a"iati$"+ A"$t&e %te",t& i% t&e "e) $"#i"e %!%tem+

T&e "e) $"#i"e %!%tem ($vi*e% a c$mm$" (#ace '$ GM a"* it%

-u%i"e%% (at"e% t$ *$ -u%i"e%%+ It i% avai#a-#e :B &$u% a *a! a"*

a"!)&ee i" t&e )$#*4 %i"ce it i% $" t&e i"te"et+ Due t$ t&i% %imi#a(#at'$m4 t&e *i''ee"t %u((#ie% &ave i"te"a# ($ce%%e% a"* -u%i"e%%

(actice% t&at a ve! %imi#a t$ GM+

WEAKNESSES

S$me ($te"tia# )ea3"e%%e% $' t&e "e) %u((#! c&ai" ma"a,eme"t

%!%tem ae t&at it ma! -ec$me t$$ c$m(#ex a"* c$u#* ($%%i-#! $ve)&e#m

t&e c$m(a"!+ A#%$4 a% me"ti$"e* ea#ie i" t&i% %ecti$"4 it i% uite *i''icu#t t$

c&a",e a 'im.% i"te"a# cu#tue+ 5! im(#eme"ti", t&i% "e) %!%tem4

(e%$""e# )it&i" t&e $,a"iati$" ma! "$t eact ($%itive#!+ T&e! ma! 'i"*

t&e %!%tem t$$ c$m(#ex $ve t&e ta*iti$"a# $"e4 (e&a(% -ec$me

*i%c$ua,e* a% a e%u#t $' %#$) #ea"i", $' t&e "e) %!%tem $ -ec$me

1


19/25


c$m(#ete#! *i%%ati%'ie* -! t&e "e) $(eati$"%4 )&ic& u#timate#! a''ect% t&ei

(e'$ma"ce a"* c$"ti-uti$" t$ t&e c$m(a"!+

OPPORTUNITIES

T&ee ae %evea# $(($tu"itie% a% a e%u#t $' t&e im(#eme"tati$" $'

t&e "e) SCM %!%tem+ GM.% ma9$ $ve&au# $' t&ei $#* SCM )a% u"*eta3e"

i" a" e''$t t$ %ati%'! t&ei cu%t$me%+ $ t&i% ea%$"4 GM ca" -ui#* $"

"e)'$u"* cu%t$me c$"'i*e"ce+ I" $t&e )$*%4 GM %t$",#! -e#ieve% t&at

t&e "e) %!%tem )i## im(i"t a ($%itive (ictue i" t&ei cu%t$me%. mi"*% a% a

e%u#t $' t&ei uic3e $*e8t$8*e#ive! i"itiative+ ut&em$e4 GM

ac3"$)#e*,e% t&at cu%t$me.% *ema"*% ae c&a",i", a"* t&e! ae i" "ee*

$' "e)e m$*e#% a"* %t!#e% $' ca%+ T&e "e) %!%tem )i## a##$) '$ m$e

e''icie"t $(eati$"%4 )&ic& )i## i" tu" a##$) GM m$e '#exi-i#it! t$ ex(a"*

it% ($*uct #i"e a"* -ec$me a" i"*u%t! #ea*e+ Wit& t&e "e) %!%tem i"

(#ace4 GM &a% t$ '$cu% $" -ec$mi", )$#* c#a%% i" eve! e%(ect i' it i"te"*%

$" mai"tai"i", a %$#i* e(utati$" am$", cu%t$me% a"* a #ea*e i" t&e

aut$m$tive i"*u%t!+ Am$", t&e aea% i" )&ic& GM mu%t exce# i" ae

($*uct%4 ma"u'actui",4 'i"a"ci",4 $(eati$"% a"* *i%ti-uti$" GM %&$u#*

c$"%i*e ceati", a %t$",e c$m(etitive a*va"ta,e '$ it%e#' )it& t&e

a*ve"t $' t&e "e) %!%tem+

THREATS

T&ee ae a 'e) ($te"tia# t&eat% t&at GM %&$u#* )atc& $ut '$ a"*

attem(t t$ e,u#a#! m$"it$ a"* ta3e t&e "ece%%a! %te(% t$ e*uce t&e

#i3e#i&$$* $ miti,ate ($te"tia# c$"%eue"ce%+ Suc& 'act$% i"c#u*e *$me%tic

a"* '$ei," c$m(etiti$"+ GM i% a)ae $' t&ei c$m(etiti$"@ &$)eve4 it mu%t

uti#ie t&e "e) %!%tem a"* ceate a %tate,! t&at )i## "$t $"#! ta,et t&ei

cu%t$me% i" N$t& Ameica4 -ut a#%$ t&$%e i" t&e '$ei," ma3et4 i" )&ic&

it a#%$ $(eate%+ A"$t&e t&eat ma! -e "e) #e,i%#ati$" $ e,u#ati$"% t&at

c$u#* -e i"t$*uce*4 -$t& "ati$"a##! a"* i"te"ati$"a##!+ A#t&$u,& GM

ca""$t (eve"t t&e (a%%i", $' #e,i%#ati$" $ e,u#ati$"%4 it ca" &$)eve

m$"it$ t&e ($,e%% $' -i##% a"* (e(ae %tate,ie% acc$*i",#!+ A =i%3

-i"*e> (etai"i", t$ t&e %!%tem4 %&$u#* -e c$"%tucte*+ It %&$u#* $ut#i"e

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)&at mi,&t &a((e" i' a -i## i% (a%%e*Q4 )&! $ &$) it mi,&t &a((e"4 )&at

t&e c$"%eue"ce% ae a"* )&at GM ca" *$ t$ (eve"t $ miti,ate t&e

c$"%eue"ce%+

T&e mai" (u($%e $' im(#eme"ti", Su((#! P$)e a"* Ta*e88c&a",e

)a% t$ %team#i"e GM.% cue"t %u((#! c&ai" ma"a,eme"t %!%tem+ T&e

ea%$"i", -ei", t&at t&e "e) %!%tem )$u#* ,ive GM a c$m(etitive

a*va"ta,e i" t&e i"*u%t!+ T&$u,& t&e! )ee 'i%t t$ im(#eme"t t&i% "e)

t!(e $' %!%tem4 it *$e% "$t mea" t&at t&e! )i## -e t&e $"#! $"e% t&at )i##

uti#ie it+ I" 'act a 'e) m$"t&% a'te GM i"t$*uce* t&ei %!%tem4 $*

u"ave#e* t&ei ve! $)"+ T&ee'$e4 t&ei c$m(etitive a*va"ta,e )a%

%#i,&t#! e*uce*+ H$)eve )&at i' m$e c$m(a"ie% -e,a" u%i", t&e %ame

t!(e $' %!%tem

IMPLEMENTINGINORMATIONTECHNOLOGY

GM %$$" tie* t$ a**e%% t&e ($-#em $' ($*uci", ca% t&at

cu%t$me% *i* "$t )a"t -! ma3i", e8-u%i"e%% a %tate,ic (i$it!4 a"* a%

a#ea*! me"ti$"e*4 &ie* it% 'i%t CIO+ T&e%e acti$"% #e* t$ GM *eve#$(i",

a" i"te,ate* %u((#! c&ai" ma"a,eme"t %tate,! a"* *eve#$(i", Su((#!

P$)e a"* Ta*ec&a",e+ T&e%e )ee im($ta"t %te(% i" GM.% attem(t t$

e,ai" a c$m(etitive ($%iti$" i" t&e aut$m$tive i"*u%t!+ GM ea#ie* t&e

($te"tia# $' t&e I"te"et a"* $t&e c$mmu"icati$"% tec&"$#$,ie% N$&ia et

alF+ 5! i"c$($ati", a ti,&t %u((#! c&ai" a"* t&e I"te"et4 GM &a% ,ai"e*

t&e a-i#it! t$ ea%i#! 3ee( i" t$uc& )it& it% %u((#ie%+ $ exam(#e4 )it&

Ta*ec&a",e4 GM &a% %team#i"e* ($*ucti$"+ 5! %&ai", i"'$mati$"

e#ect$"ica##! )it& it% %u((#ie%4 GM 3"$)% exact#! )&e" t$ ex(ect t&e (at%

"ee*e* t$ a%%em-#e a (aticu#a ca4 a"* t&e! ca" %c&e*u#e a%%em-#!

acc$*i",#!+ A#%$4 %u((#ie% ca" ta( i"t$ GM.% $*e %!%tem t$ 'i"* $ut )&at

i% euie* eve" -e'$e t&e (at% $*e c$me% t&$u,&+ T&i% &e#(% e"%ue

t&at t&e! &ave t&e (at% ea*! t$ %&i( a% %$$" a% t&e $*e i% (#ace* N$&ia

et alF+ T&i% %eam#e%% $(eati$" i% exteme#! im($ta"t4 e%(ecia##! %i"ce GM

)a% t!i", t$ cut t&e *ate8t$8$*e time $" it% ve&ic#e%+

NEEDSOCUSTOMERS

A"$t&e i%%ue t&at GM &a% tie* a**e%%i", i% -ei", %e"%itive t$ )&at

cu%t$me% )a"t+ I' GM *i* "$t ,at&e i"'$mati$" e,a*i", cu%t$me%

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)a"t%4 t&e e''icie"c! $' t&ei %u((#! c&ai" )$u#* "$t matte -ecau%e t&e!

)$u#* -e ceati", ca% t&at "$ $"e )a"t%4 -ut at a 'a%te ate+ 5! '$cu%i",

$" e*uci", t&ei ($*uct *eve#$(me"t c!c#e time% a"* $*e c!c#e time%4

t&e! &ave e%%e"tia##! i"cea%e* cu%t$me %ati%'acti$"+ Cu%t$me% *$ "$t #i3e

t$ )ait+ N$ $"e )a"t% t$ )a#3 i"t$ a *ea#e%&i(4 $*e a %(eci'ic aut$m$-i#e4

a"* t&e" &ave t$ )ait a#m$%t t&ee m$"t&% t$ eceive t&ei ve&ic#e+

SUGGESTION

MANAGINGTHESUPPLYCHAIN

GM.% %u((#! c&ai" &a% &e#(e* t&e $,a"iati$" cut c$%t% a"* *ecea%e

*e#ive! time+ Re,a*#e%%4 GM %&$u#* c$"ti"u$u%#! m$"it$ t&e %!%tem a"*

%tive t$ ma3e it eve" m$e e''icie"t+ GM %&$u#* e",a,e i" t!i", t$ e*uce

t&e "um-e $' %u((#ie% '$m )&ic& it ($cue% mateia#%4 c$m($"e"t% a"*

t&e a#i3e+ T&i% i% "$t a %im(#e ta%3 -ut it c$u#* e*uce t&e c&a"ce% $' ma9$

%u((#! c&ai" *i%u(ti$"% C&i%t$(&e :1F+ I" $t&e )$*%4 i' t&ee ae

ma"! *i''ee"t %u((#ie%4 t&ee ae ma"! *i''ee"t ($i"t% $' 'ai#ue%+ A#%$4

)it& t$$ ma"! %u((#ie%4 t&e %u((#! c&ai" -ec$me% $ve#! c$m(#ex+

O" t&e $t&e &a"*4 &avi", t$$ 'e) %u((#ie% ca" -e eua##! *ama,i",+

T$!$ta ex(eie"ce* t&i% ($-#em i" /112 )&e" t&ee )a% a 'ie at $"e $' it%

a''i#iate* %u((#ie% )&ic& e''ective#! -$u,&t a## $' it% Ja(a"e%e a%%em-#!

#i"e% t$ a &a#t+ C&i%t$(&e4 :B1F

A% me"ti$"e* ea#ie4 t&e 'ai#ue $' GM.% (a%t %u((#! c&ai" )a%

cau%e* -! it% u"$,a"ie* %tuctue4 it% c$m(#exit! a"* #ac3 $' i"te,ati$"+

GM &$(e% t$ av$i* ($-#em% it 'ace* i" t&e (a%t )&e" im(#eme"ti", t&e "e)

%!%tem+ T&e "e) %u((#! c&ai" %&$u#* -e c$"%ta"t#! im($ve* -! %tivi", t$

ma3e it %im(#e4 im($vi", ($ce%% e#ia-i#it!4 a"* e*uci", ($ce%%

vaia-i#it! a"* e*uci", c$m(#exit!+

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MARKET8DRIVENSUPPLYCHAINS

Eve" )it& it% %u((#! c&ai" %!%tem4 GM %ti## &a% %$me ($-#em% )it&

a#i,"i", t&ei ($*uct% t$ meet t&e "ee*% a"* )a"t% $' it% cu%t$me%+

Rece"t "e)% $' ma9$ 9$- cut% at GM ($*ucti$" (#a"t% ec&$ t&i% ($-#em+

O"e $' t&e #ea*i", cau%e% i% t&e 'act t&at GM '$cu%e% $" '$eca%ti",

at&e t&a" $" t&e ma3et $ cu%t$me *ema"*%+ GM te"*% "$t t$ -e

cu%t$me ce"tic4 )&ic& #ea*% t$ exce%% i"ve"t$!+ 5! u%i", a ma3et *ive"

a(($ac&4 GM )$u#* &ave a -ette c&a"ce at %u((#!i", aut$m$-i#e% t&at

cu%t$me% )a"t+ $ exam(#e4 GM &a* %3e)e* it% aut$m$-i#e #i"eu( t$

($*uce SUV.% *ui", a time $' i"cea%e* 'ue# (ice% O#ive DF+ I' GM &a*

(ai* atte"ti$" t$ t&e ma3et4 a"* "$tice* t&e -e,i""i", te"* $' %&i'ti",

'$m SUV.% t$ %tati$" )a,$"% a"* ve&ic#e% a#i3e4 GM ($-a-#! )$u#* "$t

&ave %3e)e* it% #i"eu(+

CONCLUSION

GM &a% #$%t a #a,e am$u"t $' it% ma3et %&ae -ut it i% $" t&e i,&t

tac3 )it& e%(ect t$ it% i"'$mati$" %!%tem%+ T&e %u((#! c&ai"4 Su((#!

P$)e a"* Ta*ec&a",e4 &a% a##$)e* GM t$ ceate aut$m$-i#e% at a 'a%teate4 cut c$%t% a#$", t&e )a!4 a"* ceate a %eam#e%% c$""ecti$" )it& it%

%u((#ie%+ T&e c$m(a"! &a% ec$,"ie* t&e "ee* '$ "e) tec&"$#$,ie% t$

&e#( i"cea%e it% %a#e%4 a"* &a% a#%$ ceate* a" i"8&$u%e i"'$mati$"

tec&"$#$,! team t$ &e#( u" a"* mai"tai" it% i"'$mati$" %!%tem%+ GM &a%

#ea"e* ma"! #e%%$"% '$m t&e 'ai#ue $' it% (a%t %u((#! c&ai" a"* &a% %$ 'a

ma*e %ue t&e %ame ($-#em% *$ "$t (#a,ue t&e "e) %!%tem+ GM i% "$t

uite #i3e it u%e* t$ -e i" t&e /1;.%+ GM &a% ta3e" t&e i,&t %te(% i"

*ecea%i", c$%t% a"* i"cea%i", e''icie"c!4 -ut %avi", m$"e! a"* -ec$mi",

m$e e''icie"t i% "$t a## t&at.% "ee*e* t$ %e## aut$m$-i#e%+ T&e c$m(a"! %ti##

&a% a #$t $' $t&e "$"8tec&"$#$,! -a%e* i%%ue% t$ i$" $ut -e'$e it ca" ta3e

-ac3 it% c$)" a% 3i", $' t&e aut$m$tive i"*u%t!+

A #ea*e i" t&e aut$m$-i#e i"*u%t!4 %uc& a% GM4 e"9$!% %ucce%%4 &i,&

e(utati$"4 &i,& ($'it%4 a"* t&e 9$!% $' ,$$* -u%i"e%% ma3i",+ GM &a%

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c$me a #$", )a! %i"ce it -e,a" /;2 !ea% a,$+ T&$u,&$ut t&e c$m(a"!.%

/;2 !ea% $' %evice4 GM &a% *eve#$(e* a mi%%i$"4 a vi%i$"4 a ,$a#4 a"* %ix

c$e va#ue% t$ #ive -! t$ 3ee( t&e -u%i"e%% ,$i",+ GM &a% ex(eie"ce* /;2

!ea% $' ceati", t&e -e%t ta"%($tati$" ve&ic#e a"* %evice% t$ meet t&e

*ema"*% $' it% cu%t$me% a## $ve t&e )$#*+ GM &a% *i%c$vee* a*va"ce*

tec&"$#$,! t$ ($vi*e t$( ua#it! ve&ic#e% t&at )i## &e#( (e%eve $u

e"vi$"me"t+ A% a" em(#$!e4 GM %ti## %tu,,#e% )it& i%%ue% $' 9$- %ecuit!+

U%i", GM.% c$mmu"icati$"% *e(atme"t4 GM (#a"% t$ $vec$me t&i%

($-#em -e'$e t&e i%%ue *etei$ate t&e c$m(a"!.% e(utati$"+ $ "$)4

GM e"9$!% &i,& eve"ue%4 %a#e%4 a"* ,$$* ma3et %&ae+ Ma"! -u%i"e%%e%

ca" -e"e'it a"* #ea" '$m Ge"ea# M$t$%+ Ge"ea# M$t$% &a% t&e

ex(eie"ce a"* it% "ume$u% %ucce%%e% t$ e"c$ua,e a c$m(a"! t$ 3ee(

,$i",+

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Re'ee"ce%

General Motors Website http://!"#!$o#

Nes %aper &'(siness Stan)ar)*
http://www.gm.com/http://www.gm.com/

Genereal Motors Orgn Study

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