MBA英语期末论文之新能源汽车

EnglishR&WFinalassignmentLongProposalMBA09P210928152CaoJiapingLetterofTransmittalTo:LucaToni,AssistantManagerofCEOFrom:DevinCao,ResearchandDevelopmentManagerDate:January12,2010Subject:DreamLandercanbeproducedInreplytotheCEO’smemothatyoudeliveredtomeinthelastFriday,theproductionmanagerAlessandro,marketingmanagerMartin,operationsmanagerHansonandfinancialmanagerJessicaandIheldtwomeetingstoanalyzetheproblem.Wefoundthatinthepresentcarsalemarket,customersarenotconsideredthecar’spriceandperformancefirst,butitsfuelconsumption.Accordingtothefourthquarteroflastyear'ssurvey,thetopthreeautomotivesaleswereallsmallEmissioncars,whichareourcompany’scurrentweaknessesofexistingproducts.Thismadeourfinancialnetcomereducedalot.Therefore,youraskifthenewcarproductionwhichnamed“DreamLander”thatjustdesignedonblueprintslastmonthshouldquicklydelivertotheproductline.Ourdepartmentareallagreethisnewprogram.Duringthesecondmeetingthatwefivemanagersresearch,themassproductionofthisnewcarcannotonlymakeoursalesandmargintogetherimprovement,butalsotowinenoughmarketshare,andbetheheadsellerinthefuturecarsalemarket.It’sabigappreciatethatyoucangivetheopportunitiestometoensurethefeasibilityofthisnewcarproduction.Thedetailedoutlinehasalreadymadetoshowtheprocessofthenewprogram,andallstaffshavebigconfidencethatthenewcarproductionwillmuchsatisfythecustomers’needsandwillbringtremendousbenefitstothecompany..ABrandNewTypeofCarbeyondCustomersExpectationPresentedtoLucaToniAssistantManagerofChiefExecutiveOfficerVolkswagenCo.,LtdByDevinCaoResearchandDevelopmentManagerJanuary12,2010CONTENTSExecutiveSummary·································································11.OverallIntroduction·······························································31.1Background·····································································31.2AboutDreamLander························································42.TheCar’sAdvantages····························································52.1Specialenginetechnique···················································52.2Fueleconomy··································································62.3Newmaterials··································································62.4Safety··············································································73.Operationmanagement···························································83.1Cooperationwithnewsuppliers·········································83.2CostControl····································································94.MarketandMarketing····························································94.1Targetmarket···································································94.2Marketing······································································105.FinancialAnalysis································································126.Conclusions·········································································14ExecutiveSummaryAstheoilpricegrowingupfasterandfaster,thecustomerswhodecidetobuyacarfirstlyconsideritsfuelconsumption.Ourcompany’scurrentweaknessesofexistingproductsisthesmallemissioncars,thismadeournetcomereducedalotinthelastquarterandwillletusgooutofthefuturecarsalemarket.Facesthisproblem,thenewtypeofcarwhichisnamed“LandDreamer”thatalreadydesignedontheblueprintscouldputintopractice.Thiscar’smostadvantageisthelowfuelconsumptionwiththenewtechnologyofengineandthenewmaterials.Besidethis,the“Turbo”heartintheenginecanalsobringastrongpower.Andthesafetyofthecarwillnotreducewithitmaterialschange.Becauseit’llusemanynewequipmentandspareparts,newsupplierpartnerswillbeintroduced.Andwiththehighpriceofsomenewmaterials,thecostcontrolmustbeverystrict.Throughoutthefinancialdepartment’sforecastwecanseethatthetotalcostiswithinthescopeofacceptable.OurmarketwillfirstfacethedevelopedcountryinEuropeandAmericaandwealsohaveadetailedandcomprehensivemarketingplan.Thecar’sdetailedfinancialreportsuchastotalcosts,pricingstrategies,profitabilitycapitalrecoveryperiodandetc.willhandinthelasttwopaperofthisproposal.Allinall,theviabilityofthiscarproductionisveryhigh,andwhenitbirth,theworld’ssightwillfocushere.Webelievethiscarcanbringustobecometheleaderofthefuturecarsalemarket.1.OverallIntroduction1.1BackgroundAccordingtothecompanyrequirements,themarketingdepartmenthasdoneasurveyaboutthesalesofthecompany’sproductinthefourthquarterlastyear.Analyzedthedataofthesurveywecaneasilyfoundthatoursalesandnetprofitcomparedtothepreviousquartershavedeclined.Letusseethegraphunder.Wecanseethattheoilpriceandthecarsalesvolumeshowinversetrend.Inthefourthquarteroftheyear,oilpricegrowsfasterthanbefore,andoursalesvolumequicklywentdown.Wehadtoreducethenetprofittostopthecontinuingdeclineinsalesvolume.Thecoreissueofthissituationwhichappearedisbecausethe01020304050607080906789101112OilPriceSalesvolumeNetProfitpercarconsumers’pointofviewchanges.Inthepresentcarsalemarket,customersarenotconsideredthecar’spriceandperformancefirst,butitsfuelconsumption.Ourcompany'scarproducts