Strategic Analysis of GM Europe

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Strategic Analysis of GM Europe

Strategic Analysis of GM Europe

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In Europe, GM markets its products in more than 40 countries with about 10 vehicle production and assembly facilities distributed in seven countries. It has a workforce of more than 54,500 workers in Europe and has more than 8,700 independent sales and services outlets. In 2008, GM earned more than $34.4 billion down from $37.4 billion in 2007. However, it made a loss of $1,633 million in 2008 compared to a profit of $55 million in 2007 in Europe. The total market share in Europe was 9.3% in 2008 compared to 9.5% in 2007 (GM, (2009). GM problems have also been experienced in Europe leading to a board decision to sell its majority shares in Opel and Vauxhall brands which for many seemed like exiting the European market altogether. Majority of GM operation in Europe are concentrated in United Kingdom, Russia, France, Spain, and Germany. In United Kingdom, GM had a market share of 15.4% in 2008. In the same year, it sold 384 vehicles. In Russia the company had 11.1% market share selling more than 338 vehicles while in Germany it had 8.8% market share selling more than 300 cars. In France, the company had 4.4 % market share selling 114 vehicles while in Spain it had 7.8% market share selling 107 vehicles. In general, the European Union region was the third largest region in terms of sales contributing 12.3% of the total car sales.