Volkswagen AG is the leading German automotive group. The global market share of the group is 12.1% and has reached about 20% in its home market: Germany. With 25,400 vehicles leaving the factory each day, the group has been since 1998, the number one European car manufacturer. And it happens to be in the third place in the world market behind General Motors and Toyota with more than 6.2 million vehicles produced annually (2007 figures).
For the period January-September 2008, the group's profits after tax payment amounted to 3.733 million euros for a turnover of 85.432 million euros, representing a margin of 4.37%.
With distribution in 150 countries, the group is established in all world markets through its various brands. For example, China is its second largest market by volume, after Germany. The group's headquarters is based in Wolfsburg in Lower Saxony. The shareholding is more stable with more than 77%-owned by five investors.
The group now has nearly 373,400 employees spread over 48 productions sites in 19 countries around the world. The Volkswagen Group has eight brands that each have different positions and enable the group to address all market segments in specific ways.
The 2008-2012 strategic policy prepared by the management of the Volkswagen Group, sets an increased rate of return on investment as its main objective. The first line of intervention is to identify new growth opportunities in emerging markets and developing the market shares of the group's brands in North America. The objective is to increase sales volumes and optimize the utilization of production facilities. The second axis relates to product development and the innovation strategy of the group. In this context, a more refined segmentation, taking into account sustainable development issues and innovation in technology and manufacturing processes, will improve the structure.
The final course of action focuses on improving the financial regulation of the company. Indeed, optimizing the creation and use of cash flow allows more efficient use of capital and improved financial ratios. The management team has identified the Products & Innovation axis as one which requires more information. Therefore, a technology monitoring unit was commissioned to obtain the information needed to deploy this strategic axis. The purpose of this monitoring is to provide the information necessary for the R&D centre for decision making regarding future research on technology to achieve the strategic plan for 2008-2012.
From the strategic objective and key success factors of the automotive industry, we will define the objectives of the technological survey involving the axes and monitoring indicators, and finally propose a surveillance device.
[...] Technological project in the automotive industry: the Volkswagen Group 1. Presentation of the Volkswagen Group General and financial information Volkswagen AG is the largest German automotive group. The global market share of the group is and reached about 20% in its home market: Germany. Everyday 25,400 vehicles leave the factory. Since 1998 the group has been the largest European car manufacturer, and it present in the in third place on the car market behind General Motors and Toyota, with over 6.2 million vehicles produced annually (2007 figures). [...]
[...] The proportion is about 75% of active monitoring and passive surveillance 25% of which is due to the highly strategic nature of technology in the automotive sector (technological innovation as a source more competitive). Finally, from the expiry dates of the information, a provisional schedule for each objective was defined. In addition, material and human resources necessary to meet the planning figures were then estimated for each objective. Thus, the estimated budget by objective was achieved and consolidated (see table below). [...]
[...] These three levels of filters will control the spread while ensuring the optimal use of information from the previous day. The spread of these thematic reports will be via the Intranet and the group they will be sent directly by mail to department officials. Each will then select the axes useful for each of their teams and broadcast the reports concerned. The diagram below summarizes the monitoring process which will be implemented by synthesizing information sources that will be mobilized, and the thematic treatment of information collected and disseminated to stakeholders. [...]
[...] In addition, each report will include the different thematic areas such as waking subparts that can be read independently of the rest of the report. This segmentation should allow department managers (focal points for dissemination of information) to disclose only the information relevant to each actor, but also to control the spread. Indeed, this device ensures future technologies on the Volkswagen Group. The information from it will be a highly strategic device which requires a majority oriented active standby. Therefore the objectives will not be known before the economic intelligence unit that carries out the action day before. [...]
[...] These are detailed in tabular form below: Objective Know the new materials available Information to know Interested person Expiration date Accuracy required Suppliers of new R&D Department Within a year Totality automotive materials Legislation in terms Marketing Manager Expiration date Exact text of use of certain of the materials legislation competitors design office because of these new materials Objective Search for new design parts of the competitors Information to know Interested person Expiration date Accuracy required costly parts and standardized competitors Objective Know the new manufacturing processes Information to know Interested person Expiration date Accuracy required New suppliers of R&D Department Within a year Totality machine tools for automotive competitors design office savings by the new processes implemented Goal Find the cheapest new materials Information to know Interested person Expiration date Accuracy required Substitute materials R&D Department Within a year Totality of the most expensive & Purchases parts Objective To observe the new organization of the logistics Information to know Interested person Expiration date Accuracy required Technologies used by Logistics Within a year Totality competitors in their supply chain suppliers in their supply chain Goal Understand the evolution of the legislation on pollution standards Information to know Interested person Expiration date Accuracy required Legislation in terms Responsible for Expiration date of Exact text of pollution production site the legislation production plants Changes in Marketing Manager Expiration date of Exact text legislation on the the legislation release of Co ² car Objective Know the new engine technologies of competitors Information to know Interested person Expiration date Accuracy required Technologies R&D Department Within a year Totality applicable to cars Legislation in terms Marketing Manager Expiration date of Exact text of pollution the legislation new engines of design office competitors Apply new energy R & D By year Trunk line Goal Search for new methods of cleaner production Information to know Interested person Expiration date Accuracy required for pollutant discharges ecological in the production production site cycle 3. Definition of indicators and a proposed monitoring In order to structure and plan the process of technology watch, the objectives presented above have been prioritized in order of importance. The criterion used to prioritize the objectives is its "profitability", that is to say the ratio between the amount of information from a strategic perspective and research costs for this information. [...]
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