| This papers use the theory of project analysis and other theory ways to analyze the feasibility of fetch in the style of Land Cruiser 100 SUV.Firstly, according to the data and other reference information, this paper makes an analysis for the SUV market.Market discription: -Sports Utility Vehicles (SUV), was developed based on the normal jeep. After the 1990s, the increasing rate of SUV is always higher than other vehicles. At this speed, the total sale of SUV will break through 700 million till 2005.Market predion: 2/3 area of China is hills, especially in west China. It will be great needs for SUV. Though there are only a few wealthy families in China, the total number is not small. The family which total income is over 100 thousands is above 5 million. And they have a large potential of buying SUV. At the end of "the tenth -five year plan", the volumn of Chinese SUV will hit 80 thousand to 90 thousand. Till 2010, the needs of SUV will over 180 thousand. Dor the higher technology of SUV, this kind of vehicles were imported mainly, so, after the local produce, the market prospect will be bright.Market location: new SUV's sale will focus on business and home use, mainly for the 8-9 seats vehicles. And gives pression to passenger cars and other suv market.Coustomer: (1)west zone(2)police, inspection, marine, agriculture, forest industry, and other government and enterprise.(3)wealthy familylocal competitor : Liebao, Cherokee , Chevlet. But each of them has weakness. Through analysis, we found we will have a good prospect, if we set our location rightly.Forein competitor: the larger imported SUV were Land cruiser andPajero.but, they were limited by the allowence of import. If FAW fetch in the Land Cruiser 100, the price of it will drop down over 15%. After we finished this project, our local produce Land Cruiser 100 would take the place of imported SUV.Market risk and measures: The price of Land Cruiser 100 is very high; the customer is limited. Cost of maintance is high. Now, the pricw has a great influnce to the saleof SUV. So we have to take measures to slow down the price. In next years, with the slow down of the tax of spear parts, FAW will drop down its price step by step. And take more larger market share.Sale strategy: improving the quality, seting up the brand impression, making breakthrough on the sale in city, advertisement, and good after sales. Service.at this field, FAW has set up a sale and service network in all over China. It will satisfy customers' need greatly.In a word, Land Cruiser 100 is a mature product in Japan, it has lots of advantage on power, safety, comfortable and other features. To produce 5000 per year will take 20% of the whole high level SUV in China. To decrease the investigation, to decrease the market risk and the cost, it is a good way for FAW for FAW to take. On the other hand, we can increase the manufacture capability when the market needs is larger. So the goal of FAW is reality.The second, according to the technical condition of FAW, make instructionon the technical feasibility.Taking the reality of FAW into accounts, we analyzed the technical feasibility firstly. Including the scale, plant, association, material, power, design, quality, transportation, parts house, construction, office, organization, fire protection, power-saving, training, member, technical aids, etc. at the same time, we make the detail of manufacturing plan.The third: Basing on the conclusion of technical analysis, we make analysis on economic data.For the reason of keeping secret, and the necessary condition of the authorization of government and the limitation of article, we ignored the detail of the process of calculation. But, on the other hand, we list out all thenecessary data in the papers. And we can offer instruction on the detail during the disgussion. Mainly including the assessment of investigation, the source of funds, the calculation of cost, price, tax rate, profit distribution, etc. and, the conclusion.in addition, we make on the ba... |
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