Power of Auto Industry in Asia:The Strength and Success of Japanese Automakers in the Asian Market
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概要
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The Asian market is becoming increasingly important, and is now on a par with that of the United States; together these areas are the "focus market" of world automakers. Now, although the initial expansion of the car market in Asia took place in ASEAN nations, the Chinese market has become the fastest-growing.The automakers in Japan have acquired a high share in the ASEAN market, but they are latecomers to the Chinese market. It is a matter of urgency that the automakers in Japan attempt to increase their share in the Chinese market to a level that equals that of the United States.In this paper, first, we analyze the threats and opportunities, and the management structural reform that Japanese automakers now face. In the 90s, the ratio of sales vs. cost of parts and raw materials increased. As a result, Japanese automakers decreased profit and fell into crisis because of the sudden rise in the exchange rate of dollar to yen and excessive overseas production. We clarify that the crisis was overcome by the "Global structural adjustment" of Japanese automakers, and clarify the strategy and the lessons learned from the crisis evasion. Second, we multilaterally analyze the market competition trends in China, and evaluate the competitive ability of the world automakers in the Chinese market. Moreover, we clarify the success conditions required to remain in the Chinese market in the future.Third, we clarify the management strategy and the success conditions of Japanese automakers in the Asian market. And we propose a strategy for Japanese automakers to win a large share of the Asian market as "Point of success condition 10".
- 産業学会の論文
産業学会 | 論文
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