通用汽车公司管理策略案例研究case study
通用汽车曾经是美国最强大的公司。随着时间过去，这家公司经历过很多财政上的高峰和低谷。本文回顾了通用汽车公司的发展历史，并解析了导致美国历史上最大规模破产案例之一的原因。这些因素包括全美汽车工人联合会在通用公司的失败，以及持续增长的医疗保健费用的影响。本文还将分析对该公司不利的管理决策，以及它们对公司利润的影响。本文也对新的通用公司管理策略进行了分析，读者对于新公司是否成功将会有很好的理解。本文将会在引起通用公司破产事件上给读者带来广泛的思考视角，以及该公司的新的发展方向。
通用公司破产回顾和改组计划——A Review of the Collapse of General Motors and Plans for Reorganization
通用公司曾经是世界上最大的汽车制造商。自从1908年成立以来，该公司经历了各种财政上的高峰和低谷期，在2009年该公司申请了破产保护。本文回顾了1908年至2009年间通用汽车的历史。将要探讨的元素包括与工会的斗争，卫生保健费用的增加，管理决策，品牌管理和公司投资。本文还将分析通用公司新政策，分析该企业未来发展的新方向。
文献回顾——Literature Review
历史——History
General Motors was once the most powerful company in the U.S. Over time the company has experienced many financial highs and lows. This paper reviews the history of General Motors and analyzes the elements that contribute to one of the largest bankruptcy cases in U.S history. These elements include the role the United Auto Workers had on the failure of GM, along with the impact of rising health care costs. Management decisions that were detrimental to the company and their effect on the company’s profits will also be reviewed. The new GM strategy will be analyzed, and the reader will have a good understanding if the new company will be successful or not. This paper will give the reader a broad review of events that contributed to the collapse of GM and the new direction the company is heading.
通用公司破产回顾和改组计划——A Review of the Collapse of General Motors and Plans for Reorganization
General Motors (GM) was once the world’s largest automobile manufacturer. The history of GM is filled with financial highs and lows from the time the company was founded in 1908 through 2009 when the company filed for bankruptcy protection. This paper reviews the history of GM from 1908 through 2009 and discusses the elements that contributed to one of the largest bankruptcy cases in U.S history. The elements to be discussed include the struggles with Unions, Rising cost of health care, management decisions, brand management, and company investments. The “New GM Strategy” will also be reviewed and analyzed giving a better understanding of the new direction of the company.
文献回顾——Literature Review
历史——History
According to Berg (2005), GM was founded in 1908 in Flint, Michigan as a holding company for Buick and was controlled by William Durant. Durant realized the future of transportation was evolving from horse-drawn carriages to the automobile. Although most automobile companies were having financial difficulty due to the market decline of 1907, Durant made the decision to purchase Oldsmobile within the first year of business (Berg, 2005). Then acquired Cadillac and Oakland which was later renamed Pontiac (Halliday, 2009).These were the first brands that formed GM (Berg).
William Durant liked to take risks while running his business. Durant’s business style took GM to great financial highs as well as financial distress. In 1910, bankers removed Durant from the company to prevent the financial collapse of GM (Press, 2009). However, in the following year GM stepped into the international market to overcome their financial torment. This enabled the company to create the General Motors Export Company which controlled sales outside of the United States and Canada (Berg, 2005).
After Durant was forced out of GM, he worked eagerly to form another company known as Chevrolet. However, Durant was able to regain power at GM when the company purchased Chevrolet in 1918. During this time, Cadillac thrived, enabling GM to become very powerful (Berg, 2005).Even with all of GM’s success, they were still impacted by America’s post-World War I recession. In 1920, Durant resigned and left the company for the second time (Halliday, 2009).
During the great economic successes of the 1920's, GM became again very successful. Automobile sales reached $4.5 million, and the auto industry had three major competitors: GM, Ford and Chrysler (Berg, 2005). GM saw a brief period when the competition
