International
Center
Anhui Economic Management Cadres’ Institute
BTEC Center
Program: HNC in Business
Unit Title: Business Environment
Unit No: 4 Assignment Title: Environmental Report
Assignment No.: 401, 402
Issue Date: Dec. 9, 2009
/Submission Deadline: Part 1: Dec. 31,2009; Part 2: Jun 31, 2010
Assessor/Tutor: Li Meng , Li Meng
Internal Verifier: Hui Qiao
Student:
Student’s Reg. No:
NOTES TO STUDENTS
? Check carefully the submission date and the instructions given with the assignment. Late assignments will not be accepted.
? Ensure that you give yourself enough time to complete the assignment by the due date.
? Do not leave things such as printing to the last minute – excuses of this nature will not be accepted for failure to hand-in the work on time.
? You must take responsibility for managing your own time effectively.
? If you are unable to hand in your assignment on time and have valid reasons such as illness, you may apply (in writing) for an extension.
? When you refer to the work of other authors in your assignment, you must practice citation by following Harvard System for Referencing.
? If you are caught plagiarizing, you could have your grade reduced to zero, or at worst, you could be excluded from the course.
STUDENT’S DECLARATION:
I confirm that this is all my own work.
Student Signature:
ASSESSMENT for Part 1
Grade Criteria/
Descriptors Evidence Feedback Assess
Pass Assessment
1. Identify the mission, objectives and
responsibilities of an organization
1. Identify the key objectives
Key objectives are correctly declared.
2. Evaluate the extent to which the organization achieves the objectives of three stakeholders
Proper evaluation is presented.
3. Explain the responsibilities and strategies employed to meet them
Proper explanation is offered.
2. Investigate the economic, social and global environment 2. Explain the impact of industrial policy initiatives on Chery
Proper explanation is presented.
3. Investigate the organizational behavior and the market environment
1. Explain how the market structure of the car industry deviate from the model of perfect competition
Proper explanation is presented.
2. Illustrate the relationship between market forces and organizational
responses Proper demonstration is presented.
3. Explain the organizational
behavior and competitive strategies Proper analysis is made.
Grading Assessment
M1 Suitable explanations have been made to analyze and process the information collected and presented. The report shows evidence of elementary analysis and development of argument.
M2 A justified choice of the demonstration and concepts to analyze the environment faced by the organization is given. Evidence is shown that you have made good reference from various learning sources.
M3 The report is presented in a standard format and the deadline to submit the final report has been met. Manage your work independently according to a time schedule.
D1 The report has justified analysis based on a synthesis of the relevant factors that exist in the environment. All aspects of the questions were addressed and researched adequately.
D2 The analysis, explanation and assessment are interlinked logically and are mutually consistent. The report shows evidence of analysis, supported by logical argument.
D3 The report demonstrates creative thinking Creative thinking is shown in the work.
Assessor’s additional comments
Assessor’s signature:
Student’s Feedback
Student’s signature:
Scenario 1
Overview
Chery Automobile Co., Ltd. was founded in 1997 by five of Anhui’s local state owned investment companies with an initial capitalization of RMB 3.2 billion. Plant construction commenced on March 18, 1997 in Wuhu, Anhui Province, China. The first car came off the production line on December 18, 1999. And on August 22, 2007, the one-millionth car of Chery rolled out the assembly line successfully, which signifies that Chery has already achieved its first-stage goal in the process of building a successful independent Chinese brand, and is now on its way to create a world famous brand through opening and innovation.
奇瑞汽车有限公司成立于1997年由安徽省地方国有企业与人民币32.0亿的初始资本投资公司5。工厂建设开始于1997年3月18日在安徽省芜湖市，中国。第一辆出场于1999年12月18日的生产线。并于2007年8月22日，一个100万的奇瑞汽车推出了装配生产线成功，这标志着奇瑞已经取得了建设一个成功的自主品牌过程中的第一阶段目标，并以自己的方式现在通过建立一个开放，创新的世界知名品牌。
In 2007, the annual sales volume of Chery reached 381,000 units, increasing by 24.8% compared with 2006. In 2007 also, Chery achieved an annual export volume of 119,800 units. As a result, the overseas sales of Chery had doubled again with an increase rate of 132%, ranking 1st for 5 consecutive years in car export in China.
2007年，年销售奇瑞量达到381000辆，增长24.8％，较2006年。在2007年还，奇瑞达到了11.98万台，年出口量。因此，奇瑞的海外销售额翻了一番，再次为132％的增长速度，居5在中国的汽车出口连续两年第一。
As early as its foundation, Chery has been persistently carrying forward the spirit of “self-reliance, self-improvement, innovation and enterprising”, and sticking to the objective of “bringing together excellent talents and capital, striving for world leading technologies, owning independent intellectual property rights, building internationally-famous brand, developing the global automotive market and ranking among the world top automakers”, so as to ceaselessly sharpen its core competitiveness in fierce market competition. Through 10 years of leap-forward development, Chery has currently had independent capacity for the R & D of vehicles, engines and some key parts and components, independent intellectual property rights and core technologies, and become China’s largest enterprise in the R & D, manufacture, sale and export of Chinese independent-branded passenger cars, laying a solid foundation for more intense competition and faster development. Mr. Jin Yibo, official spokesman of Chery, said that Chery’s responsibility is to design and manufacture safer, saver and greener models.
早在其成立初期，奇瑞一直坚持弘扬“自力更生，自我提高，创新，进取”的精神，坚持以“聚集优秀人才和资金的目标，争取为世界领先的技术，拥有自主知识产权，打造国际知名品牌，发展全球汽车市场，跻身于世界排名第一的汽车“，以不断加强其在激烈的市场竞争的核心竞争力。经过10年的跨越式发展，奇瑞目前已经在研发汽车，发动机和一些关键零部件，自主知识产权和核心技术?独立的身份，成为中国最大的研发企业，制造，销售和独立的中国品牌轿车的出口，奠定了更加激烈的竞争和更快的发展奠定了基础。靳一般先生，奇瑞公司的官方发言人说，奇瑞的责任是设计和制造更安全，更节省，更环保的模式。
At present, Chery possesses a full set of production and R&D units, such as Car Factories, Engine Factories, Transmission Factory, Automotive Engineering and Research Institute, Planning & Design Institute and Testing Technology Center, and boasts an annual output of 650,000 cars, 650,000 engines and 400,000 sets of transmissions. Chery’s existing products include dozens of models under ten cars series (QQ3, QQ6, A1, Riich2, Cowin, Karry3, A5, Tiggo3, Eastar and Cross Eastar). By the end of 2007, the number of Chery employees had reached 25,000, and its total assets had exceeded RMB 22 billion.
目前，奇瑞拥有的生产和研发的全套工厂，如汽车，发动机厂，变速箱厂，汽车工程研究院，规划设计院和单位检测技术中心，并配备了65万辆，年产650,000发动机和变速箱40万套。奇瑞公司现有产品包括几十个模型下10辆赛车系列（QQ3，奇瑞QQ6，格A1，Riich2，旗云，Karry3，第5条，Tiggo3，裕基和跨裕基）。截至2007年底，奇瑞员工人数已达到2.5万，其总资产已超过人民币22亿元。
Chery, with the ambition to create an independent famous Chinese brand, as early as its product entering the market, has set up the eternal aim of “customer satisfaction” and the quality principle of “taking offering customers with zero-defect products and considerate service as the persistent objective of each employee”. This corporate philosophy ensured that Chery obtained ISO9001 International Quality System Certification in February, 2001. In October, 2002, it took the initiative in obtaining ISO/TS16949 Quality Management System Certification from Germany TUV. Its commitment to unrelenting quality control made all the cars Chery manufactures conform to Chinese national and international standards. Because of its ceaseless efforts on quality control, Chery was jointly appraised as the "Advanced Collective of National Quality Work” by Ministry of Personnel and General Administration of Quality Supervision, Inspection and Guarantee of PRC, and as the "Chinese 21315 Quality & Credit Level AAA Enterprise" by the relevant authoritative ministry of China.
奇瑞的野心，英语行业分析报告建立一个独立的著名品牌，早在其产品进入市场，成立了“客户满意”永恒的宗旨和“以质量方针为客户提供零缺陷的产品和周到的服务作为每个员工的持续性“的目标。这种企业理念确保了奇瑞获得了2001年2月通过ISO9001国际质量体系认证。 2002年10月，它获得了由德国TUV公司ISO/TS16949质量管理体系认证的主动权。其承诺，作出不懈的质量控制所有的汽车制造商奇瑞符合中国国家标准和国际标准。由于对质量控制的不懈努力，奇瑞联合评为“先进集体的全国质量工作”由人事部和国家质量监督检验中华人民共和国担保管理部，并作为“中国21315质量信用等级AAA级企业“的有关中国权威部。
Since the earliest stage of its development, Chery has been paying attention to the development of the markets both at home and abroad, with “no stability without domestic market, no strength without overseas market, and promoting the domestic market with overseas market and flexible mode” as its principle. At the same time, it also actively practices "going out" strategy. Therefore, it has become the first Chinese car maker who exports whole vehicle, KD parts, manufacturing technology and equipment of vehicle abroad. In 2006, the export volume of Chery exceeded 50,000 units, and Chery was selected as the “national vehicle export base enterprise” by the Ministry of Commerce and the National Development and Reform Commission of China. At present, Chery products are exported to more than 60 countries and regions, ranking 1st for 5 consecutive years among car exporters from China since 2003. In addition, Chery successively reached cooperative agreements with America Quantum, Chrysler, and Italy Fiat in 2007, creating a new epoch of transnational cooperation for the Chinese auto industry. Through years of continuous improvement, Chery’s brand and corporate image has lifted rapidly. In October 2006, “Chery” was acknowledged as one of the Chinese famous trademarks, and ranked 62nd among the top 500 most valuable Chinese trademarks. In November of the same year, Chery was honored as the 11th most favorable Chinese companies by Fortune Magazine, becoming the only Chinese car manufacturer ranking top 25 in the list. Chery was selected among the top 20 most globally competitive Chinese companies in June 2007 and among the top 100 most competitive enterprises of the developing countries in December of the same year. According to the statistics of the International Organization of Motor Vehicle Manufacturers, Chery ranked 27th in the world auto industry.
由于其发展的最初阶段，奇瑞汽车公司一直注重对市场的发展在国内和国外，“国内市场就没有稳定，没有海外市场，没有实力，促进与海外市场和国内市场的方式灵活“为原则。同时，它也积极实践“走出去”战略。因此，它已成为首家中国汽车制造商的出口，整部车谁，科威特第纳尔零件，制造技术和设备在国外的车辆。在2006年，奇瑞出口量超过5万台，与奇瑞被选定为“国家汽车出口基地企业，由商务部和国家发展和改革委员会的中国”。目前，奇瑞产品已出口到60多个国家和地区中排名为5出口商从中国汽车自2003年以来连续两年第一。此外，奇瑞先后在2007年达成的合作与美国量子，克莱斯勒，意大利菲亚特协议，建立一个为中国汽车产业的跨国合作的新时代。通过不断改进，奇瑞的品牌和企业形象年解除了迅速发展。 2006年10月，“奇瑞”被公认为是中国著名商标之一，名列500强中最有价值的商标62。在同年11月，奇瑞被评为第11届最有利的财富杂志中国公司，成为唯一的中国汽车制造商在列表中排名前25名。奇瑞，入选前20名2007年6月最具有全球竞争力中国公司和排名前100名最具竞争力的发展中国家的企业在同年12月。根据汽车制造商的国际组织统计，奇瑞排名27位，在世界汽车产业。
Chery, with its vigorous and innovative culture, has achieved rapid growth of its own, thus winning the attention of the State and the Party leaders. Chery will consistently carry forward the spirit of “hardworking and enterprising”. With manufacturing “much safer, more energy-saving and more eco-friendly” vehicles as its task, Chery will keep improving its product quality and service level, try hard to create advanced technology and management method for the auto industry, so as to make its due contribution for the Chinese auto industry to rank among the world leading automakers.
奇瑞其锐意创新的文化，达到了自己的快速增长，从而赢得了国家和党的领导人的注意。奇瑞将一如既往地发扬“勤奋，进取”的精神。随着制造“更安全，更节能的任务，作为储蓄和生态环境友好型”汽车，奇瑞汽车将不断提高产品质量和服务水平，努力创造汽车行业先进技术和管理方法，从而使其对中国汽车工业应有的贡献位居世界领先的汽车制造商。
Development Strategy
The gap between China's automobile industry and the world's advanced level comes with historical reasons. Chery considers it as its duty-bound historic responsibility as a Chinese automobile company to make up for the gap. Newly born Chinese auto brands including Chery will face an increasingly competitive market, which is not an ideal situation. With the view of globalization, Chery shall actively carry out international cooperation in an innovative mode. While exerting to improve its international competitiveness and the internationalization of its brand, Chery will realize the win-win situation and the mutual development with its partners.
与中国汽车行业与世界先进水平的差距有历史的原因来。奇瑞认为，作为其责任，作为中国汽车企业的历史责任，它以弥补缺口。新生中包括奇瑞汽车品牌将面临市场竞争日趋激烈，这不是一个理想的情况。随着全球化的看法，奇瑞，应积极开展创新模式的国际合作。在施加以改善其国际竞争力和国际化的品牌，奇瑞将实现双赢，以及与其合作伙伴共同发展。
Aesthetic design is being aided by Bertone and Pininfarina of Italy known for their designs for Ferrari and Lamborghini. AVL of Austria is also working with Chery to produce 18 engines, including a turbodiesel, for the new line of cars. The new engine brand, called ACTECO, meets Euro IV emissions standards and uses advanced technologies such as aluminium alloy cylinder blocks/heads and direct fuel injection. Bosch is helping Chery to design modern transmissions. Lotus Engineering (known for their racing car chassis expertise) is aiding Chery in car design and quality. Ricardo Consulting Engineers is also developing a hybrid powertrain for Chery for use on China's first hybrid vehicle. Chery recently entered into a partnership with Chrysler to produce mid to compact vehicles for the United States and European market. The Chrysler/Chery tie-up is a win for both companies. With this deal, Chery has established itself as the clear front runner among China’s local car assemblers. With Chrysler’s guidance, it will gain the knowledge and expertise necessary for its cars to meet the stringent safety and emissions requirements in developed markets like the U.S. By improving the quality of its cars, Chery will become an even stronger competitor in China, against other local assemblers as well as the joint ventures of global players.
美学设计正得益于博通和意大利宾尼法利纳为法拉利和兰博基尼的设计而闻名遐迩。奥地利AVL是还与奇瑞生产18发动机，包括涡轮增压柴油发动机的汽车新生产线。新引擎的品牌，所谓的ACTECO，符合欧IV排放标准，如铝合金缸体采用先进的技术/头和直接燃油喷射。博世帮助奇瑞设计现代传输。莲花工程公司（著名的赛车底盘的专业知识）是协助在汽车设计和质量奇瑞。里卡多咨询工程师还正在就中国的第一个混合动力汽车使用的奇瑞混合动力。奇瑞公司最近签订了与克莱斯勒合作生产小型车中，以对美国和欧洲市场。克莱斯勒/奇瑞结盟是一个双赢的两家公司。有了这个协议，奇瑞已经确立了作为在中国的本地汽车装配明确领跑者本身。与克莱斯勒的指导下，将获得的知识和专长，它的汽车必须达到提高其汽车的质量的严格的安全和在美国这样的发达市场排放标准的要求，奇瑞汽车将在中国成为一个更强大的竞争对手，对其他地方装配以及全球玩家的合资企业。
With the 1,000,000th car rolling out the production line, Chery has a new starting point for innovation and exploration in technology, management and system. Chery will keep going on its way to become a modern international enterprise with top human resources and technological capabilities, a world leading management and corporate culture, and a strong sense of social responsibilities.
随着1,000,000次推出的汽车生产线，奇瑞有一个创新的新起点和勘探技术，管理和系统。奇瑞将继续途中成为一个现代化的顶级人力资源和技术能力，世界领先的管理和企业文化国际企业去，和社会责任意识。
Social Responsibilities
While providing safer and more environment-friendly and more energy-efficient vehicles to the consumers all over the world in the near future of ever growing internationalization, Chery will also give its value back to every corner of the land. 同时提供世界各地的日益国际化不久的将来更安全，更环保的消费者友好和更节能的汽车，奇瑞也将给予价值恢复土地的每一个角落。
• Disaster was Ruthless but People were Not Chery’s Accumulate Donation Amounting RMB24 Million
• Duty and Responsibility: Chery Provided Complete Services to the Games
• Chery Donated RMB1Million to Establish “China Sand Control Greening Foundation of Chery”
•灾难是无情的，但人不是。奇瑞的累积捐款达人民币24,000,000元
•责任和义务：提供全面服务的游戏奇瑞
•奇瑞捐赠RMB1Million建立“中国治沙绿化基金会的奇瑞
China: New Car Industry Policy
The State Development and Reform Commission issued the Policies for the Automobile Industry on 21 May 2004. The Policies aim to restructure and strengthen the automobile industry in China and also /provide guidelines for foreign investment in the industry. 国家发展和改革委员会5月21日发布2004年汽车产业的政策。该政策的目标是改组和加强在中国汽车行业，还规定在外国投资的行业准则。
The Policies call for an overhaul of the Chinese automobile industry by the year 2010 in order to create large companies that can compete on the international market. As part of this overhaul, car and motorcycle manufacturing enterprises are encouraged to develop international cooperation and large enterprise groups are encouraged to associate or merge with international automobile groups.
该政策呼吁到2010年，以建立大企业竞争，可以在国际市场上的一个中国汽车行业的改革。作为此次大修，汽车和摩托车生产企业的一部分，鼓励开展国际合作和大型企业集团，鼓励联营或合并与国际汽车集团。
Chery, the Only Automaker Listed Among Top 200 Chinese Exporters
Required:
Part 1
Prepare a formal environmental report of Chery, covering the issues described. 准备一个正式的奇瑞环保报告，涉及的问题描述。
Task 1
•Identify the objectives and responsibilities of Chery within its business environment by presenting an analysis in which you : 确定在其营商环境的分析提出的目标和责任，奇瑞在其中：
identify the key objectives of Chery (1.1) 奇瑞确定的主要目标
evaluate the extent to which Chery achieves the objectives of three stakeholders(1.2) 评估在多大程度上奇瑞实现三个利益相关者的目标。
explain the responsibilities of Chery and strategies employed to meet them(1.3) 解释奇瑞和就业战略，以满足他们的责任。
Task 2
•Investigate the economic, social and global environment in which Chery operates by presenting an analysis in which you : 调查的经济，社会和全球环境中，奇瑞由提交的分析操作，你：
explain the impact of industrial policy initiatives on Chery(2.2) 解释对奇瑞汽车产业政策倡议的影响
•Investigate the behavior of Chery in the market environment by presenting an analysis in which you : 通过调查分析，提出了奇瑞在市场环境中，你的行为：
explain how the market structure of the car industry deviate from the model of perfect competition(3.1) 解释如何在汽车业的市场结构偏离完全竞争模型
illustrate the relationship between market forces and Chery’s responses (3.2) 说明市场力量与奇瑞的反应的关系
explain the behavior and competitive strategies employed by Chery (3.3) 解释行为和奇瑞采用的竞争战略
Notes
•Use a standard business report structure. 使用标准的业务报告的结构
•Word process the report.
•Use 12 point Arial or Times New Roman script.
•Use the Harvard referencing system.
•Limit the body of the report to around 2,000 words.
•The draft report for part 1 will be discussed at the tutorials on Tuesday 08 December 2009.
/•Complete the title page and sign the statement of authenticity.
•Use a butterfly or treasury tag to keep the pages of your work together.
•Submit the work to Ms Meng in the teachers’ office by
•17:00 on Thursday 31 December 2009 for part 1
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