Subject category:
Strategy and General Management
Published by:
WHU - Otto Beisheim School of Management
Length: 18 pages
Data source: Field research
Abstract
This case is set in May 2004 in the automobile industry in China. It deals with Shanghai Volkswagen''s Electrical Engineering division (EE) which is being faced with increased complexity. The story is centred on Sven Patuschka, division manager of Electrical Engineering, who had decided to implement project management in order to be prepared for the challenges lying ahead. Beginning 2004, the Chinese automobile market was experiencing rapid growth and increasing competition, but market share of Shanghai Volkswagen was declining. In order to survive the fierce price competition, Shanghai Volkswagen had to be able to react quicker to market needs and to reduce its prices.
Subject category:
Strategy and General Management
Published by:
WHU - Otto Beisheim School of Management
Length: 28 pages
About
Abstract
This case is set in May 2004 in the automobile industry in China. It deals with Shanghai Volkswagen''s Electrical Engineering division (EE) which is being faced with increased complexity. The story is centred on Sven Patuschka, division manager of Electrical Engineering, who had decided to implement project management in order to be prepared for the challenges lying ahead. Beginning 2004, the Chinese automobile market was experiencing rapid growth and increasing competition, but market share of Shanghai Volkswagen was declining. In order to survive the fierce price competition, Shanghai Volkswagen had to be able to react quicker to market needs and to reduce its prices.
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Subject category:
Strategy and General Management
Published by:
WHU - Otto Beisheim School of Management
Length: 28 pages