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Strategic Management and Leadership

In: Business and Management

Submitted By Jonathanm
Words 2606
Pages 11
Questions:
1. How did Chery Motor Co. device a strategic quality change process to improve the organizational performance to compete with the leading global competitors? Evaluate the implication of the change process and design systems to monitor the implementation. (AC 3.1, 3.3 & 3.4).
Answer:
Chery Motor Co. started off quite small and had licensing issues to sell automobiles outside of their province. In order to compete with global competitors they had to build:
i. A strong domestic market for which they required retail license. They achieved this by allowing purchase of 20% ownership by Shanghai Automotive Industry Association in 2001, which allowed the small firm to utilize the SAIC retail license. Their first car export was to Syria in 2001. ii. Once they went international they invested in founding a research institute to improve the production quality, technology, and performance. It has two domestic R&D centers and invests around 7% of its total revenues in product development. They also hired a number of Japanese automotive consultants to assist the auto company in achieving the six sigma/ lean process standard to their Japanese/Western competitors. Not only did this improve their production processes but Chery was also granted ISO/TS 16949:2002 production qualities by 2005, the strictest international production quality certification available. This brought the company in conformance with the international standards of safety, reliability, and serviceability. iii. They now had their legalities, processes, and quality in place. The next strategy was to enhance the aesthetic design, which they did by turning to Bertone and Pininfarina of Italy, the fabled design consultants to Ferrari and Lamborghini. In addition, Chery contracted with AVL of Austria to assist in the production of 18 new engine models for integration into new model to further improve

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