Research On Product Development Strategy For Jetta Brand Of FAW-VW

On February 6,1991,FAW and Volkswagen group set up a joint venture FAW-Volkswagen co.,LTD.(hereinafter referred to as the FAW-Volkswagen),and brought in AUDI and Volkswagen to manufacture and sell at the same time.After entering the 21 st century,FAW-Volkswagen,successively on the basis of MQB and MLB platform,expands capacity and launches more than a dozen of vehicle types,owing production bases over northeast,north,southeast and southwest China.Especially when it turns to 2016,FAW-Volkswagen keeps producing and selling more than 2 million vehicles for five consecutive years,and tops the list of marketing in the nearly three years.In order to seize the share of the middle and low-end market without affecting the high premium of its Volkswagen brands,FAW-Volkswagen turns "Jetta" as the third brand of its own,from a three-box sedan product to an independent Jetta brand since 2018.There are three kinds of products of Jetta to known as JA3,JS5 and JS7,among which JA3 and JS5 have been launched in 2019 and JS7 in 2020.Over the last passing year of Jetta launching,the public reputation doesn’t go as well as expected,yet consumers’ satisfaction with Jetta brand products is rapidly declining.As the primary department,Jetta brand technology development department needs to actively adjust its own research and development strategy,enhancing the competitiveness of products,and supporting the sustainable development of Jetta brand.In this context,this assay elaborates on the market performance of the existing products of the Jetta brand,and points out the problems of unclear product planning and insufficient development ability in the product development of the Jetta brand.In terms of external environment,combined with the domestic macroeconomic forecast and the changes of target market users,this assay makes a detailed comparative analysis of Jetta products with competing products in price,brand,quality,interior and exterior decoration style,space and other dimensions,and finds out the advantages and disadvantages of existing products of Jetta brand.In the aspect of internal environment,the author makes a comparative analysis of Jetta brand technology in terms of resource development and capability development.This assay makes a SWOT analysis on the advantages,disadvantages,opportunities and challenges of Jetta’s product development.Based on FAW-Volkswagen’s corporate strategy,Jetta’s product development objectives and SWOT analysis results,the product development strategy of Jetta brand is formulated in this assay.The purpose of product development strategy is to maximize the ratio of customer value and cost.In order to realize this strategic goal,this assay introduces the concept of value management to maximize the ratio of customer value and price,and gives an example to illustrate it.In order to ensure the realization of the product development strategy,this paper further formulated the short-term and medium-and long-term strategy implementation plan,and formulated the safeguard measures to effectively ensure the implementation of the product development strategy.The recent strategic implementation plan is to comprehensively implement value management,develop low-cost modules that meet Volkswagen standards,and strengthen the development of new energy and intelligent connected vehicles.The strategic implementation plan is to innovate the product development process and improve the development capacity;At the same time,the implementation of Jetta brand product development strategy is guaranteed in three aspects: the support of both shareholders,the flattening of the management system and the establishment of a user-centered development system.