英国期末国际商务管理专业dissertation

引言
 

跨国公司是指，不仅仅在一个国家经营生意或提供服务的机构。（斯图尔特，布朗文，2004） 自从国家实施了更加公开化的出口导向型经济增长和发展模式，跨国企业和跨国公司就扮演了越来越重要的角色。跨国企业带动了地方的经济，并且提供了就业机会，将额外的税收转化为可观的利益。

阿尔派恩电子工业公司，作为阿尔卑斯电器公司的合资企业，于1967年成立，它是日本家用电器用电子元件的主要生产厂商之一。摩托罗拉公司，起初的名字就叫做阿尔卑斯摩托罗拉有限公司。阿尔派恩电子公司的总部设在东京，这是一家针对日本增长迅速的自动化市场发展和生产新型电子产品的公司。后来，阿尔派恩公司也进入了墨西哥市场，建立了墨西哥制造工厂来生产车用立体声收音机，调谐器和其他电子元件产品。墨西哥的工厂最初产品只全部出口到美国，后来扩张分销到了亚洲和欧洲市场。
 

1. Introduction

A Multinational Enterprise (MNE) is a corporation which manages production or delivers services in more than one country (W. Stuart & R. Bronwen, 2004). Since the state implemented a more open export-oriented economic growth and development, Multinational Enterprise or the role of transnational corporations has become more important. MNE will lead to the local economy, providing job opportunities, such as direct multiplier to start a process to generate additional revenue into a significant benefit.

Alpine Electronics was established in 1967 as a joint venture between Alps Electric Company, one of Japan's leading manufacturers of electronic components for consumer appliances, and Motorola, Inc.; the company was originally called Alps Motorola Company, Ltd. With headquarters in Tokyo, the company focused on developing and manufacturing new electronic products for the burgeoning Japanese automotive market (Alpine corporate museum, 2009).

Subsequently, the company also moved into Mexico, establishing a Mexican manufacturing plant to produce car stereos, tuners and other electronic component parts. Plans called for the plant to initially export all of its products to the United States and later expand distribution to Asia and Europe (Alpine global system, 2009).

Alpine Electronics, Inc is one of the world's leading manufacturers of sophisticated audio, navigational, and electronic automobile products. These include in-dash compact disc changers, CD head units, Ai-NET-compatible CD changers, multifunctional audio systems, amplifiers, in-dash colour television monitors, security systems, and speakers (Answer, 2006). Alpine also makes one of the world most precise and reliable high-speed car navigation systems. The company manufactures custom audio systems for such prestigious automakers as Honda, BMW, Chrysler, Mercedes Benz, Volvo, and Lamborghini (Answer, 2006).

Furthermore, Alpine Electronics, Inc. is a consolidated subsidiary of Alps Electric Co., Ltd.; The Alps Group comprises Alps Electric Co. Ltd., 81 consolidated subsidiaries, and other affiliates around the globe. The Group categorizes its operations into three product categories: electronic components; audio equipment; and logistics and others. Alpine is the Alps Group's specialized supplier of quality car audio and navigation systems(Alpine investor library, 2009).

2. Marketing Mix

The successful marketing depends upon addressing a number of key issues. These include what a company is going to produce, how much it is going to charge, how is it going to deliver its products or services to the customer; and how it is going to tell its customer about its product and services. The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P's, the marketing mix elements areProduct,Place,Price, and Promotion.

2.1 Product

Marketing is not just providing products or services. This is a fundamental change to the benefit, the ever-changing needs and customer demand. Alpine uses a global approach to market their products in different countries. Alpine standardizes its processes, logo, and packaging, most of its advertising, and store décor and layouts whenever and wherever possible. The five stripes in Alpine logo symbolize the five major areas of operation and the policies to which Alpine, as a dedicated in-car equipment manufacturer, is committed. The phrase "Mobile Media Solutions" exemplifies unwavering and ongoing commitment to pioneer the next generation of electronic systems for the automobile and enhance mobile lifestyles for all drivers and their passengers (Alpine corporate brand, 2009).

Alpine have creating that have an ever-expanding world of entertainment and convenience with sound, images, navigation, data transmission, and drive assistance. Alpine introduced its 2004 line of receiver's bio Lite display technology development, claiming that it provided "excellent than traditional monitors and the broader perspective, visibility, even in harsh daylight." The Bio Lite display can be found on the following head units. With 15+ years experience in navigation, Alpine continues to develop in-vehicle navigation aftermarket and OEM solutions. In 2004, Alpine introduced the NVE-N872A in 2005 (Answer, 2006).

Furthermore, the DVD-based NVE-N872A was Alpine's fourth generation satellite-linked navigation system, based on an Alpine in-vehicle navigation platform, which won J.D. Power awards four times in six years. In 2006, Alpine introduced their first portable navigation device, the PMD-B100 (Answer, 2006). In 2008, Alpine introduced the PND-K3, an all-in-one portable navigation plus Bluetooth hands-free system. In 2009, Alpine introduced the PND-K3msn enhances the navigation experience on the road by delivering useful information like traffic and weather updates into the car (Answer, 2006). In order to deliver safe, high-quality products, Alpine has built an advanced quality assurance system.

All of our factories around the globe are certified to the industry-standard ISO 9001 and ISO/TS16949 quality management systems (Alpine corporate, 2009). Alpine offers a prompt response to any inquiries from customers through our network of quality centers located in the United States, Europe, China, and Japan. In an effort to ensure high reliability and quality, Alpine utilizes a variety of tools for product development, including computer based Digital Manufacturing techniques, a manufacturing process that incorporates quality engineering knowledge, and automated production lines (Alpine corporate, 2009).

2.2 Place

Alpine Electronics, Inc wills distribution dealers to some of different places. The place where consumers buy a product, and the means of distributing product to that place, must be appropriate and convenient for the consumer (Palgrave, M). There have different location, for example: exhibition, shopping complex, plaza, shop, and car show. The product must be available in the right place. At the right time and in the right quantity, while keeping storage, inventory and distribution costs to an acceptable level.

Basically, Alpine has the most options in designing a distribution channel to bring the new product to market. This is particularly important for industrial good where, if the Alpine exercises its options well and with dispatch, it should end up with a network of the best distributors. This can exclude later entrants from some markets. Distributors are often reluctant to take on second or third brand. This is especially true when the product is technically complex and the distributor must carry large inventories of the product and spare parts and invest in specialized training and service.

For consumer packaged goods, it is more difficult to slow the entry of later competitors by preempting distribution alternative. Nevertheless, the Alpine still has the advantage of attaining more shelf facings at the outset of the growth stage. By quickly expanding its product line following an initial success, the Alpine can appropriate still more shelf space thereby making the challenge face by follower even more difficult (Boyd, W). For consumer packaged goods, the Alpine can often attain more shelf facings in retail stores than followers.  And as many retailer are reducing the number of brands they carry in a given product category to speed inventory turnover and reduce cost, it is becoming more difficult for followers with unfamiliar brand and small market shares to gain extensive distribution.

2.3 Price

Generally, Alpine product is only prepared to pay a price for customers. The need for competitive prices, but this does not necessarily mean that small businesses can be expensive to complete the larger competitors, additional services or details, will provide customers with better value for money.

The Alpine has the opportunity to develop a product offering with attributes most important to the largest segment of customers, or to promote the importance of attributes that favor its brand. Thus, the Alpine's Brand can become the standard of reference customers use to evaluate other hands. This can make it more difficult for follower with me-too product to convince existing customer that their new brands are superior to the older and more familiar Alpine. If the Alpine has successfully tied its offering to the choice criteria of the largest group of customer, it also becomes more difficult for followers to differentiate their offering in ways that are attractive to the mass-market segment. They may have to target a smaller peripheral segment or niche instead. Yet, Alpine's actions on such variables as product quality, price, distribution, warranties, post sale service and promotional appeals and budgets set standard that subsequent competitor must meet or beat. If the Alpine sets those standard high enough, it can raise the cost of entry and perhaps preempt some potential competitors.

Price positions in the marketplace - the more charge, the more value or quality customer will expect for their money. Existing customers are less sensitive to price than new customers - a good reason to take good care of.

2.4 Promotion

Promotion is a way companies communicate what they do, it can provide to their customers. A successful product or service means nothing unless the advantages of such a service can be communicated clearly to the target market. Promotion may involve press and media campaigns, direct mail, exhibitions or in the press such as newspapers or magazines (W. Stuart & R. Bronwen, 2004). Must be to promote attention, attractive, tell a consistent message and above all else for any reason to allow customers to choose your product, rather than someone else's.

Refer to Alpine is determined to be a Mobile Media Solution Company that creates Visionary Value. Alpine Electronics, Inc have the three main objectives of promotion are: Visionary Value-Purpose of Company,

Mobile Media-Business Domain and Solution Company-Uniqueness. The right message has to be communicated to the right audience through the right media or advertising method (Scribd, 2009).  Therefore, several advertisements have one particular target audience and the target character is designed accordingly.  It is possible, however, for one commercial to address multiple target audiences and still achieve identification. Although Alpine main targets are rich man as audience, but most of the time their commercials are targeting at multiple audiences.

Promotion does not just mean communicating to your customers. It is just as important to ensure your internal stakeholders are aware of the value and attributes of your products. This means communicating effectively to your staff/fellow employees so that they can be knowledgeable and share expertise with their customers (Palgrave, M). Being first means the Alpine can gain accumulated volume and experience and thereby lower per unit costs at a faster rate than followers. This advantage is particularly pronounced when the product is technically sophisticated and involves high development costs or when its life cycle is likely to be short with sales increasing rapidly during the introduction and early growth stages .

The Alpine can deploy these cost advantage in a number of ways to protect its early lead against follower. One strategy is to lower price, which can discourage followers from entering the market because it raises the volume necessary for them to break even (Alpine corporate 2009). Or the Alpine might invest its savings in additional marketing efforts to expand its penetration of the market, such as heavier advertising, a larger sales force, or continuing product improvement of line extensive.

3.0 Recommended Change in Future

According to President and CEO Seizo Ishiguro the global economic recession that broke out in the second half of 2008 has created a massive shockwave that has shaken the centennial history of the auto industry to its very foundations. The world's largest auto market leading the wave of motorization, the United States, is undergoing sweeping changes that have threatened the underpinnings of the "Big 3" auto manufacturers, while countries in Asia and Europe are experiencing setbacks on an unprecedented scale (Alpine investor stockholder message, 2009). After hitting its peak in 2007 at 70 million units, the global new car market is expected to drop below the 60 million mark in 2009. Some say that the market will not return to its 2007 level for several years to come, at the very least. Alpine is also not immune to this worldwide recession (Alpine investor stockholder message, 2009).#p#分页标题#e#

Due to a sharp decline in orders from auto manufacturers since the second half of 2008, the subsequent slowdown of private consumption and appreciation of the yen, Alpine reported a loss in fiscal 2008 for the first time since the company was listed on the Tokyo Stock Exchange. In response to this rapidly deteriorating operating environment, Alpine have instituted the “CHALLENGE 30+” initiative, which comprises new emergency measures to improve profits and streamline organization, in addition to the structural reform programs that Alpine have pursued since fiscal 2008 .

Meanwhile, technological evolution is opening up a new automotive era. Now that Alpine world shares the same understanding of the need to prevent global warming and create recycling societies, auto manufacturers have shifted their focus to the environment and safety while accelerating their drive to develop hybrid vehicles, electric vehicles, and Advanced Safety Vehicles by involving other industrial sectors (Alpine corporate, 2009). These new vehicles have the potential to bring about changes in their mobile society and have substantial growth in the near future. In the market, eco-friendly cars, including hybrid vehicles, compact cars, and fuel-efficient cars, are selling rapidly.

Proactively addressing these changes, Alpine is focusing resources on the development of products that help to achieve lighter-weight, reduced power consumption, and lower-cost vehicles. With the help of navigation systems, Alpine also hope to realize more eco-friendly driving, offer greater reliability and increased safety. Alpine believe that we must respond promptly to these changes if they are to achieve a new stage of growth.

As rapid changes take place in the business environment currently faced by the auto industry, Alpine believe that they are charged with the social responsibility of continuing to grow with their valued stakeholders by offering products and new value that will be appreciated by their customers. In this sense, Alpine business goals and CSR are one and the same. All the more because of the current environment, Alpine believe that it is crucial to better business position and to deepen the relationship with valued stakeholders (Alpine corporate profile CSR report 2009). Alpine Corporate Philosophy consists of three main precepts: Respect for Individuality, Creating Value, and Contribution to Society. In this unprecedentedly severe recession we must return to this core starting point, so that Alpine can continue to grow and push forward the realization of a sustainable mobile society.

4.0 Conclusion

In the nutshell, Alpine Electronics, Inc is one of the world's leading manufacturers of sophisticated audio, navigational, and electronic automobile products. According to Seizo Ishiguro President, Alpine strength is became the first to develop some of the world's most innovative products. Alpine is superb sound that makes the listening experience so much more delightful. The knowledge and expertise, it has a professional car audio manufacturer, has accumulated over the years provided by the vehicle cabin environment for the best solution.

This is the cause makes Alpine as leader in power and in car entertainment. Additionally, Alpine using cutting-edge digital media and communication technologies for enhanced driving pleasure, comfort and a safer, eco-friendly driving experience. Alpine offer new value to customers the world over in the form of mobile media solutions.

Confronted with these drastic changes in Alpine business environment, they are taking both defensive and aggressive steps. Alpine revised CHALLENGE 30+ plan calls both for lowering their break-even point and for urgent steps to improve Alpine bottom line as part of strategy for future growth. By advancing these plans throughout company, Alpine are aiming to strengthen fundamentals and return to profitability (Alpine investor stockholder, 2009).