[국제경영] 폭스바겐 친환경 자동차 시장(영문)

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2010.01.15 / 2019.12.24
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목차: Ⅰ. Volkswagen – Company Overview
1. History
2. Key Success Factors

Ⅱ. Global Trend towards Protecting the Ozone Layer
1. Global Convention and Protocol
1) The Vienna Convention
2) Montreal Protocol
3) Kyoto Protocol
2. Green Car Technologies
1) Hybrid
2) Clean Diesel
3) Plug-In Hybrid
4) Electric Vehicle
5) Hydrogen Fuel Cell Vehicle

Ⅲ. Green Car Industry Today
1. Competitors Analysis
1) Hybrid
2) Clean Diesel
3) Plug-In Hybrid
4) Electric Vehicle
5) Hydrogen Fuel Cell Vehicle
2. Volkswagen in Green Car Industry
1) Clean diesel and Bluemotion
2) On the way towards an electric car

Ⅳ. Market Analysis
1. Europe
1) Policies
2) Consumer Preference
2. U.S
1) Policies
2) Consumer Preference
3. China
1) Policies
2) Consumer Preference

Ⅴ. Decision : China
1. Why China?
1) Why is the Chinese market considered to be attractive?
2) Performance of VW in China
2. Adapting to cultural differences
1) The Chinese Government
2) Cultural Differences in China
3. Volkswagen’s Green Car Line-up Strategy
4. Competitive Dynamics
1) Toyota
2) Local Chinese Firms

본문내용: Global Trend towards Protecting the Ozone Layer

Global Convention and Protocol

The Vienna Convention (for the Protection of the Ozone Layer)

The Vienna Convention is a treaty concerning the customary international law on treaties between states. It codifies some groundwork of international law trying to protect the ozone layer. The US was the one the biggest producers and consumers of chlorofluorocarbons (CFCs) destroying the ozone layer, accounting for 40% of the whole world. However, since 1978, the US has banned the use of CFCs in aerosol spray cans and has amended the Clean Air Act.
Several countries including Canada, Finland, Norway, and Sweden agreed with the regulations and reduction of the output of CFCs. Conversely, the EU didn’t consent to them as the biggest producing group. Some were reluctant to participate in this move, but it widely turned out to be that if a country disregards the protection of the ozone layer, it not only affects its own nation, but the whole world too. Thus major countries had to gather and do their best to solve this problem. They particularly focused on finding any scientific proof and doing research on this issue.
This convention obligated the parties to take an ‘appropriate action’ to protect human beings’ health and the environment, but the ‘appropriate action’ wasn’t clearly defined. It just includes any legislative and administrative action, and then mediates the policy which controls destructive human actions to the ozone layer. It also regulates the parties to reach an agreement by officializing consented actions, standards and procedures.

Montreal Protocol

Representatives from 24 nations, meeting in Montreal in September 1987, signed the ‘Montreal Protocol on Substances that Deplete the Ozone Layer.’ Its primary goal was to reduce the worldwide production and use of CFCs. This protocol is the result of years of negotiation fostered by the UNEP (United Nations Environment Programme) among the major CFC producing countries. It was also ratified based upon a growing international consensus on the need to protect stratospheric ozone from depletion by CFCs. The Montreal Protocol is a landmark agreement in that it is the first international treaty for mitigating a global atmospheric problem before serious environmental impacts have been conclusively detected. As such, the Montreal Protocol has stirred much interest, and both scientists and policymakers have suggested that it can be used as a model for international agreements on other global environmental problems especially that of C02 and trace-gas induced global warming.

Kyoto Protocol

The Kyoto Protocol was an agreement negotiated by many countries in December 1997 and came into force with Russia's ratification on February 16, 2005. The reason for the lengthy time span between the terms of agreement being settled upon and the protocol being engaged was due to terms of Kyoto requiring at least 55 parties to ratify the agreement and for the total of those parties emissions to be at least 55% of global production of greenhouse gases.
The protocol was developed under the UNFCCC - the United Nations Framework Convention on Climate Change. Participating countries that have ratified the Kyoto Protocol have committed to cut emissions of not only carbon dioxide, but of also other greenhouse gases, being: Methane (CH4), Nitrous oxide (N2O), Hydrofluorocarbons (HFCs), Perfluorocarbons (PFCs), Sulphur hexafluoride (SF6).
If participating countries continue with emissions above the targets, then they are required to engage in emissions trading; i.e. buying "credits" from other participant countries that are able to exceed their reduction targets in order to offset. The goals of Kyoto were to see participants collectively reducing emissions of greenhouse gases by 5.2% below the emission levels of 1990 by 2012. While the 5.2% figure is a collective one, individual countries were assigned higher or lower targets and some countries were permitted increases.

Green Car Technologies

Hybrid

The hybrid car has two power sources – an engine and a secondary cell. These sources work respectively or simultaneously according to the driving condition to increase efficiency. Hybrid cars run on battery power at low speeds and switch to traditional internal-combustion at higher speeds. Since the capability of a secondary battery is not enough to replace the existing engine, it still needs to have both battery-powered motor and engine to generate enough power.

Clean Diesel

The diesel car has been recognized as the main culprit of air pollution, but people are beginning to understand the diesel car in a different way. The clean diesel engine has a mechanism of compressed air and blast, and it enables the engine to generate the same power as gasoline engine with 30-40% less fuel. It is recognized as an environmentally-friendly car in Europe and is even being referred to as having a ‘Green Engine’. A

참고문헌: Yun-hee Kim, “KOTRA report: Hybrid Car Competition Situation in China”, KOTRA, 2008.
Koreaexim, “China’s electric car industry trend and projection”, Korea Export and Import Bank, 2009.
Leonora Walet, “China green car dream meets economic reality”, The Economic Times, 2009.
Ron Cogan , “Volkswagen to Add Small Electric Car to its Lineup in 2013”, Green Car, 2009.
Green Car Congress news, “Volkswagen, Shanghai Auto to Partner on Hybrids”, Green Car Congress, 2009.
Mintel. “Green and Hybrid Automobiles – US.” Mintel Report. Sep 2008.
Mintel. “Cars (Snapshots) – US.” Mintel Report.” January 2008.
Green Car Congress news, “VW to Show Golf Diesel Hybrid Concept, New Natural Gas Vehicle at Geneva Motor Show”, Green Car Congress, 2008.
Green Car Congress news , “Volkswagen and BYD Agree to Explore Partnership for Hybrids and EVs”, Green Car Congress, 2009.
Volkswagen AG Annual Report 2008
Volkswagen Sustainability Report 2008/2009
Volkswagen Financial Report January-June 2009
www.greencar.com
www.greencarcongress.com
www.mintel.com
www.businessresource.com
www.ihsglobalinsight.com/gcpath/CO2Forecasting_Service.pdf
www.hybridcars.com/drivers/european-consumers-see-barriers-electric-cars-26162.html
www.statistics.gov.uk/STATBASE/ssdataset.asp?vlnk=6036

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