Operation management Final presentation Members : Sally Shelly Ken Amy Vincy Group 5 TTM Green Concept In Car Industry Focusing on Eco-Car.

Operation management Final presentation

Members : Sally Shelly Ken Amy Vincy

Group 5 TTM

Green Concept In Car Industry Focusing on Eco-Car

OUTLINE

• Introduction• Case-Ford• Case-Toyota (Prius)• Case-Hyundai(SONATA)• Discussion• Conclusion

Global Warming

Eco-awareness

GreenSupplyChain

Green Supply Chain

Green Marketing

Produce Package

Promote Reclaim

Car Industry

CASE STUDY OF FORD

Green Material

Green Design

• Eco-Boost–Reduce the polluted gas– Improve the fuel economy

Green Manufacture

• Painting the car is really hurt to the environment !• Solution of Ford– waste solvent recovery system

Green Policy

• Energy Management Team– handling every issue related to energy savings– Set the goal and plan for each department

Green Marketing

• Campaigns for eco car– The customers can easily understand the value of

the eco cars through these campaigns

• Ford Environmental Award– Began from 1983– Funded over than 15,000 of environmental projects– promote their corporate identity!

CASE STUDY OF TOYOTA (PRIUS)

Green Design and Material

• Kammback or Kam-tail Design– reduce wind resistance

Green Design and Material

• Atkinson System

Green Design and Material

• Use of Recycle Material

Manufacturing and Producing

• The fuel-efficient - better than average in its class of vehicles in lifetime emissions of carbon dioxide, nitrogen oxide and sulfur oxide

• Emissions of no methane hydrocarbons and particulate matter – slightly worse

Green Marketing

• Stimulate the concept of green environment– “Cool” to drive hybrid car

• 73% of Prius owners acted like mass market consumers, while Prius appealed to high-income buyers

• 11% of them were "very willing" to pay more for an eco-friendly car

• Unique Design

Case Study of HYUNDAI Worldwide

• Announced : turn 50 km² of infertile land into grassland by 2012.

• Hyundai Green Zone : located 660 km north of Beijing.

• The goal of the project –

to end the recurring dust storms in Beijing

block desertification

protect the local ecosystem

HYUNDAI Green car

• Green car development is necessary for National Energy Security

HYUNDAI green car roadmap

• The car-makers said they will expand investment into R&D and facilities to establish a mass production system for green cars in 2013.

• W2.2 trillion ($ 1.76 billion US) to develop eco-friendly cars including hybrid and hydrogen fuel-cell vehicles and

• W1.4 trillion to develop fuel-efficient engines, transmissions, and light materials.

HYUNDAI Hybrid SONATA

• A powerful internal hybrid engine : efficient traction motor to guarantee more power and better fuel economy.

• The SONATA's powertrain consists of a 115bhp 1.6 litre LPG engine• SONATA’s has three characteristics 1. Two pillars An efficient traction motor for smooth and eco-friendly driving. That’s a power couple. 2. A battery that takes care of itself No need to worry about recharging. 3 Lithium polymer battery Having been around for about a decade, Sonata Hybrid’s Lithium polymer battery has been proven that’s safe. It is light and long-lasting.

Discussion• Ford-waste solvent recovery system• Toyota-eBrochuresReduce

• Ford-“Energy management team”Eliminate• Ford -use corn and soybean to produce the car seat• Hyundai- six hydrogen fueling stations• Toyota- selling a hydrogen fuel cell vehicle for around $50,000 in 2015.Create

• Ford-EcoBoost engine Raise

Source: “Blue Ocean Strategy”, Kim and Maubourgne

The Four Actions Framework of Eco-car Industry on Green Concept

Ford Toyota Hyundai

Materials H M L

Manufacturing

M H M

Marketing L H L

Value curve of these three companies

Conclusion

Green concepts on supply chain and marketing has strongly change the  ecosystem in car industry.

• 1) Marketing part has more potential to investment on green issue among these main competitors.

• 2)According to this studies, though hydrogen fuel cell vehicle maybe the future car, hybrid technology cars are still the main technology in the market. Viewing car function form ERRC grid can be the increase value added.

Thank you for your attention

Q&A