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Análisis De La Industria Automovilística Y El Mercado Europeo. El Caso SEAT

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Análisis De La Industria Automovilística Y El Mercado Europeo. El Caso SEAT TRABAJO ANÁLISIS DE LA INDUSTRIA FINAL DE AUTOMOVILÍSTICA Y EL MERCADO CARRERA EUROPEO. EL CASO SEAT Ferrán Miquel Ribes Núñez Director: Joaquín Loras Campos AGRADECIMIENTOS Ante todo, a mis padres, tata y a mis hermanos, que me han apoyado siempre. También tengo que agradecerles a mis amigos, especialmente a Daniel, Marta y Rocío, haberse preocupado por mí y haberme dado momentos magníficos para desconectar y poder seguir trabajando a un alto nivel. También le agradezco a Carlos García de la consultora JATO haber compartido conmigo información de forma desinteresada. Por último, agradecerle a mi director del trabajo, Joaquín Loras, su ayuda y por lo fácil que ha sido trabajar bajo su supervisión. Análisis de la industria automovilística y el mercado europeo. El caso SEAT. -1- Índice CAPÍTULO 1: INTRODUCCIÓN 9 1.1 RESUMEN 9 1.2 OBJETO DEL TFC Y JUSTIFICACIÓN DE LAS ASIGNATURAS 12 1.3 OBJETIVOS 15 CAPÍTULO 2: ANTECEDENTES (SITUACIÓN ACTUAL) 16 2.1 LA CRISIS ECONÓMICA. UN PERIODO INCIERTO. 16 2.1.1 La inquietud europea. 16 2.1.2 El resto del mundo. 20 CAPÍTULO 3: DESARROLLO 22 3.1 LA INDUSTRIA AUTOMOVILÍSTICA Y EL MERCADO EUROPEO 22 3.1.1 Situación de la industria y el mercado europeo 22 3.1.1.1 Producción y ventas 22 3.1.1.2 Cuota de los combustibles 25 3.1.1.3 Fabricantes y relaciones 25 3.1.1.4 La industria en su conjunto 53 3.1.2 La problemática de los fabricantes. 64 3.1.3 Análisis pestel 70 3.1.4 Modelo de las 5 fuerzas de porter 74 3.2 ESTRUCTURA DEL MERCADO 77 3.2.1 Segmentos de mercado. 77 Segmentos y subsegmentos 81 3.2.2 Posicionamiento estratégico. 100 3.3 EL CRUDO Y SUS ATERNATIVAS 116 3.3.1 El petróleo, un recurso finito. 117 3.3.2 Combustibles alternativos. 119 3.3.2.1 Biocombustibles 119 3.3.2.2 GLP 122 3.3.2.3 GNC/GNV 124 3.3.2.4 Hidrógeno. 126 3.3.3 La apuesta por la electricidad. 128 3.3.3.1 Híbridos, el paso intermedio. 129 3.3.3.2 Eléctricos puros, limitaciones actuales. 130 -2- Análisis de la industria automovilística y el mercado europeo. El caso SEAT. 3.4 EL CASO SEAT 136 3.4.1 Diseño de la organización 136 3.4.2 Estrategia y posicionamiento de la marca 138 3.4.3 Ventas 140 3.4.4 Situación de la gama. 145 3.4.5 Viabilidad económica. 156 CAPÍTULO 4: CONCLUSIONES Y PROPUESTAS DE ACTUACIÓN 168 BIBLIOGRAFÍA Y REFERENCIAS 171 ANEXOS 183 Análisis de la industria automovilística y el mercado europeo. El caso SEAT. -3- Índice de gráficos GRÁFICO 1: EVOLUCIÓN DE INDICADORES DE LA UNIÓN EUROPEA EN PUNTOS PORCENTUALES ......................................... 9 GRÁFICO 2: EVOLUCIÓN DEL NÚMERO DE VENTAS DE AUTOMÓVILES DE PASAJEROS Y VEHÍCULOS COMERCIALES LIGEROS ....... 9 GRÁFICO 3: EVOLUCIÓN DE LAS VENTAS EUROPEAS Y LA PRODUCCIÓN MUNDIAL SOBRE 2007 ........................................ 10 GRÁFICO 4: PRECIO FOB DEL BARRIL DE BRENT EN DÓLARES ESTADOUNIDENSES ......................................................... 11 GRÁFICO 5: EVOLUCIÓN DE INDICADORES DE LA UNIÓN EUROPEA EN PUNTOS PORCENTUALES ....................................... 17 GRÁFICO 6: EVOLUCIÓN DE INDICADORES DE LA ZONA EURO EN PUNTOS PORCENTUALES .............................................. 18 GRÁFICO 7: EVOLUCIÓN DE VENTAS DE AUTOMÓVILES DE PASAJEROS Y VEHÍCULOS COMERCIALES LIGEROS EN MILLONES DE UNIDADES ............................................................................................................................................. 22 GRÁFICO 8: EVOLUCIÓN DEL NÚMERO DE VENTAS DE AUTOMÓVILES DE PASAJEROS Y VEHÍCULOS COMERCIALES LIGEROS POR PAÍSES EN MILLONES DE UNIDADES ............................................................................................................. 23 GRÁFICO 9: EVOLUCIÓN DE LAS VENTAS EUROPEAS Y LA PRODUCCIÓN MUNDIAL SOBRE 2007 EN DATOS ABSOLUTOS EN MILLONES DE UNIDADES ........................................................................................................................... 24 GRÁFICO 10: EVOLUCIÓN DE LAS VENTAS EUROPEAS Y LA PRODUCCIÓN MUNDIAL SOBRE 2007 EN PORCENTAJE ................ 24 GRÁFICO 11: CUOTA DE MERCADO POR AÑOS DE LOS COMBUSTIBLES EN LA UNIÓN EUROPEA . ALTERNATIVOS INCLUYE HÍBRIDOS Y ELÉCTRICOS ............................................................................................................................ 25 GRÁFICO 12: PRODUCCIÓN MUNDIAL POR GRUPO AUTOMOVILÍSTICO EN 2011 EN MILLONES DE UNIDADES ...................... 29 GRÁFICO 13: VENTAS EUROPEAS DEL GRUPO GM Y SUS MARCAS EN MILES DE UNIDADES .............................................. 30 GRÁFICO 14: VENTAS EUROPEAS DEL GRUPO VOLKSWAGEN Y SUS MARCAS EN MILES DE UNIDADES , EXCEPTO PORSCHE ...... 32 GRÁFICO 15: VENTAS DE PORSCHE EN MILES DE UNIDADES ..................................................................................... 32 GRÁFICO 16: VENTAS EUROPEAS DEL GRUPO TOYOTA Y SUS MARCAS EN MILES DE UNIDADES ......................................... 34 GRÁFICO 17: VENTAS EUROPEAS DE LA ALIANZA RENAULT -NISSAN Y SUS MARCAS ....................................................... 36 GRÁFICO 18: VENTA EUROPEAS DEL GRUPO HYUNDAI Y SUS MARCAS EN MILES DE UNIDADES ......................................... 37 GRÁFICO 19: VENTAS EUROPEAS DEL GRUPO FORD Y LA MARCA FORD EN MILES DE UNIDADES ....................................... 39 GRÁFICO 20: VENTAS EUROPEAS DE OTRAS MARCAS DEL GRUPO FORD ...................................................................... 39 GRÁFICO 21: VENTAS EUROPEAS DEL GRUPO FIAT, LA MARCA FIAT Y EL TOTAL DE LAS MARCAS QUE PERTENECÍAN A FIAT HASTA LA FUSIÓN EN MILES DE UNIDADES .................................................................................................... 41 GRÁFICO 22: VENTAS EUROPEAS DEL RESTO DE MARCAS DEL GRUPO FIAT Y EL TOTAL DEL EXTINTO GRUPO CHRYSLER EN MILES DE UNIDADES ......................................................................................................................................... 42 GRÁFICO 23: VENTAS EUROPEAS DEL GRUPO PSA EN MILES DE UNIDADES .................................................................. 44 GRÁFICO 24: VENTAS EUROPEAS DE LA MARCA HONDA EN MILES DE UNIDADES ........................................................... 45 GRÁFICO 25: VENTAS EUROPEAS DE LA MARCA SUZUKI EN MILES DE UNIDADES ........................................................... 46 GRÁFICO 26: VENTAS EUROPEAS DEL GRUPO BWM Y SUS MARCAS EN MILES DE UNIDADES ........................................... 47 GRÁFICO 27: VENTAS EUROPEAS DEL GRUPO DAIMLER Y SUS MARCAS EN MILES DE UNIDADES ........................................ 49 GRÁFICO 28: VENTAS EUROPEAS DE MAZDA EN MILES DE UNIDADES ......................................................................... 50 GRÁFICO 29: VENTAS EUROPEAS DE MITSUBISHI EN MILES DE UNIDADES ................................................................... 51 GRÁFICO 30: VENTAS EUROPEAS DEL GRUPO TATA EXCEPTO LA MARCA TATA EN MILES DE UNIDADES ........................... 52 GRÁFICO 31: PRODUCCIÓN MUNDIAL DE LOS GRUPOS AUTOMOVILÍSTICOS EN MILLONES DE UNIDADES ............................ 53 GRÁFICO 32: EVOLUCIÓN DE LA PRODUCCIÓN MUNDIAL DE LOS GRUPOS AUTOMOVILÍSTICOS SOBRE 2007 ....................... 54 GRÁFICO 33: VARIACIÓN DE LAS VENTAS EUROPEAS DE LOS GRUPOS AUTOMOVILÍSTICOS SOBRE 2007 ............................ 55 GRÁFICO 34: PROPORCIÓN DE VENTAS EUROPEAS SOBRE LA PRODUCCIÓN GLOBAL EN 2011 POR GRUPOS AUTOMOVILÍSTICOS ........................................................................................................................................................... 56 -4- Análisis de la industria automovilística y el mercado europeo. El caso SEAT. GRÁFICO 35: PROPORCIÓN DE VENTAS EUROPEAS SOBRE LA PRODUCCIÓN GLOBAL EN 2007 POR GRUPOS AUTOMOVILÍSTICOS ........................................................................................................................................................... 57 GRÁFICO 36: VARIACIÓN DE LA PRODUCCIÓN Y VENTAS ENTRE 2007 Y 2011. EN OSCURO , LAS VARIACIONES NEGATIVAS ... 58 GRÁFICO 37: CUOTA DE MERCADO EN 2011 POR GRUPO AUTOMOVILÍSTICO .............................................................. 60 GRÁFICO 38: VARIACIÓN DE LA CUOTA DE MERCADO ENTRE 2007 Y 2011 POR GRUPOS AUTOMOVILÍSTICOS .................... 62 GRÁFICO 39: VARIACIÓN DE LA CUOTA DE MERCADO ENTRE 2007 Y 2011 ................................................................. 62 GRÁFICO 40: VARIACIÓN DE LA CUOTA DE MERCADO POR AÑOS Y GRUPOS AUTOMOVILÍSTICOS ...................................... 63 GRÁFICO 41: VARIACIÓN DE LA CUOTA DE MERCADO POR AÑOS Y POR MARCAS ........................................................... 63 GRÁFICO 42: EMISIONES MEDIAS POR AÑO Y COMBUSTIBLE , LÍMITE DE EMISIONES EN 2015 Y POTENCIA MEDIA VEHÍCULOS EUROPEOS ............................................................................................................................................. 66 GRÁFICO 43: CUOTA DE MERCADO POR EMISIONES MEDIAS ..................................................................................... 67 GRÁFICO 44: NÚMERO MEDIO DE VEHÍCULOS POR MIL HABITANTES EN LA UE ............................................................. 71 GRÁFICO 45: POSICIONAMIENTO ESTRATÉGICO POR MARCAS ................................................................................. 114 GRÁFICO 46: PRECIO FOB DEL BARRIL DE BRENT EN DÓLARES ESTADOUNIDENSES ..................................................... 116 GRÁFICO 47: EVOLUCIÓN PRECIOS COMBUSTIBLES FÓSILES CON IMPUESTOS ............................................................. 117 GRÁFICO 48: CONTAMINACIÓN WTW, TTW Y WTT POR TIPO DE COMBUSTIBLE
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