Honda Alliance Essay

1361 Words6 Pages
1.0 Abstract George Simpson, the CEO of British Aerospace was facing a troublesome plight in his company. One of the company noncore businesses, Rover the automobile subsidiary is making loss for the company and need to be sold because of the restructure of British Aerospace. In the same time, BMW had shown their interest to buy British Aerospace’s full equity stake in Rover in order to gain their desired benefit. British Aerospace want to sold the unprofitable Rover to BMW but their longtime partner Japanese carmaker, Honda unwilling to become the new partner of BMW and refuse to negotiate with them. 2.0 Issues There were few issues need to take notes on this case study. i. Is it a wise decision to become an alliance with Honda? ii. Why BMW wanted to buy Rover? iii. What decision should George Simpson make? 3.0 SWOT Analysis SWOT Analysis (Rover) Strength Design Studio Rover own a design studio from parent company, British Leyland Motor Corporation long ago and they have been used it to design their car for many years. This studio contributes much to their car development and has full facilities inside. Government Injection In 1974, British government takes over 98% of British Leyland Motor Corporation shares and become majority shareholder. After that, numbers of capital had been injected to keep British Leyland Motor Corporation afloat. Weakness Lack of Management skills Although Rover had been switching parent companies from British Leyland Motor Corporation to British Government. None of them knows how to manage the Rover business well. Thus, this make the Rover keep losing their market share and get losses in their business. Lack of Fund Rover keep losses of profit cause them to have less fund for their business. Rover has low number of specialist and having hard time to fund the development activities. This make

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