Impact of the Strategic Alliance


Abstract


fantastic opportunity for the Group. It will enable us to carry out projects that we could no longer do alone. And this is something that the production teams of both Groups, who have started working on synergies, clearly understand. I have been struck by their shared enthusiasm.” – Philippe Varin, Chairman of the Managing Board, PSA Peugeot Citroen
The above statement from the chairman of the managing board of PSA illustrates the importance of the strategic alliance between the two automobile giants. The economic crisis in Europe has fuelled the need of such strategic alliances which are aimed at sharing a common platform fir development as well as purchase. The combined purchasing power of this alliance makes it the biggest purchaser in the automotive industry globally with a purchase capacity of €100 billion.
This research has looked at the various reasons that had affected the operations of both the companies within Europe. This called for the strategic alliance which has been executed in the month of February 2012. Apart from providing a capital boost of €1 billion to PSA and 7% shares to General Motors the alliance will serve many purposes for both the organisation. It will provide PSA with ease of entry into foreign markets while it will improve the European Business of General Motors, which has been causing severe losses over the years.
The research has been conducted as a secondary research where all the data has been captured and analyzed from secondary sources including, journal articles, blog articles, company web sites and the annual reports of both the companies. The analysis of the data has provided the various results which hint at the massive competitive advantage that this strategic alliance will provide to both the partners. The research has had limitations such as the availability of data regarding the exact impact of the alliance as the alliance has just been formed. The researcher has made recommendations based on the theories, concepts and data that have been presented in the entire length of this report.


Acknowledgement

I would like to express my thankfulness towards the University of for providing me with the opportunity to complete my dissertation in the topic ‘Impact of Strategic Alliance between PSA Peugeot Citroen & General Motors’ It has been an experience for me. I have learnt to conduct a market survey which would surely be beneficial for me in the future. I would also like to express my gratitude towards my supervisor Without his apt guidance this research would not have materialized.
Last but not the least, I thank my parents and my friends who have stood beside me and have provided me with the mental support and morale boost without which I would not have completed this tedious journey


1.1 Introduction

Strategic alliance is an approach wherein two companies enter into an alliance to cope with several challenges and pressures from global competition. Strategic alliance is a bit different from joint venture as in a strategic alliance the companies entering into the alliance are able to maintain their autonomy while searching for a new opportunity to take their business to new heights through the alliance and the sharing of knowledge expertise and other resources. Organizations enter into a strategic alliance when there is a need to expand the operations of the company, when there is a need for developing a more effective process, enter a new market or develop competitive advantage over rival companies (Das & Bing-Shen, 2005).
Strategic alliance of organizations can be attributed to the rising global competition and economic pressure when organizations are under constant pressure to develop their operational strategies, their technologies etc. Under such circumstances a strategic alliance provides the resources and the expertise to the companies entering into an alliance (Kent, 2007). The need for global expansion and entering new markets is also a major cause of strategic alliance of organizations where a company makes alliance with another company which already has a good share in the market where the former company wants to expand its business activities. A Strategic alliance is a strategic collaboration between two or more companies to form a joint organization for a common mission (Rothaermel, 2001). In today’s world more and more companies are entering into strategic alliance to have a competitive edge over their rival companies. Such concept of alliance is mainly used in industries like airlines, hotels, retail industries, automotive industries etc. The researcher has chosen a specific industry for the purpose of research and this research will mainly focus on strategic alliance in the automotive industry and will try to find out the causes and the benefits of such alliance in the automotive industry. The main areas of focus of this research include the different types of strategic alliance that are entered into by organizations in today’s world and will also focus on the importance of the alliance. For carrying out a research on strategic alliance on the automotive industry the researcher chooses two organizations that have entered into a strategic alliance to improve their operations. The organizations chosen for the research are PSA and General Motors (Dumela, 2008).
The researcher chooses the automotive industry for his research on automotive industry as in the automotive industry there is continuous economic pressure and powerful demand from the customers for the best technology. The continuous demand for new technology and economic pressure for carrying out research and development activities bring automotive companies together to form an alliance so that they can share their resources and expertise to fulfill those demands and at the same time maintain their own autonomy (Finlay, 2006). As there is huge competition in the automotive industry with more and more companies coming in the industry and bringing in new technology it is very important for automotive companies to bring in new technology and update their operational strategies to keep pace with other companies. In recent times many renowned automotive companies have entered into a strategic alliance to keep pace with the competitive industry and to improve their operational strategies and technologies (Zejan, 1990).

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