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Case Overview
Establishing a Joint venture negotiation between General Motor Corp. and AvtoVAZ according to the MOU signed in March 3, 1999. David Herman, President of GM for Russia, is setting for all the negotiation process as per instructed from GM headquarter.
Russian market account a large market share over the next decade.
Every
and uncertainty of economy Confusion of tax and government laws. Takes more working hour from manufacturing point of view. Lack of consensus about different parts of GM to Russian JV company.
Very good technological know-how and sufficient investment capacity. International operations divided into several segments according to the different geographic regions.
AvtoVAZ
Headquartered in Togliatti
Employed more than 250,000 people Average salary: $333 per month
AvtoVAZ
Unclear ownership Depended on variety of suppliers for components Most of the dealership owned by AvtoVAZ management Suffered from tax problems
Charged
out Gave tax authorities the right to 50% plus one share of AvtoVAZ
International Activity
Increase of weak currencies from country to country and imposition of new import duties
Russian Market
$5,001-$10,000
$10,001-$15,000 Above $15,000
65%
15% 17%
68%
83% 100%
12%
1% 2%
97%
98% 100%
Marketing Research GM
Russians did not want to buy cars reassembled by Russians Russians pay additional $1000-$1500 for a Chevrolet label or badge Proposal 2 stage JV investment with AvtoVAZ
Reach
price targets and position the firm for expected market growth
JV Investment
First Stage
Co-produce
Target
JV Investment
First Stage
Benefit
Avoid
for GM
for AvtoVAZ
Suppliers
Get paid on time Receive technical support Receive advances for new tools
JV Investment
Second Stage
Construction
and rough
Acceptable
Engineering
Without GM, AvtoVAZ would probably take 5 years to get Niva II to market; with GM the time could be cut in half
JV: Debate
Market Strategy
Investment
sales:
Export
Market Strategy
March 2000
GM
Timing
In 1999,
AvtoVAZ - Opel Astras and Chevrolet Niva GM - postpone Chevrolet Niva to launch until 2004
Financing
debt and equity Lend $93m to venture Invest $40m for an equity stake of 17%
Financing
management: insufficient to build state-of-theact manufacturing facility AvtoVAZ: believed to be sufficient to launch new Niva
Financing
Planned facility
a
body engine and transmission chassis units interior components electrical system
Structure
GM
AvtoVAZ
Unclear Issues:
Progress
AvtoVAZ decided to sell prototypes of New Niva GM- adamant and disagreed on its entry to market
GM Board approved Herman to pursue and complete JV negotiation GM Russia: David Herman and Heidi McCormak AvtoVAZ: Vladimir Kadannikov and Alexei Nikolaev
February 6, 2001:
From June
Cultural Differences
America
Authority Change Rights Diverse Views Economy Cultural roots Warfare
Diffused from people, flows up From below, individual
Russia
Centralized, flows down Imposed from above, society
Celebrated, protected
Tolerance, pluralism
Government-centered
Europe, Asia Constant cruelties, wars Devastation, hardships
Americans:
Complex
For
situation
break down into sub-points
Negotiation:
Slow