.
Therefore various strategic analyses will be carried out to further bring to light internal and external issues arising out of the environment. Key influences and drivers of change will be identified as the basis of strategic choice. .
SWOT analysis.
ROVER: BEFORE ACQUISATION.
Strengths.
Has used the period of the alliance to consolidate and compete as a fragile segment player.
The company has a skilled, experienced workforce who could be trained to achieve even better productivity.
The firm possesses the capacity for vehicle production. This includes the new manufacturing facility at Cowley.
Rover has an efficient production process. The break-even quantity had come down to 450,000. .
The company possessed a well-segmented model range.
Rover had quality and reliable products.
Rover had good market innovation. The Roverisation slogan and re-badging of the Land Rover Discovery as the Honda Crossroad are good indications of this.
The company has a good Research and Development capability. The company has developed 4wd expertise. .
It also had access to the Japanese market. Rover also had a wide distribution network in UK and Europe making it easy to sell its products in this market. .
The company had a good understanding of the European customers in terms of tastes and preferences. Their designs were seen as having a chic image and good styling.
Rover was a learning organization.
.
Weaknesses.
Initially, the company had a poor financial base and performance. Rover was actually making losses. .
One of the major weaknesses was the low production capacity utilization.
Heavy Reliance on the UK and European market for product sales. .
Ownership by the British Aerospace, which considered the group as non-core and did not want to keep it.
The jobs for life guarantee to employees. This may not augur well in the English culture and also may limit Rovers available options during periods of poor performance.