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Volkswagen Expansion HARVARD CASE REPORT 1. To what extent did Volkswagen face long term currency risk, and what were its sources? 2. How did Volkswagen manage its
car launches followed the typical PR approach: a social event at a car dealership or at a social venue with press and key guests of the industry, where the car was
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another important skill that Inamori showed. For this assignment you are to read "Benetton Group S.p.A.: Raising Consciousness and Controversy with Global Advertising"
Accor continued its expansion in restaurants and sleeping compartments on trains. In the car rental business, the company shared control of Europcar Interrent International
Submitted by aaalegria on March 6, 2006
Category: Business
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HARVARD CASE REPORT
1. To what extent did Volkswagen face long term currency risk, and what were its sources?
2. How did Volkswagen manage its long term currency risk, and what might have been done differently to improve risk management?
1. To what extent did Volkswagen face long term currency risk, and what were its sources?
1960¡¦s: Throughout this decade VW consolidated its position increasing marketing, efficiency and production. The weak DM in relation to US dollar contributed to VW¡¦s exports to US. Long term currency risk in this stage was tied to a potential appreciation of the DM in the future, since VW was mainly a big exporter company that traded its local products abroad (especially in the US market).
1970¡V1975: The DM appreciated with respect to the dollar. German exports became expensive. This reduced VW profitability and liquidity and increased share of debt in capital structure (1973, equity dropped 31 to 24%). Japanese competition was taking more of VW US market share. Although Japanese Yen was appreciating this was rate was significantly lower that DM rate. Considering that VW was still a big exporter that produced mainly in one country, and supplied to many others, long term risk in this stage was related to the real appreciation of the DM in relation to the US dollar (a big portion of VW¡¦s sales came from the US market) and other currencies (from the countries of VW¡¦s competitors). Also, the biggest portion of DM denominated debt was another risky issue, considering the volume of revenues in softer currencies (revenues from the US market).
1976-Mid1980s: Although it aimed at reducing DM - US dollar volatility risk, the introduction of the Puebla plant as a supplier of US market, VW added another currency risk that came from the peso-dollar exchange rate. Also, the production in Mexico was less efficient than in the US in terms of volume...
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