Marketing Case Project: General Motors

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Zach Bauer
Matt Biersdorf
Matt Flinn
Amy Oliver
Danielle Provance
Marketing Strategies
Professor Paul
11/08/2006

Executive Summary General Motors is one of the largest motor vehicle manufacturers in the world and has been a market leader for over 75 years. The company itself has been going through changes especially in the way that they are creating products and on an internal basis, however, there are some changes that the company still needs to overcome. One of the changes that General Motors has promoted is its’ Flexible Fuel Vehicles which do not run on solely petroleum, rather Ethanol 85. These vehicles cost only $150 more than a normal vehicle, however, the lacking of E-85 fueling stations throughout the nation are making it harder for consumers to take advantage of this “greener” technology while also saving money. The company has also decided to implement a widespread corporate restructuring initiative to help alleviate company debt as a result of rising costs of employee healthcare, benefits, and pensions. Such a plan includes the closure of over a dozen North American plants and manufacturing lines, as well as making substantial job cuts. This three-year endeavor is necessary in keeping General Motors in line with competitors. General Motors is struggling to keep up with its competition in hybrid technology. In order to become a major competitor in the automotive market GM needs to penetrate the hybrid market. In the past few years this market has more than doubled and GM has done nothing to obtain market share. The suggestion is that General Motors needs to implement a strategy to produce hybrid automobiles and take market share away from its Asian competitors.

Table of Contents
Introduction 4
Company Background 4
Situational Analysis 5 Industry Analysis 5 Competitive