Latifah Turney Professor Kulviwat
MKT 175 February 11th, 2014 Case # 1- Chevrolet: 100 years Product Innovation 1. Evaluate the diversity of vehicle types and the sizes that are sold under the Chevrolet brand name. What strength ands and weaknesses are evident in Chevy’s product mix?

Chevrolet has a broad portfolio of products, which include large trucks, delivery vans, full-size, mid-size, compact, and sub-compact automobiles; sports cars; and even racecars. Chevy’s strengths include as I previously mentioned a broad portfolio, strong brand equity, strong brand loyalty, competitive advantage over many other brands, diversified product mix, and they are innovative (new model each year). The company had many successes but they also had failures two of their vehicles; the Chevy Corvair popular in 1962 failed after it was deemed unsafe due to safety issues with its steering, and the Chevy Vega which failed because of poor quality and product recalls which created negative publicity.

2. How has Chevrolet strategically managed its branding and reputation over the last years? What opportunities and threats will affect Chevy’s branding and reputation in the future?
Chevrolet’s brand evolved throughout the years but it maintains many of the same themes that it began with: “a quality vehicle with deep roots in America’s past.” They try to maintain their brand as a key part of American culture, to maintain this brand image they do a number of things such as; associate themselves with American sporting events, and using tag lines incorporating the word America to reiterate the association. Like any other company they face opportunities as well as threats. One major opportunity of Chevrolet’s is the introduction into global markets, they are growing and now they are not only “America’s Best Buy” but they also have the opportunity to be The World’s