...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...
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...Chevrolet: 100 Years of Product Innovation* Synopsis: This case examines Chevrolet's history of product innovation, branding strategy, and successful product mix in connection with its relationship to parent General Motors and its rivalry with Ford. Chevrolet has a long history of success in developing and marketing cars, trucks, and SUVs that are practical, sporty, and affordable. The brand's relationship with General Motors is both a strength and a weakness, especially in the aftermath of the federal government's financial bailout of General Motors in 2008. Government demands for improved fuel economy and ever changing customer needs and preferences will be constant challenges as Chevrolet looks toward its next 100 years. Themes: Product innovation, product mix, branding, product strategy, competition, corporate reputation, evolving technology, customer loyalty, government regulation, international marketing General Motor's (GM) Chevrolet brand celebrated its 100th anniversary in 2011. Throughout its history, Chevrolet has launched many different vehicle models, some of them widely successful and others deleted from the product mix shortly after introduction. Over the years, the company has transitioned from an American icon into a worldwide brand known for quality and durability. Despite numerous successes and failures in its history, including the recent bankruptcy and bailout of parent company GM, Chevrolet is still going strong after a century of product innovation...
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...Case #9- Chevrolet 100 years of Production Innovation Elizabeth Paul Davenport University MKTG610 Marketing Strategies Mark T. Cusack April 7th 2015 Background Chevrolet was founded in 1911 by William Durant. Later Chevrolet was acquired by General Motors in 1918. By 1932 Chevrolet took over one third of the cars market in America. With Chevrolet successes came many failures, one of the most remember able one was in 2008 when the government bailed out GM due to brand contamination. General Motors (GM) Chevrolet brand has now recently celebrated its 100th anniversary of the company in 2011. Internal Environment Chevrolet has four main internal environment objectives that they work towards every year. * Delivering quality at a low cost to customers * Compete head on with their biggest competitors, which is currently ford * Focus on product technology innovation * Position their brand as a critical part of the America heritage While Chevrolet are working hard to compete to be the number one car brand in America there performance has created confession with loyal customers due to their new tag line they brought out. This resulted in GM losing market shares to ford. Customer Environment Many customers purchase their vehicles at large networks of dealerships across America. Chevrolet target market varies depending on the product that they are marketing, for example; the average corvette buyer is a male who is over the age of 60 years old. A good...
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...Dr. Thomas MKT 360 Case 9: Chevrolet: 100 Years of Product Innovation Pablo Millan 3/29/16 Synopsis: General Motors Chevrolet brand is one of the most outstanding companies in the world. Since its modest founding in 1911 by William Durant, Chevrolet has evolved into a global and well-respected company. Chevrolet is known for their product quality and durability, which are the two main key factors that have held the company’s success. The company also stands out because of their strong history regarding product innovation and branding strategy. When people hear the word “Chevrolet”, instantly they think of a proud American brand. The company’s rivalry with Ford and the relationship with General Motors are two circumstances that mark the history of the brand. Chevrolets affordable vehicles including large trucks, delivery vans, compact automobiles, sports cars, and racecars have all went through product modifications each year evolving technology improvements. The company also face several marketing challenges. One of the biggest is competition from other American automobile brands like Ford, Cadillac or Chrysler. The impact that the Federal Government’s financial rescue to General Motors had in 2008 showed the weaknesses of the company. SWOT Analysis: Strengths: * Capital to allocate towards research and development * Global presence * Experience ( more than a century in the market ) * Brand loyalty * A diverse product mix * Brand presence in...
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...Chevrolet: 100 Years of Product Innovation Marketing Strategy Case Analysis Megan Byas November 21, 2014 Advance Marketing Strategy Introduction: Chevrolet It is not uncommon nowadays in our business industry for products and services to be created merely out of competition with an existing product or service. In the historical case of Chevrolet, they were one of the original companies to be created out of competition in 1911 against Ford Motor Company. Ousted by his initially founded company, William Durant made Chevrolet his primary focus in soon creating different vehicle models. The brand named after a top racer, Louis Chevrolet, soon became one of GM’s most popular brands. Before the Great Depression, Chevrolet sold onethird of America’s cars, and positioned itself as cuttingedge, equipping vehicles with innovative technologies and forming joint ventures with other competitors. Chevrolet has over the last 100 years expanded its vehicle portfolio to tailor to numerous consumer markets, and transitioned from an American icon into a worldwide brand known for quality and durability. SWOT Analysis Strengths: company such as Chevrolet with a history of automaking for over a 100 A years logically would have numerous strengths within the company. The company ...
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...Many external and internal elements affect the way in which companies are controlled. Chevrolet, among the Large 3 Automobile Producers in the United States of America, isn't exempt from this atmosphere. Globalization, technology, advancement, variety as well as ethics all influences the 4 tasks of administration. Administrators should think about these impacts while scheduling, organizing, leading as well as managing. Managing the functions of a worldwide production organization just like Chevrolet is dynamic, with external as well as internal environments not static, administrators should be capable to respond to these types of modifications and change their administration method when needed. Even though the 4 tasks of administration are utilized to achieve objectives as well as operate a company, the external and internal elements should be kept in mind all the time. Globalization Enterprises are global all over the world. Companies need to involve themselves with international markets. In a global environment, income is rising and demand is increasing, leading organizations to focus on external factors as in international market exchange. General Motors has their Chevrolet model in many different parts of the world. They have experienced profit gains and profit losses. The use of going global with their products is taking a step further than keeping within their own country. Chevrolet was used to make decisions about GM's overseas expansion (Wernle, 2011). With the technological...
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...holding company for these independent car companies. Durant left the General Motors firm in 1911 and went on to be co-founder of the Chevrolet Motor Company with Louis Chevrolet. General Motors main competitor was Ford Motor Car Company, owned by Henry Ford, who developed the Model T car. In 1918, Chevrolet entered the General Motors fold as it became part of the Corporation. The first GM car was built in 1918 and it was the Chevrolet 490. General Motors went through many phases of development from 1910-1929. GM’s new design over Ford’s Model T design, set the place for production, design and the marketing innovation of vehicles. GM’s first diversification took place when they added Chevrolet. They used its philosophy and strategy for marketing. Today, GM is one of the largest automakers in the world and the global headquarters is located in Detroit, MI. By the 1930’s, GM began to start in aircraft design and manufacturing by buying Fokker Aircraft Corp of America and Berliner-Joyce Aircraft and merging them into General Aviation Manufacturing Corporation. 1948, GM divested North American Aviation as a public company and never had major interest in the aircraft manufacturing industry again. GM also bought Electro-Motive Corporation and its engine supplier Winton Engine and renaming them as General Motors Electro-Motive Division. Over the next 20 years, they built the diesel-powered locomotives. During, World War II, the diesel powered engines were used for American submarines and...
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...bulky and expensive and only offered a limited driving range. The Volt team turned the problem on its head by embracing the range limitation, conceiving a car with compact battery system and an "extended range" gasoline engine as a backup. After previewing a concept car at a major auto show in 2007, the team embarked on the hard work of building it. Developing brand ambassadors Going to market with a category-creating product presents unique challenges. Breakthrough products can often generate early buzz and excitement but can struggle to find traction in the market because of the "unknown" factor, which can leave interested buyers on the fence. For Chevy, it was critical that it have a deep understanding of the needs of its target consumers: the "early considerers" who could also become passionate brand "ambassadors." Chevrolet needed to develop equally breakthrough marketplace positioning that would educate consumers and quickly stimulate demand. What drives the drivers? To ensure a successful go-to-market strategy, Chevrolet understood that it needed to think beyond traditional...
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...“Comparative Study of Maruti A-star with Tata Indica Vista, Chevrolet Spark and Hyundai i10. The survey explains how well the customers are satisfied with performance of A-star,Tata Indica Vista, Chevrolet Spark and Hyundai i10. This survey compares these four vehicles in different aspects including Technical performance. SCOPE OF THE STUDY The study covers the analysis and interpretation of customer’s opinion about the A-star,Tata Indica Vista, Chevrolet Spark and Hyundai i10. The study aims at evaluation of customer satisfaction in these four models. This analysis shows main features that attract customers to the vehicle. The study mainly focused on the evaluation of overall performance of the vehicle in the hatch back segment. The study compares A-star,Tata Indica Vista, Chevrolet Spark and Hyundai i10 each and every aspect. OBJECTIVE OF THE SURVEY * To make a comparative survey of A-star,Tata Indica Vista, Chevrolet Spark and Hyundai i10 * To find out how well the customers are satisfied with these four vehicles. * To find out the sales potential for Maruti A-star * To find the demand for Maruti A-star in Hatch Back Segment. * To find out the unique selling proposition for Maruti A-star * To find out which Maruti A-star variant is most selling and which has high demand in the market as compared to the other Hatch Back vehicle like Tata Indica Vista, Chevrolet Spark and Hyundai i10 * To find out one important feature...
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... | This paper researches the management and leadership of General Motors Corporation (GM). GM has stood on top of the car making industry for several decades only to find itself bankrupt in 2008 and borrowing money from the United States government to stay alive. At one point the government owned two thirds of the mega car maker and GM found itself in the worst position ever in the company’s storied history. However, GM has turned a major corner in the last couple of years. They have found success through a myriad of management changes and other modifications that have helped GM race back to the top in the car making industry. This paper will explore the history of General Motors, changes made to the management and the structure of the management team, the marketing strategies they have employed over the last few years, and one of their most innovative products ever,...
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...Elevator Pitch – Chevrolet Equinox 2013 MKTG 3416 Nipissing University Carla Viglino – Hind Zahidi Jan30th 2013 Business Objectives Differentiation between the Chevrolet Equinox and GMC Terrain Movement is the universal language of personal freedom – Louis Chevrolet. Following this quote by the founder of Chevrolet Vehicles is the underlying idea behind all cars designed and created by Chevrolet for 100 years. Maintaining the same idea for all cars creates the main difference between the Equinox and all other cars in the Cross Over class in particular the GMC Terrain – the vehicle that has the most similar characteristics to the Chevrolet Equinox. The Chevrolet Equinox is equip with state of the art safety features ranging from air bags around the whole car protecting all passengers to exterior sensors indicating when travelling too close to the car infront avoiding collision or when a car is travelling in the blind spot of the vehicle. Voted best in the 2012 Insurance Institute for Highway Safety top safety pick, these additional safety features alone make the 2013 Chevrolet Equinox the most suitable vehicle for anyone wishing to purchase a Cross Over in 2013. The question rising about the differences between both the Chevrolet Equinox and the GMC Terrain is easily answered when purely looking at the exterior of both vehicles. The Equinox is a stylish design suited for both city and long distance driving where as the Terrain holds the similar bulky and unattractive...
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...including a proposed marketing mix such as product, price, promotion, and plan. Additional information includes market affects and explains certain elements and there implementations. Specific information tells about General Motors position in the automobile industry, and General Motors existence. Closing information will put in plain words how other companies for such as, Ford and Honda produce their version of the hybrid car. General Motors Founded General Motors was established in 1908, and holds the highest standard as the number one leading in automobile sales in America. General Motors Organization staffs over 209,000 employees nationwide. The Chevrolet Motor Company is the leading General Motors brand, and others include GMC, and Cadillac. Louise Chevrolet , and William Chevrolet established the Chevrolet Corporation and General Motors purchased the Chevrolet Corporation in 1918, and have been the predominate owner until this day (Chevrolet Volt Campaign Strategies, p. 6). Mission Statement General Motors Corporate Officer, and Chairman Daniel F. Ackerson, and other chairmen developed a mission, and vision statement concerning General Motors Organization General Motors simple values and beliefs consist of the organization’s mission statement. According to General Motors Mission Statement (2013) emphasized: G.M. is a multinational corporation engaged in socially responsible operations, worldwide. It is dedicated to provide products and services of such quality that...
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...of their different brands and how they have opinion regarding these brands. So in simple the need is to know, the awareness level and the customers response about brands of GM. My basic intention is to make the customers or people make aware of different brands of GM and also to know the opinion in the market and their perception and satisfaction in the market of GM brands. Data collection approach: By using primary and secondary sources collected the required information. 1.Primary source: Questionnaire, Personal interview. 2. Secondary source: Company website, related information from Internet, journals, Textbook, Newspapers, etc. Sample Selection Method: Regarding to my project sample size is 100 and the sample target customers are those people who visit the company’s showroom and by random sampling through convenience sampling i.e those customers who come at the different places near the company showroom. Here random sample because to make people aware of GM different brands, and also to check perception of people regarding brands who already know the GM brands within Hubli-Dharwad. Method of Analysis: It involves a recorded observations into dissipate statement. The measurement...
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...For the exclusive use of L. Jobard, 2015. IMB 443 SEEMA GUPTA VOLKSWAGEN IN INDIA In just 4 years since Volkswagen (VW) set up its India operations, it had captured a 3.6% market share – something the Detroit giants had not been able to do after more than a decade in the country (Exhibit 1). VW was the flagship brand of the Volkswagen group, which also owned Audi, Bentley, Bugatti, Lamborghini, Porsche, SEAT, and Skoda. In India, the group was present with Skoda, Audi, and VW. 1 Maik Stephan, Managing Director, Volkswagen Group Sales India said: While three brands give us the collective power, we have to be careful to market them uniquely so that we are not chasing the same customer. i In 2011, the group’s worldwide revenues and net profit were Euro 159 billion and 15.8 billion, respectively. Headquartered in Wolfsburg, Germany, the group operated more than 60 plants around the world. It was the second largest automaker behind General Motors. It had a market share of 12.3% in 2011. Its core markets were Germany and China. It was the market leader in Europe with a 20% market share. It aimed to become the world’s largest automaker by 2018. With a growth of 30% in the Indian automobile industry, India was to play an important role in realizing the group’s global ambitions. ii VW targeted to increase the market share of its flagship brand in India from 3.6% to 5% by 2015. Neeraj Garg, Director, VW Group Sales India said: We have to transition from launch stage to growth stage of...
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...General Motors and WW II…………………………………………...6 General Motors in South Africa………………………………………7 General Motors in China………………………………………………7 The Chevrolet Brand…………………………………………………..8 Conclusion………………………………………………………………9 Works Cited……………………………………………………………..10 Executive Summary General Motors (GM) is one of the big three auto makers in the world and they have built some of the most famous vehicles on the road which have met all different types of consumer’s needs. General Motors has taken an unexpected turn in the past several years for the worse due to the changing economy that is affecting the world. Many economists claim that the United States has been pressed into a recession that started with the housing crisis in 2008. From this crisis restricted a major banking crisis that has led to financial institutions implementing tighter lending guidelines for businesses. This has greatly affected General Motors since the company relies heavily on short term returns. Out of all the auto making companies during the crisis of falling sales and crashing returns, General Motors was hit the hardest and filed bankruptcy. The fact that General Motors has such a large portfolio is working directly against their success because of the fact that they are spread completely too thin; by being unable to focus on the core products that are vital to the company’s success. General Motors has historically built brands around the theory that they will be consumed whether or not...
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