...Chevrolet is an iconic brand in the United States automobile industry. Chevrolet became an iconic brand having a wide array of very successful brands that have proved to be reliable, efficient and priced fairly reasonable. One of the most important and difficult decisions for a company like Chevrolet is their product mix and the diversity of it. (Golmohammadi, & Mansouri, 2015). The diversity of vehicle models and sizes under the Chevrolet umbrella is quite large and one that consists of many extremely popular vehicles including the Chevy Corvette, Chevy Camaro, Chevy Silverado, Chevy Tahoe, and many others. Overall the diversity of the Chevrolet brand is very strong due to its wide range of vehicle options within the car size, truck size,...
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...Marketing Mix Information in this paper begins by summarizing the market surroundings concerning the General Motors vehicle Chevy Volt, 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...
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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. A History...
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...General Motors’ most successful companies in the world. Since its founding in 1911, Chevrolet has evolved into a global and well-respected company known for their product quality and durability. Although Chevy is a leading brand in the automobile industry, the company also faces a number of marketing challenges. For over a century, Chevrolet has built a brand image of quality and durability. Through their involvement with NASCAR, they’ve created loyal customers content with the American heritage. But when their parent company GM went into bankruptcy in 2008 and required a $50 billion government bailout, the brand’s reputation was hurt. The already highly-competitive industry used this at their advantage to chip away at their market share. In addition, Chevy has a limited environmentally-friendly product line, which is being threatened by the new impending government regulations. To successfully compete in the automobile industry, Chevrolet will need to focus on modifying products for the environment while sticking to their affordable price strategy and customizing a stable global brand image to attract various market segments. Situational Analysis Chevrolet has a strong research and development team that has been able to modernize their product line for over a century. They have implemented a “Planned Product Obsolescence,” program that allows them to introduce a new car model each year, which has given them the increased sales over Ford, their most direct competitor...
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...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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...Ford vs Chevrolet Ford and Chevrolet (Chevy) are in the automotive industry and have been in completion for many years start back in 1908, both companies started in the state of Michigan and have been battling it out for profits, market share and hometown bragging rights. Ford was founded in the suburb of Dearborn, Michigan and Chevy was founded in Flint, Michigan. Ford and Chevy both are good-producing sectors, they both manufacture automobiles that are similar but different. They each have a mission statement, Ford’s mission statement “One Team, One Plan, One Goal.” Ford’s mission statement is defined to each part of the statement, One Team meaning people working together as a lean, global enterprise. One Plan meaning aggressively restructure to operate profitably at the current demand and changing model mix, developing new products our customers want and value, finance our plan and improve our balance sheet, and work together as one team. One Goal meaning an exciting viable Ford delivering profitable growth for all. Chevy’s mission statement is an unofficial statement “We win when the customer says we win.” Chevy has an unofficial mission statement but uses more of Five Principles to guide its business, Safety and Quality First, create long-life customers, innovate, deliver long-term investment value and make a positive difference. Both Ford and Chevy are oligopoly competition, being that both companies supplies a large portion of the automotive industry. Being in...
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...held, built upon, harvested in the short-term, and divested. Figure 1: The BSG Model At the year-to-date mark of 2012, “General Motors holds an 18.1% share of the total automotive market, putting total cars at 7.6%, total light trucks at 10.5%” (Wall Street Journal, 2012). Figure 2: General Motors: BSG Model will display General Motors market growth and market share in terms of vehicle type. Figure 2: General Motors: BSG Model Stars (Hold) 1. Sports Cars and Convertibles – The Chevy Camaro and Corvette account for one out of every three sports cars sold in the United States in 2011. Chevrolet accounted for 37 percent of the sports-car segment last year with the Chevy Camero. Chevrolet accounted for 28 percent of the luxury-sports-car segment in 2011 with the Chevy Corvette. 2. Pick-up Trucks - Chevrolet Silverado: 28% market share 2011 growing pickup market. 3. Hybrid/Electrical Sedans – The Chevy Malibu and the Chevy Volt are among the leaders in the Hybrid and Electrical automobile industry (Hyrbidcars.com) Cash Cows (Harvest) 1. Four Door Sedans – General Motors holds 19.4% of the market share for four door sedans (Motor Trend, 2012). They can use this leading market share to competitive positioning....
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...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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...“Carmakers Target Gen Y” Jacob Jasper Barnes, III Strayer University – Lower Bucks County Campus Dr. Gary White MKT 505 – International Marketing August 12, 2012 1. Explain the strategy behind Asian automakers targeting Gen Y. Asian automakers have are targeting the young generational consumers referred to as the Gen Y for many different reasons. Amongst the many reasons is the sky-rocketing price of gas. The young generation is becoming more sensitive to cost than ever before. They want to spend less and get more, if possible. They have found that high priced gas guzzlers are not so popular anymore. With the price of gas being at an affordable standstill for years, it means that Asian automakers now have the opportunity to target young US consumers that are looking for small, reliable, and fuel efficient vehicles. According to a survey conducted by Consumer Reports National Research Center, 2012, it shows people are driving less and looking for more fuel efficient cars. Asian automakers understand that America is in a crunch so people are looking for more but for less. Their aim is to introduce lines of vehicles that are not only fuel friendly but are pocket friendly as well. As stated by consumer affairs “There are 64 million Gen Y buyers coming into the marketplace," stated by Jim Lentz, Toyota's group vice president and general manager. "We know when they come to market to buy a vehicle, new or used, they will spend on average about $15,000." So Asia figured...
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...achieving success globally. The four-point business plan first consists of aggressively restructuring to operate profitably at the current demand and changing model mix, and then to accelerate development of new products their customers want and value. The last two points include financing their plan and improving their balance sheet and finally to work together effectively as one team. Being a global company, it is important for Ford to be able to predict the percent of international sales from their total sales. In 2000, 72% of Ford’s total sales came from the U.S. and the other 28% came from Europe, Asia Pacific and Africa. They have predicted in 2020 that only 43 % of their sales will come from the U.S. with 25% from Europe and 32% from the Asia Pacific and Asia. They are not predicting this on the assumption that sales in the U.S. are going to decrease they just believe that the sale in the Asia Pacific and Africa are just going to increase dramatically. Since Ford is a major multinational company, their activities have far reached environmental, social and economic impacts. The first part of their value chain analysis is Product Planning and Design. This is where they decide what products that are going to make, what technology they will develop and implement and finally how and where they are going to make these products. In 2013, Ford spent $6.4 billion dollars on engineering, research and development. This resulted in Ford receiving 718 U.S. utility patents for new technology...
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...1.Explain the strategy behind Asian automakers targeting Gen Y. The strategy behind Asian automakers targeting Gen Y as well as other industries is because Gen Y have become relevant consumers in the market place. Also known as Millennials, the Generation Y are comprised of 56 million people, according to the 2010 Census and it is considered the second largest age group behind Baby Boomers. Born between 1946 and 1964 the Baby Boom generation has long been the primary target group that product developers. However, the Baby Boomers are an aging demographic and their financial priorities are shifting, while Millennials sheer numbers alone were appealing. Even knowing Millennials have household incomes below $50,000 (Nickell, 2012) the country's post-war prosperity gave them tremendous buying power, making the growing focus on the Millennials as the next consumer target for many companies’ especially Asian automakers. Additionally, a national survey by communications firm Capstrat, shows that more than 20% of young consumers, so-called millennials, age 22 to 30, plan to purchase a car within a year. 64% of female millennials have already bought a vehicle, compared with 44% of males. "Millennials are going to overtake baby boomers in terms of spending power by 2018," says Capstrat President Karen Albritton (cited by Steve, 2011). Another strategy behind Asian automakers targeting Gen Y is to fulfill Gen Y desire of being part of a community, giving to them...
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...Synopsis Ford is working to change its marketing strategy for developing compact cars. The Focus is Ford’s most popular economy car, and for years has been a low cost, reliable car. Ford is now beginning a new stage of the Focus by now offering the car with numerous additional features, resulting in a luxury car feel with the same Ford logo. With the rise in gas prices, and the current economy climate, Ford foresees a push from larger vehicles to smaller cars. This change in consumer preference stems from the superior gas mileage and reduced ecological footprint that compact cars provide. Currently, Ford markets the Ford Focus to the United States and the European market. The cars that they make for each market are different based on consumer preference. The current Ford Focus selling in the United States is more economically friendly, with the base model having a very affordable starting price. In comparison, the current Ford Focus found in the European market has additional features not found in its counterpart, but at a higher price. The 2012 Focus will have the ability to satisfy many different classes of people from its base model, the S, to the top of the line luxury found in the new the Focus Titanium trim package. By manufacturing the Focus for both the U.S. and the European market in Wayne, Michigan, Ford will save a plethora on development costs. A $28,090 price tag for a fully loaded 2012 Ford Focus sedan may discourage some consumers. However, one must consider...
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...Chapter 7: Products, Services and Branding Strategy What is a product? Anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. - Includes: physical objects, services, events, persons, places, organizations, ideas, or some combination thereof. What is a service? Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything can referred as a Service. Eg: banking industry, tourism industry, Information Technology services etc. Levels of a Product ▪ Core benefit – What the consumer is really buying. ▪ Actual product – Includes the brand name, features, design, packaging, quality level. ▪ Augmented product – Additional services and benefits such as delivery and credit, instructions, installation, warranty, service. Core benefit:- Each level adds more customer value. The most basic level is the CORE BENEFIT which answers the question “What is the buyer really buying?” When designing the products, marketers must first define the core, problem solving benefits or services that consumers seek. People buying a SONY Handycam are buying more than a digital camcorder. They are buying a convenient, high quality way to capture important moments and memories. Actual product:- At this second level, product planners must turn the core benefit into actual product. They need to...
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...will be explaining these factors in The Walt Disney organization. I will be giving a breakdown of all of the following, Globalization, Technology, Innovation, Diversity, and Ethics. Along with the breakdown of each factor I will be highlighting examples in which The Walt Disney Company. has exceled to hold themselves true to the factors that are needed in the business world. Without large organization having all five of these factors with strong force the balance of the company is off tilt. Globalization Globalization in simple words would be the spread of a company over the entire globe, from one country to the next country in the process of selling their product and expanding their company’s empire. This factor is being grasped by many companies strongly with the help of the Internet. Companies such as Coke, Chevy, and even a small boot company Redwings Shoe companies all understand truly how important this factor is. One company that really understand the importance of globalization is The Walt Disney Company, this company goes above and beyond to embrace and reinforce globalization. The Walt Disney Company has opened 5 theme parks, two in the United States, one in Paris, one in Hong Kong, and the latest one in Tokyo. Every chance this company gets it is finding ways to expand its reach in different directions and locations throughout the world. (Vaux, n.d.). Technology Technology is the advancement in the process in which we do thing from day to day. Most of us would...
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...Marketing Plan – Programmable Cruise Control Rebecca L. Smith Table of Contents 1.0 Executive Summary 2.0 Situation Analysis 2.1 Markey Summary 2.2 SWOT Analysis 2.3 Competition 2.4 Product Offering 2.5 Keys to Success 2.6 Critical Issues 3.0 Marketing Strategy 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Markets 3.5 Positioning 3.6 Strategies 3.7 Marketing Mix 3.8 Marketing Research 4.0 Controls 4.1 Implementation 4.2 Marketing Organization 4.3 Contingency Planning 5.0 Conclusion 1.0 Executive Summary Smith’s Cruise Controls is a new company that offers programmable cruise controls on Honda vehicles, starting with the Civic in 2012. The Civic was chosen because they offer a hybrid model and is already gas efficient and is the most popular model sold by Honda. The programmable cruise control will allow the driver to set two different speeds that will stay programmed after the vehicle has been shut off and back on again. This allows the average commuter to not have to continue to change the speed as their travel requires them to do so. This option will also allow the driver to save on gas mileage, which is a concern with consumers. Although there are cruise controls available today, Smith’s programmable cruise control allows the driver to set two different speeds to alternate between as they are driving. Current cruise control only offers one speed setting and resets each time the vehicle is restarted. Smith’s...
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