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BUS 365 Marketing Plan

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by

Brenna Alexander

on 13 April 2017

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Transcript of BUS 365 Marketing Plan


“Making the world’s best vehicles can only happen with the world’s greatest employees. We take great pride in our work, and take great care to deliver exceptional cars and a positive ownership experience to our customers around the world. At the new GM, we make a strong commitment to our customers, employees, partners and other important stakeholders. We state proudly our five principles that guide us in everything we do. Safety and quality first,creating lifelong customers, innovation, delivering long term investment value, and making a positive difference"
Opportunities: STP
Growth Strategies & Recommendations
Marketing Strategy
Target market
Marketing mix
Sustainable competitive advantage
BUS 365 Section 5 Group 1
Brenna Alexander, Adam Bohac, JJ Culhane, Kenny Pokora, Adam Reinstein


General Motors
Target Market
Marketing Mix
Sustainable Competitive Advantage
GM takes pride in their large market share
Competing in all areas of the industry
Show dominance in the crossover SUV's
4 Theories of Excellence
Customer Excellence
Operational Excellence
Product Excellence
Locational Excellence
Situation Analysis
PLANNING
IMPLEMENTATION
CONTROL
Strengths
Weaknesses
Opportunities
Threats
Global Presence
New vision and strategy
Rising raw material price
Competition
Car recalls
Brand dilution
Changing customer needs
Growth through accqisition
Segmentation
Targeting
Positioning
Restructuring
Fuel-efficient
vehicles
Geographic
Demographic
Psychographic
Behavioral
Re-evalution
of the martket
Product
development
Select target market(s) for each vehicle
How do people feel about GM?
Must create value in relation to competition
BCG Matrix
Stars
Question Marks
Cash Cows
Dogs
Market Growth Rate
Relative Market Share

Full transcript