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General Motors

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by

Michaela Sadlowski

on 7 December 2014

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Transcript of General Motors

General Motors
Marketing Plan
Business Mission & Objectives
GM’s purpose begins with a few simple but incredibly powerful words: We are here to earn customers for life. Our purpose shapes how we invest in our brands around the world to inspire passion and loyalty. It drives us to translate breakthrough technologies into vehicles and experiences that people love. It motivates the entire GM team to serve and improve the communities in which we live and work around the world. Over time, it’s how we will build GM into the world’s most valued automotive company.

Company Overview
SWOT
Business Mission & Objectives
Situation Analysis & SWOT
Identify Opportunities: Segmentation, Targeting, Positioning
Implement Marketing Mix: Product, Price, Place, Promotion
Evaluate Performance Using Marketing Metrics
Identify Opportunities: STP
Implement Marketing Mix
Product
Price
Place
Promotion
"Find New Roads"
"Professional Grade"
"The Class of World Class"
Cars:
Spark
Sonic
Cruze
Volt
Malibu
Impala
Performance:
Camaro
SS Sedan
Corvette
Crossovers & SUVs:
Equinox
Trax
Traverse
Tahoe
Suburban
Trucks & Vans:
Colorado
Silverado
City Express
Express
Commercial
Acadia
Acadia Denali
Terrain
Terrain Denali
Yukon
Yukon Denali
Yukon XL
Yukon XL Denali
Sierra 1500
Sierra 1500 Denali
Savannah Cargo
Savannah Passenger
Lacrosse
Regal
Verano
Enclave
Encore
Coupes:
ATS Coupe
ELR Coupe
CTS Coupe
CTS-V Coupe
Sedans:
ATS Sedan
CTS Sedan
CTS-V Sedan
XTS Sedan
Crossovers & Sports Wagons:
SRX Crossover
CTS Sport Wagon
CTS-V Wagon
Luxury Utility:
Escalade
International Brands
Holden
HSV
Opel
Vauxhall
Wuling
Baojun
Jie Fang
UzDaewoo
Luxury
Style
Chevy: $12,270 - $80,000+
GMC: $20,955 - &76,795+
Buick: $23,380 - $39,050+
Cadillac: $33,065 - $97,940
Offers & Incentives:
BuyPower Card
Credit Union Member Discount
Certified Pre-owned
Military Discount
College Discount Program
Australia/Oceania
Australia
New Zealand
Holden
Asia/Middle East
Chia
India
Israel
Japan
Korea
Middle East
Singapore
Thailand
Isuzu
Africa
East Africa
Eygpt
South Africa
Chevrolet, Opel, and Isuzu
Europe
Opel Europe
Vauxhall UK
South America
Argentina
Brazil
Chile
Columbia
Equador
Peru
Uruguay
Venezuala
6 Major Categories
35 Countries
North America
Canada
Mexico
United States
Auto Shows
Special Car Releases
Concept Releases
New York Auto Show
Detroit Auto Show
Tokyo Auto Show
GM Cards
BuyPower Card
Earn 5% on first $5,000 in purchases
Earn 2% on purchases after $5,000
Earnings don't expire
GM Extended Family Card
Earn 1% on all purchases
Earnings expire after 7 year

Road Safety
MyLink
Easy to use
Control everything through your vehicle or hands free
Music playlists
Navigation
Phone calls
Text messages
Mobile Apps

Certified Preowned
150+ Point Inspection
Manufacturers Warranty
24hr Roadside Assistance
Exchange Privilege




Strengths:
Diverse Models
Technology
Community Service
Weaknesses:
Recovery from problems
Communication
Opportunity:
Environmental Sustainability
Gain support from smaller markets
"Apps"
Threats:
Gas Prices
Outside Nations
Segmentation

Targeting

Positioning
Segmentation
Benefits
Behavioral
Demographic
Targeting
DIFFERENTIATED
Families
The Working Man
Luxury Class
Going Green
Positioning
The Working Man: 2015 GMA Sierra Denali

Going Green: The Chevy Volt

Luxury Class: Cadillac

Family: SUV's (all companies)
Founded: 1908
Current CEO: Mary T. Barra
Publicly traded: 2010
Marketing Metrics

Focuses on four brands that Represent 83% of sales.
YOY Change to see growth.
2014 Total Sales
Chevy: 3.3%%
GMC: 10%
Buick: 8.4%
Cadillac: -4.2%
Total:4.3%
Growth Strategies
Marketing Penetration
Price of 30 of GM's models are being repositioned

Work to create a cycle of reinvestment
Market Development
72.3% of sales were generated outside of US

43.4% came from emerging markets

Hiring of much more engineers
Product Development
Increase sales by improving product

Redesign products to compete with competitors
Diversification
Environmental initiates

Volt based plug in hybrids

Small cars
By: Michaela Sadlowski, Emma Clarke, Kasey Pickell, Eric Youncofski, Frank Reilly
Full transcript