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Chevrolet Europe

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by

Elisa O'Reilly

on 3 November 2014

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Transcript of Chevrolet Europe

History
GM Daewoo in Europe
Daewoo: Seoul, Korean automotive company, introduced in the mid 1990's
October 2002, GM took part ownership and management control
Chevrolet brand would replace Daewoo
Project Midas
Strategy used to introduce GM Chevrolet in Europe in 2005
Conversion from GM Daewoo to Chevrolet
Corporate strategy
Market GM Daewoo vehicles under Chevrolet
Family Fued!
Rules:

Two Teams
15 Questions
3 Bonus Questions
Conclusion
In order to penetrate European automobile market:
Marketing advertising
Brand awareness
Implement positioning research
Clear preconceptions


Globalization is required to penetrate into the European automobile market.


Chevrolet Europe has to implement and improve quality image in order to be competitive in foreign countries.


Create brand awareness in the European market and be able to maintain GM Daewoo customers. Loyal customers are willing to buy same product brands if its value orientation tends to be traditional


Chevrolet Europe
Overview
- History

- S.W.O.T. Analysis

- Discussion
- Alternatives

- Conclusion
Alberto Espinoza
Elisa O'Reilly
Emma Salazar

Questions
1
2
3
4
5
Bonus
6
7
8
9
10
11
12
13
14
15
Bonus
Bonus
What actions are available to the organization?
To conduct a Qualitative research and implement new marketing strategies

Accept the new branding image

Find positioning territory by focusing on the product
What are the costs and benefits of action?
Costs:
Continuous research and development is necessary
Employee participation in all levels

Benefits:
Image quality. GM's name will come forward, it will be able to reverse reputation from bankrupted to successful company
Sales growth and production increase
Financial growth
Is there something specific Chevrolet faces and must change?
The company has to change the perception regarding the product brand of GM Daewoo as it bring the Korean automobile image based on technology
Who are the 4 main automobile producers competitors in Europe?
Italy company based

French company based

Japanese company based

Korean company based
What was the inspiration of the 1914 bowtie shape of the Chevrolet’s logo?
A wallpaper pattern in a Paris hotel room seen by William Durant in 1908

Based on a "shape" of Louis Chevrolet's home country of Switzerland
Can the market be segmented?
Traditional Segment
To preserve
46% of European car owners

Mainstream Segment
To have, to consume, and to indulge
35% of European car owners

Post-Modern/Materialistic Segment
Subjectivism
19% of European car owners
What are the possible outcomes of the 1% awareness of the Chevrolet brand in Europe?
PRO: A clean slate to position the brand name and the bowtie logo in Europe

CON: Europeans might believe that Chevrolet is not suited for them
Preconceptions on American cars as gas-guzzling yank tanks
Who was the leader in Europe and what brands they carry?
Volkswagen

Volkswagen
Audi
Sear
Skoda
What were the Project Midas' objectives?
1. Resonate with European car buyers

2. Complement GM's multibrand portfolio in Europe

3.Be consistent with the global perception of the Chevrolet brand
Daewoo emerged in the European market in 1997. What car was the first launched?
Matiz
One of the top three car brands
based on a customer survey
"Those who drive a Daewoo know it's a good car, think it is reliable and, above all, very good value for the money"
-Quattroruote
What happened in 1999?
The Daewoo Motor Company declared bankruptcy due to a heavy debt burden
What are the characteristics of Daewoo customers?
Brand loyal

Traditional in their value orientation

Choose to spend less in their disposable income
Who founded Chevrolet and what year?
Swiss émigré Louis Chevrolet

In 1911
True /
False
GM Daewoo customers preferred a brand that would stereotype them
Customers preferred a brand that would embrace their desire for individuality and personal expression
Top 5 automaker & their manufacturer market share percentages in 2003
Volkswagen Group
Peugeot Group
Renault
Ford in Europe
General Motors in Europe
17.0
14.8
11.5
10.7
10.6
What social status and segment were GM Daewoo and Volkswagen located?
GM Daewoo
Lower-middle class & Traditional Blue Collar segment

Volkswagen
Middle-middle class & Modern Mainstream
What characteristics does GM have to look for in order to be attractive and compete effectively in a foreign country?
Company's strengths and weaknesses
Offerings
Marketing policies and practices
Financial resources
In 2001, which country had the highest percentage of GM market share?
Sweden 15.8%
Full transcript