GM Tries to Sharpen Its Car Images Essay -- BTEC Business Marketing GC

GM Tries to Sharpen Its Car ImagesExecutive SummaryGeneral Motors, the humans largest vehicle manufacturer took the industry leadership from Ford Motors corporation in 1931. With its node oriented objective and signifi chamberpott marketing programs, GM protected its purview since then.Starting from 1990, GM became industrys biggest capital loser in the U.S. market by tracking out of the path it always had been and forgetting how it became and protected its leadership for over 60 years. Top forethought moved slowly by taking important decisions, lost go over the divisions and did non stop the production of the dogs on time. GM alike lost touch with its customers and dealerships, so, the well-respected brand name became a dog itself in consumers minds.After assigning a bleak CEO and top guidance team, GM tried to recover as soon as possible. To make the broken brand, a new marketing carriage, a brand jest at himself was needed. Ron Z arlla was transferred from Bausch & Lomb to change the image of GM products. Zarella took long and short-term decisions successfully and finish the arguments inside of the association. He changed marketing structure by creating brand manager positions to work with the services such as design team, public relations, customer satisfaction, sales, service and distribution. Five-Phase Vehicle Development Process was created, engineers and marketing groups from different brands have to work with each other. As results of these innovations, GM was able to design new cars shorter although still not shorter than its competitors, market its products more successfully and gained consumer confidence spinal column again. Situation AnalysisA.EnvironmentFast technological changes and increasing affordability changed consumer expectations in 90s. Big, heavy cars had still market share but the cars which are smaller and have low gas mileage were stars for the Generation Y. billet doors, power windows, power steering and air cond itioning became standards for all consumers which were ready in luxury cars or offered as an extra in 70s and 80s.Starting from 1990 especially following the Gulf War, The U.S. economy started recovering after recessing in 80s. The federal budget dearth was getting smaller, long-term interest rates were lower and U.S. businesses had equal bell of capital compared to their foreign competitors. Oil ... ...ing should work together as one(a) body and help each other as possible as they can and the time for designing products should be shortened. For brand management positions, not only insiders but also outsiders should be installed to get new and strong ideas. The teams containing brand managers and engineers from different divisions should be made up to share ideas and work through to solve the quality, production and distribution problems of every division. Consumer confidence can be gained back by changing products characteristics, smart pricing strategies by concentrating greet administration or cost management, training salespeople and dealerships in consumer friendly way, religious offering flexible financing solutions with promotions and, teach the consumer the benefits of the product. Summary and ConclusionGM can be successful in its profit-maximization and A car for every purpose, a car for every pocketbook objective by using these solutions. The company will have better operation, production design will be faster, employee participation and motivation will be high, customer oriented appeal will be applied and protect its industry leader position against its competitors.