Chevrolet case 3 - Case 1 Student Template Chevrolet...

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Case 1 Student Template Chevrolet Chevrolet: 100 Years of Product Innovation Marketing 701 February 5, 2016 Alexander Martin
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Case 1 Student Template Chevrolet I. Executive Summary Chevrolet is the all American automaker; they are entrenched in American society like no other and have the United States in mind. In recent times Chevrolet has experienced some trouble due to the bankruptcy and government bailout of their parent company General Motors. The bankruptcy and subsequent bailout has tarnished their reputation, which has caused some of their customer base to jump ship. Chevrolets competition has taken advantage of this bankruptcy and bailout using it to launch negative marketing campaigns targeting Chevrolet. Outside of the United States Chevrolet has been putting a lot of focus on their success in foreign markets. The future success of Chevrolet is dependent upon their success in foreign markets. Research, Development, and Innovation are all things that Chevrolet needs to continue to focus on. The future of the automobile industry is in fuel-efficient vehicles and vehicles running on alternative fuel sources. II. Situation Analysis A. The Internal Environment Review of marketing goals and objectives Chevrolet is both an American icon and a leading vehicle manufacturer worldwide. To stay at this level with continued success they much have a solid set of marketing goals and objectives. The main goal that Chevrolet holds at its core is to deliver quality vehicles at a reasonable or low cost. Another goal of Chevrolets that is very important to them is to make sure their brand continues to be a part of American culture. The third goal of Chevrolet that I found to
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Case 1 Student Template Chevrolet be very important is that they continue to create brand awareness and explore opportunities in foreign markets. With rising materials, production, and logistics costs Chevrolets main goal of delivering quality vehicles at low costs is becoming more and more difficult to achieve. Chevrolet is able to continue achieving this through forming alliances with companies such as materials distributors and logistics companies. Two examples of this are the alliances they formed in 2012 with companies such as GEFCO and Peugeot Citroen (PSA 2012). Being a huge part of American culture is very important to Chevrolet as it goes back to their roots and the start of the company. Chevrolet has made sure to continue this through the use of their “Chevy Runs Deep” slogan. The use of this slogan is meant to have an emotional impact on American citizens while tying its heritage to the United States (Ferrell and Hartline 2014). Continuing their success in global markets is integral to the continued success of Chevrolet as a whole. In order to make this happen Chevrolet must continue to spread brand awareness in all 140 countries in which is it present. Roughly 70 percent of GM sales in foreign markets come from Chevrolet (Ferrell and Hartline 2014). In an effort to keep this number high
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  • Spring '14
  • Marketing, Chevrolet, Student Template

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