..1..IMC Plan.doc - Running head IMC PLANNING MODEL – CHEVEROLET IMC Planning Model Chevrolet Name Institution 1 IMC PLANNING MODEL – CHEVEROLET 2

..1..IMC Plan.doc - Running head IMC PLANNING MODEL –...

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Running head: IMC PLANNING MODEL – CHEVEROLET 1 IMC Planning Model: Chevrolet Name Institution
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IMC PLANNING MODEL – CHEVEROLET 2 SECTION ONE Marketplace Opportunity Analysis Chevrolet is a leading consumer brand in the automobiles market, specifically its US home market. Chevrolet is a brand model produced by General Motors. Recently, Chevrolet launched a new vehicle model seeking to explore new markets (Ajasafe, Covell, Gillet, Holmes & Schmidt, 2011). The engineering of this vehicle was adopted from the desire of the company to embrace a green marketing perspective in its vehicle designs. As such, the company developed new models of fuel efficient, environmentally friendly, as well as technologically advanced vehicles. The launch of these new car models was very successful within the domestic US markets it recorded significant sales following its communication of the arrival of these vehicles. However, the company has a market focus, which targets the youngest portion of the vehicle consumer market, particularly among the young adults aged between 18 to 30 years (Aruoba, Diebold, Kose & Terrones, 2011). The choice of this target market is guided by the sense that the market segment is very influential in the purchase of cars within the market, be it by themselves, their parents, other family members, or friends and relatives. The following paper analyzes how Chevrolet endears its new fuel-efficient car model to the youth market through integrated market communications (IMC). According to Bhalla (2011), IMC provides the company with a wide range of effective market solutions to reach out to the new and difficult to understand target markets, whilst providing a unified as well as consistent message to the market. It is without a doubt that the young adults market is very dynamic, thereby making it somewhat impossible for car manufacturers to match their desires. For instance, the company has to confirm whether the target market is out for personal financial benefit of fuel economy of environmental benefit of fuel economy (Baack & Clow, 2007). In this
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IMC PLANNING MODEL – CHEVEROLET 3 regard, the IMC will provide a thorough research for Chevrolet to use in endearing the new car model to the young adults market, as well as integrate executive, and measure different marketing concepts and tactics to apply in the process. This market opportunity analysis explores the SWOT analysis of Chevrolet in relation to market expectations and competition. SWOT Analysis The following table analyses the SWOT (Strengths, Weaknesses, Opportunities, and Threats) facing the Chevrolet brand manufactured by General Motors. SWOT Analysis of Chevrolet Positive Negative Internal Factors Strengths Strong R&D in the automobile segment Efficient HRM with over 300,000 employees globally Global presence with prominence in the USA, Canada, China, India, Japan, Middle East, Europe, and Australia (Evans, 2012) Variety of car models ranging from hatchbacks to SUV’s Weaknesses Bankruptcy of General Motors
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