In creating its product mix chevy experienced both

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In creating its product mix, Chevy experienced both successes and failures (Ferrell and Hartline, 2014, p. 407). In fact, some vehicles that Chevrolet thought would succeed actually failed miserably (p. 407). Safety issues, poor quality, and product recalls have been some of Chevrolet’s biggest weaknesses in its product mix. These weaknesses were seen in vehicles such as the Corvair and the Vega. The Corvair presented steering issues while the Vega did not meet the quality expectations of consumers (p. 407). Faulty ignition switches have been linked to at least 13 deaths, have caused Chevrolet a loss of $1.3 billion, and have been the cause of recalls (Bhasin, 2015). Facts such as this affect the company’s brand image (Bhasin, 2015). The company’s development of the Chevrolet Volt was an evident weakness at first (Ferrell and Hartline, 2014, p. 411). Although it allowed Chevy to venture into the electronic vehicle industry, it presented serious safety issues when its battery caught on fire days and weeks after crashes (p. 411). After these safety issues came to light, GM quickly took action to address the problem (p. 411). In 2011, the Chevy Volt was catching up to the Nissan Leaf in terms of number of vehicles sold (p. 411). Despite these weaknesses, many Chevrolet vehicles became extremely popular, and some, like the Corvette, still exist today (p. 407). In addition to the Corvette, the Chevy Camaro, Impala, Cruze, Silverado are all strengths of the company’s product mix. Chevy’s
ability to manufacture SUV’s with better fuel efficiency, improved safety features, and features of smaller cars has allowed it to add a variety of sports-utility vehicles to its mix of products (Ferrell and Hartline, 2014, p. 410). References: Bhasin, H. (2015). SWOT Analysis of Chevrolet. Marketing 91. Retrieved August 5, 2016, from Ferrell, O. C., & Hartline, M. D. (2014). Marketing Strategy: Text and Cases (6th ed.). Mason, OH: SouthWestern/Cengage Learning. Irwin, J. (2016). GM Projected to Gain Market Share with 88% Redesign of its Product Line by 2020. Automotive News. Retrieved August 5, 2016, from /article/20160511/OEM04/160519964/gm-projected-to-gain-market-share-with-88- redesign-of-its-product 7. The models sold under the Chevy brand hold very different attributes and images when compared to each other. For example, the Chevy Corvette possesses a very different image than the Chevy Sonic. Do you see this variety as a plus or a minus for the Chevy brand? Explain The models sold under the Chevrolet brand have very different images and attributes when they are compared to each other. I see this variety as being a huge plus for the Chevy brand. As provided by the question, the Chevy Corvette and the Chevy Sonic possess entirely different images from one another. The Chevrolet Corvette gives the image and performance of a sports car (Ferrell and Hartline, 2014, p. 407). Features contained by the Chevy Corvette include the style which is Stingray Coupe 3LT, capacity of 2 passengers, gas engine, 2 doors, rear wheel drive, a variety of safety technologies, etc. (Chevrolet, 2016, Corvette). These features make the Corvette a rather expensive car that is owned by the racecar drivers, passionate car consumers, and people who are in their fifties (Ferrell and Hartline, 2014, p. 408). On the opposite end of the spectrum, Chevrolet manufactures and sells the Chevy Sonic. The Chevrolet Sonic is described by the company as being a sporty, small car for those who want more than just a way to get around (Chevrolet, 2016, Sonic). Features contained by the Chevy Sonic include a Sedan LS style, gas engine, estimated 40 MPG highway, 10 airbags, 4 doors, capacity of 5 passengers, front wheel drive, innovative technology, etc. (Chevrolet, 2016, Sonic). These features make the Sonic very affordable and fun car that is owned by a variety of people. The vehicle is on average price and is much more likely to be purchased by mid-class families than by racecar drivers and/or car fanatics. These two extremely different types of vehicles which are both products of Chevrolet provide as an excellent example of the company’s brand diversity. By offering vehicles on all points of the spectrum, Chevrolet is able to capture consumers from all different types of markets. I think that this variety has already proved itself to be a plus based on the fact that the company as a whole
as well as its variety of individual vehicles has experienced huge amounts of success over the

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