The Future of the Low Car Market : A Focus on General Motors and Its Relationship with Daewoo Motor Co. Ltd.
Caralis, Danielle A.
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The purpose of this study was to understand General Motors' present and future standing in the low-end car market, which is comprised of the smallest cars in production. For example, General Motors presently has the Chevrolet Cavalier and the Pontiac Sunfire in this market. There was also an attempt to draw conclusions from the success of the marketing campaign for the Ford Focus, and try to adapt those successes for the future of General Motors. This research was conducted during the author’s internship at General Motors World Headquarters in Detroit. The author discusses the talks between General Motors and Daewoo Motor Company Limited. If Daewoo becomes a part of General Motors, the Korean vehicles can become part of the General Motors portfolio. From a marketing perspective, "the marketing mix is the means of influencing demand and gaining competitive advantage.” Four aspects that marketers have control over are product, price, promotion, and place- and these four components must be in balance for a successful mix. When using the "4 P's of Marketing," as they have been coined, Daewoo becomes an asset to General Motors. Instead of General Motors creating a new brand (such as they did with Saturn), acquiring Daewoo would allow General Motors to take vehicles already-established in the low car market, and brand them as their own. Then, General Motors would have the opportunity to re-establish these entries in the low-end market. There would be three new models introduced that could potentially be placed in the low-end car segment. These models already have a transaction price, but Daewoo Motor has 501 existing franchises that would become the property of General Motors. The only task that General Motors would have to create from scratch would be the marketing campaign. The promotion of the vehicles is extremely important, and it is necessary for General Motors to take clues from the competition. They must realize that it is essential to take risks in the promotion of a new vehicle.
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