BY: KEITH BRYANT, MELISSA CONNER, NICOLE LEKAS, DEANA THORNTON, AND JOSH SMITH The Chevrolet Volt in...
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Transcript of BY: KEITH BRYANT, MELISSA CONNER, NICOLE LEKAS, DEANA THORNTON, AND JOSH SMITH The Chevrolet Volt in...
BY: KEITH BRYANT, MELISSA CONNER, NICOLE LEKAS, DEANA THORNTON, AND
JOSH SMITH
The Chevrolet Volt in Madrid, Spain
The Company
“G.M. is a multinational corporation engaged in socially responsible operations, worldwide. It is dedicated to provide products and services of such quality that our customers will receive superior value while our
employees and business partners will share in our success and our stock-holders will receive a sustained superior return on their
investment.”
GM is the second largest automobile manufacturer in total vehicle production in the world.
GM is the third largest producer of consumer vehicles in the worldThey are also the largest producer of light commercial vehicles in the
world.
The Company
General Motors operates under numerous brand names such as GMC, Chevrolet, Buick, Cadillac, Opel, Vauxhall, Baojun, Holden, Isuzu, Wuling, and Jeifang.
Their cost of goods sold is considerably higher than competing brands.
Current CEO is Daniel Akerson and currect CFO is Daniel Ammann
In Europe, General Motors operates under the brand name Opel
Industry
North American Industrial Classification System (NAICS) – determines how much shipped from U.S.A.
GM & other automobile manufacturers code - 336111
336 - Manufacturing transportation equipment industry 11 – GM manufactures light duty motor vehicles 1 – Makes automobiles
Industry Cont’d
Feb-1
0
Mar
-10
Apr-1
0
May
-10
Jun-
10
Jul-1
0
Aug-1
0
Sep-1
0
Oct-1
0
Nov-1
0
Dec-1
0
Jan-
11
Feb-1
1
Mar
-11
Apr-1
1
May
-11
Jun-
11
Jul-1
1
Aug-1
1
Sep-1
1
Oct-1
1
Nov-1
1
Dec-1
1
Jan-
12
Feb-1
20
5000
10000
15000
20000
25000Value of Vehicle Exports from U.S. to Spain
Inventory
The Market
Physical Descriptors: The market for electric vehicles is emerging Many of Europe’s top selling auto manufacturers are
producing electric vehiclesBehavioral Descriptors:
Market favors biking, public transportation, and alternative transportation
Positioning in Minds of Customers Opel is one of the top selling auto manufactures in
Europe
The Competition
Direct Competitors: Renault PSA Peugeot Citroen Smart car
Indirect Competitors: Ducati Aprilia Public Transportation Systems
S.W.O.T – Internal Analysis
Strengths Global presence
Spreads it risks across markets
Market position and Brand portfolio Reach a diverse
market Focus on research and
development Stay current on
advancing technologies
Weaknesses Recalls
Hinders reputation and credibility
Insufficient liquidity Does not promise job
security Low debt rating
Deters investors
S.W.O.T. - External Analysis
Opportunities Increasing demand for
cars in BRIC nations International
expansion Growth for hybrid
electric vehicles Growth for truck
manufacturing market globally
Threats Competition Economic recession Government laws
Marketing Plan Objectives
Financial Objectives: $150 Billion in gross
revenue $131 in cost of goods
sold Profit Margin 12.7% Average Ampera
manufacturing costs $40,000
Projected sales volume 42-46 units after 1st year of production in Madrid
Marketing Objectives: Average unit price
$41,000 Increase sales 42-46
vehicles Advertisements in
Opel Magazine and on Social Media sites. i.e. Twitter and Facebook
Action Plan 1
Target Market: Business professionals with disposable incomes between 1,000 and 3,000 euros per month
Promotion: Opel magazine and online via social media
Action Plan 1 Cont’d
Service packages and warrantees offered with purchase of a vehicle will be stressed in promotion
Pricing strategy: Price skimming will be used upon entry into the market to narrow in on the demographics of our target market Priced at 39,423.38 euros
Action Plan 1 Cont’d
Product: Change name to Ampera Sold under Opel 1st vehicle in Europe that is powered by electricity at
all times Sleek aerodynamic design
Place: Drive business to the dealerships in the outskirts
Action Plan 2
Target Market: Working class citizens between the ages of 34 and 45
Price: The price will star at $42,610, which will reach target sales volume
Product: Use a test market and evaluate Method: Pre and post trial surveys
Action Plan 2 Cont’d
Place: 25 dealerships within 14km of Madrid Fleet/ rental services in Madrid Special location trials
Promotion: carried out vie Shell gas card offers for customers who complete a survey within 3 months of a vehicle purchase
Works Cited
United States Census Bureau (2002), “2002 NAICS Definitions,” URL: http://www.census.gov/epcd/naics02/
def/NDEF336.HTM. Date accessed: April 23, 2012.
United States Census Bureau (2012), “U.S. International Trade Statistics Value of Exports, General Imports, and Imports by Country by 6-digit NACIS Spain,” URL: http://censtats.census.gov/cgi-bin/naic3_6/naicCty.pl. Date accessed: April 23, 2012.
The End
Questions?