Chevrolet Europe
Chevrolet marketing strategy plan
[2005]
General Motor Corporate
Chevrolet Europe marketing plan
1. Company Description
General Motors, one of the world’s largest automakers, traces its roots back to 1908. With its global headquarters in Detroit, GM employs 204,000 people in every major region of the world and does business in some 140 countries. GM and its strategic partners produce cars and trucks in 34 countries, and sell and service these vehicles through the following brands: Buick, Cadillac, Chevrolet, GMC, GM Daewoo, Holden, Opel, Vauxhall and Wuling. GM’s largest national market is the United States, followed by China, Brazil, Germany, the United Kingdom, Canada, and Italy. GM’s OnStar subsidiary is the industry leader in vehicle safety, security and information services.
2. CASE SITUATION AND GOALS
This section covers two aspects of corporate strategy that influence the marketing plan: the company’s mission, and the company’s goals.
Mission:
As General Motors’ corporate strategy to market GM Daewoo vehicles under the Chevrolet brand in Asia (except South Korea), South American, and North American in 2003, the Project Midas team was assigned responsibility for marketing the brand conversion from GM Daewoo to Chevrolet in the European passenger car market.
Patricia Messar, the director for brand and marketing at Chevrolet Europe, assembled the Project Midas group and first take respond to the Chevrolet brand positioning.
Goals:
* Nonfinancial goals
To launch Chevrolet brand in Europe, we have to be accomplished with the existing GM Daewoo policy and capital, which include the production line, carry-over names for individual product models, and the same dealers and operating policies and practices.
In this Chevrolet positioning, first we need to resonate with European car buyers. Secord, as corporate global marketing strategy, we need to complement General Motors’ multi-brand portfolio in Europe and third, we need to be
[2005]
General Motor Corporate
Chevrolet Europe marketing plan
1. Company Description
General Motors, one of the world’s largest automakers, traces its roots back to 1908. With its global headquarters in Detroit, GM employs 204,000 people in every major region of the world and does business in some 140 countries. GM and its strategic partners produce cars and trucks in 34 countries, and sell and service these vehicles through the following brands: Buick, Cadillac, Chevrolet, GMC, GM Daewoo, Holden, Opel, Vauxhall and Wuling. GM’s largest national market is the United States, followed by China, Brazil, Germany, the United Kingdom, Canada, and Italy. GM’s OnStar subsidiary is the industry leader in vehicle safety, security and information services.
2. CASE SITUATION AND GOALS
This section covers two aspects of corporate strategy that influence the marketing plan: the company’s mission, and the company’s goals.
Mission:
As General Motors’ corporate strategy to market GM Daewoo vehicles under the Chevrolet brand in Asia (except South Korea), South American, and North American in 2003, the Project Midas team was assigned responsibility for marketing the brand conversion from GM Daewoo to Chevrolet in the European passenger car market.
Patricia Messar, the director for brand and marketing at Chevrolet Europe, assembled the Project Midas group and first take respond to the Chevrolet brand positioning.
Goals:
* Nonfinancial goals
To launch Chevrolet brand in Europe, we have to be accomplished with the existing GM Daewoo policy and capital, which include the production line, carry-over names for individual product models, and the same dealers and operating policies and practices.
In this Chevrolet positioning, first we need to resonate with European car buyers. Secord, as corporate global marketing strategy, we need to complement General Motors’ multi-brand portfolio in Europe and third, we need to be