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 …show more content…
Those customers have an acceptable income, and also spend money on cars. The core customers of GM Daewoo were loyal to the brand, and tended to be traditional in their value orientation. B. What is the image of GM Daewoo in our customer’s mind?
Since the launch of the Daewoo Matiz in 1998, most of our customers think Daewoo is reliable, a very good value for what you spend, and most of all beautiful. But Daewoo was also a symbol of cheap imported products. C. What kind of cars are our customers are expecting?
GM Daewoo customers wanted a cost-effective, but expressive means of transportation. As such they wanted something practical, but distinctive from a car. A car is not a status for them.
5. Media advertising analysis:
The most heavily advertised consumer products in Europe are passenger car.
One of the reasons why the Peugeot group is able to keep increasing their market share in the previous two years is their large advertising budget. In 2002, Peugeot spend 859 million dollars in advertising and gained 15.45% share of voice (not sure what you mean). In 2003, Peugeot spend 791 million dollars in advertising and gained a 14.11% share of voice. With these large advertising expenditures, Peugeot market share increased 3% in the past four years.
Share of voice represents the media spending of a particular brand or company when compared to others in a product category or industry.
The percent of share of voice is directly