MARKETING STRATEGY OF GENERAL MOTORS

Marketing Strategy of General Motors

Marketing Strategy of General Motors

Introduction

General Motors is involved in Telecommunications, Aerospace, Defense, Financial and Insurance Services, Locomotives, Automotive Systems and Heavy Duty Automatic Transmissions. In all GM does, their philanthropy and commitment to the environment in which they live, is unsurpassed in the industry. In 2008, GM sold more than 8.5 million cars and trucks, nearly 15 percent of the global vehicle market. GM's global headquarters is at the GM Renaissance Center in Detroit.

GM set industry sales records in the United States, its largest market, for total trucks and sport utility vehicles. GM became the first manufacturer to sell more than 2.7 million trucks in a calendar year and the first to sell more than 1.2 million SUVs. GM also increased its market share in the North America, Asia Pacific and Latin America/Africa/Mid-East regions (Szczesny, 2000). The paper critically evaluates the influences and implication of internal and external organizational environment on marketing strategy formation of the company, reviews the market segments to develop fully integrated marketing strategy, explores conceptual models and marketing literature to apply theoretical concepts and integrate them with marketing practice for General Motors.

Company Culture and Environment of GM

GM has defined six core values for the conduct of its business. The 6 core values define what GM wants to achieve and what GM wants to stand for as a company. They are not only the road map for corporate social responsibility: they are the drivers of all their decisions and activity in all countries. They are, in essence, GM's code of conduct. Every GM employee around the globe is aware of these six core values.

Integrity: We will stand for honesty and trust in everything we do. We will say what we believe and do what we say.

Continuous Improvement: We will set ambitious goals, stretch to meet them, and then "raise the bar" again and again. We believe that everything can be done better, faster and more effectively in a learning environment.

Customer Enthusiasm: We will dedicate ourselves to products and services that create enthusiastic customers. No one will be second-guessed for doing the right things for the customer.

Teamwork: We will win by thinking and acting together as one General Motors team, focused on global leadership. Our strengths are our highly skilled people and our diversity.

Innovation: We will challenge conventional thinking, explore new technology and implement new ideas, regardless of their source, faster than the competition.

Individual Respect and Responsibility: We will be respectful of the individuals we work with, and we will take personal responsibility for our actions and the results of our work. (Businessweek, 2008)

General Motors is also proud to have played a key role in drafting the Global Sullivan Principles. These principles serve as a guide for companies of all sizes all over the globe, particularly in developing countries. The focus is respect for employees as well as health, safety, and dignity. By endorsing them, companies become a model for other companies in each country to ...