Marketing Plan

Marketing Plan

2.0 Situational Analysis

General Motor is primarily involved in production, development and marketing of cars, trucks and various automobiles parts. They are aimed at building, selling and designing vehicles considered being best vehicle in the world. This vision encourages them to be united as a team and is the trademark of their customer-driven culture. It is being headquartered in Detroit, Michigan.

Five forces analysis

Force field analysis model is applied on General Motors to analyze competitive forces it faces that result into affect on its costs, price and desired investment and hence shape the industry structure. Considering present situation of GM on rumors of getting into bankruptcy, a particular model will enable to analyze industry attractiveness and how to position itself at its best for optimal performance in the industry.

Force field analysis of General Motors is as follows:

General Motors, force field analysis model shows that new entrants is high due to low government and legal barriers and requirements of capital in the industry is also high, threat of substitutes is low, supplier power is high due to higher labor union power, buyer power s higher because of no law restraining switching and hence as a result has growing number of rivalry.

2.1 Market Summary

Market Definition

The automobile manufacturing industry, car makers such as Ford, General Motors, and Chrysler covers various sales of new cars and as well as light commercial vehicles across the globe. Light vehicle equipment includes coaches, buses and trucks (vans) at minimum to 3.5 metric tones. Where there is an exclusion of heavy truck above 3.5 metric tones and motorcycles from the analysis. Market value to be assessed in terms of recording at manufacturer's list price, and the market volume is shown in terms of number of units sold. Any currency conversion is taken from calculation at a 2012 average exchange rates.

Market Analysis

The US automobile market reached a value of volume 1,184,447 with YTD sales of around 4,651,943 which is shown in table 1.1 in Appendix

Share of total U.S Market

Big five automobiles manufacturing companies hold a share of the total U.S market from year 2002 to 2012 is as follows:

Big five automobiles manufacturing companies hold a share of the total U.S market for each month of year 2011 to 2012 is as follows:

2.2 SWOT ANALAYSIS

General Motors is well known for production, development and marketing of cars and light vehicles. Company also involved in insurance and finance operations. GM is amongst leading market position. The company's surrounded with it across various geographies wil provide the company a competitive advantage. New GM heads had various benefit through GM strengths and as a sense of opportunity covered with weaknesses and threats.

STRENGTHS

WEAKNESSES

Strong Market Position and Brand Portfolio

Product Recalls

Diversified Global Presence

Underfunded Pension Obligations

Extensive Dealership Network

Strong Research and Development Activities

OPPORTUNITIES

THREATS

Increased Demand for Cars

Intense Competition

Gain Market Share

Stringent Government Laws and Regulations

Strengths

Strong Market Position and Brand Portfolio

General Motors is cconsidered to be leader in the North America automobile market and it holds number one market position too with maximum number of shares gives its new product feature ...