Marketing Plan: Chevy Neutrino

1.0Executive Summary4

2.0 Situation Analysis5

2.1 Market Summary6

2.2 SWOT Analysis7

2.2.1 Strengths7

2.2.2 Weaknesses8

2.2.3 Opportunities8

2.2.4 Threats9

2.3 Competition9

2.4 Product Offering10

2.5 Keys to Success11

2.6 Critical Issues11

3.0Marketing Strategy12

3.1 Mission12

3.2.1 Revenues and Market Share12

3.2.2 Product Awareness12

3.2.3 Establish in the Industry13

3.2.4 Brand Management13

3.3 Financial Objectives13

3.3 Target Markets15

3.3 Positioning15

3.6 Strategies16

3.6.1 Economy car16

3.6.2 Stylish and Comfortable17

3.6.3 Fuel Efficient Engine17

3.6.4 Safety17

3.6.5 The Green Car17

3.7 Marketing Mix18

3.7.1 Product18

3.7.2 Price18

3.7.3 Place18

3.7.4 Promotion19

3.8 Marketing Research19

4.0 Controls20

4.1 Implementation21

4.2 Marketing Organization21

4.3 Contingency Planning22

5.0 Conclusion22

References23

Marketing Plan: Chevy Neutrino

Executive Summary

The “Chevy Neutrino”, unlike Chevrolet's other heavy and expensive cars, will be a small and economical car for the US market with an attractive price tag of $4,000. The Chevy Neutrino will be offered for sale by General Motors under Chevrolet's brand name. The objective of this launch is the increasing pressure of managing a good life status under difficult financial conditions. The latest economic trends in US demonstrate a need for much economical private car for the middle class of the country, which is affordable as well as stylish enough to comfort the diverse needs of the customers. The Neutrino (means “small neutral one” in Italian) will be a symbol of class and affordability in one place.

General Motors Company, Inc., which is commonly known as GM, is a US based Multinational Company , and it is headquartered in Michigan. The company is among the world's largest automobile companies, employing more than 202,000 people. Its business is expanded in 157 countries. General Motors is producing vehicles (cars and trucks) in nearly 37 countries and sells them through the brands like, Chevrolet, GMC, Baojun, Buick, Cadillac, Holden, Opel, Isuzu, Jie Fang, Opel, Wuling and Vauxhall.

Chevrolet, commonly referred to as Chevy, is a brand of automobiles produced by General Motors (GM). Louis Chevrolet founded Chevrolet Motor Car Company and later on General Motors acquired it in 1918 to sell vehicles. Chevrolet is currently selling vehicles of different economic range with many names that is Spark, Sedan, Cruze, Malibu, and Volt etc. Neutrino, the planned sub brand of Chevrolet will be an economical vehicle for a relatively low income or middle income class of US.

2.0 Situation Analysis

The world was focused on the U.S. market in 2010 and people were happy that it went from the dead to sale of 10 million vehicles. The world moved quietly and left U.S. behind and set a record of selling 72 million vehicles in 2010. The 2012 sales for GM were more nearly 150 billion U.S dollars (Yahoo Finance, 2012). General Motors sold 2.84 million vehicles in China in 2012, beating global rivals (Yu, 2013). GM sold 7,073 vehicles in the Southeast region of Asia in the month of June 2013, it represented an increase of 2% as compared to the same period in 2012. Chevrolet was able to sell 41,866 vehicles in the same region in the first half of 2013 (4-Traders, 2013).

The small car market is growing due to the expansion in world's middle class economies. The growth expected from emerging economies such as, India, Eastern Europe and China ...