MARKETING PLAN INDIVISUAL

Marketing plan

Executive Summary

For starting any business or before launching any product in the market company has to develop a marketing plan which sets the goals and objective. For achieving these goals company put efforts in order to successfully launch product in the market.

GM is going to launch Heads Up Navigation Text (HUNT) in the market for the purpose of ensuring safety and enhancing performance of racing cars. A marketing plan has devised in order to set the goals and objectives. The core focus of this plan is on identifying potential customers, their demographics, purchasing decisions etc. The tactics used for advertising product in the market, focus is over print and electronic media. In this plan, sales goals have been set for the period of 1 year and then divided them into quarterly basis. Forecast of sales and expenses have been done in order to set budget and utilize resources based on that budget, positioning tactics, marketing mix strategies have been elaborated in this plan. Moreover, we have focused on the problems that can arise and also we have made contingency planning to address them. We have also focused on how to implement the plan and how to control it in order to ensure positive outcomes. In short, we have focused over all the necessary strategies essential for executing marketing plan such as, advertising strategies, pricing strategies, distribution selection strategies, positioning strategies etc.

Marketing plan

Introduction

General Motors (GM) is primarily engaged in the development, production and marketing of cars, trucks and automobile parts. The company is also engaged in finance and insurance operations. The company primarily operates in North America, and Europe. It is headquartered in Detroit, Michigan and employs about 202,000 people. The company recorded revenues of $135,592 million during the financial year ended December 2010 (FY2010), an increase of 29.6% compared to FY2009. The operating profit of the company was $5,084 million during FY2010, as compared to an operating loss of $21,023 million in FY2009. The net profit was $4,668 million in FY2009, as compared to a net profit of $104,690 million in FY2009.

A Brief Background

General Motors (GM) is primarily engaged in the design, development, manufacturing, and marketing of automotive products worldwide. The company and its strategic partners manufacture vehicles in 31 countries. In FY2010, GM produced 8,714,000 vehicles under the brands, including Buick, Cadillac, Chevrolet, GMC, Daewoo, Holden, Isuzu, Jiefang, Opel, Vauxhall and Wuling(Arrow, 2000, pp. 40). GM's operates in more than 120 countries worldwide. Substantially all of GM's cars, trucks and parts are marketed through retail dealers in North America, and through distributors and dealers outside of North America, the substantial majority of which are independently owned. As of December 2010, the company operated 20,215 authorized dealerships, including 4,458 vehicle dealers in the US, 465 in Canada and 244 in Mexico and other Central American locations. Further, the company also has 15,048 distribution outlets throughout the rest of the world, which include distributors, dealers and authorized sales, service and parts outlets (Arrow, ...