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GM Saturn Case Study

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Issue:

Business

 

Written by:

Natalie R

 

Date added:

December 2, 2010

 

Level:

 

Grade:

A

 

No of pages / words:

3 / 810

 

Was viewed:

4699 times

 

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Essay content:

plastic bodies ? Target Market: ? Demographics: baby boomers, college educated, 25-49 ? Sell 80% to "Converts" (wouldn't otherwise buy GM) ? Larger vehicles were added later: ? SW1, SW2 station wagons (1993) ? L-Series mid-size sedan and station-wagon (1999) ? VUE SUV (2001) Key findings: Promotion Strategy ? Unique, "folksy", "straight-talk", $100M+ consumer ad campaign, building a focused brand image, using themes such as: ? Saturn employees' enthusiasm, and dedication to building cars "in a brand new way" with US can-do spirit...
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plastic bodies ? Target Market: ? Demographics: baby boomers, college educated, 25-49 ? Sell 80% to "Converts" (wouldn't otherwise buy GM) ? Larger vehicles were added later: ? SW1, SW2 station wagons (1993) ? L-Series mid-size sedan and station-wagon (1999) ? VUE SUV (2001) Key findings: Promotion Strategy ? Unique, "folksy", "straight-talk", $100M+ consumer ad campaign, building a focused brand image, using themes such as: ? Saturn employees' enthusiasm, and dedication to building cars "in a brand new way" with US can-do spirit...
displayed 300 characters

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