Gm Chevy Volt
Chevy Volt – An American Revolution in Energy Independence This paper begins by analyzing the marketing environment of the GM/Chevrolet Volt and then discusses the target market for this electric extended range vehicle along with a proposed marketing strategy and recommendations.
Marketing Environment The market environment refers to all of the forces that affect marketing management’s ability to build and maintain successful relationships with target customers. It consists of both a macro-environment and a micro-environment. Some of the forces can be controlled by the company and some of the forces cannot. The micro-environment at Chevrolet includes such things as departments within the company, suppliers, dealerships, customers, competitors, and publics. The macro-environment at Chevrolet includes forces that are part of the larger society and includes the concepts of demography, economy, natural forces, technology, politics, and culture. The macro-environment forces can and often do affect the micro-environment (Wikipedia, 2009). The following sections will expand on the micro-environmental factors within Chevrolet to describe the marketing environment for the Chevy Volt. Each department in the company can have an impact on marketing decisions. Based on research about the target market and features of competitors’ cars, the marketing department plays a very important roll in recommending what features are desirable to appeal to larger segment of customers and attempt to neutralize the competition as a threat to sales. After analyzing what customers want, it’s up to the research and development department to determine what is possible based on technology with an eye to drive costs down when they can. It is up to the leaders of the company to determine the level of effort on introducing new technology into the new cars, and the accounting department provides guidance if the manufacturing and marketing cost goals are attainable. In
Marketing Environment The market environment refers to all of the forces that affect marketing management’s ability to build and maintain successful relationships with target customers. It consists of both a macro-environment and a micro-environment. Some of the forces can be controlled by the company and some of the forces cannot. The micro-environment at Chevrolet includes such things as departments within the company, suppliers, dealerships, customers, competitors, and publics. The macro-environment at Chevrolet includes forces that are part of the larger society and includes the concepts of demography, economy, natural forces, technology, politics, and culture. The macro-environment forces can and often do affect the micro-environment (Wikipedia, 2009). The following sections will expand on the micro-environmental factors within Chevrolet to describe the marketing environment for the Chevy Volt. Each department in the company can have an impact on marketing decisions. Based on research about the target market and features of competitors’ cars, the marketing department plays a very important roll in recommending what features are desirable to appeal to larger segment of customers and attempt to neutralize the competition as a threat to sales. After analyzing what customers want, it’s up to the research and development department to determine what is possible based on technology with an eye to drive costs down when they can. It is up to the leaders of the company to determine the level of effort on introducing new technology into the new cars, and the accounting department provides guidance if the manufacturing and marketing cost goals are attainable. In
References: General Motors Corporation (2008, December 31). GMC 2009-2014 Restructuring Plan. Retrieved August 23, 2009, from: http://media.gm.com/us/gm/en/ news/govt/docs/plan.pdf JD Powers (2008). 2008 Automotive Environmental Index. Retrieved August 24, 2009, from: http://www.jdpower.com/autos/articles/2008-Automotive-Environmental-Index Klein, J. (2007). Topline Strategy Group: Why People Really Buy Hybrids. Retrieved August 24, 2009, from: http://www.toplinestrategy.com/Topline_Strategy_Report_ Why_People_Really_Buy_Hybrids.pdf Scarborough Research (2007, December 4). Hybrid Vehicle Owners are Wealthy, Active, Educated and Overwhelmingly Democratic. Retrieved August 24, 2009, from: http://www.scarborough.com/press_releases/Hybrid%20FINAL%2012.4.07.pdf Wall Street Journal (2009, March 30). GM February 17 Plan, Viability Determination. Retrieved August 23, 2009, from: http://online.wsj.com/public/resources/documents/GM-Viability-Assessment-20090330.pdf Wikipedia (2009, August 22). Marketing Environment. Retrieved August 22, 2009, from: http://en.wikipedia.org/wiki/Market_environment