The Global Marketplace
Company Case 15 Buick: Number One Imported Brand.
1. Does Buick have a truly global strategy or just a series of regional strategies? Explain
We believe that Buick has a series of regional strategies we believe this because their main focus is the American and Chinese automobile industries for a decades GM international marketing strategy was largely characterized by exporting products made for the us market in GM thinking what worked in America would work globally this included selling left hand drive cars in right hand drive countries like Japan and Britain the strategy made sense at a time when the United States was far and away the biggest car market in the world and GM was selling far more cars in the United States than anywhere else but US automotive sales matured years ago at a time when growth in other markets took off china is now the world’s largest car market s and with over 1.3 billion people it has a way to go before the market is saturated fortunately for GM Buick had rubber on the road in china before that market started accelerating when the Chinese market took off GM put things into overdrive as a result GM sold 2.35 million cars in china in 2010 marking the first time ever that a US automaker sold more cars in another country than it did in the domestic market that also marked the sixth consecutive year for GM as China’s number one automaker
This case outlines how a combination of heritage and understanding the customer has put Buick at the top. But the more important lessons to be learned from this case are derived from the influence that the Chinese consumers are having on the design of products for the domestic U.S. market
As this is considered, it should be noted that most companies have had tremendous challenges trying to come up with a “world car”, one that works for all markets. Not only are there too many differences in taste, but size constraints, cost of fuel, and government regulations throughout the world have made it
1. Does Buick have a truly global strategy or just a series of regional strategies? Explain
We believe that Buick has a series of regional strategies we believe this because their main focus is the American and Chinese automobile industries for a decades GM international marketing strategy was largely characterized by exporting products made for the us market in GM thinking what worked in America would work globally this included selling left hand drive cars in right hand drive countries like Japan and Britain the strategy made sense at a time when the United States was far and away the biggest car market in the world and GM was selling far more cars in the United States than anywhere else but US automotive sales matured years ago at a time when growth in other markets took off china is now the world’s largest car market s and with over 1.3 billion people it has a way to go before the market is saturated fortunately for GM Buick had rubber on the road in china before that market started accelerating when the Chinese market took off GM put things into overdrive as a result GM sold 2.35 million cars in china in 2010 marking the first time ever that a US automaker sold more cars in another country than it did in the domestic market that also marked the sixth consecutive year for GM as China’s number one automaker
This case outlines how a combination of heritage and understanding the customer has put Buick at the top. But the more important lessons to be learned from this case are derived from the influence that the Chinese consumers are having on the design of products for the domestic U.S. market
As this is considered, it should be noted that most companies have had tremendous challenges trying to come up with a “world car”, one that works for all markets. Not only are there too many differences in taste, but size constraints, cost of fuel, and government regulations throughout the world have made it
References: Armstrong, G. M. & Kotler, P., 2011. Marketing: An Introduction. s.l.:Pearson Education. Brush, M., 2011. Sorry, Toyota: GM is winning China. [Online] Available at: http://money.msn.com/how-to-invest/sorry-toyota-gm-is-winning-china-brush.aspx?page=2 [Accessed 23 4 2014]. Chen, J. & Yao, S., 2006. Globalization, Competition and Growth in China. s.l.:Routledge. MEINERS, J., 2010. Ford and GM Battle for Sales in China. [Online] Available at: http://www.caranddriver.com/features/ford-and-gm-battle-for-sales-in-china-feature [Accessed 23 4 2014].