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1、There is only one boss.The customer.Andhe can fire everybody in the company fromthe chairman on down,simply by spendinghis money somewhere else.Sam Walton,GM COSTUMERS PROFILE,Federico ArangoLevi DickersonJoe BiedenharnKaan Ketenci,BAA 605,Vision,GMs vision is to be the world leader in transportatio
2、n products and related services.We will earn our customers enthusiasm through continuous improvement driven by the integrity,teamwork and innovation of GM people.Becoming the best is an unending journey,a constantly changing destination.But thats where were determined to drive one car,one truck,one
3、customer at a time.,CORE VALUES,Customer enthusiasmIntegrityTeamworkInnovationContinuous improvementIndividual respect and responsibility,CULTURAL PRIORITIES,Enhance product and customer focusAct as one companyEmbrace stretch targetsMove with a sense of urgency,Positioning Statement,At GM,we are com
4、mitted to providing our customers with“gotta have”products that are high quality and visually appealing,and to being leaders in fuel economy and safety.Every day our employees are looking for new and innovative ways to improve the products we manufacture.,CUSTOMER RETENTION,Delivering a good experie
5、nce to current customersPositive Sales ProcessEfficient personalized service General vehicle reliability,CRITICAL FACTORS,Top Ten Factorsin Choosing Your Vehicle,Reliability/DurabilityInterior ComfortExterior StylingQuality of WorkmanshipDealer was convenient/liked dealer in my areaPerformanceLike t
6、he image the vehicle portraitsGas MileageSafetyPassenger Capacity,Critical Factors for Customer Satisfaction With Dealer Service,Service InitiationService AdvisorIn-dealership ExperienceService DeliveryService QualityUser-Friendly Service,GLOBAL PRESENCE,SEGMENTATION,Demographic:Type of MarketsConsu
7、mersConsumersMen and womenLegal driving age(adapted to the law in each country)Companies(for profit¬-for-profit)Governments,Geographic Segmentationand brands offered,GMNA(The United States,Canada and Mexico)*Buick*Cadillac*Chevrolet*GMC*HUMMER*Pontiac*Saab*Saturn,Geographic Segmentationand brands
8、 offered,GME(Europe)OpelVauxhallSaabChevroletCadillacCorvetteHummer,Geographic Segmentationand brands offered,GMAP(Asia Pacific,Australia and India)BuickCadillacChevroletDaewooHoldenOpelSaab,Geographic Segmentationand brands offered,GMLAAM(Latin America,Africa and the Middle East)ChevroletSuzuki(GM
9、Argentina)Isuzu(GM Argentina)SaabOpel,Product Segmentationby Body Style,SMALL CARSSEDANSPORT/CONVERTIBLESPORT UTILITYPICK-UP TRUCKSPORT/CARGO VAN,SMALL CARS,IN EUROPE,ASIA AND ALMOST EVERY OTHER COUNTRY IN THE WORLD FAMILY CARS ARE SMALL CARSUNTIL RECENTLY,IN THE UNITED STATES MOST SMALL CAR BUYERS
10、WERE YOUNG OR LOWER INCOME BUYERS,SEGMENT CRITICAL FACTORS,Small Cars are now attracting buyers insegments outside their traditional targetmarkets due mainly to several factors:The increase in the price of crude oil per barrel has directly effected gasoline prices.Environmental consciousness of car
11、buyersImproved design,Annual Average CrudeOil Price 1970-Present,Small CarsMarket Attractiveness,Customers around the world are becoming more and more concerned with reducing pollution created by combustion engines.Smaller cars,in almost every case,produce fewer emissions than their larger counter p
12、arts.Recently car Manufacturers have made great improvements on the performance and design of small cars.Youthful design and affordability.,Cont,The major issue effecting car buyers is rising fuel cost.This is leading car manufactures to explore more fuel efficient vehicles.Many of the more fuel eff
13、icient models being offered by car manufactures are small cars.,SEDAN CARS,Customers in this segment are people all around the world who have urban living needs.Sedans provide better riding and more carrying capacity than small cars.At the same time,they provide more fuel efficiency and drivability
14、compared to most SUVs.,GLOBAL MARKETCar vs.SUV,Four-door sedans(large portion of car sales)mostly preferable to SUVs outside the U.S.markets.,SUB-SEGMENTS,Sub-segments of the sedan market include economy sedans,family sedans and luxury sedan segments.GM has products for every sub-segments and sizes;
15、moreover four-door Sedan segment is the GMs second largest product line after SUVs with 25 four-door sedan cars(in the U.S.).,SEDAN CARSCOMPETITORS,Toyota,Honda,Nissan and reputable European competitors like BMW and Mercedes.Additionally,Japanese luxury brands makes the rivalry cruel for GM in this
16、market segment.At this point GM doesnt offer any Hybrid car,only fuel efficiency is proposed by GM is compact size sedans with small engines on this segment.At the same time Honda presents mid-size sedan Accord Hybrid as a successful example of targeting latest market trends.,SPORT/CONVERTIBLE,Custo
17、mers in this segment are comparatively younger and have the financial ability to buy a higher-priced car for its esthetics or personal interest.Mostly singles and couples without children.A sporty appearance,good acceleration,ride and handling are general characteristic of sport cars.,Sport/Converti
18、ble GM,GM offers dozen of sport cars around the world from compact size such as Solstice to high-end such as Corvette.In addition,GM is preparing to compete with the European luxury sport cars with the Cadillac V-series.,Pick-Up/Truck&Sport-Utility Vehicles,A successful but shrinking market for Gene
19、ral Motors,PICK-UP/TRUCK,These vehicles are primarily targeted to customers in North America and more specifically the United States.Americans who need more space and towing capacity than either large cars and even SUVs can provideCulture.Bob Lutz,the head of Product Development for GM has said,“The
20、 Pick-up is the Cowboys Horse.”Grouping the pick-up truck together with the image of a cowboy gives the vehicle a very distinctive,American position in the consumers mind.Until 2004,the Detroit automakers were the primary players in this market.However,Toyota,Nissan,and Honda have all introduced ful
21、l size trucks to compete against the American companies,Sport/Utility Vehicles,Like light duty trucks,SUVs have had the most success in the American market.Every single major car company has a product offering in the SUV market.The best thing about the SUV is its overall popularity among all the tar
22、get markets in the United States.Whether it be young mothers,twenty-something males,or first time drivers,the SUV appeals to many customers due to its perceived safety benefits,drivers ability to see more of the road,and stylish features.,StrengthOf Market Position,General Motors success in the SUV
23、and Light Duty truck markets have undoubtedly been one the primary factors in the companys avoidance of bankruptcy the last few years.After 9/11 GM set out to increase market share as a company to 29%.In 2004,they were able to reach this goal in the Light Duty Truck and SUV Market.,Market Attractive
24、ness,The overall SUV and Light Duty Truck Market is not nearly as attractive as it was a few short years ago.In the late 1990s when fuel costs were low General Motors was making as much as$10,000 on each SUV and light duty truck sold.Due to high fuel costs and a sluggish American economy,GM has been
25、 forced to drastically reduce the prices of these vehicles.In other words,profit levels in the SUV market have been trending downward in the SUV market for several years.,SPORT/CARGO VAN,These are designed for those who want to have and SUV but want all the cargo capacity from a minivan.Now GM is tr
26、ying again,hoping to transform its lackluster minivans into crossover sport vans with the look of sport utility vehicles and options like all-wheel drive.Each van is aimed at a different type of customerInteriors are where many minivan buyers make or break their purchasing decision,In order for GM t
27、o once again become a profit leader in the automotive industry,the company must trim its excessive brand and product offerings.,CUSTOMER SATISFACTION INDEX,GM PERCEPTUAL MAP,GM North America Product offeringsvs.Toyota North America Product offerings,CONCLUSIONS,GM produces 60 more brands of cars tha
28、n its extremely successful competitor,Toyota.With 89 total brands of vehicles in the North American marketplace,GM not only competes against its competitors,the company is competing against itself.In 2005 alone,GM saw its market share decrease thus far from 28%to 25%.,References,Guide to car types:h
29、ttp:/www.consumerreports.org/cro/cars/new-cars/guide-to-car-types-405.htmGM Finance 2004 from:http:/Motors Corporation 2001-2004 Annual Report:http:/Website:http:/Edmunds,New car buying Guide:http:/wants to attract younger buyers but its old man image gets in the way,The wall street journal:http:/,R
30、eferences,The Automotive Industry Records Substantial Long-Term Vehicle Quality Improvements.Retrieved from http:/Motors.Retrieved November 8,2005 from:http:/Perceptual Map.Retrieved November 10,2005,from:http:/www.utdallas.edu/tskim/Lecture%20Note%206.pdfCustomer Satisfaction Index.Retrieved November 11,1995 from:http:/www.theacsi.org/,
