Chevrolet Swot Analysis

Continues for 1 more pages »
Read full document

Chevrolet Swot Analysis

By | Feb. 2006
Page 1 of 2
Strengths:
•Name recognition- The name Chevrolet is the most recognizable auto manufacturer in the United States. •Company image- Chevrolet's image is that of tough, dependable, long lasting vehicles. Its "Like a Rock" advertising campaign equated Chevrolet trucks with cowboys, ranchers, and construction workers in an attempt to paint an All-American appeal for these vehicles. Its newest slogan "Chevy, the longest lasting cars on the road," continues the company image of producing durable products. •Product diversity- Chevrolet features many different products for many different target groups. It has five divisions of vehicles: cars, trucks, sport utility vehicles, vans, and commercial vehicles. Because of its diversity it can market its products to almost any target group. It produces a 145 hp Cobalt for under $15,000 as well as a 505 hp Corvette for over $65,000. •Racing Sponsor- One of Chevrolet's biggest marketing assets is its five racing teams: NASCAR Nextel Cup Series, NASCAR Craftsman Truck Series, Indy Car Series, American Le Mans Series, and NHRA Drag Racing. These events provide Chevrolet with a unique opportunity to prove to consumers that its products are superior to competitors on an even scale. Weaknesses

•No luxury vehicle- Chevrolet does not feature, and has no intent to feature any type of luxury vehicle. Without this they cannot compete with foreign manufacturers. Even Ford and Chrysler have developed a luxury vehicle for their fleets. •Weak in horse power- Besides the Corvette, all Chevrolet vehicles are substandard to their foreign competition when comparing horse power. The Chevrolet Impala features a 185 hp engine, while the Honda Accord, its direct competitor, boasts a 240 hp engine. •Dull product design- Once again, with exception to the Corvette, Chevrolet vehicles have a very conventional and boring design. This hurts the company drastically because people are always looking for a sleeker, more aggressive looking...
Hide

Rate this document

What do you think about the quality of this document?

Share this document

Let your classmates know about this document and more at Studymode.com