Gm Volt Essay

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Executive Summary
GM plans to release a new 5 door sedan, extended range electric vehicle which will be known as the Volt, a promotional image can be seen on the report title page. Our goal is to achieve 100% customer satisfaction so our focus will be on product quality; The Chevy Volt, an advanced technology with standard equipment features. We will be the first automobile company to enter this specific industry so to take advantage of our launch of the most fuel efficient car that we will do substantial promotion to gain maximum market share before any competitors arise. Our geographical location of the market will initially be California, Washington D.C., New York, New Jersey, Connecticut, Michigan and Austin, Texas. We will be advertising the quality of our vehicle and our target market will include Canada and China

The sale price of the Chevy Volt is $39,000 plus qualified buyers can take advantage of a tax credit or buy the car through a lease program.

Our expected market share will grow most rapidly in the first 2 years. By integrating all media messages, we intend to describe the Volt as a disruptive breakthrough invention. Only certified registered dealers can sale the Chevy Volt.

Electric vehicles are going to be the dominant automotive technology of the future so we expect to take a strong leadership position in this leasing electric technology.

TABLE OF CONTENTS
1.MARKETING SITUATION1
1.1.Market Description2
2.PRODUCT PREVIEW3
2.1.Competitive Review4
2.2.Channels and Logistics Review6
3. UNIQUE CHARACTERISTICS OF THE MARKETING ENVIRONMENT..........6 4.SITUATION ANALYSIS7
4.1.SWOT Analysis7
5.MARKETING OBJECTIVES10
6.MARKETING STRATEGY11
6.1.Product Strategy11
6.2.Pricing Strategy11
6.3.Promotional Strategy11
6.4.Distribution Strategy11
7.MARKETING PROJECTIONS12
7.1 Budgets..........................................................................................................12 7.2 Controls..........................................................................................................12 8.MARKETING DYNAMICS SUMMARY13

REFERENCES14
APPENDICES15

1.Marketing Situation
GM is one of the world`s largest automakers since 1897, producing cars and trucks in 31 countries through strategic planning but doing business in more than 120 countries. GM sells and services the following brands: Buick, Cadillac, Chevrolet, GMC; Daewoo, Isuzu, Jiefang, Opel, and Vauxhall among others. GM`s OnStar subsidiary is the industry leader in vehicle safety, security and information services.

The Volt is a new extended-range electric car with an on-board gasoline generator that provides electricity for the motor. It has been developed by the Chevrolet division of General Motors. The Volt is a series vehicle connoting the electric motor powers the car at all times with improved efficiency technology. It has a powerful all electric 161 horsepower 45KW (100KW peak) motor and a top speed of at least 100 mph. The gas engine is a generator for making electricity once the battery is depleted. The Volt`s battery pack is similar to the Toyota Prius and hybrid vehicles. It can travel 25 to 50 miles in different driving conditions and climate controls. ``studies suggest that 78% of drivers drive less than 40 miles per day``. EPA (Environmental Protection Agency) rated the Volt`s combines city/highway fuel economy at 93 miles per gallon gasoline equivalent in all electric mode and twice the mileage of a similar car. It will increase your electric bill but owners won’t have to buy gasoline. Qualified buyers are eligible for a US$7,500 tax credit. Initially the Volt will be offered in seven states. Nationwide availability in the U.S. and Canada is scheduled to begin in late summer 2011. It will be placed as the most efficient car sold in the United States. 1.1Market Description

The Volt market consists of American drivers that...
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