H3 Hummer Marketing Plan

TABLE OF CONTENTS

Executive Summary………………………………………………………………………….2
Current Marketing Situation…………………………………………………………………3
History/Background………………………………………………………………….3
Purpose/Mission……………………………………………………………………...4
Products Offered……………………………………………………………………..5
Financial Performance……………………………………………………………….5
Threats & Opportunity Analysis……………………………………………………………..6
Demographic Forces…………………………………………………………………6
Economic Forces…………………………………………………………………….8
Natural Forces……………………………………………………………………….8
Technological Forces……………………………………………………………….10
Political Forces……………………………………………………………………..11
Cultural Forces……………………………………………………………………...12
Competitive Forces…………………………………………………………………12
Marketing Strategy………………………………………………………………………….13
Target Market……………………………………………………………………….13
Product………………………………………………………………………………14
Price…………………………………………………………………………………16
Promotion……………………………………………………………………………17
Place…………………………………………………………………………………21
Recommendations and Conclusions…………………………………………………………23
Conclusion…………………………………………………………………………...24
Works Cited………………………………………………………………………………….26

I. Executive Summary
The following material is based on research done on the General Motors Corporation and its specific new model of Hummer—the H3.   This report gives a brief overview of the history of General Motors, its current mission, and its financial situation, and then narrows in on analysis of the Hummer H3.   This report pinpoints the environmental, political, cultural, demographic, technological, and natural forces that operate in the macroenvironment that influences the H3s sales success.   Attention is paid to H3's competitive market, and analysis about the threats and opportunities that exists in this market are specifically addressed.   The specifics of the product, its base and upgraded pricing, and the promotional strategies H3 marketers have taken to offer the unique mid-size SUV to the public are also key features of this report and are... [continues]

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