Saturn Company Case

Company Case 5
“Saturn”

MRKT310

1. GM’s marketing strategy is to use different lines of vehicles to reach different segments of the market. Although GM is an American made and built company they realize there is buying power in markets that prefer European engineering. Below is the Segmentation breakdown: a. Geographic: i. Country Region:- United States ii. Density: Urban, Semi-urban & rural b. Demographic : i. Age: Under 35 ii. Household Income: Under 50,000 iii. Family Size: 1-2 iv. Gender: Male & Female v. Education: High school graduates, Some College vi. Generation: Baby boomers c. Psychographic i. Lifestyle: Strivers, Survivors ii. Social class: Upper Lower Class, Lower Middle Class, Middle Class iii. Personality: Compulsive, Thrifty. d. Behavioral i. Usage: Regular ii. Loyalty status: Strong iii. Benefits: Innovation, Fuel Economy, Safety, Economic

2. Saturn is now targeting a very selective market. They are specifically targeting import car buying customers. GM is position Saturn by creating a new brand image while still presenting themselves at the car companies who is invested in it’s employees, community, and customers. They are introduced new models of car spanning from sporty to family style cars and taking on the GM platform that they have stirred away from in the past. This is different from the S-series as there it was the first time they focused on performance, luxury, and product diversity.
3. The social responsibility role for Saturn’s target market is based on Saturn’s innovations, community, customer, and employee involvement. Saturn has focused a lot of energy in being a socially responsible company it’s employees with unprecedented contracts with the UAW to foster progressive work roles, benefits, and the concept of empowerment. The safety innovations like dent resistant panels, high tech paint (preventing oxidation and chipping), traction control, anti-lock brakes, and unparalleled body reinforcements obtain Saturn numerous awards for being socially responsible.
4. No I don’t believe Saturn will accomplish its goals with the “new Saturn”. Although Saturn has started off on the up-turn with new customers and returning customers the competitions is stiff and far more reliable. Saturn’s will most likely maintain its currently status as they are giving their current customers more option, improved innovations, and improved safety but as before they will likely operate without growth for quite awhile as the markets change and the economy stays the same.
5. Saturn should segment the market less broadly. It can change its brand image to a more stylish, sporty, sophisticated, and smart car. They should stay clear of attempting to compete for the luxury car dollars as the image change would be to drastic for new comers to buy. Saturn should focus the target market on college age students, young professional, and single mothers and green lovers. Saturn should reposition to compete with the Prius, Civic, Corollas and other compact cars.