Strategic Management at General Motors
General Motors (GM) is one of the largest companies involved in the business of designing, building, selling and servicing automobiles and parts in the global market. Company owns several brands such as Chevrolet, Cadillac, Buick, Pontiac, GMC, Oldsmobile, Opel, Hummer, Saturn and Saab
Founded by William “Billy” Durant in 1908, GM held only Buick Motor Company initially, but in a matter of few years acquired more than 20 companies including Oldsmobile, Cadillac, and Oakland, today known as Pontiac. As demand for vehicles started increasing to unexpected levels during the 20s, GM set the pace of innovation in production, design, and marketing for others to follow [www.gm.com].
Due to the challenging times in America and political turmoil in Europe, GM went through uncertain times during 30s. Post World War II, automobile market opened up again with increased consumer optimism and GM responded to the situation with continued innovation.
The 60s and 70s saw an unprecedented revolution with increased prices and foreign competition. Responding to the environment, GM downsized its vehicles, making it lighter and fuel efficient. GM led the automotive technology revolution by introducing catalytic converter in reducing emission and by offering airbag in their cars. During 70s, GM vehicles were built to run on low-lead or unleaded gasoline.
80s and 90s marked globalisation in the automobile industry. While Japanese, Korean and German manufacturers where leading the American automobile market, GM started aggressively to expand globally.
By new millennium, GM had become a global company with strong presence in emerging markets such as Brazil and China. GM renewed focus on innovation with push to electric vehicle technology, hydrogen powered fuel-cell concept and flex fuel vehicles. However, recession with global credit crisis pushed the car sales to near depression levels and dried up operating capital for GM. US treasury has offered a bridge loan with the condition that
Founded by William “Billy” Durant in 1908, GM held only Buick Motor Company initially, but in a matter of few years acquired more than 20 companies including Oldsmobile, Cadillac, and Oakland, today known as Pontiac. As demand for vehicles started increasing to unexpected levels during the 20s, GM set the pace of innovation in production, design, and marketing for others to follow [www.gm.com].
Due to the challenging times in America and political turmoil in Europe, GM went through uncertain times during 30s. Post World War II, automobile market opened up again with increased consumer optimism and GM responded to the situation with continued innovation.
The 60s and 70s saw an unprecedented revolution with increased prices and foreign competition. Responding to the environment, GM downsized its vehicles, making it lighter and fuel efficient. GM led the automotive technology revolution by introducing catalytic converter in reducing emission and by offering airbag in their cars. During 70s, GM vehicles were built to run on low-lead or unleaded gasoline.
80s and 90s marked globalisation in the automobile industry. While Japanese, Korean and German manufacturers where leading the American automobile market, GM started aggressively to expand globally.
By new millennium, GM had become a global company with strong presence in emerging markets such as Brazil and China. GM renewed focus on innovation with push to electric vehicle technology, hydrogen powered fuel-cell concept and flex fuel vehicles. However, recession with global credit crisis pushed the car sales to near depression levels and dried up operating capital for GM. US treasury has offered a bridge loan with the condition that