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Chevrolet Marketing Case Analysis

Chevrolet Marketing Case Analysis

CHEVROLET Case Analysis #2   |   MKT 650blankCase 9 Chevrolet: A Century of Product Innovation*

Synopsis: This case examines Chevrolet’s history of product innovation, branding strategy, and successful product mix in connection with its relationship to parent General Motors and its rivalry with Ford. Chevrolet has a long history of success in developing and marketing cars, trucks, and SUVs that are practical, sporty, and affordable. The brand’s relationship with General Motors is both a strength and a weakness, especially in the aftermath of the federal government’s financial bailout of General Motors in 2008. Government demands for improved fuel economy and ever-changing customer needs and preferences will be constant challenges as Chevrolet looks toward its next 100 years. Massive product recalls due to ignition issues and other problems have also created the need for GM to reestablish its reputation for customer safety.

Themes: Product innovation, product mix, branding, product strategy, competition, corporate reputation, evolving technology, customer loyalty, government regulation, international marketing

General Motors’ (GM) Chevrolet brand celebrated its 100th anniversary in 2011. Throughout its history, Chevrolet has launched many different vehicle models, some of them widely successful and others deleted from the product mix shortly after introduction. Over the years, the company has transitioned from an American icon into a worldwide brand known for quality and durability. On the other hand, wide-scale recalls from GM, many of them involving Chevrolet brands, has somewhat tarnished the brand’s reputation. GM will have to work hard to reestablish confidence in its brands and reassure consumers that future vehicle models are safe to drive. Despite numerous successes and failures in its history, including the recent bankruptcy and bailout of parent company GM, Chevrolet is still going strong after more than a century of product innovation.

MKT 650 Marketing Strategy

 Employers have consistently stressed the importance of great communication skills and the ability to work well within a team dynamic. To that end, the Case Analyses are designed to refine analytical skills, communication skills, and your ability to collaborate with others to achieve a common goal. Your next case involves Chevrolet.blankComplete only the highlighted parts of the 7-Step Framework (i.e., Steps 1, 3, 5, 7, 8). Part 8 (Executive Summary) will have a separate upload window in Blackboard.

7-Step Case Analysis Framework:

  1. Situation Analysis (25%)
    1. Provide mission and brief background. If there is not a clear mission statement available on Chevrolet official materials or annual report, you will develop a mission statement using the guidelines in Chapter 2 (i.e., customer-focused theme – see Starbuck’s example).
    2. Produce a SWOT analysis (see p.98, exhibit 4.4 as a guide – NOTE: complete Table 1.a provided in this document)
    3. Produce a Customer analysis using the 5W model (see p.64, exhibit 3.4 as a guide – NOTE: complete Table 1.b provided in this document)
    4. Produce a Competitor analysis (see p.71, exhibit 3.6 as a guide – NOTE: complete Table 1.c provided in this document)
  2. Assumptions and Missing Information – NOT REQUIRED FOR THIS CASE
    1. Source provided in this document
  3. Statement of the Problem (15%)
    1. See examples in “How to Analyze a Case” document on Blackboard)
  4. Development of Alternatives – NOT REQUIRED FOR THIS CASE
  5. Evaluation of Alternatives & Recommendations (25%)
    1. Select what you believe to be the best alternative from above for strategy moving forward. Then develop at least 3 goals with 2 objectives under each goal.
    2. Goals & Objectives (see examples in “How to Analyze a Case” document on Blackboard). Goals are broad, objectives become more specific and aid in implementation.
      1. EXAMPLE ALTERNATIVE from Home Depot: For an alternative strategy such as “Develop Home Depot brand as the optimal destination for all home and building projects”, the following goal and objectives might look like this …
      2. EXAMPLE GOAL for Home Depot: “have lower prices than the competition”
      3. EXAMPLE OBJECTIVE for Home Depot: “all sales associates are authorized to offer a price guarantee that matches and then beats competitors’ prices by 10%”
    3. Implementation – NOT REQUIRED FOR THIS CASE
    4. Evaluation and Control – provide one measure
      1. As the firm is implementing the selected alternative, it must constantly monitor the results achieved. As a result, clear measures for the objectives must be set. Listed below is a sequence that links goal, objective, and measure.
      2. EXAMPLE MEASURE for Home Depot: “achieve 95% customer satisfaction rating for pricing and value”
        1. You will notice that the measure is consistent with the goal and objective listed in Step 5, and provides insight as to whether the strategy is effective.
      3. Executive Summary (20%) (upload to separate window on Blackboard)
        1. The Executive Summary is a synopsis of the case analysis and consists of 400 words or less (about 1 page with a header). The Executive Summary does not necessarily include detailed information, but provides an overview of the following:
          1. general background and mission/vision statement for the company; 
          2. statement of the problem; 
          3. brief overview of the situation analysis (i.e., key points); 
          4. recommendations and strategic objectives moving forward.
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