추천자료
[마케팅전략] GM SATURN 사례 분석
인터넷비즈니스(이비즈니스, E비즈니스, E-BIZ) 의미, 의의, 인터넷비즈니스(이비즈니스, E비즈니스, E-BIZ) 국제화, 마케팅, 인터넷비즈니스(이비즈니스, E비즈니스, E-BIZ) 쟁점, 벨기에 사례, 내실화 방안 분석
[국제통상론] 국내기업과 해외기업의 전략적제휴
[국제경영] 전략적 제휴의 성공사례와 실패사례 분석을 통한 시사점 및 적용방안
[경영학] 마케팅환경 분석과 변화에 따른 기업경영전략
[국제경영]해외시장에서의 현대자동차의 성공사례 분석
[국제경영] 현대 자동차의 국제 마케팅 사례
[국제마케팅]해외시장에서의 현대자동차의 성공사례 분석
현대자동차의 국제마케팅 사례
[마케팅] 문화마케팅의 국내외 사례 및 성공 전략 연구
소개글
[마케팅전략] GM SATURN 사례 분석에 대한 자료입니다.
목차
What is Saturn?
1. Using full spectrum of segmentation variables, describe how GM has segmented the automobile market?
2-1. What segment(s) is Saturn now targeting?
2-2. How is GM now positioning Saturn?
2-3 How do these strategies differ from those employes with the original Saturn S-series?
3.Describe the role that social responsibility plays in Saturn's targeting strategy
4.Additional Question.
If new company is taking over General Motors Co's Saturn brand , what STP strategy they take in order to make successful subsidiary?
STP-
Segmentation
Targeting
Positioning
Saturn’s present
본문내용
2-1. What segment(s) is Saturn now targeting?
(before)
→ 20-40s of the middle class
Saturn captured that customer prefer small-car costs low amount of fuel consumed because of inflation, raising of fuel cost and youth, women dissatisfied with services, quality of car. They noticed their target segmentation(20-40s of middle class) is feeling stress of services, prices,. So, Saturn choose that segmentation for targeting. Then Saturn released utilitarian models low priced. But, Saturn also advertised company's images for old people.
(new)
→ import-intenders
→ High-end customers.
→ Luxury loving people.
Saturn has always been the one brand in the GM lineup suitable for attracting import-intenders. Saturn gave over the initial image as "a smart innovation small-car company(technical innovation)" and released new modes to appeal to customer by "design innovation". Setting up luxury designs, Saturn is targeting high-end customers