Spiderman Case-09 Chevrolet - Tài liệu tham khảo | Đại học Hoa Sen

CASE NAME:
“Chevrolet: A Century of Product Innovation” Group Name: Spider man
1. Trầần Th Thuý Nhi ị (GL) 2. Tr nh Bích Ng ị c (GM) ọ
3. Nguyễễn Ngọc Xuần Nhi (GM)
4. Nguyễễn Minh Quang (GM)
5. Nguyễễn Bách Tùng (GM)
Semester: 22.2A (2022-2023)
Subject: Marketing Strategy Instructor: Tr ng Quang C ươ m ẩ CONTENTS Page
I) Marketing Strategy analysis 4
1) Current Marketing strategy 4 a) Segmentation b) Targeting c) Differentiation d) Positioning
2) Current Marketing Mix a) Products b) Price c) Place d) Promotions
II) Answers to questions: 1) Question 1: 11
a) Answer by students’ words 11
b) Verbatim citation from the case 13
c) Citation from the textbook 14 2) Question 2: 15
a) Answer by students’ words 15
b) Verbatim citation from the case 16
c) Citation from the textbook 16 3) Question 3: 17
a) Answer by students’ words 17
b) Verbatim citation from the case 17
c) Citation from the textbook 18
ANNEX: Contribution evaluation of individual members 19
PART I: MARKETING STRATEGY ANALYSIS 1.
Current Marketing strategy: a) Segmentation bases:
Segmentation bases of this company are: -
Demographic (Age and life cycle stage, Income) - Psychographic (Lifestyle) - Behavioral (Benefit sought) b) Targeting
The target market of Chevrolet consists of customers between the ages of 18 and 34 who
are in the middle-class, have a young family now or soon, globally located, with a
modern and innovative lifestyle, and seek out benefits - tend to buy products according to
its performance and quality, looking for the vehicles with more functional than stylish. c) Differentiation i. Main competitor: 1. Ford
Ford Motor Company is a multinational American corporation that manufactures and
sells automobiles, commercial vehicles, and luxury vehicles under the Ford brand. One of
the major strengths of Ford is its global presence. The company has a strong presence in
key markets around the world. Another strength of Ford is its innovation in advanced technology. 2. Chrysler
The main product of the Chrysler Company is automobiles, particularly the Chrysler
brand of cars. One of the strengths of the Chrysler firm is its brand recognition and
reputation. Chrysler has a reputation for producing high-quality vehicles at affordable
prices. Another strength of the company is its ability to innovate and adapt to changing market trends. 3. Toyota
Toyota is known for producing reliable and efficient vehicles that range from passenger
cars to trucks and buses. The company has a global presence and is one of the largest
automobile manufacturers in the world. Toyota has a reputation for consistent innovation
and is a leader in eco-friendly technology, including the development of hybrid vehicles.
Another strength of Toyota is its focus on customer satisfaction. ii.
The differentiation base: Product Services Channels People Image attributes 1 Important 8 8 7 8 8 2 Distinctive 6 7 5 5 8 3 Superior 9 8 7 6 7 4 Communicable 8 5 5 5 7 5 Preemptive 6 7 6 7 7 6 Affordable 8 7 5 7 7 7 Profitable 8 7 7 5 7 Total points 53 49 42 43 51 -
So the differentiation base is product attributes. d) Positioning
To customers between the ages of 18 and 34 who are in the middle-class, have a young
family now or soon, globally located, Chevrolet is a reliable vehicle that includes up to
seven airbags and OnStar Automatic Crash Response. 2. Current Marketing mix a) Products
The company has developed large trucks; delivery vans; full-size, mid-size, compact, and
sub-compact automobiles; sports cars; and even race cars. Here are some Chevrolet
Models Sold within the United States: -
Cars: Sonic, Cruze, Malibu, Corvette, Camaro, Impala, Spark -
SUVs/Crossovers Trucks: Equinox, Traverse, Tahoe, Suburban, Trax -
Vans: Colorado, City Express, Silverado, Express -
Electric Vehicles: Volt, Spark EV b) Price Cars: - Sonic: 16.000 - 21.000$ - Cruze: 17.000 – 23.000$ - Malibu: 25.000$ - Corvette: 65.500$ - Camaro: 26.400 – 73.300$ - Impala: 29.027 – 32.741$ - Spark: 13.600 – 18.100$ SUVs/Crossovers: - Equinox: 26.600 – 33.400$ - Traverse: 34.520 – 54.200$ - Tahoe: 54.200 – 77.400$ - Suburban: 55.500 – 79.100$ - Trax: 20.400 – 23.900$ Vans: - Colorado: 29.200 – 46.800$ - City Express: 22,855–23,715$ - Silverado: 20.024 – 25.260$ - Express: 14.332 – 31.768$ Electric Vehicles: - Volt: 24.137 – 28.100$ - Spark EV: 13.600 – 18.100$
*Chevrolet Vehicles: Prices, Reviews & Pictures | U.S. News. (n.d.). U.S. News Best Cars.
Retrieved June 12, 2023, from https://cars.usnews.com/cars-trucks/chevrolet c) Place
In general, Chevrolet cars are sold through a combination of dealerships, official websites automotive , shows and exhibits. -
Chevrolet has official websites for its various business operations. Through these
websites, customers can access information about products and locate dealers. -
Dealerships are Chevrolet partners authorized to display GM products and transact
with customers and have acted as the most valuable link between the
manufacturers and its customers in the distribution channels. At dealerships,
customers sign contracts for the purchase of automobiles and contracts for auto loans from GM Financial. -
Moreover, GM engages in automotive shows and exhibits. These shows and
exhibits, involving popular automotive-specific organizations and audiences, allow
the company to extend its market reach and potential distribution. -
In some regions, Chevrolet may also work with independent distributors or agents
to expand their reach. The company makes use of various channels of distribution
to ensure that their new vehicles, old vehicles and their space parts are made
available to their potential customers. Distribution channels used by Chevrolet aim
to provide convenient and accessible access to their cars for consumers. Manufacturer Distributors/Agents Dealerships Websites Retailers End-users End-users End-users d) Promotion i. Advertising:
Advertising is the most significant tactic in General Motors promotion efforts. In South
Africa, Chevrolet commercials have emphasized familial values as well as excitement.
Taglines include “Captiva. Made for Memories.” and “Where Will Chevrolet Take You?”.
It helps the company attract potential customers and enhance its brand promotion strategy
in the market. Although Chevrolet applies a global brand strategy, it still adjusts to fit each specific market. ii. Sales Promotions
Chervolet adopted a patriotic theme with taglines such as “America's Best Seller,
America Best Buy" and “Baseball, hot dogs, apple pie and Chevrolet”. One of its most
popular taglines “Like a Rock" in 1991 to describe its Chevrolet pickup truck. The tagline
imbued the brand with a sense of strength and durability. Chervolet would continue its
America theme with its “An American Revolution" tagline adopted in 1994, “Chevy
Runs Deep" and its most recent “Find New Roads” to emphasize a global perspective. iii. Personal selling
Personal selling typically happens inside dealerships, where employees persuade
customers to purchase automobiles from General Motors. Chevrolet Motor Company is
well known for its personal selling tactics, the majority of the business requires face to
face interactions and transactions. This is needed in order for the seller to provide the
consumer with a great vehicle that is reliable, affordable, and long lasting. Personal
selling is more effective for Chevrolet Motor Company, rather than a consumer buying
products online. With more input and education of a product, personal selling provides this security. iv. Public relations (PR)
Public relations are applied in the form of sponsorships of charitable activities and events
to promote GM brands and products and to help such events, thereby supporting GM
corporate social responsibility strategy. In 1935, Chevrolet started sponsoring the All-
American Soap Box Derby, which it would continue to support for the next decade.
Chevrolet vehicles driven by drivers such as Jeff Gordon and Jimmie Johnson would go
on to become a common sight in racing circuits.
Chevrolet continued courting race car drivers as endorsers, and racing greats Junior
Johnson, Mark Donohue, Tony DeLorenzo, Dale Earnhardt, and Jeff Gordon all won
races driving Chevrolet models. The Chevrolet Cruze, one of the company’s most popular
models, won the Driver’s Championship and Manufacturer’s Championship in the 2010
World Touring Car Championship races. Chevrolet’s association with race car driving has
established many of its models as sporty, high-quality vehicles. Chevrolet also provided
the engines for the 2012 Indy Racing League. In 2015, it sponsored the Chevy Indy Dual
in Detroit. By reentering the Indy Racing League, Chevrolet has reinforced its racing heritage and brand image.