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Bus 100 Paper One

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Submitted By pmillan95
Words 370
Pages 2
Dr. Thomas
MKT 360
Case 9: Chevrolet: 100 Years of Product Innovation
Pablo Millan
3/29/16

Synopsis:
General Motors Chevrolet brand is one of the most outstanding companies in the world. Since its modest founding in 1911 by William Durant, Chevrolet has evolved into a global and well-respected company. Chevrolet is known for their product quality and durability, which are the two main key factors that have held the company’s success. The company also stands out because of their strong history regarding product innovation and branding strategy. When people hear the word “Chevrolet”, instantly they think of a proud American brand. The company’s rivalry with Ford and the relationship with General Motors are two circumstances that mark the history of the brand. Chevrolets affordable vehicles including large trucks, delivery vans, compact automobiles, sports cars, and racecars have all went through product modifications each year evolving technology improvements. The company also face several marketing challenges. One of the biggest is competition from other American automobile brands like Ford, Cadillac or Chrysler. The impact that the Federal Government’s financial rescue to General Motors had in 2008 showed the weaknesses of the company.

SWOT Analysis:
Strengths:
* Capital to allocate towards research and development * Global presence * Experience ( more than a century in the market ) * Brand loyalty * A diverse product mix * Brand presence in racing competitions * Parent company General Motors is a renowned brand in automotive industry * Product innovation & technological advancement * Huge workforce * There are always buyers at the automobile industry

Weaknesses: * Current communication create confusion among customers * Brand contamination due to General Motors bankruptcy * Lack of awareness in

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