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Economics and Ethical Issues

In: Business and Management

Submitted By Jflyer
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Assignment 2 Market Entry Strategy

By: Jeffrey W. Eldridge

International Marketing – MKT505 Section 003016*201005

8/1/2010

Instructor: Dr. Deborah Hill

School: Strayer University

The Product The Chevrolet Volt is a plug-in hybrid electric vehicle to be produced by the Chevrolet division of General Motors and expected to be launched in November 2010 as a 2011 model. For up to the first 40 miles, the Volt is powered by electrical energy stored in its on-board lithium-ion batteries, which are charged by connection to an electrical outlet. The car's battery pack can be fully charged by plugging the car into a 120-240VAC residential electrical outlet using the provided charging cord. No external charging station is required. With fully charged batteries, enough electrical energy will be stored to power the Volt up to 40 miles. A small 4-cylinder internal combustion engine using premium-grade gasoline creates electricity on-board using a generator to extend the Volt's range to more than 300 miles. The electrical power from the generator is sent primarily to the electric motor, with the excess going to the batteries, depending on the state of charge of the battery pack and the power demanded at the wheels. Unlike most current commercially available hybrid electric vehicles, the actual propulsion of the Volt is accomplished exclusively by the electric motor. The Volt concept vehicle has four doors with a rear lift gate, and is capable of carrying four passengers. This is a significant change in design from the original concept, which only seated two to reduce weight. The top speed has also been increased on the Volt, from the electronically limited 80 miles per hour to 100 miles per hour. The battery pack size has also been reduced, from about 300 L in volume to just 100 L in the Volt. GM's Vice

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