Chevrolet Europe

8/2/2019 Chevrolet Europe

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CHEVROLET EUROPECHEVROLET EUROPE

AMRI YANUAR (MH102204)

IVANA CHANDRA VOO (MH111031)

MOHD HAMIZAN BIN ABDUL AZIZ (MH111014)


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INTRODUCTION:COMPANY BACKGROUNDINTRODUCTION:COMPANY BACKGROUND

y Chevrolet Europe, an automobile brand under the General Motors

Corporation.

y At the present, Chevrolet used as to reposition the Daewoo Motor

Company, a subsidiary company under General MotorsCorporation after the bankruptcy of Daewoo Motor Company due

to heavy debt burden.

y In 2004, Project Midas assembled as a name given to the strategy to

introduce the General Motors Chevrolet brand of passenger carsto Europe in 2005.


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THE ORGANIZATIONTHE ORGANIZATION

The mission:

making the conversion branding from General Motors Daewoo toChevrolet Europe where the conversion will further thetransformation of Chevrolet into a global brand name.

Chevrolet Europe Objectives:

Resonate with European buyers

Complement General Motors multi-brand

Be consistent with the global perception of the Chevrolet brand


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THE ORGANIZATIONTHE ORGANIZATION

Distinctive Competency

The General Motor Daewoo products quality, styling, andcustomer acceptance will be excellent starting point forthe company distinctive competency.


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PERFORMANCE AND POTENTIALPERFORMANCE AND POTENTIAL

Daewoos have won The Worlds Most BeautifulAutomobile of 1998 awards held in Milan, Italy forMatiz car.

heavy debt burden with inconsistent marketingstrategy, Daewoo Motor Company declared

bankruptcy, soon loses its momentum in Europe aswell as other countries

PAST PERFORMANCE

Penetrate into automobile market in Europe withnew image and brand quality of Chevrolet Europe

Continuous research for product development

PRESENT

PERFORMANCE


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PERFORMANCE AND POTENTIALPERFORMANCE AND POTENTIAL

Based on current performance, with new image and brand quality, it is

believed that Chevrolet will became one of the positive brand nameunder General Motors Corporation

Lack of awareness in European car on the Chevrolet brand, thecompany believed that it provided clean slate upon which to positionthe Chevrolet brand in Europe


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CURRENT SITUATION FACED BY ORGANIZATIONCURRENT SITUATION FACED BY ORGANIZATION

AND MANAGERSAND MANAGERS

y To recover the brand image from the previous Daewoo Motor

Company, a project based on Project Midas assembled.

y The project is transforming the Daewoo brand into Chevrolet

Europe brand.y The production will focuses on cars production based on

combination of European design and Korean technology

y The project Midas will be responsible on finding the right solution

in repositioning the product development.


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ACTIONS AVAILABLE FOR THE ORGANIZATIONACTIONS AVAILABLE FOR THE ORGANIZATION

Qualitative research:

y to find the customers needs, wants, and to meet their expectations

y To know the acceptance of new branding image

y To find positioning territory by focusing on the product appealing,relevant for users, uniqueness in product design and credible

Marketing Strategies

y New implementation on marketing such as value positioning,

product development, sourcing, distribution, pricing and

advertisement by using existing marketing medium such as retail

stores, dealers, suppliers, operating policies, and practices


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COST AND BENEFITS OF ACTIONS BOTHCOST AND BENEFITS OF ACTIONS BOTH

QUALITATIVE AND QUANTITATIVE TERMSQUALITATIVE AND QUANTITATIVE TERMS

y In attempt of positioning the Chevrolet brand in Europe,continuous research and development is necessary which may costfunds and full employees participants in all level.

The benefits through qualitative terms;

y improved product, with positive image quality

y Bring up General Motors Corporations company name, where itable to reverse the bankrupted company to become successfulcompany

The benefits though quantitative terms;

y Increase sales growth

y Production increased

y Financial returns from the General Motors investment


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Nature of TheNature of TheIndustry, Market,Industry, Market,

and Buyer Behaviorand Buyer Behavior


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Nature ofIndustry StructureNature ofIndustry Structure

Introduced GMDaewoo

Convert GMDaewoo toChevrolet

Produced car basedon Europe/Korean

designed

Retain the LoyalCustomer

Produced LowPrice Car


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Competitors Based CompaniesCompetitors Based Companies

GermanCompany

Based

ItalyCompany

Based

FrenchCompany

Based

JapaneseCompany

Based

KoreanCompany

Based


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Strengths Weaknesses


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How do buyers buyHow do buyers buy

Stylish/NiceDesign

Lookmodern

Robust/Solid

SafeSmaller size

SmallerEngines

BetterReputation

HigherStatus

MoreExpensive

Better resalevalue


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Daewoo Unit Sales in Europe 1995Daewoo Unit Sales in Europe 1995--20032003

0

50,000

100,000

150,000

200,000

250,000

1995 1996 1997 1998 1999 2000 2001 2002 2003


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Market SegmentedMarket Segmented

46%

35%

19%

Traditional Segments

Mainstream Segments

Postmodern/Materialisti

c Segments


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Market SegmentsMarket Segments

(Traditional Segments)(Traditional Segments)

7%

16%12%

11%

The Upper

Conservative SegmentTraditional Mainstream

Segment

Traditional Blue Collar

Segment

Pragmatic Striver

Segment


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(Mainstream Segments)(Mainstream Segments)

9%

18%

8%

Social Climber Segment

ConvertionalModern/Progressive ModernMainstream Segment

Counter Culture Segment


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(Postmodern/ Materialistic(Postmodern/ Materialistic

Segments)Segments)

9%

5%

5%

Upper Liberal

Segment

Socio-Critical

Segment

Postmodern Segment


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Success RequirementSuccess Requirement

Focus onStrengths

DiversifiedProduct Range

Improved poor

workmanship

Change the customers badperception


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AcquisitionAcquisition

y By 1999 Daewoo acquired by General

Motors became GM Daewoo Company


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AcquisitionAcquisition

y Problem that arise after acquisition

y The crucial problems that GM Daewoo

face is to change the perception regarding

the product brand of General Motors

Daewoo as it brings an image of Korean

automobile technology-based economicalcar.


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Role of customerRole of customer

y Positive feedback from loyal customers

y The loyal customers are willing to buy

same product brand as they are tended to

be traditional in their value creation.


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Customer SatisfactionCustomer Satisfaction

y GM Daewoo has a various product in

order to fulfill customer wants

y Pursue the customer from different

product segmentation (Micro van, Small

car, Medium)


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GlobalizationGlobalization

y To be able to penetrate into the

European automobile market, Chevrolet

Europe implemented new strategies on

the marketing.

y Project Midas conducted to positioning

the Chevrolet product line into the

market with new improved quality imagefrom previous brand, the Daewoo

automobile brand.


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Potential ProfitabilityPotential Profitability

y The investment in terms of financial

resources and management flow from

General Motors will improve the

companys performance from time totime

y The attempt in going global will providewider marketing resources in expanding

the companys growth.


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Organizations Future AbilityOrganizations Future Ability

y The efforts in branding the Chevrolet as

transmission from Daewoo product

y Enhance the organization abilitys in

competing with other automobile

companies


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Documents

Chevrolet Europe