Satisfactory Essays
MARKETING MANAGEMENT CASE ANALYSIS LECTURER: Boaz K. Ingari General Motors (K) ltd An Introduction General Motors East Africa Limited was formed in 1975 and is a joint venture between General Motors Corporation (57.8%), Industrial and Commercial Development Corporation (20%), Centum Investments (17.8%) and Itochu Corporation (4.4%). The vehicle manufacturing plant in Nairobi assembles a wide range of Isuzu trucks and buses. It is the largest manufacturer of commercial vehicles in the Eastern Africa region with more than fifteen models. GM East Africa also retails fully built Chevrolet brands. General Motors East Africa Limited is certified to ISO 9001:2008 (quality management system) and ISO 14001:2004 (environment…show more content…
Maury F. Dieterich was appointed the new managing director of GM (K). Mr. Dieterich had been the financial director for three years prior to this, and he was therefore already well known by the local staff. Mr. Dieterich, as managing director, is a member of the board of GM (K), which is presently chaired by Mr. Bernard Hinga. Mr. Hinga and most directors are Kenyans. Company Objectives Discussing the production capacity of GM (K), Mr. Dieterich recently reported that the Nairobi plant was operating with only one shift (It has a three-shift potential) and forecast production at 2,300 units – approximately 60% of the capacity of one shift (E.g. 800 medium duty trucks, 600 light duty trucks, 500 pick-ups, 300 utility vehicles and 100 buses). This is reportedly a 50% increase over last year’s level of production. Utilizing a greater proportion of the production capacity would help GM (K) to fulfill a national goal of providing more jobs. Mr. Dieterich also stated that GM (K) had a responsibility to its customers and to the public to continually improve the quality and safety of its products to meet both strict international and GMC parent company standards, and to maintain high levels of service. In short, he stated that it is service and quality that really sells products. Finally, Mr. Dieterich said that he would follow his predecessor’s example of an open door policy
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