Gm Chevy Volt

2068 Words Nov 3rd, 2009 9 Pages
Chevy Volt – An American Revolution in Energy Independence This paper begins by analyzing the marketing environment of the GM/Chevrolet Volt and then discusses the target market for this electric extended range vehicle along with a proposed marketing strategy and recommendations.
Marketing Environment The market environment refers to all of the forces that affect marketing management’s ability to build and maintain successful relationships with target customers. It consists of both a macro-environment and a micro-environment. Some of the forces can be controlled by the company and some of the forces cannot. The micro-environment at Chevrolet includes such things as departments within the company, suppliers, dealerships,
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The Chevy Volt claims 230 miles per gallon for city driving and up to 50 miles per gallon using generator assisted operation. From a technology and energy efficiency standpoint, the Chevy Volt has some good marketing possibilities. The main detractor for the Volt is the price which is estimated to be around $40K. Another important topic in the microenvironment is publics, which is any group that has an interest in or impact on the organization’s ability to meet its goals. Examples of publics include financial data about the company, media reports that can influence customers’ opinions, and citizen actions groups in support or against the product. Chevrolet is currently under the public microscope as they have recently accepted government bailout money which gives 60 percent ownership to the US taxpayer. Most media reports have good things to say about the Chevy Volt, but also include a small level of skepticism about Chevrolet being able to deliver the Volt on time and capture enough of the market share to succeed. The market share of Chevrolet is estimated to be 22 percent in 2009 with a continued drop to 19.7 percent by 2014 (General Motors Corporation, 2008). Marketing managers must also look at the macro-environment to come up with a coherent marketing strategy. Demography is important for the marketer to try and determine the population size, location, race, and occupation of the customers.

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