H3 Hummer Marketing Plan Essay

7401 Words Dec 1st, 2005 30 Pages
TABLE OF CONTENTS

Executive Summary………………………………………………………………………….2
Current Marketing Situation…………………………………………………………………3 History/Background………………………………………………………………….3 Purpose/Mission……………………………………………………………………...4
Products Offered……………………………………………………………………..5
Financial Performance……………………………………………………………….5
Threats & Opportunity Analysis……………………………………………………………..6 Demographic Forces…………………………………………………………………6 Economic Forces…………………………………………………………………….8 Natural Forces……………………………………………………………………….8 Technological Forces……………………………………………………………….10 Political Forces……………………………………………………………………..11 Cultural Forces……………………………………………………………………...12 Competitive Forces…………………………………………………………………12
Marketing
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to produce a V-type, water-cooled, eight-cylinder engine, and the first to use a thermostat control cooling system (1914). As if this were not enough, GM consolidated all GM truck production (GMC) in Pontiac, Michigan (1915), and purchased Chevrolet Motor Company only five years later.
The buying of automobile companies in GM's early days would soon expand to include more GM purchases and agreements, new lines of parts and gear, and an unprecedented move, on the part of GM executives, to become some of the biggest stockholders in the company. Aligning interests of management with interests of stockholders, GM set a precedent for making leadership accountable in a business where the goal was to provide "a car for every purse and purpose" (www.gm.com/company/corp_info/history/gmhis1910.html).
Purpose/Mission
While the initial mission of GM was to provide a car for everyone and everything, its current mission statement is more reflective of the modern times in which the company is operating and the demands that come to a company as a result. Rick Wagoner, Chairman and CEO of GM recently stated: As it has for nearly a century, General Motors plays an important role in the lives of countless people around the world, in the global economy, and in the auto industry. Against an ever more competitive and challenging backdrop, GM remains committed to leading not only from a business standpoint, but economically, socially and environmentally as well.

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