Marketing Strategy In General Motors Essay

EXECUTIVE SUMMARY command Motors Corporation was founded in the year 1908 with its head word quarters footd in the join States of America. Its the worlds largest car manufacturer manufacturing over 35 different brands and for the most exposit ranked the fifth largest union oecumenic with a shit force of over 280000 rentees the world over. As part of bodied social responsibility G..M has prone millions of dollars in computers to Engineering colleges.It has in addition created joint ventures consecrate to forest of life pick ups of employees by means of offering of medical c ar and opposite social runs. In toll of merchandising strategies, the association has embarked on large exceed fruitions to minimize capital under utilization. Secondly, its mixed bag on political machinemobile shamble also spreads the risks thus lowering chances of tot exclusively in ally wondering(a) ventures. Branding has also been the secret lay to the advancedest degree their p rosperous undertaking mostly with the insane asylum of trendy sports utility put one overs. Not to be left behind technologically, G.M has also kept up with the technological advancements with the manufacture of electric car vehicles as intimately as the G.M auto racing models.INTRODUCTION Marketing frame is when an boldness designs the a bureaumatch combination or package of the traditional 4ps and ex hug drugded 5ps in an attempt to enamour the target securities pains earmarkly. There is need to review the flowing trade scheme as the mart milieu is dynamic. An force appearive scheme posits a rich and current database. An government activity should indeed invest in unbroken grocery storeing research. General Motors has use of goods and services various strategies in its gravelth. Among them atomic number 18 the generic strategies and grand strategies as discussed below.DISCUSSION The General labors follow has use the supra strategies to maximize dive rsification.The troupe has apply a system of utilise bleak technology in the securities industry so that it can be private-enterprise(a) in foodstuff for better feat and reflection up refreshed quarrels coming up in the world market, like, forward the 1970s the repulse vehicle manufacturing companies in Europe regarded themselves as competing largely in a fundament market in which they were dominant. However, the subsequent deepens in the motor vehicle industry were dramatic. The motor vehicle industry in world- commodious was go about with the originations of an increasingly warlike market in a changing moving in environs the need was to match the agreements activity to this environs in such a way as to consent returns of such opportunities that aptitude be admitd and overcome the umpteen threats that could arise.Since the environment is continually changing the fraternity make headship canal strategicalalalalal decisions for better gainth of the organization. strategic decisions frequently contri moreovere major resource implications for an organization. These whitethorn be decisions to do with the disposal or acquisition of assets of substantial value. The companion decides as part of the rationalization of its operations to miserly a plant that is not doing well. alike the partnership adopts scheme of employ newfangled technology so as to accomplish economies of scale in production. In early(a) words, strategic decisions may result in major changes in the resource base of the short letter. Strategic decisions atomic number 18 likely to ingrain operational decisions, to set off waves of lesser decisions.For voice, if the loaded decides to rationalize its operations and sew back on manufacturing capacity and the workforce, this may give rise to industrial transaction problems. Similarly, strategic decisions about rationalization, which lead to a revised product or manufacturing plan, give inevita bly mean that the sorts of day-to-day problems faced by a production manager, or a sales manager, in the compevery turn out to be different. Again, then, it is all classical(p) to understand that strategic decisions possess wide ramifications across the organization. The outline of an organization provide be affected not besides by environmental forces and resource availability, simply also by the values and expectations of those who af steadfast power in the organization. According to M.E. doorkeeper (1980) corporeal dodge is headacheed with extend to of external environment on the mansion.In some respects, dodging can be thought of as a reprehension of the attitudes and beliefs of those who clear most influence in the organization. Whether a follow is expansionist or more concerned with consolidation, or where the boundaries are drawn for a companys activities, may say such about the values and attitudes of those who most strongly influence strategy. Making orga nization military accusation open air to constituent, this get out serve as strategy. The company uses its missionary work direction as a strategy which states that it result stand the stovepipe in producing motor vehicles, standing against competition, in terms of technological advances and in terms of its office staff in society.The company uses this strategy with specific intentions as to where the organization is conceived to be end-to-end. Strategic decisions are likely to be concerned with the scope of an organizations activities does the organization concentrate on angiotensin-converting enzyme subject playing field of activity, or does it acquire many activities? For example, should the secure focus? On a small range of products or, as in the past, res dress a very respective(a) range? To what extent should it be coordinated backwards into manufacturing or forward into dissemination? And should it attempt to compete widely in international markets, indeed would it survive without a wider international role? General Motors uses a strategy of matching organizations activities with its resource capability. It also uses a strategy of countering environmental threats and taking advantage of environmental opportunities by matching organisational resources to threats and opportunities. onwards the company takes any strategy it looks at the presbyopic term implication it testament bring to the steadfast before execution is do. The decisions taken now by the focus of the company bequeath have semipermanent implications on the health of the crinkle in later decades, for instance, a decision to finishing a plant that is not doing well or to move into an otherwise area of activity. Strategic decisions in that locationfore tend to have long term horizons and or implications, strategic decisions are often complex in nature.General Motors has managers who look cross- structural and operational boundaries to betray with strategic probl ems and come to agreements with other managers who, inevitably, have different interests and perhaps different priorities. This problem of integration exists in all circumspection tasks but is circumstancely problematic for strategic decisions. Strategic decisions are likely to want major changes in organizations. The company has a team of experts who make sure that before a strategy is passed, it has to be developed, and that at that place should be a strategic vision. The strategic vision is a view of an organizations prox direction and wrinkle course.The task involves visualizing the firms afterlife position in five to ten years. The task is to inject sense of pop the headland into a firms activities, provide long-term direction, give the firm a strong identity and decide, who we are, what we do, and where we are An example of a strategic vision of an respiratory tract business us We want our airline business to be the worldwide airline of choice. The strategic vision of General motors is communicated and componentd by all those working for the company. After strategy vision has been through with(p), organization move to the side by side(p) level that is developing organizations mission. The company mostly uses its mission rehearsal so that it does not get out its main aim. An organizations mission represents anxietys customized answer to the question what is our business? A mission statement broadly outlines the organizations future direction and serves as a point concept to what the organization is to do and become. (Cole, 1996). It reflects centerings vision of what the firm get togetherks to do and become, provides a clear view of what the firm is trying to accomplish for its clients, indicate the clothed to stake out a particular business position. Developing an organizations mission as the strategy which impart involve defining who, what and where. According to Thompson and Strickland (1990) who suggested that in that respect are tasks of strategic wariness which they see as bringing together ground of the overall mission or goals of organization, the establishing of business accusatives and the strategy required to get through the cardinal above.It helps managers avoid losing focus on the firms direction to achieve what its aim that to expand and to vex in the market. another(prenominal) strategy is setting objectiveness of the organization. The intention of setting objectives is to convert the mission into mental process targets, create yardsticks to track procedure, establish performance goals and push the firm to be inventive, lettered and foc apply. Setting challenging but achiev equal to(p) objectives guards against the following complacency, drift, internal confusion and side quo performance. Objectives provide a direction to the firm in its quest for realizing the vision and mission and benchmarks for judging organizational performance. The company employs do staff as strategy since s ufficient staff can be able to add-on production and high note hence reservation the firm to grow and increase its market share.It uses lower be than its impacts as a cost lead which forget assist to reduce expenses aerated against do good, making a firm to have high profit study with other firm, by increasing profit the company grow and increase the market share. The company does a thorough research as strategy that is becoming the leader in new product introduction to the market, this go forth assist to increase sales since no other firms will be marketing such new product in the market.When one firm is selling a product in the market and no competitor, this means the firm will be selling at abnormal damage hence making super profit and this will lead the firm to grow and increase market share. Overtaking rival firms on graphic symbol or customer services strategy will make business to grow. Customer service as strategy involves treating customer with very high respect and integrity, making customer to come up cared for and given good service, this will make the firm to increase the number of customers comparing with other firms and retaining those who have visited the firm, this will increase sales hence organization ripening. The company uses the satisfaction of customer needs as its main strategy. Total Quality vigilance is used as strategy for organizational growth and increase of the market share to achieve this. Once customer requirements have been identified, they need to be translated into standards which can be interpreted and understood easily by employees and clients.One of the major quality difficulties cladding service organizations is the defining of service quality standards. According to Ansoff (1984) re limitd strategic management as a systematic approach for managing change which harps of positioning of the firm through strategy and capability planning, real time strategic response through issue management and a systematic management of foe during strategic implementation. Once client requirements have been identified and standards of service defined, it is necessary to define systems which will enable the standards to be translated into possible processes. To provide a service which satisfies and redden delights clients, headmaster firms need to recruit and train their staff to achieve the required standards throughout the service process. The recruitment and selection of appropriate staff can be used has strategy by organization, as these are the foundation of any quality-conscious firm. The client-centered firm should take into account all relevant criteria and see recruitment as the first symbolize in retaining loyal, well-motivated and happy employees. Proper culture can also be a good strategy to organization.A superior employee, like any other member of staff, has a limited set of skills which require continual updating in the face of changing market demands and technology. Only by upda ting these skills using well-developed programs, can professional firms ensure that they equip their staff with the skills indispensable to respond to future client expectations. knowledgeable discourse methods is another important strategy organization can not do without. To ensure that staff members are sure of the importance of clients, it is essential that management communicates, on a regular basis, the need for continuous and organization-wide quality improvement to their staff.To achieve this, there are various internal talk methods available, which include newsletters team briefings meetings internal customer-provider workshops and learn key interfacing discussion sections in the main processes and procedures of the supplier and customer activities. To modify client interaction behavior, professional firms can introduce performance-related rewards and cite systems as strategy to beat their rivals, which advance client- fulfiling behavior, recognizing and praising e mployees for work well done is not superfluous, but rather handicap of accomplishments and a reinforcement of commitment. The company also uses financial objectives as strategy. Financial objective are those outcomes that relate to improving the firms financial performance such as a) Increase earnings growth from 10% to 15% per year. b) Boost diminish on equity investment from 15% to 20%. For the objectives to have values as a management tool, they mustiness be stated in quantifiable or measurable terms and specify a deadline for achievement. Objective-setting process should be a top-down process in order to achieve unity and cohesion throughout the organization. Because all managers need objectives the process should be top-down and should follow the following pattern down with organization-wide objectives, next, set business and product line objectives.Then, establish functional area and department objectives, individual objectives come last. strategy-making concerns how to achieve in demand(p) strategic and financial, objectives out-compete rivals and win a competitive advantage, respond to changing industry and competitive conditions, defend against threats to the firms well-being, grow the business, among other things. A firms strategy will actually consist of making decisions about the following How to satisfy customers, how to grow the business, how to respond to changing industry and market conditions, how to best capitalize on new opportunities, how to manage each functional piece of business and how to achieve strategic and financial objectives.Ansoff suggested a matrix of product market alternatives which has become widely used in basic terms the matrix offered the following alternatives market penetration, product development, market development, and diversification any strategy to work it has to be implemented. Implementing strategies involves creating fits between the way things are done and what it takes for effective strategy execution, writ of execution strategy proficiently and efficiently, and producing excellent results in a timely manner. Proficient strategy execution will depend greatly on competent personnel, adequate skills and effect internal organization. There are tercet types of organization actions that are very important Selecting able persons for key positions, making current that the organization has the skills, core competencies, managerial talents, skilful expertise, and competitive capabilities it needs and developing an organizational structure that is conducive to successful strategy executioner can be done by allocating ample resources to strategy- little activities. Organizational units need enough resources to channelize out their part of the strategic plan. This includes having enough of the right kinds of citizenry and sufficient operating funds for them to do their work successfully, instituting best practices and programs for continuous improvement.A strong commitment to adopt bes t practices, especially for those activities where the potential for better quality performance or lower cost can translate into a powerful impact on the bottom line, is entire to effective strategy implementation, installing choke systems that enable company personnel to offer out their strategy execution. Strategies cannot be put to death without a number of support systems to carry on the business operations. For instance, an airline may not hope to provide a world class passenger service without a computerized reservation system, a system for accurate and expeditious handling of baggage and a strong aircraft maintenance program, secure reward structure to achievement of results the company needs to enlist commitment, throughout the organization, to carrying out the strategic plan by make and rewarding people for good performance, creating a strategy-supportive corporate culture.The beliefs, goals and practices called for in a strategy may or may not be compatible with a f irms culture. When they are not a company finds it difficult to implement strategy successfully. The management should expect focused as to what they are trying to achieve in the face of a changing environment and customer needs otherwise they will not remain competitive in the industry, lowers managements threshold to change. The management are made to understand that the environment is changing and thus the need to do things in a different way so as to have a competitive advantage in their area of operation, provides basis for evaluating competing budget requests and steering resources to strategy-supportive, results-producing areas, unites many strategy-related decisions of managers at all organizational levels.The managers are made to stay focused on one objective and not to make conflicting decisions, creates a proactive, rather than reactive, gentle wind with the environmental scanning the organization is sure of changes in the environment and hence will take action to tak e advantage of the changes and prevent any adverse personal effects on itself, enhances long-range performance the organization is always to plan for the long-term and its performance is focused on the achievement of long-term objectives and fewer resources and less time given over to correcting erroneous or ad hoc decisions this is because all the managers will be making decisions aimed at achieving the set objectives only and there will be enhanced coordination among them due to the humankind of strategic management process.CONCLUSIONThe role of strategic management cannot be downplayed, given the need to align the organization with the changing environment with a view to realizing the long term objectives of the organization to the future with success. It is critical that all departments in the organization be involved in strategy conceptuality to ease the implementation process. Proper communication of the vision and mission serves to inspire challenge and motivate the workfo rce hence making organization grow and increase the market share. The General motor company as used the above strategies to grow by obtaining its objectives, increasing market share and market it to stay in the market. No company can grow or stay in the market if it does not use strategies to face challenges which face market industriesRECOMMENDATIONSFrom the above we can say that due to changes in the environment it necessary to change ways of carrying out business. Any company to shroud in business it has to change to new strategies, which will include ways of marketing, using latest technology, for example marketing using internet, having qualified staff in business that will be in appositions to employ new skills. It is very important for any company to look the welfare of employee since this will promote employees morale towards the work.Strategy should be seen as the continuous improvement of stick with so it should not forgotten at all costs, it should be seen as the mains tay of the company. Since the company is seen as going concern it must be able to implement all strategies for it survive, this can be seen from the above company that General motors. Last but not least every company to compete in the industry must have clear vision and mission statement for its reference when doing business so that the company can stick to them.REFERENCES1)Cole, G.A. (1994), Strategic Management, DP Publications.Chandler, Alfred D. (1962), Strategy & Structure, MIT press.Andrews, Kenneth R. (1987), The concept of corporate strategy, 3rd edition, Richard D. Irwin.Ansoff, H.I. (1965), Corporate Strategy, McGraw-Hill.Ansoff, H.I. (1964), Implanting Strategic Management, scholar Hall InternationalPorter, M.E. (1980), Competitive Strategy Techniques for analyzing industries and competitors, The Free Press.Thompson, Arthur & Strickland, A.J. (1990), Strategic Management Concepts and Cases, Richard D. Irwin.