BY: KEITH BRYANT, MELISSA CONNER, NICOLE LEKAS, DEANA THORNTON, AND

JOSH SMITH

The Chevrolet Volt in Madrid, Spain

The Company

“G.M. is a multinational corporation engaged in socially responsible operations, worldwide. It is dedicated to provide products and services of such quality that our customers will receive superior value while our

employees and business partners will share in our success and our stock-holders will receive a sustained superior return on their

investment.”

GM is the second largest automobile manufacturer in total vehicle production in the world.

GM is the third largest producer of consumer vehicles in the worldThey are also the largest producer of light commercial vehicles in the

world.

The Company

General Motors operates under numerous brand names such as GMC, Chevrolet, Buick, Cadillac, Opel, Vauxhall, Baojun, Holden, Isuzu, Wuling, and Jeifang.

Their cost of goods sold is considerably higher than competing brands.

Current CEO is Daniel Akerson and currect CFO is Daniel Ammann

In Europe, General Motors operates under the brand name Opel

Industry

North American Industrial Classification System (NAICS) – determines how much shipped from U.S.A.

GM & other automobile manufacturers code - 336111

336 - Manufacturing transportation equipment industry 11 – GM manufactures light duty motor vehicles 1 – Makes automobiles

Industry Cont’d

Feb-1

0

Mar

-10

Apr-1

0

May

-10

Jun-

10

Jul-1

0

Aug-1

0

Sep-1

0

Oct-1

0

Nov-1

0

Dec-1

0

Jan-

11

Feb-1

1

Mar

-11

Apr-1

1

May

-11

Jun-

11

Jul-1

1

Aug-1

1

Sep-1

1

Oct-1

1

Nov-1

1

Dec-1

1

Jan-

12

Feb-1

20

5000

10000

15000

20000

25000Value of Vehicle Exports from U.S. to Spain

Inventory

The Market

Physical Descriptors: The market for electric vehicles is emerging Many of Europe’s top selling auto manufacturers are

producing electric vehiclesBehavioral Descriptors:

Market favors biking, public transportation, and alternative transportation

Positioning in Minds of Customers Opel is one of the top selling auto manufactures in

Europe

The Competition

Direct Competitors: Renault PSA Peugeot Citroen Smart car

Indirect Competitors: Ducati Aprilia Public Transportation Systems

S.W.O.T – Internal Analysis

Strengths Global presence

Spreads it risks across markets

Market position and Brand portfolio Reach a diverse

market Focus on research and

development Stay current on

advancing technologies

Weaknesses Recalls

Hinders reputation and credibility

Insufficient liquidity Does not promise job

security Low debt rating

Deters investors

S.W.O.T. - External Analysis

Opportunities Increasing demand for

cars in BRIC nations International

expansion Growth for hybrid

electric vehicles Growth for truck

manufacturing market globally

Threats Competition Economic recession Government laws

Marketing Plan Objectives

Financial Objectives: $150 Billion in gross

revenue $131 in cost of goods

sold Profit Margin 12.7% Average Ampera

manufacturing costs $40,000

Projected sales volume 42-46 units after 1st year of production in Madrid

Marketing Objectives: Average unit price

$41,000 Increase sales 42-46

vehicles Advertisements in

Opel Magazine and on Social Media sites. i.e. Twitter and Facebook

Action Plan 1

Target Market: Business professionals with disposable incomes between 1,000 and 3,000 euros per month

Promotion: Opel magazine and online via social media

Action Plan 1 Cont’d

Service packages and warrantees offered with purchase of a vehicle will be stressed in promotion

Pricing strategy: Price skimming will be used upon entry into the market to narrow in on the demographics of our target market Priced at 39,423.38 euros

Action Plan 1 Cont’d

Product: Change name to Ampera Sold under Opel 1st vehicle in Europe that is powered by electricity at

all times Sleek aerodynamic design

Place: Drive business to the dealerships in the outskirts

Action Plan 2

Target Market: Working class citizens between the ages of 34 and 45

Price: The price will star at $42,610, which will reach target sales volume

Product: Use a test market and evaluate Method: Pre and post trial surveys

Action Plan 2 Cont’d

Place: 25 dealerships within 14km of Madrid Fleet/ rental services in Madrid Special location trials

Promotion: carried out vie Shell gas card offers for customers who complete a survey within 3 months of a vehicle purchase

Works Cited

United States Census Bureau (2002), “2002 NAICS Definitions,” URL: http://www.census.gov/epcd/naics02/

def/NDEF336.HTM. Date accessed: April 23, 2012.

United States Census Bureau (2012), “U.S. International Trade Statistics Value of Exports, General Imports, and Imports by Country by 6-digit NACIS Spain,” URL: http://censtats.census.gov/cgi-bin/naic3_6/naicCty.pl. Date accessed: April 23, 2012.

The End

Questions?