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Strategic Marketing

68). General Motors can engage in partnerships with other manufacturing companies in order to reduce set up costs. Through creating assembly lines of the different companies, GM has managed to reduce costs of operation reducing the prices of the final products. Despite the success of the strategies employed by the companies, the major threat to the profitability and competitiveness for the companies is from Japan, namely, from Toyota and Nissan companies which produce products at affordable cost making the cars a preferred choice for consumers in developing economies. However, the competitive strategies of the two companies vary significantly based on the focus of the company and the need for change (Allen, 2010, p. 56). The General Motors have focused on the production of high quality vehicles such as the jaguars and the acquisition of the Chrysler brand, which targets the higher echelons in the society (Shaw, 2011, p.111). Globalization and strategy The growth in internationalization and opening of global access to markets is as a result of the changes in technology which has led to faster access to products and services coupled with faster payment models. Before the growth in technology, several companies tried to engage in internationalization, but with minimal success in both long and short term. The failures the occurred during the time was as a result of several issues relating to the target country's economy and other related changes that occurred in the local market. Companies such as Marks and Spencer tried to open shops in other European markets, but never succeeded in the process resulting in the closure of outlets due to increased operating costs. The situation has changed significantly over one decade and the result of the change can be witnessed through the success of online marketing strategies and global marketing strategies. The development of the strategies on the methodology and approach to the different markets is an operation of immense importance because of the difference in economic, environmental and political conditions of the target will adversely affect the strategies to be employed and the success of the product in the market. Situational analysis According to the American Marketing Association (AMA), situational analysis is “the systematic collection and study of the past and present date to identify trends, forces and conditions that have the potential of influencing business” (Bratton and Gold, 2001, p. 67). The financial position of the company is strong, and the values are attached in Appendix 2. Appendix 2 indicates the situation of the company and the performance. Product situation This is the analysis of the current product or the modification done so as to establish the product position in the market. The definition of the product is significant at this stage to be able to evaluate its ability to penetrate into the market, especially if it is a new product (Zanko, 2003, p. 134). Additionally, it enables the business to choose appropriate promotional and advertising strategy. The product situation is vital for the planning of the marketing strategy (Saget, 2006, p. 56). The situation of the company is depicted in the values of the shares in the NYSE, as depicted in Appendix 1. The share value, over the last week, has been the stable indicating success of the company. Competitive analysis It involves researching on the competitors ...Show more


Competitive Strategy for GM Motors By (Your Name) Presented to (Instructor/Tutor) (Course/Subject) (Institution/University) (City, State) (Date) Introduction General Motors is the leading manufacturers of vehicles in Europe with the focus or target clients varying significantly…
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