Every organization’s survival and success in the light of stiff competition hinges on the success of its main or flagship product. It is the ‘key’ that opens the door of success or profit. So, for an organization to survive in a competitive market in the global environment, and to increase its profits in an optimum manner, its products have to be marketed optimally. Toeing that line, this report will focus on the marketing strategy of General Motors in its global business, discussing about its competitors, marketing mix and finally will recommend improvements that would enable them to compete more effectively.
General Motors Corporation (GM), a multinational corporation, was founded in 1908 as a holding company for a firm called Buick, then controlled by William C. Durant. Now, it functioned as a conglomerate manufacturing and selling, cars and trucks under the brands of Buick, Cadillac, Chevrolet, GM Daewoo, GMC, Holden, Hummer, Opel, Pontiac, Saab, Saturn and Vauxhall. Each of these brands has a number of cars and trucks under its division or arm. However, because of the major losses and bankruptcy proceedings, they decided to hold only the four core brands of Chevrolet, Cadillac, Buick, and GMC, as well as two European brands of Opel and Vauxhall, selling Saab Automobile to Spyker Cars in 2010. Importantly, GM is winding down its Hummer, Pontiac, and Saturn brands, the latter two remaining under the old GM, now known as Motors Liquidation Company. Even though, all these brands are manufactured in one unit, vehicles coming under each brand are most times marketed differentially and some times in unison. Headquartered in Detroit, Michigan (USA), GM manufactures automobiles in 35 countries, capturing a sizeable portion of the world market share. GM was thus acknowledged as the worlds largest automaker, based on global industry sales. GM was able to hold on to