this presntation was for markting strategy for general motors company

1. Ahmed zeyada 20090526
Nadeen mohamed 20070090
Sally el sayed 20070221
Sandra atef 20070642

2. AgendA
•History
•Background
•The Competitive situation
•Marketing strategy
•Project Objectives
•The Marketing Mix
•SWOT Analysis
•Identify Problem
•Q & A

3. History
• General Motors Corporation established a wholly owned
subsidiary in Alexandria, Egypt in 1927 through 1958.
• Over the past 30 years, General Motors has conducted business
in Egypt through franchised dealers, who invested millions of
pounds in facilities.
• Since 1955, GM has obtained almost all of Egypt's locomotive
business, averaging 40 units annually. Egypt has been one of
the biggest overseas markets for Detroit diesel engines, which
drive tugboats in the Suez Canal, trucks on Egyptian highways
and power plants in outlaying communities.

4. BAckground
• Multinational automobile manufacturer founded in 1908.
• Was the world’s largest automaker until last year.
• GM is the ninth largest publicly traded company in the World.
• GM today employs about 266,000 people around the world..
• With global headquarters in Detroit, GM manufactures its cars and trucks in
35 countries and its vehicles are sold in 200 countries.
• Currently, the United States holds the “largest national market” for General
Motors. China, Canada, the UK, and Germany follow the United States for
GM’s largest markets.

6. vision
stAtement
GM's vision is to be the
world leader in
transportation products
and related services. We
will earn our customer's
enthusiasm through
continuous
improvements driven by
the integrity, teamwork
and innovation of GM
mission people.
stAtement:
“General motor is committed to be a leader in providing
transportation products and services of such quality that our
customers will receive superior value, our employees and business
partners will share our success and our shareholder will receive a
sustained superior return on their investment.”

7. oBjectives
 position the company for sustained competitiveness, profitability and growth.
 satisfy customers based on the design, quality, technology and value of our
cars and trucks.
 Continue solid growth in global vehicle sales..
 Investing dedicated to improving cultural, economic, educational,
environmental, and social aspects of our communities.

8. The Economic Situation
• The combination of the sharp run-up in oil and gas prices, rapid declines
in the housing/mortgage/credit sectors, and the lowest levels of
consumer confidence in nearly 30 years have all dramatically reduce
both the economic and automobile industry outlooks.
• over the past few months, U.S. auto sales have declined by more than
30%.

9. tHe competitive situAtion
• The automobile industry is highly competitive. The North American
automobile industry is dominated by what’s known as the ‘Big Three’:
General Motors, DaimlerChrysler, and Ford Motor Company.
• The two largest foreign competitors include both Toyota and Honda.
• Since Toyota’s introduction of the Prius, an innovative gas electric hybrid
car, GM has been struggling to keep up with competition.
• US auto makers lost 8% of the US auto market last year, while Asian
manufacturers gained 5% and European companies gained 3%

10. competitive situAtion
How Does GM compete?
2008
Sales $182 $230 $177 $172
Revenue Billion Billion Billion
Billion
Employees
At 2008
Year-end 266,000 316,000 274,999 245,000

11. The Competitive Situation
2006 GCC Market Share
Other Know n
6% Unknow n
10%
PAG
Chrysler
1%
1%
BMW
1% Toyota
Mercedes 36%
1%
Mazda
1%
KIA & Hyundai
9%
Mitsubishi
10% GM
Nissan 13%
11%

12. gm mArketing strAtegy
• Marketing Strategy plays one of the most important role to
achieve company goals and objectives.
• general Motor is one of the best automobile company in the
word. General Motors manufacturing the cars and trucks in the
international market.
• General Motors segmentation strategy is main aim to target the
different groups. In this GM think that the whole market is
single market
• General Motors design the car with the different range of cost
and it design it’s strategy according to the Income, Age,
Family, occupation.

13. mArketing strAtegy
development
Project objectives
• Modify the company’s U.S. product
portfolio, toward more fuel-efficient cars
and crossovers.
• Reduction in brands, name plates and
retail outlets, to focus available
resources and growth strategies on the
company’s profitable operations.

14. tHe mArketing mix:
Product
• Buick One of the most popular vehicle brands in China Saab One of the most
popular vehicle brands in Sweden .
• GMC trucks are positioned as the Professional Grade versions of the equivalent
• Chevrolet vehicles Pontiac is a mid-level brand featuring a sportier, high-
performance driving experience .
• Hummer is a brand off-road vehicles sold by general motors Brand Name Brand
Logo Brand Image Remarks.
• Saturn is known for its company-wide "no-haggle" sales philosophy .
• Opel is the main GM brand name in Europe except in the UK Vauxhall models
are right-hand drive derivatives of GM's Opel brand
• Isuzu is mostly known for trucks of all sizes, Holden no longer held the number
one sales position in Australia, losing ground to Toyota .
• Daewoo In 2004, General Motors pulled the Daewoo brand of
vehicles out of Australia and New Zealand, citing irreparable brand
damage Suzuki stands No.1 in the world for compact automobiles.

15. tHe mArketing mix:
Product
• differentiAtion strAtegy:
cAdillAc:
Cadillac is a brand of luxury vehicles owned by General Motors.
Full-line, edgy-styled, high volume luxury brand that competes directly with BMW and
Mercedes-Benz.
cHevrolet:
Brand Name Brand Logo Brand Image Remarks Chevrolet America's NO.1 selling
brand , Remain GM’s high-volume brand, mainstream-oriented, offering vehicles in
every major segment. Competes with Ford, Toyota, Dodge and Nissan.

16. tHe mArketing mix
Price
• GM provides a wide range of vehicle priced from US$10,000 to
US$100,000+ catering to various customer segments all over
the world from middle to luxury class automobiles.
• Since early 2006, GM has executed competitive strategy,
particularly in the United States, that combines an emphasis on
value pricing (including the reduced prices on most 2006model
year vehicles).
• GM belives It will builds the reputation of GM products and
brands and enhances residual value for their products,
whilesupporting improved pricing per transaction.

17. tHe mArketing mix
Place
• GM’s distribution strength in rural areas, which is a significant competitive
advantage, will be largely preserved.
• GM develops, manufactures and markets vehicles worldwide
through their 4
• automotive regions:
• · GM North America (GMNA)
• · GM Europe (GME)
• · GM Latin America/Africa/Mid-East (GMLAAM)
• · GM Asia Pacific (GMAP)

18. tHe mArketing mix
Promotion
• Auto shows:
• Auto Show is the main method for GM to promote its products.
• GM Magazine:
• GM HIGH TECH PERFORMANCE
• Delivers the tech articles, news, and reviews wanted by the late-model GM
performance enthusiasts.
• “Employee Discount for Everyone“
• is also making a huge promotion strategy called "Employee Discount for
Everyone“ promotion allows people to purchase selected vehicles at the
same price as employees.

19. S.W.O.T. analysis
Strengths Opportunities
 Name recognition  Cut health-care costs and
 Corporate Social Responsibility move production overseas.
 Quality improvements and  Concentrating on smaller
perception there of. more fuel efficient cars
 Expansion of their global
presence .
Weaknesses Threats
 The decline of market share.
 Intensity of rivalry among
 High pension obligations and competitors worldwide.
health care costs.  Weak consumer confidence
 Lack of differentiated products. and tight credit.
 Unfocused product line  The UAW can hurt General
 Unresponsive corporate culture. Motors if unhappy.
 The Volatility in fuel prices.
 Too much investment in SUVs
 Government legislation.

20. Identified Problem
Falling car sales has been a problem for GM due to increased
competition from foreign manufacturers & rising oil prices.

21. Thank You