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Answer:
Answer:
As Saturn's customer base grew, it became apparent that the Saturn brand
was attracting customers who would not have otherwise purchased a GM
vehicle. The Saturn buyer did not appear to be all that different from a Chevrolet
buyer means luxury loving people and to reach the type of import buying
customers, high end customers.
GM is now Positioning Saturn:
Brand Image & New Model:
GM plans to do just that as it addresses product quality and model selection
problems. GM is currently investing heavily in a Saturn turnaround. Showering $3
billion on Saturn; it hopes to perform a makeover between 2006 and 2008 that is
similar to the one achieved with Cadillac earlier this decade. People positioning by
serving them with quality product & services attached to it. Sky two-seat roadster,
aura sport sedan, outlook crossover vehicle, GM lambda platform. High priced
vehicle that is change in product line.
Question 3: Describe the role that the social responsibility plays in Saturn’s
targeting strategy?
Answer:
Role that the social responsibility plays in Saturn’s targeting
Introduction of innovative technologies:
From the beginning, Saturn set out to break through GM bureaucracy and
become" A different kind of car. ”A different kind of company." As the
single-most defining characteristic of the new company. Saturn proclaimed that
sole focus would be people: customers, employees, communities.
Introduce of hybrid cars as an environmentally sound alternative:
Saturn put significant resources into Customer research and product
development. The first Saturn cars were made "from scratch," without any
allegiance the GM parts bin or suppliers. The goal was to produce n only
a high-quality vehicle, but one known for safety al innovative features
that would like the customers.
It gave equal opportunities to women, ethnic minorities and people with
disabilities, In addition to customer and employee relation Saturn focused on
social responsibility. Human resource policies gave equal opportunities to
women and people with disabilities.
It gave support to various causes.
Question 4: Do you think that GM will accomplish its goals with the “new
Saturn”? Why or why not?
Answer:
Yes, GM will accomplish its goals with the new Saturn due to following reasons:
The green line introduced a full hybrid technology at a price much lower.
Saturn attracts enough new customers to account for the incremental
increase in projected unit sales.
Saturn has clearly changed its image.
Saturn started dumping new models like SKY, AURA, and OUTLOOK.
Saturn has valuable assets like strong dealer network.
Saturn has high purchase process.
Higher prices would represent greater growth in profits & revenues.
Its loyal customers give good sale revenue.
Question 5: What segmentation, targeting, & positioning recommendations
would you make to GM for future Saturn models?
Answer:
Segmentation recommendation:
By adding little style & sporty accessories its segmentation will itself stretch to
more psychographic (social class, lifestyle & personality). Saturn can also segment
it on the base of personality & loyalty, by using its strong customer loyalty base, it
can change its brand image to more luxurious & stylish. Saturn should segment the
market more broadly by using these recommendations.
Targeting recommendation:
Saturn should target not only on the lower income group but it can target with the
middle class group by adding some stylish, luxurious & sporty features.
Positioning recommendation:
Positioning strategy by enhancing the features & increasing the quality without
increasing prices.