"Saturn Case Study"

Situational Analysis Saturn was created as an independent subsidiary of General Motors in evidence to face the rising competition in the American teensy motor cable car market from the Nipponese companies. It was GMs first natural car division since Chevrolet. This clean sheet approach was mean to grab the Japanese car manufactures in terms of economic manufacturing practices and employee exponentiation in the process. In addition to this, Saturn also aimed to learn dampen relationships with the dealers and the United Auto Workers Union (UAW). This new formula of vigilance and UAW partnership would enable transparency and effective close making. Roger smith and the Saturn team focused on providing a forget me drug to a greater extent than just functional treasure with Saturn. Apart from being technologic in on the wholey superior to the quick American cars in the segment and on par with the Japanese versions, it was designed to offer the amenities and styling of an expensive car at a lower price. The built-in value proposition would be value as perceived by its buyers. The timing of Saturns order also gave it a fillip, as the deliverance was coming bulge of a recession, when value was considered to be everything by the American consumers and the need for an all-American car to be pitted against foreign makes, oddly the Japanese was wide felt.

Saturns value pyramid is given in exhibit 1 which highlights the value proposition it offers and the emotional bear on that it maintains with the consumers. pose 2 shows the various factors that affect brand equity light beam to Aaker and it is clearly visible that Saturn scores high on all these pa rameters. The characteristics unique to Sat! urn can be classified under the Customer, Competitor, await and Context fields, as follows: Customer Saturn laid the most punctuate on customer satisfaction. They focused on the customer as an individual... If you neediness to get a full essay, order it on our website: OrderEssay.net

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