마케팅전략 GM SATURN 사례 분석

마케팅전략 GM SATURN 사례 분석 [마케팅전략] GM SATURN 사례 분석.hwp 목차 What is Saturn? 1. Using full spectrum of segmentation variables, describe how GM has segmented the automobile market? 2-1. What segment(s) is Saturn now targeting? 2-2. How is GM now positioning Saturn? 2-3 How do these strategies differ from those employes with the original Saturn S-series? 3.Describe the role that social responsibility plays in Saturns targeting strategy 4.Additional Question. If new company is taking over General Motors Cos Saturn brand , what STP strategy they take in order to make successful subsidiary? STP- Segmentation Targeting Positioning Saturn’s present 본문 2-1. What segment(s) is Saturn now targeting? (before) → 20-40s of the middle class Saturn captured that customer prefer small-car costs low amount of fuel consumed because of inflation, raising of fuel cost and youth, women dissatisfied with services, quality of car. They noticed their target segmentation(20-40s of middle class) is feeling stress of services, prices,. So, Saturn choose that segmentation for targeting. Then Saturn released utilitarian models low priced. But, Saturn also advertised companys images for old people. (new) → import-intenders → High-end customers. → Luxury loving people. Saturn has always been the one brand in the GM lineup suitable for attracting import-intenders. Saturn gave over the initial image as "a smart innovation small-car company(technical innovation)" and released new modes to appeal to customer by "design innovation". Setting up luxury designs, Saturn is targeting high-end customers 본문내용 ese and Asian imports. GM led compact car market for a long time but they had difficulty in chronic deficit operation. An opportunity to this difficulty, Saturn project, began by Roger Smith who is new chairman in 1981. A lot of specialist diagnosis that there is no possibility. Nevertheless Saturn turn to be one of the powerful brand only by two-years. This successful case, Saturn project, was ar