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General Motors Automobile Market In China

1562 words - 7 pages

General Motors is an automobiles company that has been in operation since 1930’s. It was founded in Detroit, Michigan and has done business with about a hundred and forty countries. In America, General Motor has an uphill and downhill history of sales. Five years ago General Motors was doing really well and their highest sales were trucks and jeeps. The last three years with the market and economy struggling the way it has been, sales have dropped. During cash for clunkers there was a small spike but as soon as it ended the sales went down again. Recently with drivers wanting luxury affordable cars, General Motors has changed its marketing strategy. Their cars have become smaller to the ...view middle of the document...

The ones that General Motors incorporate are word of mouth, test driving, and television ads. In china, one of their big strategies is showing the automobiles at trade shows. The other big strategy that General Motors is using is seeing what types of people are more likely to buy their cars. Based on those demographics, they built their automobiles accordingly. Another way of saying this is target market selection. This is a very useful strategy in the automobile industry but to understand what makes it work in this industry, one has to know what target selection is and how it works. First, a company must find out what drivers look for in an automobile and what they are currently offering to the driver. After they know drivers look for, they have to decide what target to market to. An example would be General Motors has been looking into developing a more fuel efficient automobile. “The carmaker plans to add more hybrids, plug-ins and electric vehicles in China in the next five years to raise fuel efficiency. Hybrids and “start-stop” technology, which halts the engine to save gasoline, will yield additional fuel-economy improvements of between 5 percent and 15 percent, it said.” (Bloomberg businessweek) This shows where the Chinese automobile market is going and what drivers are starting to look for in a vehicle. The second part of General Motor’s strategy is developing a green marketing plan. What they are attempting to do is find a way to develop their automobiles so it does not affect the already smog filled country. The major strategy they are looking into is a market specialization. This refers to the idea buyers want a specific kind of automobile and General Motors is creating an array of automobiles that fit in with that target but still will be appealing to everyone who wants to buy their automobiles.
In an article in 2008 General Motor’s executive director in China talked about the need to go to a more efficient automobile and that it was important in China. There is another Target group General Motors is marketing to. In China, most people who can afford cars are not the ones who are driving the cars but have professional drivers who take them places. With this idea, General Motors has been developing an automobile that has more legroom for those who plan on being driver by someone else but do not want to use a limousine. Looking back it is easy to see that target marketing has been working for General Motors but there is another strategy that goes along with target marketing. This is putting the product out for those to see and they can get a feel for what is going to be the next group of winning vehicles. General Motors has been doing this by showing their automobiles at trade shows. It is here that they can create a buzz for the public and cause a chain of talk or word of mouth. What this means is those who see the cars and are impressed with them will go out and tell others. When the automobiles go on sale, it is already in the...

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