General Motors Case Study Group 2: lauren blanco, Dylan brucki, Ashley carroll, conner kranz, and jordan mulligan

  • Problem
  • Strategy and Rationale
  • Financial Impact
  • Implementation
What is the Problem?
  • Gap in Brand Image
  • GM and Chevy rely on heritage
Market Shift
Strategy
  • Repositiong of Chevy brand image
  • Appeals to target market's values
  • Key message
  • Warranty to back brand promise
  • Benefits
New Chevrolet Logo
Current Perceptual Map
Current Perceptual Map
Utility Matrix Formula

Perceived Utility = (Importance of attribute) x (How well Chevy matches attribute)

Created Utility Matrix
Where the strategy will land the Silverado
Where the strategy will land the Colorado
Impact
Timeline of Proposed Strategy
  • Increase in Marketing expenditure by 4.42% every year
Sales Growth
Financial Impacts
  • EPS - 4.8% average increase
  • EBIT - 4.8% average increase
  • IRR - 5.34%
  • NPV - $1,041.91
EPS/EBIT Analysis
Conclusion

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