SATURN CASE STUDY

1. C as e S tud y of S tar un
by The Re de e m Te am

2. THE TEAM MEMBERS
• Khushi Kumari R22MB086
• Akmal Ali R22MB103
• Mithilesh R22MB111
• Sharique R22MB109
• Kushalappa PA R22MB093
• Sahil R22MB057

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THE INTRODUCTION
Saturn was a subsidiary of General Motors that operated from 1985 to 2010. It
was established as a “different kind of car company” with a focus on customer
satisfaction and creating a unique dealer experience. Saturn became known for
its innovative marketing strategies, such as its “no haggle” pricing policy and
its “homecoming” events for owners. The brand initially found success in the
1990s with its compact and mid-size car models, but struggled to maintain
profitability in the 2000s due to competition from other brands and declining
sales. In 2009, General Motors announced that it would be discontinuing the
Saturn brand as part of its bankruptcy restructuring.

4. 1. HOW SATRUN BUILT A BRAND
1. There are a lot of ways which helped saturn to built a brand, they are:
• Quality product at affordable price (appearance; safety; reliability)
• Personalized care for customers
(not proper cars were not sold)
• Refund /replacement within 30 days.
• Design of the product was appreciable.
• Positive customer feedback and
positive feedback from car magazines.

5. 2) HOW SATURN CREATED
RELATIONSHIP WITH CUSTOMERS
• Saturn Corporation was a General Motors (GM) subsidiary
that operated from 1985 to 2010. The brand was known for
its unique approach to customer relationships and was often
praised for its customer-focused business model. Here are
some ways that Saturn created a strong relationship with its
customers:
• Personalized Customer Service: Saturn was known for its “no-
haggle” pricing policy, which eliminated the need for
customers to negotiate the price of a car. In addition, the
company trained its employees to provide exceptional
customer service, with a focus on building relationships with
customers. Salespeople were encouraged to take a
consultative approach and get to know customers on a
personal level.
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3. Customer Involvement: Saturn actively sought feedback from its customers
and involved them in the product development process. The company created
a “Customer Advisory Board” made up of Saturn owners who provided
feedback on new products and services. This approach helped to build a sense
of community among Saturn customers.
4. Warranty and Service: Saturn offered a comprehensive warranty on its
vehicles, including a 100,000-mile powertrain warranty. The company also
provided free maintenance for the first three years or 36,000 miles. This
commitment to quality and service helped to build trust with customers.

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5. Overall, Saturn’s customer-focused approach helped to create a strong
relationship with its customers. By prioritizing personalized service,
customer involvement, quality and service, and building a unique brand
experience, Saturn was able to differentiate itself from other car brands
and build a loyal customer base.
6. Brand Experience: Saturn created a unique brand experience that
emphasized a sense of community and belonging. The company
sponsored events and activities that brought Saturn owners together,
such as car shows and owner clubs. This approach helped to build a sense
of loyalty and pride among Saturn customers.

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03. WHAT ARE THE RETAILORS STRATEGIES:
Retailors use a variety of strategies to attract customers, increase sales, and
remain competitive in the marketplace ,here are some of the most common
strategies:
• PRICING
• PRODUCT ASSORTMENT
• LOCATION
• CUSTOMER EXPERIENCE
• MARKETING AND ADVERTISING
• TECHNOLOGY
• CUSTOMER LOYALITY PROGRAMES

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WHAT ARE THE CHALLENGES FACED BY SATURN
Saturn was founded in 1980 as innovative new way to build and sell vehicles. It was
right there slogan a different kind of company.
This company was really successful in the beginning but the problems came in
when the weakness of brand affected the company in certain aspects of the
business which are important to improve to increase the companies position in the
market these weakness can also be called attributes which the competitors are
better at that attribute.
They have 3 weakness :
1. The companies brand is weak in international markets.
2. The company was closed for a while due this weakness in internal issues.
3. The production was stopped.

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There were more negative impact for Saturn in the business. There were
increased competitors activity and government policies changing.
The challenges that was faced by Saturn:
1. Huge interval issue in organization
2. Less effective workforce.
3. Mode of transport was changed during delivery.
4. They changed to SUV segment which turned out to be the main challenge.

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