2. GROUP 2
MEMBER : KEUKA ID
TRINH MINH NHAT 295837
CHAU PHAM GIA LOC 295802
LE PHI HUNG 295814
3. Introduction
• General Motors Corporation (GM) is the world's largest automaker and has been the global industry
leader in sales for 76 years.
• The United States is GM's largest national market, followed by China, Canada, the United Kingdom,
and Germany.
• Today, the company employs about 284,000 people worldwide. With its global headquarters located in
Detroit, GM manufactures cars and trucks in 33 countries.
• In 2006, GM sold 9.1 million cars and trucks globally under the brands Buick, Cadillac, Chevrolet,
GMC, GM Daewoo, Holden, Hummer, Opel, Pontiac, Saab, Saturn, and Vauxhall.
• GM has fostered partnerships with many automobile manufacturers around the world.
4. Introduction (Cont.)
• In 2006, GM sold 9.1 million cars and trucks globally under the brands Buick,
Cadillac, Chevrolet, GMC, GM Daewoo, Holden, Hummer, Opel, Pontiac, Saab,
Saturn, and Vauxhall.
• GM has fostered partnerships with many automobile manufacturers around the world.
5. Mission statement
"G.M. is a multinational corporation engaged in socially responsible
operations, worldwide.
It is dedicated to provide products and services of such quality that our
customers will receive superior value
Our employees and business partners will share in our success/
Our stock-holders will receive a sustained superior return on their
investment.
6. Vission statement
"Over the past 100 years, GM has been a leader in the global automotive
industry. And the next 100 years will be no different.
GM is committed to leading the industry in alternative fuel propulsion."
"GM’s vision is to be the world leader in transportation products and related
services.
We will earn our customers’ enthusiasm through continuous improvement
driven by the integrity, teamwork, and innovation.
7. HISTORY
The company was founded on September 16, 1908, in Flint,
Michigan, as a holding company for Buick, and then controlled by William C.
Durant.
At the turn of the 20th century there were fewer than 8,000 automobiles in
America and Durant had become a leading manufacturer of horse-drawn vehicles in
Flint, MI, before making his foray into the automotive industry.
GM's co-founder was Charles Stewart Mott, whose carriage company was merged
into Buick prior to GM's creation.
Over the years Mott became the largest single stockholder in GM and spent his life
with his Mott Foundation which has benefited the city of Flint.
In 1909, GM acquired the Reliance Motor Truck Company of Owosso, Michigan, and
the Rapid Motor Vehicle Company of Pontiac, Michigan, the predecessors of GMC
Truck .
8. HISTORY ( Continue )
GM’s market share peaked in the 1960s where they held 48.3% of the overall
US market share.
This total began to decline in the 1970s and continued to present day, due
to greater international competition, mainly coming from the Japanese
companies of Toyota and Honda.
They strayed from the traditional American muscle cars, which were bulky
and had poor gas mileage, to sleeker designs with better quality and
efficiency .
10. PRODUCTS
Running global business environment for over decades as well as presence in
37 nations under ten main brands (Chevrolet, Buick, GMC, Cadillac, Holden,
Opel, Vauxhall, Wuling, Baojin, Jie fang, and Daewoo).
GM cover a wide range of products and services. Besides, they also produce
diesel engines, marine equipments, and even stationary.
Currently, GM mainly focus on several below brands since they experience a
high in sales and significantly contribute to the firm’s success against other
rivals.
11. Featured Products
Chevrolet:
- Brand Positioning:
• Expressive Value
• High Value Appeal with High Retail Volume
- Dealer Throughput:
• Growing to match Toyota in large markets
12. Featured Products
Buick-Pontiac-GMC:
- Brand Positioning
• Buick: Sophisticated Quality, Luxury and Craftsmanship
• Pontiac: Youthful & Sporty – with niche focus
• GMC: Engineering Excellence with Capability and Functionally
- Dealer Throughput:
• Growing to match Nissan in large markets
13. Featured Products
Cadillac:
- Brand Positioning:
• Performance Luxury with Aspirational Appeal
• Global Luxury Brand
- Dealer Throughput:
• Growing to match Mercedes in large markets
15. Whether the company is planning to
expand its market and how
GM has decided to limit its product portfolio and focus on (Chevrolet,
Cadillac) as its “full-line marquis”.
“Saturn, Hummer and Saab would be positioned as smaller niche
brands, and Pontiac.
GMC and Buick would be combined into a complementary distribution
channel that could account for at least 1.2 million cars and trucks annually.
18. COMPETITORS
Daimler Chrysler
Being the number two auto manufacturer in total revenue,
Daimler Chrysler has become the industry leader having many
strengths.
The main products of Chrysler are very well-known and have
the customer attention such as Dodge, Chrysler, Jeep, and
especially Mercedez-Benz product lines.
19. COMPETITORS
Ford Motor Company
This is a global company with two core businesses: Automotive and Financial Services.
The Automotive business include the design, development, manufacture, sale and services.
Ford focus on cutting costs to increase margin more than the others.
Ford is the innovator in the auto industry due to the fact that reversing engineering
products.
20. Toyota Motor Corporation
The company was incorporated in 1937 and has a large number of strengths being the
industry leader.
They have three main brands: Toyota, Lexus and Scion. Having three different brands,
it helps the company to reach many new sectors and diversify the customers’ choice.
Especially , Toyota was the leader in Total Quality Management by using Kaizen
theory.
23. GM’s COMPETITIVE ADVANTAGES
Global presence
New vision and strategy
Largest manufacture in the market
Strong management team
Strong brand portfolio
Strong presence in China
Knowledge of home market
Well performing brands
Large employee base with highly educated engineers and good R&D department
Huge increase in total equity
Minimal service complains
24. GM’s COMPETITIVE ADVANTAGES
Global presence
The company presence in nearly 157 countries and the Chevrolet brand reached 4.95
million units in the world .
Moreover, the company lead the auto market in 77 years until 2007 .
New vision and strategy:
After GM has received the financial support from the U.S government since 2008,
they learn many invaluable experiences and conducting reorganize their business operation.
Daniel Akerson, who was the new CEO, has decided new strategies as well as the
firm’s visions toward business which even led GM to severe conditions, known as costly
and hard to compete in products.
25. GM’s COMPETITIVE ADVANTAGES
The largest manufacture in the market:
GM has established their headquarter in Detroit( the USA), where they now employ
204,000 people in every foremost region of the world, on top of doing business with some
157 countries .
GM’s largest national market is in the United States, as well as China, Brazil,
Germany, the United Kingdom, Canada, and Italy.
GM and its strategic partners produce cars and trucks in 34 countries .
General Motors sells service and vehicles through a plethora of brands such as:
Buick, Cadillac, Chevrolet, and GMC. General Motor also produces cars through its GM
Daewoo, Holden, Opel, Vauxhall, and Wuling units .
26. GM’s COMPETITIVE ADVANTAGES
Strong management team:
“GM works with groups like the National Society of Black Engineers, the Society of
Hispanic Professional Engineers and the Society of Women Engineers”. Said by CEO
Kenneth Barrett.
GM want to get the right engineers to be keynote speakers and participate in forums,
as panelists on a subject area, or in breakout sessions where we can highlight the technical
innovations of the organization.
27. GM’s COMPETITIVE ADVANTAGES
Strong Brand portfolio:
The firm sells 18 automobile brands to satisfy customers’ needs . The most well
known brand are Cadillac, Buick, GMC and which sell very well in either USA and China
market.
Strong presence in China:
China is the largest automotive market and it is also the second largest market for
GM to sell their vehicles . They enter the China market by using well performing
partnerships and local Buick brand.
28. GM’s COMPETITIVE ADVANTAGES
Well performing brands:
Establishing in Detroit Michigan in 1910 General Motors has produced a stable of
automobiles such as Chevrolet, Pontiac Cadillac and Buick which become household
names in the U.S.
General Motors Brand is well rooted not only in America but through out the world.
Knowledge of home market :
GM not only holds more than 18% market share but also being the largest car
manufacturer in the US
30. E- COMMERCE
GM defined customers who are independent, informed, impatient, and
demand immediate gratification.
The company said they want to deliver products and services at "their pace
and fast.“’
GM Social Hub :
31. RECOMMENDATIONS
1. Market Penetration Strategic Globally:
Potential market for GM is China. China is country have the largest population in
the world and it is the second largest market in the word so that they can obtain their
reputation again.
If GM can enter the China market they will have Strategic regional operation have
to be maintained if profitable, but if not, production needs to be outsourced to reduce costs.
They can create more new car to take back their reputation and customer truth due
to the fact that the cost for create new car is cheaper, so they can create more product to
satisfied customers’ needs.
32. RECOMMENDATIONS
2. Production of Fuel Efficient Cars :
Nowadays, more and more customers are aware of using gasoline engines
which causes pollution.
Creating a hybrid, electric or cleaner fuels now becomes a general trend since it
consumes less gas emission and high in quality as well as competitive cost.
We strongly believe that problem of GM is rebuilding people’s trust again in the
future and moreover they can make their products become diversified. If they can lead this
new industry market ,they can create more new car to make their products become
diversify.
33. RECOMMENDATIONS
3. Make Alliance With Competitors:
When GM alliance with Peugeot, they can strengthen their brand in foreign
market and can save money as well as time to create new car, they can use the Peugeot
ideas and factories to create diversified cars.
