General Motors Corp. case study from 2000-2010 analyzes strategic issues facing the automaker, including weak brands, high pension costs, and falling behind on alternative fuels. As losses mounted during the recession, then-CEO George Wagoner moved manufacturing back to basics and cut costs but was criticized for lacking drastic action needed. The case recommends new strategic moves for GM to address problems under Wagoner's incremental leadership that failed to turn the company around from impending bankruptcy.

1. General Motors Corp.
CASE STUDY STRATEGIC MKTG.
BY AMIT VYAS AND ADITI SINHA
(MARKETING – MIT SCHOOL OF BUSINESS, PUNE)

2. Case Facts:
Headquartered in Detroit Michigan, USA
Founded in 1908, 108 years back
Current CEO is Mary T. Barra
Current Business Divisions involves: Buick, Cadillac,
Chevrolet, GMC
Discontinued Brands: Saturn, Hummer, Pontiac
Case time frame is 2000 to 2010

3. Core Issues:
Accumulation of weak car brands
Gargantuan pension plans which has resulted into huge
amount of fixed cost payment which is perpetual in nature
Saturation of similar car models amongst GM’s own
brands
Lag in alternative fuel technology
Lack of customer appeal

4. Case Analysis

5. What then CEO George Richard Wagoner
did?
Moved back to basics
Implemented cost control measures in various functional aspect of
business
Closed down non productive plants
During the automotive crisis of 2008-2009 GM appealed the US
govt. for support in order to avoid bankruptcy
However the company suffered losses of USD $85 Billion under his
tenure

6. What went wrong under Wagoner’s
regime?
Wagoner was praised for implementing operational effectiveness
and improving car’s build quality
However, was criticized for not implementing drastic cost cuts
He was defined as “a leader who lacks making tough calls during the
need of hour when GM was on the verge of filling bankruptcy
His attitude towards change was incremental in nature which was
not the right approach considering the need oh hour (axing down
the hybrid car plan)

8. Existing Strategic
Outlook

10. New Strategic Moves
As part of recommendations and suggestions

12. References
GM report published by : Keith Bergh, Stephen Scotti, Blair
Warner and Justin Lefkovitch
Various articles and blogs
Interviews by Richard Wagoner then CEO of GM Corp.