Sustainability, Globalization and Branding of General Motors - Research Paper Example

Sustainability, Globalization and Branding of General Motors Sustainability General Motors, since it started its operation have faced the daunting task of reducing its waste from its manufacturing efforts including the vehicles it is selling. For seventeen years John Bradburn, a thirty two year veteran of the company has tried to provide solutions and initiatives that will contribute to the sustainability efforts of the company (Dobransky, 2011). It’s commitment as stated in its website indicates “We’re committed to continuous improvement as we reduce the environmental impact of out vehicles and facilities” (General Motors, 2011).

For its manufacturing effort, General Motors is using sustainable energy that would include solar power to energize its manufacturing plants. Its effort at reducing its waste from its manufacturing processes not only yielded positive results but it also resulted to savings. The savings are from the reduced actual waste and the reduced maintenance and management of its waste products. In terms of making cars, General Motors are committed to designing and manufacturing fuel saving engines that would also reduce carbon dioxide and carbon monoxide emissions.

Globalization Globalization is not only a must but an operational necessity. Making the manufacturing facilities closer to the market it serves saves transport cost of finished products. Transportation defects that would include rusts due to salty air and oxidation from sea travel could result to defects. The strategy will also enable General Motors to compete in terms of pricing, and meeting the demands of the local market in the same manner local manufacturers could (General Motors, 2011). Globalization also creates good will to the host community in terms of job creation, and actual revenue for the local government.

Joint ventures with local capitalist enable the local economy of the host government to prosper. The economic activity spurred by the immersion of General Motor plant provides a positive impact to the community including its citizens. Branding The branding strategy of General Motors is almost always hinged on its ability to reflect and project the desires of its target market into the brand names of its cars. Instead of labelling their cars with the generic General Motor company logo, the branding strategy of General Motors reflect its desire to create character to its products that would reflect the moods and desires of its target market demography.

However, the name General Motors in itself have been made a household name and can only be identified with quality and good manufacturing practices that only produces products that should be loved (General Motors, 2011). Recent developments in its branding strategies however, will reveal that in order to compete with low end cars in the lower market demography. General Motors have subtly removed the name “GM Mark of Excellence” and replace it with a simple General Motors text brand name in its low-end product line.

This strategy will ensure that the higher end product and its quality will not be affected by the low-end product’s market. The strategy will also diffuse the price disparity between the high end products and the low end products. Bibliography Dobransky, M. (2011, April 13). Inside GMs Sustainability Initiatives. Retrieved November 7, 2011, from Earth911.COM: http://earth911.com/news/2011/04/13/general-motors-sustainability-initiatives/ General Motors. (2011). Company History and Heritage. Retrieved November 7, 2011, from General Motors Web site: http://www.gm.com/company/historyAndHeritage/globalization.

html General Motors. (2011). Environment: General Motors. Retrieved November 7, 2011, from General Motors: http://www.gm.com/environment General Motors. (2011). The Latest Brands. Retrieved November 7, 2011, from General Motors: http://www.gm.com/