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Every organization’s survival and success in the light of stiff competition hinges on the success of its main or flagship product. It is the ‘key’ that opens the door of success or profit. So, for an organization to survive in a competitive market in the global environment, and to increase its profits in an optimum manner, its products have to be marketed optimally. Toeing that line, this report will focus on the marketing strategy of General Motors in its global business, discussing about its competitors, marketing mix and finally will recommend improvements that would enable them to compete more effectively.
General Motors Corporation (GM), a multinational corporation, was founded in 1908 as a holding company for a firm called Buick, then controlled by William C. Durant. Now, it functioned as a conglomerate manufacturing and selling, cars and trucks under the brands of Buick, Cadillac, Chevrolet, GM Daewoo, GMC, Holden, Hummer, Opel, Pontiac, Saab, Saturn and Vauxhall. Each of these brands has a number of cars and trucks under its division or arm. However, because of the major losses and bankruptcy proceedings, they decided to hold only the four core brands of Chevrolet, Cadillac, Buick, and GMC, as well as two European brands of Opel and Vauxhall, selling Saab Automobile to Spyker Cars in 2010. Importantly, GM is winding down its Hummer, Pontiac, and Saturn brands, the latter two remaining under the old GM, now known as Motors Liquidation Company. Even though, all these brands are manufactured in one unit, vehicles coming under each brand are most times marketed differentially and some times in unison. Headquartered in Detroit, Michigan (USA), GM manufactures automobiles in 35 countries, capturing a sizeable portion of the world market share. GM was thus acknowledged as the worlds largest automaker, based on global industry sales. GM was able to hold on to
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Marketing Strategy of Eli Lilly 11 4.1. Competitive Advantage of Eli Lilly 12 5.1. Possible Alternatives to the FIPCO “Blockbuster” Business Model 12 5.1.1. Alternative (a) 12 5.1.2. Alternative (b) 13 5.1.3. Alternative (c) 13 6.1 Approach Followed by Major Pharmaceutical Companies 14 6.2 Recommendations 14 References 16 Bibliography 18 1.1 International Pharmaceutical Markets The origination of the pharmaceutical industry took place during the 19th century in Europe, when most of the Swiss based chemical companies initiated manufacturing pharmaceuticals and expanded their functions globally.
Audi is headquartered in Ingolstadt, Germany and manufactures its automobiles in six main countries that include Germany, Hungary, China, Belgium, Brazil and India (Fowler, 2010, p 89). The company has also outlined plans to establish manufacturing plants in several other countries that include North American countries and South American countries (Dicken, 2011, 234).
Globilisation has been driven by international trade, increased investments and aided by rapid information technology; thus, it has become the indispensable part of the global economic development. Globilisation has enabled many companies to carry out business transactions with other business entities across the globe effectively.
This study focuses on the use of the first mover advantage, a theoretical concept already popular in international trade, for building a business strategy. The literature related to this subject has been reviewed and it is presented below; case studies have been used in order to show the practical implications of the involvement of the specific concept in the strategy formulation process.
It is knowledge acquisition and a significant learning process that is required in order to be able to find market success in a foreign location (Nordstrom 1991). The Uppsala model illustrates a type of experiential learning which is necessary to align business
strategy can be substantially different from the home country to any foreign country depending upon the level of development the host country is subjected to. There are three broad strategic options to do international business – an industry based view, a resource based view
With such coverage, the company faces a number of environmental differences that impact on its establishment and success in a particular region (Kew & Stredwick, 2008). This paper is an audit of the external environment of the company with a focus on three main
An international business strategy is part of doing business no matter where the business is located globally. Organizations that operate nationally normally face competition and the reason why organizations formulate business strategies is to be
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