Activity 5

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1 Activity 5 Sumeet S. Shinde University of the Cumberlands BADM533 - M30 Marketing Management Dr. Delonia Minor-Cooley Assignment Due Date: Sunday, 11:59 p.m. EST.

2 Activity 5 In the modern world of AI and the race to be a carbon footprint-free world, the gas car industry is one of the struggling industries across the world. One of the companies that is struggling in the gas car industry is General Motors (GM). GM has a broad spectrum of car portfolios. Studying this spectrum of cars and the model GM offers additionally, the consensus in the market for GM makes them sit in the lower quality, lower price, heavy promotion, and wide distribution segment of the 4P matrix. GM has to step up its game in the modern world EV industry to move into a better matrix of high quality, high price, light on promo, and exclusive channels of distribution. They need to focus on factors such as technological advancement, changes in consumer preferences, and market conditions 2 set themselves on the right track to success. GM needs to heavily invest in its product development segment. They need to invest in developing a good EV to sustain themselves in the modern evolving car industry. Moreover, they need to improve the technology for fuel efficiency and enhance safety features in the car. Accelerating their innovation in autonomous driving will be an added benefit that the company could leverage to enforce customer satisfaction and the brand reputation of being an innovative company. GM must reevaluate its pricing strategy for the right positioning of their product. GM needs to add more safety features luxury and advanced autonomous driving technology and set their company to be a high-value product. It is better to sell a car at a higher price with modern technology than to sell a cheaper car with a compromised safety feature and no innovation.

3 GM currently relies on its wide dealership network to sell its cars. It needs to position itself as a high-value and exclusive car company. This could be achieved by having a luxury showroom of its own rather than relying on a franchise-based dealership model. Investing in this luxury showroom across the world would improve its image as a high-value car company. Enhancing their promotional efforts can benefit to create awareness and generate new enthusiasm for GM. They can revamp those promotional campaigns by involving celebrities to endorse their car. Moreover, having a tie-up with the movie industry would also benefit the efforts in making the company into an exclusive and high-end product. Ultimately shifting to a high-value high-end segment of the 4B matrix depends on the market dynamics, the changing consumer preferences, and most importantly the company's internal capabilities of managing this change.

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4 References 1- Iacobucci, D. (2021). Marketing Management 6 th Edition. Cengage. 2- Bhasin, H (2018). Marketing Strategy of General Motors. https://www.marketing91.com/marketing-strategy-of-general-motors/ 3- fernfortuniversity.com (n.d.). General Motors SWOT Analysis / Matrix. http://fernfortuniversity.com/term-papers/swot/1433/8-general-motors.php/ 4- Kastensson, A (2014). Managing Product Innovation in the Automotive Industry 5- Dr. Helbig, N. et. al. (n.d.). The Future of the Automotive Value Chain 6- Jussani, A et. al. (2022). Electric car and Porter’s five Forces: Marketing Positioning in the Automotive Industry.

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