Vision - Mercer University视觉Mercer大学.ppt
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1、“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.“ Sam Walton,GM COSTUMERS PROFILE,Federico Arango Levi Dickerson Joe Biedenharn Kaan Ketenci,BAA 605,Vision,GMs vision is to be the world leader in t
2、ransportation products and related services. We will earn our customers enthusiasm through continuous improvement driven by the integrity, teamwork and innovation of GM people. Becoming the best is an unending journey, a constantly changing destination. But thats where were determined to drive one c
3、ar, one truck, one customer at a time.,CORE VALUES,Customer enthusiasm Integrity Teamwork Innovation Continuous improvement Individual respect and responsibility,CULTURAL PRIORITIES,Enhance product and customer focus Act as one company Embrace stretch targets Move with a sense of urgency,Positioning
4、 Statement,At GM, we are committed to providing our customers with “gotta have” products that are high quality and visually appealing, and to being leaders in fuel economy and safety. Every day our employees are looking for new and innovative ways to improve the products we manufacture.,CUSTOMER RET
5、ENTION,Delivering a good experience to current customers Positive Sales Process Efficient personalized service General vehicle reliability,CRITICAL FACTORS,Top Ten Factors in Choosing Your Vehicle,Reliability/Durability Interior Comfort Exterior Styling Quality of Workmanship Dealer was convenient/l
6、iked dealer in my area Performance Like the image the vehicle portraits Gas Mileage Safety Passenger Capacity,Critical Factors for Customer Satisfaction With Dealer Service,Service Initiation Service Advisor In-dealership Experience Service Delivery Service Quality User-Friendly Service,GLOBAL PRESE
7、NCE,SEGMENTATION,Demographic: Type of Markets Consumers Consumers Men and women Legal driving age (adapted to the law in each country) Companies (for profit & not-for-profit) Governments,Geographic Segmentation and brands offered,GMNA (The United States, Canada and Mexico) * Buick * Cadillac * Chevr
8、olet * GMC * HUMMER * Pontiac * Saab * Saturn,Geographic Segmentation and brands offered,GME (Europe) Opel Vauxhall Saab Chevrolet Cadillac Corvette Hummer,Geographic Segmentation and brands offered,GMAP (Asia Pacific, Australia and India) Buick Cadillac Chevrolet Daewoo Holden Opel Saab,Geographic
9、Segmentation and brands offered,GMLAAM (Latin America, Africa and the Middle East) Chevrolet Suzuki (GM Argentina) Isuzu (GM Argentina) Saab Opel,Product Segmentation by Body Style,SMALL CARS SEDAN SPORT/CONVERTIBLE SPORT UTILITY PICK-UP TRUCK SPORT/CARGO VAN,SMALL CARS,IN EUROPE, ASIA AND ALMOST EV
10、ERY OTHER COUNTRY IN THE WORLD FAMILY CARS ARE SMALL CARS UNTIL RECENTLY, IN THE UNITED STATES MOST SMALL CAR BUYERS WERE YOUNG OR LOWER INCOME BUYERS,SEGMENT CRITICAL FACTORS,Small Cars are now attracting buyers in segments outside their traditional target markets due mainly to several factors: The
11、 increase in the price of crude oil per barrel has directly effected gasoline prices. Environmental consciousness of car buyers Improved design,Annual Average Crude Oil Price 1970 - Present,Small Cars Market Attractiveness,Customers around the world are becoming more and more concerned with reducing
12、 pollution created by combustion engines. Smaller cars, in almost every case, produce fewer emissions than their larger counter parts. Recently car Manufacturers have made great improvements on the performance and design of small cars. Youthful design and affordability.,Cont,The major issue effectin
13、g car buyers is rising fuel cost. This is leading car manufactures to explore more fuel efficient vehicles. Many of the more fuel efficient models being offered by car manufactures are small cars.,SEDAN CARS,Customers in this segment are people all around the world who have urban living needs. Sedan
14、s provide better riding and more carrying capacity than small cars. At the same time, they provide more fuel efficiency and drivability compared to most SUVs.,GLOBAL MARKET Car vs. SUV,Four-door sedans (large portion of car sales) mostly preferable to SUVs outside the U.S. markets.,SUB-SEGMENTS,Sub-
15、segments of the sedan market include economy sedans, family sedans and luxury sedan segments. GM has products for every sub-segments and sizes; moreover four-door Sedan segment is the GMs second largest product line after SUVs with 25 four-door sedan cars (in the U.S.).,SEDAN CARS COMPETITORS,Toyota
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