Hummer Marketing Planning

3988 Words16 Pages
Marketing Plan for Hummer Division of General Motors Corporation Jie Yan giayan200@yahoo.com 212-755-6113 Prof. Vacarro BU3800 Table of Content I. Introduction-----------------------------------------------------3 II. Key Issues--------------------------------------------------------6 III. Alternative Solutions-------------------------------------------6 IV. Key Recommendation----------------------------------------15 V. Bibliography----------------------------------------------------17 I. INTRODUCTION The Industry The SUV is one of the most popular vehicles ever. It has become a common figure on America’s roads, from downtown Manhattan to the winding highway. Currently, there are well over 20 million SUVs on the roads of America. But what is most worrisome is that SUV ownership is growing remarkably quickly and shows few signs of subsiding, excluding the recent rise in fuel prices and the downturn of the United States' economy. • More than 50% of the SUVs currently on the road are under 5 years old. • Furthermore, 75% of the SUVs with the worst fuel-efficiency, the large "full-size" models, have been purchased within the last 5 years. As these vehicles age, they will be put on the used car market by the, generally, middle-class and affluent SUV owners, while the original wealthier owners upgrade to the newest, full-size SUV models. • Thus, used SUVs will become more affordable to a broader range of the American market and, along with the purchases of new SUVs, the number of SUVs on the road releasing high levels of carbon dioxide and guzzling large amounts of gas will increase. • Detroit SUV makers advertise with absurd slogans such as "Keep America rolling." Further, only for its line of SUVs, GM announced a program to spur SUV sales: "Zero, Zero, Zero," no-interest financing on their 13 SUVs

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