Saturn Essay

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Birzeit University Faculty Of Business And Economics Master of business administration Case Study Saturn : An Image Makeover Prepared for: Prof. Harbi Hassan Summary Case Study : Saturn : An Image Makeover The Saturn Corporation was an automobile manufacturer and brand , established in 1985 as a subsidiary of General Motors , It was GM’s response to the success of Japanese automobile imports in the united state , GM become recognized the importance of entering in Joint venture with Toyota to build small, lower cost structure , better and economics cars, after the continuous increase in petroleum universal price, and the change of family composition and family needs and wants , Saturn has introduce new lineup of vehicles that includes a midsized sport sedan, an eight passenger crossover vehicle, a two seat roadster and a hybrid SUV .Given that Saturn established itself based on a very narrow line of compact vehicles, which is moving from targeting one segment of customers to targeting multiple segments as a challenge, now Saturn break through the GM bureaucracy and become different kind of company and different kind of cars .the sole focus was on customers, Employees , and Communities , introduce safety and innovation features that would “ wow “ the customers . The first Saturn cars were made “from scratch “ They have any allegiance to Gm’s Part bins or suppliers .it was successful during its initial period , Despite its initial success , Gm ‘s division always missed out on profit .By 2008 Saturn was planning to grow their portfolio in a huge way. It divides buyers into groups based on their knowledge , attitudes , uses or responses to a product .on the basis of usage ( regular and every day usage ) , benefits –safety, fuel economy , balanced Drive benefits and loyalty status (strong ) . Saturn also established progressive work team and empower the

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