Saturn Case Study

2707 Words11 Pages
[pic] [pic] BUSA 633 “Case Study” “Saturn: An Image Makeover” Prepared by: Rana Qutteineh Student No.: 1135018 Submitted to: Dr. Harbi Hasan August, 2014 Saturn: An Image Makeover Case Summary: With the competition from the foreign automakers in the 1980s especially the successes of the three big Japanese automobile imports in the United States (Honda, Toyota and Datsun), General Motors (GM) wanted to develop a new car and a new development process that could compete with the foreign manufacturers. This was done by introducing ‘Saturn’, a wholly-owned subsidiary of GM that was hailed as ‘a different kind of a car company’. Saturn mission statement was phrased as” Market vehicles developed and manufactured in the United States that are world leaders in quality, cost and customer satisfaction through the integration of people, technology and business systems and to transfer knowledge, technology and experience throughout General Motors”. The case through the light on the history of Saturn corporation its successes and the story of failure. Saturn narrowly focused on a single line of compact cars. Initially, the company marketed itself as a different kind of Car Company. It focused on customers, employees and communities and on social responsibility. The first Saturn cars introduced in the US market in 1990 were made from scratch. They did not have any allegiance to GM’s part bins or suppliers. The S- Series was very successful during its initial period. It debuted in 1990 with Sports coupe and Sedan level models for the 1991 model year. The S-series was sold from the fall of 1990 through the end of the 2002 model year with partial redesigns in 1996&2000(sedans) and 1997&2001 (coupes). Saturn sales in early 90’s exceeded expectation where by 1992 Saturn had sold 500,000 vehicles and succeeded as the highest new-car

More about Saturn Case Study

Open Document