General Motors in China

General Motors Corporation (GM) ranks number one on the Fortune 500, and GM is a premiere American company by any measure. In 2004, however, General Motors employs more people outside of the United States than the company employs within the United States (HooverÆs Inc., 2004). The increasingly outward focus of General Motors reflects a corporate strategy based on the companyÆs recognition of shifts in the loci of opportunities for the company from the domestic sphere to the global domain. GM has established an operational division for China that markets (a) automobiles manufactured in the United Stares and (b) automobiles manufactured by joint-venture partners in China. All automobiles marketed in China by GM carry the GM product label.

At the present time, GM segments the consumer market for passenger automobiles in China by (a) income and (b) job status. With respect to income, the market is segmented by those consumers earning (a) more than the equivalent of US$30,000 annually, (b) earning in the equivalent range of US$3,000-to-US$30,000, and (c) earning below the equivalent of US$3,000. With respect to job position, GM segments the consumer market for passenger automobiles in China (a) entrepreneurs (business owners), (b) corporate and government professionals, and (c) all others.

2. What are the target markets identified by General Motors (China)?

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insights into the thinking of a Grafica, Inc. principal in relation to the companyÆs response to the RFP. The first option is to accept the Lottery CommissionÆs product-by-product marketing strategy in preparing a proposal for promotion in 1999. The second option is to adopt a holistic approach that would promote the lottery as a whole, wherein the various products would be integrated elements of an umbrella promotional campaign in 1999 (McGovern, 2003). Problem Definition The primary objective of Grafica, Inc. is to win the contract with the New Jersey Lottery Commission for promotion of lottery products in 1999. The secondary objective is to propose a marketing strategy that will enhance the probability that Grafica, Inc. will obtain future contracts from the New Jersey Lottery Commission. These objectives, at first glance, may appear to be compatible. On closer examination, however, one finds that the surest approach to accomplish the primary objective may not be the best approach to accomplish the secondary objective. Again, one might, at first glance, may conclude that every effort should be placed on attaining the primary objective, because the Grafica, Inc. does not secure a first contract with the New Jersey Lottery
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Approximate Word count = 2787
Approximate Pages = 11 (250 words per page)