Corvette Marketing: Analyze, Assess and Develop a Strategy

The purpose of this report is three fold. The multifaceted purpose is as follows:

1. Analyze the marketing environment affecting the Chevrolet Corvette

2. Assess the current General Motors marketing strategy for the Chevrolet Corvette

3. Develop a future marketing strategy for the Chevorlet corvette

Aaker (2007) stated that strategic marketing management is valuable for several reasons. With respect to the strategy applied to the Chevorlet Corvette by General Motors, the most salient of these reasons are (a) to cause the company to consider strategic choices and (b) to "force a long-term view" (p. 15). In February 2008, General Motors reported an annual loss for 2007 of almost $39 billion. As a part of the plan to stabilize and ultimately reverse the situation, management announced simultaneously an initiative designed to lower future payroll costs by offering buyouts to 74,000 employees (Popely, 2008). The record annual financial loss, together with the massive buyout

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Category: Business - C