Strategic Marketing Of Saturn
While reading an article about Saturn?s marketing strategy I?ve got a feeling that they followed instructions on company?s strategic planning from Chapter Two of our textbook. Because they?ve got it all: corporate strategy, marketing strategy, mission statement, favorable opportunities, and strategic window ant so on. But before I?ll start writing about their good points I would like to mention something I did not like about Saturn.
They do not have long-term goals. Just short terms ones (less then 5-10). They kind of adapted to the situation as it went. That?s why the company had problem meeting the increasing demand in 1990s and their customers had to wait for few weeks before they were able to get the car they wanted. And although it is a problem on production and distribution levels it affected their marketing strategy too.
In general Saturn had a very strong and efficient strategic marketing planning. Saturn?s managers viewed partnerships as key to success. All company members, suppliers and distributors worked very close together and shared all the risks and rewards. Saturn got all the best: ?the latest technology, manufacturing methods, pacesetting labor relations, and participatory management ideas.? All employees of the new plant got trained on
saturn, cars, marketing, very, saturn?s, gm, customers, good, general, company, about, production, people, market, strategy, quality, promotion, product, prices, plant, new, distribution, different, dealerships, competitors, strategic, simple, set, sales, motors, made, kind, helped, flexible, copy, car
