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Global Buyers, Competition and Marketing Strategy

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How would General Motors benefit globally by considering the following concepts:

1. Global competition
2. Cross cultural analysis
3. Global Marketing strategy

Provide references.

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1. How would General motors benefit globally by considering the following concepts:

General Motors Corporation, also known as GM, is an American automobile maker with worldwide operations and brands including Buick, Cadillac, Chevrolet, GMC, Holden, Hummer, Opel, Pontiac, Saturn, Saab and Vauxhall. Chevrolet and GMC divisions produce trucks, as well as passenger vehicles. Other brands include AC Delco and Allison Transmission. GM also has a 3% stake in Suzuki in Japan and a joint venture with AvtoVAZ in Russia. In December 2003, it acquired Delta in South Africa, in which it had taken a 45% stake in 1997, and which is now a fully-owned subsidiary, General Motors South Africa. General Motors is also a majority shareholder (50.9%) in GM Daewoo. GM's headquarters are in the Renaissance Center in Detroit, Michigan. The company is the world's largest vehicle manufacturer and employs over 340,000 people. In 2001, GM sold 8.5 million vehicles through all its branches; in 2002, GM sold 15% of all cars and trucks in the world. They also owned Electronic Data Systems from 1984 to 1996 and, prior to selling it to News Corporation, DirecTV. GM owned Frigidaire from 1918 to 1979. http://en.wikipedia.org/wiki/General_Motors

a. Global competition
As is the case with the two other U. S. automobile manufacturers, international exchange rates tend to favor Japanese and Korean competitors, although the extent of this advantage is often overstated by the companies to excuse poor performance. http://en.wikipedia.org/wiki/General_Motors
Beginning in the 1980's, GM frequently "rebadged" one division's successful vehicle into several models across the divisions, all positioned close to one another in the market place. Thus, a new GM model's main competition might be another model spawned off the same platform. This led to so-called global market "cannibalization", where GM's respective divisions spent time stealing sales from one another, while other more co-ordinated efforts (notably from the Japanese manufacturers) were allowed to increase their market penetration. For instance, the company's GMT360 mid-sized light truck platform has, since its inception in 2002, spawned the basic Chevrolet Trailblazer, an extended version of the Trailblazer, the Oldsmobile Bravada, the GMC Envoy, the Envoy XL (an extended Envoy with a reconfigurable tailgate) and later, the Isuzu Ascender, Buick Rainier, and Saab 9-7X. Though each model had a more or less unique mission, without custom engine choices or radically different suspension settings and trim choices, the cars can hardly be told apart. http://en.wikipedia.org/wiki/General_Motors
Critics have ...

Solution Summary

Referring to how General Motors benefits globally by considering the following concepts: global competition, cross cultural analysis and global marketing strategy. References are provided.

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