Marketing strategies are very important for successful business development
of a company. This is why it is necessary to choose a proper strategy in order
to achieve positive results.
In our case, I have chosen the new car developed by GM as a subject to apply
an effective marketing strategy. In fact it should be said that in order to
choose the best strategy it is necessary to properly understand the goals of
the company and the goals it faces in introducing a new product.
Since GM is a well-known brand than the marketing strategy should aim at the
promotion of the product in possibly wider markets. At this respect, among the
varieties of strategies, the most effective seems to be the horizontal integration.
In all probability this strategy would be the most successful since it implies
the promotion and introduction of the new product, i.e. the new car developed
by GM in many markets. It is obvious that GM has a strong basis for successful
implementation of this strategy since it is widely represented in many countries
of the world and the company has not only its plants in various countries throughout
the world but the marketing well developed net as well that makes sells of the
new car quite easy but naturally on the condition of the proper promotion of
the product.
Consequently on introducing the new car GM has to provide different markets
where the company is represented with sufficient amount of the cars and organize
an effective advertising campaign in order to promote the new car in the markets.
Finally it would be highly recommendable to enter new markets along with old
ones.
Bibliography:
1. Hawkins, Del I., Roger J. Best, and Kenneth A. Coney. Consumer Behavior:
Building Marketing Strategy, 7th ed., Boston: McGraw Hill, 1998.
2. Viardot, E. Successful Marketing Strategy for High-Tech Firms. New York:
New Publishers, 2001.
