This website uses cookies to ensure you have the best experience. Learn more

Saturn Essay

7038 words - 29 pages


GM’s Saturn Story: Integrated Strategy for Communication and Brand Building
“Untill 1989, Americans thought of Saturn, when they thought of it at all, as the sixth planet from the sun. After 1989, Saturn the planet was preempted by Saturn the brand, a new shape of matter that signaled the comeback of a renovated universe called Detroit.” – Lynn B. Upshaw, Author, Building Brand Identity: A Strategy for Success in a Hostile Marketplace

Genesis of Saturn
On a wintry day in Detroit, the CEO of General Motors (GM), Roger B. Smith (Smith) was about to make an announcement. Since he had taken over in 1981, ‘the cherubic chairman’ 1 of GM had already brought about big changes in ...view middle of the document...

The new Japanese automakers were making cars of top-notch quality with half the
1 2 3

Paul Ingrassia, “Saturn was supposed to save GM; Instead, GM crushed Saturn. Here’s how”, Newsweek, April 13th 2009 “GM’s new baby”, “Saturn was supposed to save GM; Instead, GM crushed Saturn. Here’s how”, op.cit.

This case study was written by Dr. Srividya Raghavan, Professor, Department of Marketing, IBS Hyderabad. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was prepared from the generalised experiences. © 2010, IBSCDC. No part of this publication may be copied, stored, transmitted, reproduced or distributed in any form or medium whatsoever without the permission of the copyright owner. License to use for the Class of 2011, Semester III, IBS Hyderabad. Course: Integrated Marketing Communications

GM’s Saturn Story: Integrated Strategy for Communication... work-force required by the GM factories (Exhibit I). GM then decided to fight back with the project, Saturn Corporation, named after the rocket that launched the Americans on the moon. 4. To achieve this they blew up the corporate model and started over by employing new techniques all the way from the assembly line to the showroom.5

Exhibit I Market Share of General Motors and Imports

Source: “Saturn: GM fights back”, Automation, Oct 1990

This new company was started as a ‘laboratory’ to find better ways to manufacture and market cars. From the beginning, GM wanted Saturn Corporation to be ‘a different kind of company, a different kind of car’. T achieve this o goal, GM made Saturn an independent, wholly-owned subsidiary rather than a division like Chevrolet or Buick. T o remove Saturn from the traditional auto-building mentality in Detroit, GM located Saturn’s manufacturing facilities in Spring Hill, T ennessee, some 45 miles south of Nashville6. Apparently seven governors of states went on Phil Donahue Showto plead publicly forthe Saturn plant tobe located in theirstate7.According tothe Newsweek, “morethan a dozen others trekked to Detroit to state their case in person”.8 The latest and most efficient manufacturing technology was built into the high-quality cars. (Annexure I)

The name Saturn was decided for this project from the Saturn rocket that carried the Americans to the moon and helped to win the race against the Russians in the space mission. Once again, Saturn was designed to beat the Japanese competition in the small car market. “Saturn was supposed to save GM; Instead, GM crushed Saturn. Here’s how”, op.cit. Nashville is at least 500 miles from Detroit, the home of big automakers, whose practices Smith wanted to completely change. “Saturn was supposed to Save GM; Instead, GM crushed Saturn. Here’s how”, op.cit. Ibid.

5 6

7 8

2 MCS0021

GM’s Saturn Story:...

Other assignments on Saturn

Boulanger Essay

1666 words - 7 pages rachat de Saturne par la société Boulanger. On peut se souvenir de la publicité télévisuelle qui met l’accent sur le rachat de Saturn. Cette information peut se présenter sous la forme d’un dessin explicatif, il ne faut pas que cela devienne l’information principale à retenir. Ensuite, il faut nous présenter. En effet, l’entreprise est méconnue dans l’Est contrairement au Sud de la France. Que pouvons-nous apporter aux futurs clients, pourquoi

Multi Store Model Of Memory Essay

1700 words - 7 pages . techniques 1 | Acronyms E.g. ROYGBIV - To remember the colours of the of the rainbow Acrostics – E.g. My Very Easy Method Just Speeds Up Naming Planets : Mercury, Venus, Earth, Mars, Jupiter, Saturn, Uranus, Neptune, PlutoRhymes – using the tune of twinkle twinkle little star to remember the alphabet chunking (miller)E.g. Phone numbers and post codes. | Hard to form an acronym that is meaningfulSupporting evidence for mnemonics – Bower et al


2460 words - 10 pages . They've shed major production brands such as Pontiac, Saturn, Hummer and Saab. Its domestic employment roll fell by more than 22,000 workers. The number of General Motor dealerships shrunk by nearly 1,000, costing another 50,000 to 70,000 jobs. The company also shut down 13 U.S. plants (Cooper, 2014). Since 2013, the Federal government hasn't owned any more shares in General Motor. It first started with 500 million shares in 2012. The Treasury sold

Mba Thessis

5063 words - 21 pages agonize over a decision to take a cruise even though the need being met and the criteria being evaluated are emotions or feelings rather than attributes per se, and are therefore typically fewer in number with less external information available. 18) What products do you think generally are associated with brand loyal decision making and which with repeat purchase decision making? Justify your response. Products such as Coca-Cola, Saturn

General Motors

9412 words - 38 pages . Hummer, Saab, Pontiac and Saturn were closed. Shareholders did not have access to assets from GM in Asia or Europe. The proportion of the Company held by the U.S. Treasury department reduced from 61% to about 26%. Initial sale of shares gave the Treasury department about USUSD 13.6 billion in proceeds. SAIC Motor, partner of GM in China and India, acquired just less than 1% of the GM shares for about USD 500 million. Following 2010 IPO, the U.S


8096 words - 33 pages even follow the saturn. A: Nowadays people rely upon so many things they just need something to follow. M: What do others feel? D: If there are humans , there will be religion. Even if you know if you think you know even you will be religious. ( to Suhasini). They will just make something the religion like inner peace. H: After a while religion might evolve but it will still exist in some form or other. M:What sort of world would be without


714 words - 3 pages The first ethical issue presented in the ethics game simulation was whether to warn consumers about the contaminated product and what information to provide consumers about the contaminant. The second ethical issue was whether to sell a product that does not meet U.S. safety requirements in a foreign market that has lower safety restrictions. G-BioSport was not required to meet prior approval from the Federal Drug Administration before they

Economy Effect Of Marijuana

277 words - 2 pages Modern American History by Alan Renga 2nd Mid Term! You will be given 3 Short Essay questions and 20 Multiple Choice questions deriving from this list! 80 points total! The 1920s Warren Harding then Calvin Coolidge Tea Pot Dome 1st Red Scare Immigration Restriction, Sacco and Vanzetti Langston Hughes, Marcus Garvey, KKK Prosperity, advertising Prohibition, Al Capone Flappers, Clara Bow, Rudolph Valentino Babe Ruth, Jack Dempsey

The Vc Shakeout

2033 words - 9 pages ECONOMY 26 Luring a big firm to town is not the secret to job growth DEFEND YOUR RESEARCH 30 Are morning people wired for success? VISION STATEMENT 32 The social web’s east-west divide COLUMN 38 Warren Bennis looks back on his surprising path to fame New Thinking, Research in Progress New Thinking, Research in Progress FIRST The VC Shakeout Venture capital hasn’t worked for a decade and must be radically

Hospitals Paper

6014 words - 25 pages I hope to provide in this paper a comprehensive understanding for what the term “hospital” has become. Hospitals are an extremely complex system that man has created and shaped and reshaped throughout history. My goal in writing and researching this paper will be to provide those who read it a clear understanding on how the hospital system got to where it is today, and to shed some light on the many organizations that affiliate with and

Course Syllabus

2610 words - 11 pages [pic] COURSE SYLLABUS Semester: Fall, Year: 2012  College Mission Statement Richard J. Daley College provides high-quality education which leads to academic success, career development, and personal enrichment that fulfill diverse community needs. Mathematics Department Mission Statement Our mission is to deliver excellent service and to provide learning opportunities by offering a wide range of mathematics courses, which will help our

Similar Documents

Saturn Case Essay

388 words - 2 pages Saturn Case Five Forces Rivalry among competition High Many Players Fragmented Market Threat of New Entrants Low Many, Huge Players High Fixed Costs Efficency required for production Labor laws strict Threat of Substitutes Moderate Many alternatives Rail, buses, taxis, etc. Bargaining Power of customers High Many companies Many options But new policy is there to reduce it Zero bargaining pricing by Saturn Bargaining

The Man Essay

455 words - 2 pages 1. N/a 2. Not on the vehicle car is return less fuel system 3. 58 psi (it’s ok) 4. No more necessary actions. Conclusion: based on the observation we received, no more necessary actions need to be taken. The lab was successfully completed Lab report 4; fuel pump current draw test Purpose: The purpose of this lab is to find the current draw for the Saturn using a multimeter. Equipment: . Safety glasses . Multimeter . Fuel

Gm Ignition Switch Scandal Essay

1074 words - 5 pages well known to GM for upwards of ten years prior to them declaring the recall. (Smith, 2014) This major issue began in 2001 during pre-production testing of GM’s Saturn Ion. GM engineers experience problems with ignition switches on the Ion. The exact problem was with a mechanism in the car that is supposed to hold the ignition key in place. According to GM’s records, an internal report shows that the problem was resolved when the switch was

Lab 1 Planets And Scales

1598 words - 7 pages | 12,104 km| 7.5 cm| Earth | 12,742 km|8 cm | Mars | 6,779 km|4.2 cm | Jupiter | 139,822 km|90 cm | Saturn | 116,464 km|75 cm | Uranus | 50,724 km|32 cm | Neptune | 49,244 km|31 cm | Part B: Relative Distances of Planets from the Sun 1. Complete Data Table B a. Research and fill in the mean distance from the sun (km) for each of the planets. Use the following link for information to use within Part B: http