Please provide a case analysis for the attached case study Case Chevrolet Europe

Question

Please provide a case analysis for the attached case study

Case Chevrolet Europe In early 2004, Patricia Messar, the director for brand and marketing at Chevrolet Europe, assembled the Project Midas group. Project Midas was the name given to the strategy to introduce the General Motors Chevrolet brand of passenger cars to Europe in 2005 Messar and the Project Midas team faced a unique challenge given the circum- stances surrounding the Chevrolet brand launch. Specifically, the Chevrolet brand would replace the Daewoo brand in Europe. The Daewoo brand was introduced to Europe in the mid-1990s by Daewoo Motor Company of Seoul, Korea. In Oc tober 2002, General Motors took on part ownership and management control of the automobile business and began marketing the GM Daewoo brand in Europe through GM Daewoo Europe, a wholly owned subsidiary of GM Daewoo Auto & Technology, with headquarters in Zurich, switzerland. Following General Motors corporate strategy to market GM Daewoo vehicles under the Chevrolet brand in Asia (except South Korea), South America, and North America in 2003, the Project Mida s team was assigned responsibility for making the brand conversion from GM Daewoo to Chevrolet in the European passenger car market. The conversio would further the transformation of Chevrolet into a global brand nanme. "The GM Daewoo products, quality, styling, and customer acceptance was considered an excellent starting point," said one senior General Motors executiv Chevrolet brand positioning was the assignment for the assembled Project Midas marketing group. Brand positioning also had its unique circumstances and challenges. The Chevrolet brand launch had to be accomplished with the existing GM Daewoo product line, carry-over names for individual product models, and the same dealers and operating policies and practices. Based on industry, mar- ket, and consumer insights accumulated in the months prior to the meeting, the Project Midas workgroup set out to craft a Chevrolet positioning statement that would (1) resonate with European car buyers: (2) complement General Motors multibrand portfolio in Europe; and 3) be consistent with the global perception of the Chevrolet brand The cooperation of Chevrolet Europe in the preparation of this case is case was prepared by Professor Roger A. Kerin and Professor Raj Sethuraman, Edwin L Cox School f Business, Southern Methodist University, as a basis for class discussion and is not designed to illustrate effective or ineffective handling of an administrative situation or for Certain information in the case is disguised for proprietary reasons. All are trademarks of General Motors Corporation and used with permission, Copyright © 2007 by Roger A. Kerin and Raj Sethuraman. No part of this case may be reproduced without written permis- sion of the copyright holders gratefully acknowledged. This research purposes General Motors brand names 652

Explanation / Answer

Brief Summary/Background

Goals for General Motors

Major Issues and Limitations for GM

Statement of Problem/Problem Identified

How can GM Chevrolet gain a market share of 1 percent with the same product line, dealers and policies, thus establishing and complementing the brand which resonates with European passenger car buyers?

Common Negative Perception about American and Korean Cars among European car buyers

Alternative Solutions

Recommendation

GM should market and promote Chevrolet as being very close to European roots, although it is American thereby taking advantage of the fact that they are rebranding the same Daewoo that people already know and are aware of which has been there in the market for a long time. They should focus on the strengths of the car and pay heed to common negative perception that European car buyers have about American and Korean cars such as Service and Maintenance being their top priority.

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