What
about General Motors?
In late 2008 and early 2009,
nearly unfathomable problems and challenges were emerging from a crucible of
technology, marketing strategy, and politics. The future of the once supreme
American automobile industry was poised on the brink of bankruptcy as they
pleaded their case for bridge loans before a deeply divided Congress.
Bankruptcy would have devastating rippling effects from the halls of Congress
to the end of the American Dream. Is the die cast, or is it time for new
management? The choices now are congressional oversight or private leadership.
Which will you choose? What about General Motors? Let’s start with their final
exam the proposed restructuring placed before Congress and–ever so much more
importantly–the American people.
Automobiles
often exhibit deep-seeded emotive qualities without quantitative
dimensions. Set aside your psychological emoticons and professionally
assess the GM plan using Exhibit 1.2 as a template. What is this
plan—Corporate Strategy? Business Strategy? Marketing Strategy? Explain
your initial impression.
Using
Exhibit 1.6, assess the GM proposal. Which orientation was it (product or
marketing orientation? In your opinion, which orientation should have
guided their planning? Explain your reasoning.
Even
though the situation seemed dire, especially for the American automobile
industry, and possibly still does, many believe there is a significant
opportunity for the right strategy. Did the plan suggest a compelling
analysis of the “4Cs.”? If you disagree, what’s missing?




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