1. BY: KEITH BRYANT, MELISSA CONNER, NICOLE LEKAS, DEANA THORNTON, AND JOSH SMITH The Chevrolet Volt in Madrid, Spain

2. The Company “G.M. is a multinational corporation engaged in socially responsible operations, worldwide. It is dedicated to provide products and services of such quality that our customers will receive superior value while our employees and business partners will share in our success and our stock-holders will receive a sustained superior return on their investment.” GM is the second largest automobile manufacturer in total vehicle production in the world. GM is the third largest producer of consumer vehicles in the world They are also the largest producer of light commercial vehicles in the world.

3. The Company General Motors operates under numerous brand names such as GMC, Chevrolet, Buick, Cadillac, Opel, Vauxhall, Baojun, Holden, Isuzu, Wuling, and Jeifang. Their cost of goods sold is considerably higher than competing brands. Current CEO is Daniel Akerson and currect CFO is Daniel Ammann In Europe, General Motors operates under the brand name Opel

4. Industry North American Industrial Classification System (NAICS) – determines how much shipped from U.S.A. GM & other automobile manufacturers code - 336111  336 - Manufacturing transportation equipment industry  11 – GM manufactures light duty motor vehicles  1 – Makes automobiles

5. Industry Cont’d

6. The Market Physical Descriptors:  The market for electric vehicles is emerging  Many of Europe’s top selling auto manufacturers are producing electric vehicles Behavioral Descriptors:  Market favors biking, public transportation, and alternative transportation Positioning in Minds of Customers  Opel is one of the top selling auto manufactures in Europe

7. The Competition Direct Competitors:  Renault  PSA Peugeot Citroen  Smart car Indirect Competitors:  Ducati  Aprilia  Public Transportation Systems

8. S.W.O.T – Internal Analysis Strengths  Global presence  Spreads it risks across markets  Market position and Brand portfolio  Reach a diverse market  Focus on research and development  Stay current on advancing technologies Weaknesses  Recalls  Hinders reputation and credibility  Insufficient liquidity  Does not promise job security  Low debt rating  Deters investors

9. S.W.O.T. - External Analysis Opportunities  Increasing demand for cars in BRIC nations  International expansion  Growth for hybrid electric vehicles  Growth for truck manufacturing market globally Threats  Competition  Economic recession  Government laws

10. Marketing Plan Objectives Financial Objectives:  $150 Billion in gross revenue  $131 in cost of goods sold  Profit Margin 12.7%  Average Ampera manufacturing costs $40,000  Projected sales volume 42- 46 units after 1 st year of production in Madrid Marketing Objectives:  Average unit price $41,000  Increase sales 42-46 vehicles  Advertisements in Opel Magazine and on Social Media sites. i.e. Twitter and Facebook

11. Action Plan 1 Target Market: Business professionals with disposable incomes between 1,000 and 3,000 euros per month Promotion: Opel magazine and online via social media

12. Action Plan 1 Cont’d  Service packages and warrantees offered with purchase of a vehicle will be stressed in promotion Pricing strategy: Price skimming will be used upon entry into the market to narrow in on the demographics of our target market  Priced at 39,423.38 euros

13. Action Plan 1 Cont’d Product: Change name to Ampera  Sold under Opel  1 st vehicle in Europe that is powered by electricity at all times  Sleek aerodynamic design Place:  Drive business to the dealerships in the outskirts

14. Action Plan 2 Target Market: Working class citizens between the ages of 34 and 45 Price: The price will star at $42,610, which will reach target sales volume Product: Use a test market and evaluate  Method: Pre and post trial surveys

15. Action Plan 2 Cont’d Place:  25 dealerships within 14km of Madrid  Fleet/ rental services in Madrid  Special location trials Promotion: carried out vie Shell gas card offers for customers who complete a survey within 3 months of a vehicle purchase

16. Works Cited United States Census Bureau (2002), “2002 NAICS Definitions,” URL: http://www.census.gov/epcd/naics02/ http://www.census.gov/epcd/naics02/ def/NDEF336.HTMdef/NDEF336.HTM. Date accessed: April 23, 2012. United States Census Bureau (2012), “U.S. International Trade Statistics Value of Exports, General Imports, and Imports by Country by 6-digit NACIS Spain,” URL: http://censtats.census.gov/cgi- bin/naic3_6/naicCty.pl. Date accessed: April 23, 2012.http://censtats.census.gov/cgi- bin/naic3_6/naicCty.pl

17. The End Questions?