Strategic Marketing Of Saturn

4 Pages 1030 Words

While reading an article about Saturn’s marketing strategy I’ve got a feeling that they followed instructions on company’s strategic planning from Chapter Two of our textbook. Because they’ve got it all: corporate strategy, marketing strategy, mission statement, favorable opportunities, and strategic window ant so on. But before I’ll start writing about their good points I would like to mention something I did not like about Saturn.
They do not have long-term goals. Just short terms ones (less then 5-10). They kind of adapted to the situation as it went. That’s why the company had problem meeting the increasing demand in 1990s and their customers had to wait for few weeks before they were able to get the car they wanted. And although it is a problem on production and distribution levels it affected their marketing strategy too.
In general Saturn had a very strong and efficient strategic marketing planning. Saturn’s managers viewed partnerships as key to success. All company members, suppliers and distributors worked very close together and shared all the risks and rewards. Saturn got all the best: “the latest technology, manufacturing methods, pacesetting labor relations, and participatory management ideas.” All employees of the new plant got trained on how to perform as a team and save company’s money.
Saturn’s philosophy was to make a better quality cars comparing with GM and other competitors.
Saturn managed to offer good quality, good prices and good selection of the product. They’ve been very flexible meeting customers demand on new VUE sport-utility vehicle in 2001.
Along with production Saturn implemented revolutionary new tactic of distributing and pricing their cars. But what made them the number one is their promotion campaign. The way Saturn approached their customers was very simple, sincere and smart. Their good reputation among buyers brought them an ultimate success in
1990-s. “A diff...