Chevrolet Case Analysis Essay

Then In the beginning, Chevrolet positioned itself strongly as a theme of quality vehicle with mystical roots in Americas past. Priding themselves on the traditional representation of the sporty car brand, Chevrolet has make great strides over the years. Firmly entrenching the brand as a key part of the American culture, Chevrolet has make creationy attempts to associate with American sporting events. For example, Chevrolet sponsored the AllAmerican Soap Box Derby for a decade. In addition to sponsoring events, Chevrolet also sponsored drivers with their vehicles for racing circuits such as NASCAR. Another subcategory Chevrolet used along with the American theme was patriotism in its promotional aspects.Taglines with the phrases Americas trump Seller, Americas Best Buy, and Like a Rock, were all famous for reminding consumers about Chevys great history as an American leader for automaking. This was perhaps the biggest aspect of Chevrolets branding as a company in the United States . However, when it came to Chevrolet as a leading automaker overseas, quaternary values represented the company to their contrasted consumers durability, value, practicability, and friendliness. Many of their various taglines surrounding these values createstrong brand cohesiveness. Although Chevrolet has adopted more of a global brand strategy, it still customizes its branding to appeal to certain markets.Now Currently, Chevrolet is making excogitations to launch brand-new vehicles and stretch advertising and promoting their brand to consumers. Despite the recall at the beginning of the 2014 year, according to Chevrolets merchandise leaders,the automaker is not spending more on advertising or incentives than previously budgeted and isnt credibly to change that strategy (GM Stick with Marketing Plan Despite Recall USA Today). The plan is to focus on the product and not the furtherance of trying to defend themselves as a company. Therefore, on that height will not be a reca ll ad and instead there will be just ads showing new products introduced recently.As stated before, Chevrolet is aspect to spend more marketing specie and energy on its fullsize pickups and SUVs this year. On the other side, Chevrolet is using the NFL Superbowl in hopes to boost not only national but global awareness with its ads. Chevrolet continues to also sponsor sports with Chevrolets jersey sponsorship with position soccer club Manchester Unitedwill put the Chevrolet bowtie logo in front of the clubs worldwide fan base of some 700 million people.. (Audi, Chevy and Lincoln Plan to Boost Ad Spending in 2015 AdAge) .Chevrolets current marketing innovations regarding technology with 4G LTE in its vehicles also proves that Chevrolet plans to remain applicable with consumer wants and needs.The GMC ProblemChevrolets biggest trouble is in fact its biggest company supporter, GMC. GM is the starting point for Chevrolet, yet it has been not once but twice in a position that jeopardi zes the equity of the Chevrolet brand. GMC is the problem for Chevrolet because of their bad publicity regarding the 2008 bailout and 2014 recall crisis thus far. As mentioned before, Chevrolets association and alliance with GMC causes them to have a bad reputation at times, even with Chevrolets freedom to stand on its own as a brand. In the case of GM, the companys bankruptcy and subsequent bailout had the ability to contaminate its four brands of vehicles, in spite of their individual merits. Therefore, Chevrolet has to figure out how they are going to deal with the bad publicity domino effect that falls upon them every time GM fails.RecommendationsEven with a company as successful as Chevrolet, there is always room for improvement. Tactical modifications that can be made to produce the Chevrolet brands equity to remain substantial while in alliance with GM could be examples of brand decisions to enhance selfimage and product loyalty, increasing brand value from recognition and t aste perception to brandinsistence for their products, and focusing slightly on marketing strategies for ethical and social responsibility if they continue to be a part of GM.Chevrolet is a high quality brand nonetheless, however, they focus on American vehicle tradition where they could take a step back and focus on the consumer. If Chevrolet would reposition a few of their vehicles to show how it would enhance the selfimage of the consumer driving a sporty yet meretricious car, there is a possibility they will get great feedback in sales. Consumers currently are looking for mass customization products that can be used on every level of purchasing decisions. Therefore, it would a chic move for Chevrolet to focus on the consumer even more as the person behind the car (man behind the mask), while still including valuable information about the car itself.