CURRENT MARKETING STRATEGY FOR THE CORVETTE

Marketing Environment for the Corvette

Marketing Environment for the Corvette

Introduction

Chevrolet released the first Chevrolet Corvette, all-American sports car built American car manufacturer since 1953. In the Corvette is widely regarded as a "poor man supercar", although this description is intended to be complimentary. Over the years the car has become a faster, sleeker and more famous. This choice of the GM vehicle for innovation, providing shelter lamp in 1963, four-wheel disc brakes in 1965 and run flat spare tire in 1997. About 1 million Corvettes have been sold, creating a group of enthusiasts, and some 750 clubs worldwide. This is the only American sports car, which lasted for over four decades. Car performance, sports achievements and the premium price all helped to shape the "mystique", but the Corvette was still marginally profitable. (Corkindale 2008)

Discussion

Today's economy is struggling with rising prices of crude and rising prices for gasoline at the pumps. In 2007, for the Chevrolet Corvette sales fell nearly 8 percent "(Cetawayo, 2008). General Motors (GM), the press, John McDonald said: "The decline is a reflection of fluctuations and the impact on the economy as a whole and the housing market" (Cetawayo, 2008). Mr. MacDonald, you may need to reconsider this comment as Corvette is in danger all over declining sales with each uptick in the price of gasoline. With so much focus on the price of gasoline, fuel economy and reduce discretionary spending GM needs to look at its future production plans for the Corvette. (Grubb & Grathwohl 1967)

In February 2008, GM posted 38.6 billion dollars in damages, the largest in the history of the automotive industry. As a Chevrolet Corvette is a high quality of GM vehicles, worth more than $ 50,000, and has a very small margin of profit. What is the big ...