Essay

The SWOT analysis reveals that as one of the big auto manufacturers, GM has large market share over U.S. and China, two largest auto markets. Although GM’s market share in U.S. has dropped from 2011 with 19.7 percent to 2013 at 17.9 percent, it still holds a certain amount of market share. And its market share in China has been steadily increasing. If right decisions are made, it can easily become the automobile leader it once was. GM has global experience over periods. It has an international based presence with built factories in China, Russia, South Korea, Thailand, Australia, Europe etc. In addition, it also has manufacturing, assembly, distribution, office and warehouse operations in 55 other countries. All of these existing resources in global market are making potential contribution for GM’s future growth if the company makes appropriate expansion plans and implement these plans properly. Another strength comes to GM is its branding. It owns many famous sub-brands such as Chevrolet, Pontiac, Cadillac, Buick and GMC which has become household names in the U.S. Over the years, GM’s brand is well rooted not only in the North America but throughout the world. Even the recalls happened, some of its high quality brands are not affected which include Cadillac and Chevy Camaro and continue to remain strong in GM.

Compare to their strength, their weakness is also obvious, using an Enterprise Risk Management program (ERM) sounded wonderful to GM a few years ago. However, it became a risky part of the organization since its risk management culture was not as developed as it should have been. The goals and objectives of the ERM program of employees at various levels of management are not the same as promoting and embedding risk awareness. The company was not successful in recognizing, accessing, and improving risks as it imagined. No one seems to be responsible for the particular risk, so no plans have been developed to manage this. It said GM did not take its own...