Saturn Vehicles

Marketing Case Analysis

MKTG19439

Presented for: David knowell

The company Saturn which is known owned by the Penske automotive group inc. was founded on the belief to make customers feel comfortable when purchasing a new vehicle and a North American vehicle at that. In the early days they designed factories that were built on comfort for the employees, and I believe that internally when an employee is content and happy about a product the product will be manufactured with precession and will not come unnoticed to the consumer. This is where I believe Saturn had a strong point in originally building the company from the ground up. Now that it has been purchased by another automotive firm I believe that should continue making vehicles that would be an “ease” in purchasing and enjoyable for the customer to purchase another Saturn. Things I believe Saturn should avoid when creating there new brand of automobiles is not making efficient vehicles that will only last 3-4 years but last many years. I believe that this would be a right choice because the Japanese and German cars have a reputation of cars lasting a long time and now with the economy consumers would like to have a car that will last them a long time and would not wear down as easy.

The strengths that Saturn faces are the fact that they are a young car company and have many possibilities in creating a vehicle that consumer’s worldwide would enjoy owning and driving. Other strengths are the Penske automotive group is known for its racing designs and are capable of creating a new sleek body style that can target many different consumer groups. Another advantage Saturn has is capable of creating bonds with a Chinese partner who could build the vehicles for cheap labour costs and be imported through the Penske group. Penske and Saturn also have an advantage because the big automotive supplier magna is interested in breaking through to the automotive building industry and with the recent purchase of Opel...