After being on the verge of being bankrupted, the Bush administration bailed out GM. However, profits still did not improve significantly, and the Obama administration started to reel in the lifeline thrown by his predecessor Bush. A requirement was that GM presents a plan towards profitability (which will be closely monitored) and that the company shows improvement towards independent profitable business future.

Question: GM management, forced to come up with a plan, contact you as an astute MBA group to assist them with such a plan. Devise a market segmentation plan for GM (USA only) to attack the motor industry by targeting specific market segments. Your plan should include clear market segments, what USP could be employed to target each of the specific market segments and also how the brands could be positioned in each market segment. (Due to the magnitude of GM and its vehicle brands, you have to select only three GM vehicle brands for your plan). Clearly show how you would employ the elements of the marketing mix tin each segment.

Question: Your plans paid off and GM has turned profitable again for the past two years after refocusing their marketing. How could GM now refine their marketing attempts to build on their positive turnaround strategy