This 4 page paper examines the history of Saturn with a case study provided by a student. Which way should Saturn go? Should it let go of the VUE and focus on the small car market? A SWOT analysis is included. No bibliography.
Name of Research Paper File: RT13_SA603Sat.rtf
Unformatted Sample Text from the Research Paper:
to sell more GM cars as the majority of buyers were not giving a second thought to General Motors. Thus, Saturns mission was to sell the majority of its vehicles
to drivers who would not have bought from GM previously. In essence, Saturn was to prove itself as a profit center and bring GM back into competition. Problem Statement
Should Saturn have remained a small car manufacturer, or branched out and sold all types of vehicles? Facts of the Case This is an
interesting case as Saturn is a unique entity. Aside from the case study material, Saturn has a reputation that commands loyalty. When buying from Saturn, people know that they do
not have to negotiate with sales personnel and that they will be getting the lowest price. The facts are consistent with the fact that from the beginning, GM would align
itself with the UAW. This was done early on as Saturn realized that many challenges in respect to automation were present. The unprecedented liaison between manufacturer and union would demonstrate
common ground. Saturn need help from the union at that point and the union was glad to help. Saturns history is also unique in that it involved marketing and
advertising agencies from its inception. The company was successful but faced many challenges during the latter part of the 1990s. The small product line is noted for the decline in
sales. Simply stated, Saturn does not offer variety to its customers. Still, Saturn is innovative. An electric vehicle was also introduced to spark interest, but that had much competition too.
As the new millennium unfolds, Saturn decides to invest more money in the VUE, which to some is seen as a mistake. The VUE was not as popular as