Research Paper on:
The Marketing of the H2 (Case Study Analysis)

Unformatted Sample Text from the Research Paper:
done by the company, also according to the case, suggests that the introduction of H2-a smaller version of the appealing Hummer-should be introduced. The case goes on to relay that  GM had the idea to introduce this H2 in order to compete in the lucrative SUV market; it would be competing with brands such as Lincoln and even GMs own  Escalade. Its intent, according to the case study, was to outsell competitors and become number one in the market. Rather than put money into marketing the large Hummer, it  is suggested that GM would focus solely on this H2. The case study also provides details on the campaign and target market as follows. It was targeted to wealthy  boomers and younger successful achievers. It would also be made to appeal to "rugged individualists." The H2, according to the case study was marketed with several tag lines to tone  done the "he man imagery." Rather, it seems that the H2 would be created to appeal to a broader pool of buyers. This model was targeted to people making about  $125 thousand dollars per year as opposed to the larger Hummer which is geared to those earning above $200 thousand. Clearly, in analyzing this information to come from the case  study, the target market decision that GM made in looking at different markets for the H2, as opposed to the H1, are clear. The H2 was more affordable but still  in an upper income category. The H2 would also be targeted to a younger market. The H1, according to the case, was targeted to those age 50 and above. The  H1 is a status symbol but it is also something different. Many see the Hummer as rather hideous, but because of the price tag it is something that is viewed