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While most companies try to create a width and depth of their product mix that will entice the broadest customer base, General Motors attempted something different with its first independent division, Saturn Corporation. Saturn chose to create a unique partnership among the company, its dealers, and the customer thereby selling the company, its values and culture, its employees, and its customers -- rather than a car.
General Motors had been experiencing losses due to a recession and an increase in competition. ... These issues were obstacles General Motors needed to overcome when they came up with their first independent division.
From their beginnings in the mid 1980’s, Saturn Corporation set out to be a “different kind of company, a different kind of car” that could compete with Japanese imports. ...
From these concepts, Saturn developed their mission statement:
“To market vehicles developed and manufactured in the United States that are world leaders in quality, cost and customer satisfaction through the integration or people, technology, and business systems: (and) to transfer knowledge, technology and experience throughout General Motors”.
The question now was how does Saturn Corporation implement this mission statement to change the face of automotive retailing in the United States?
Approximate Word count = 917
Approximate Pages = 3.7
(250 words per page double spaced)
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