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Essay / Research Paper Abstract
A 4 page paper examining the current marketing environment for the Corvette and suggesting future marketing plans. The paper provides a PEST analysis and suggests that of the marketing mix, GM focus solely on the product. Corvette fans will provide their own promotion, and price and place are of little issue for the true Corvette aficionado. Bibliography lists 3 sources.
Page Count:
4 pages (~225 words per page)
File: CC6_KSmktgVette.rtf
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Unformatted sample text from the term paper:
money hand over fist, even more than it lost in the early 1980s as the Japanese imports gained all the attention and most of the dollars of the American car-buying
public. It posted a $39 billion loss in February 2008; in light of such losses, should it continue to produce the low-number Corvette? Absolutely! Since it was
introduced in 1953 in the middle of the baby boom, the Corvette has been the quintessential American sportscar. The oldest of the baby boomers currently are entering retirement age,
but there are plenty of others who are not. For many, the kids are grown and through college; investments did very well throughout all of the 1990s; and astute
boomers have both love for the Corvette and the disposable cash that allows them to buy one. As they indulge a decades-old dream of owning their own Corvette, they
provide literal rolling advertisements for younger audiences. The purpose here is to analyze the current marketing environment and develop a future marketing strategy for the American automotive icon. Current
Marketing Environment PEST Analysis Political Factors There are no political prohibitions against the Corvette - yet, anyway. There are many ways in
which the Corvette is far from being "politically correct," however. It gets 16 mpg in the city, 26 on the highway; at 4200 rpm its pulling about 350 horsepower
(Markus, 2008). Its top speed is more than twice the highest legal limit anywhere in the country. From a dead stop, the 2008 Corvette achieves 60 mph in
4.1 seconds, on its way to "a 12.5-second, 115.0-mph quarter mile" (Markus, 2008). It still is and always has been a two-seater car, which PC people complain claims far
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