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Saturn's Marketing Strategy
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A 15 page examination of Saturn's marketing policies. Saturn's 1990 debut was met with skepticism and ridicule by both auto makers and industry analysts. Saturn's approach includes one-price, no-haggle purchasing and a three-day 'cool down' during which the dealership will accept return of any purchased Saturn with no more than $300 worth of damage. Outselling every comparable car in its class except the Ford Escort by 1994, GM is hanging hopes on its Saturn division for 'fixing' its dismal performance in the Japanese market. Bibliography lists 12 sources.
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Pages:
15
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Filename:RT13_Saturn.wps |
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Paper Title:
Saturn's Marketing Strategy
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