Saturn Case
1. Situation Analysis: Saturn was developed by GM as a separate brand and independent subsidiary in the late 1980s, to deal with the shrinking domestic market share for passenger cars. Saturn started strong, building a company centered on making a small car of superior quality and value as efficiently as possible, while combining the most advanced technology with the newest approaches to management. In 1994 sales began to drop and was attributed to several factors: Narrow product line, lack of innovation and adaptation to market trends, resistance to expand the dealer network, and formidable competition from domestic and foreign rivals.
|Strengths |M |I |R |Opportunities |M |I |R |
|Quality Products |3 |3 |9 |Economy/High gas prices & ...