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Big Two and the Bailout
By Jacqueline Sutliff of SingleTree Consulting
The Big Two and the Bailout I have watching the bailout procedure for the Big Two car makers (Ford has decided that they
don’t need this quite yet). I am vaguely relieved that there are some strings attached – they have
to have a positive cash flow and show an ability to pay back the loans. They also have to get rid
of their private jets. There must be a good market for those at the moment.
Does this sound good? Well, it sounds better than no strings, but if you have any sense of scale
of the auto industry, this is about the equivalent of stopping the Queen Mary on a dime. The laws
of physics don’t work well with very large objects.
What I am hoping that they do is take a look at what they have, what is redundant, and at least
put together a flow chart (with numbers) about how they are going to change course.
I have read that they will jettison units such as Saturn and Hummer and keep the middle-of-theroad
cars. Last count was 87 different models and I think this might have been GM alone. I am
sure you can name all of them. But being in marketing makes me want to look at this in a
different way.
In marketing, you keep the products that have big brand recognition. Hummer has big brand
recognition. It is very recognizable. It is distinctive. There will still be a market for it among
well-to-do macho types. Keep it.
Saturn. This was once a good car. I had one for awhile. It hugged the road very nicely. Was good
looking. Had personality. I am not a big fan of plastic exteriors, but this could be worked on.
And it has brand recognition. Keep it.
Now, the other 80 some models. Here is where the pruning needs to be done.
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Contributor's Note
I teach marketing and public relations at University of Phoenix and find it not only fascinating but fun to wrap the basics of marketing in with current (and not so current) events.
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This intel first appeared on: http://1treeconsulting.com
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The copyright for this content entitled "Big Two and the Bailout" has been specified by the contributor as:
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The copyright for this content has been relinquished by the author. The content may be used freely by anyone.
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