Simulated Business Scenario Arturo, the CMO of General Motor(GM) just finished a strategy meeting and immediately...

Simulated Business Scenario

Arturo, the CMO of General Motor(GM) just finished a strategy meeting and immediately scheduled a meeting with each of the GM division Marketing VP's. Arturo said: "A recent strike set our brands behind the times. Consumers are losing confidence. I want each one of you to look at one of our brands and determine how we can improve the brand process and equity by better mixing and matching the brand elements and building blocks".

Question

What will Arturo expect each of the VPs to discuss with their teams?
What research will Arturo expect?

Expert Solution

What will Arturo expect each of the VPs to discuss with their teams?

Arturo, General Motor's CMO (GM) is expected to assume that any report he receives will include information about the following:

(I) Objectives must be selected to raise awareness of the brand.

(ii) How the organization encourages the creation of a solid, customer-friendly and business-friendly brand dimension.

What research will Arturo expect?

The Arturo research, which GM's CMO expects is as follows:

(i) Surveys, it's an old-fashioned and the most effective way to perform brand analysis.

(ii) Workshops and focus groups help the company to ask its customers and employees open-ended questions about certain qualitative insights

(iii) Social intelligence, offering research in both qualitative and quantitative terms is a unique way.

(iv) In addition, Arturo expects from its employees some innovative means of research which may be carried out in this matter.

keosha answered 1 year ago

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