General Motors Bulgaria Research Paper

99 Pages Posted: 29 Sep 2011

Date Written: April 21, 2011

Abstract

The purpose of this report is to assess the business operations of the General Motors Southeast Europe (GMSE) Representative Office in Bulgaria by putting them into the framework of contemporary economic circumstances (2008-2009) and consequently-provide strategic recommendations. Essentially, given some facts such as the stable growth the branch witnesses and its current leading position on the Bulgarian new cars market, present a sound reason for the company to consolidate its operations in order to strengthen its competitive advantage.

The first chapter begins with the problem background and its projections on the Bulgarian new automobile market. It exposes the various impacts that worlds’ economic and financial crisis has brought and the consequences they have on the new cars market in Bulgaria in general and GM Bulgaria in particular. Then, it presents a synthesized report structure and finally, the chapter ends with research problem statement.

The following chapter explicates the research methodology with the models and approaches that will be implemented in each section of the report.

In the next chapter, the report explores the company and its internal environment in order to elucidate the company specific elements that have contributed to its current leading position. Subsequently, the chapter continues with the current strategy and objectives in the context of economic stagnation Bulgaria faces at present. Finally, it ends with presentation of the various brands GM offers on the Bulgarian market and short description of their images.

Henceforth, the following stage reveals the external environment of the company. By exemplifying the major trends on the Bulgarian new cars market, one of this report’s primary goals will be to establish a thorough understanding of the specifics of the business and the challenges it encounters in the face of the crisis that has struck the company. By this implication, this paper further continues with evaluation of the market tendencies, competition, economic issues and analysis of the primary research, which all contribute to the creation of a clear image of the market and the company’s position on it. It is supported by the SWOT analysis, developed to give an alternative view of the external environment, so that the process of adaptation to the changing economic status can be viewed as the ultimate outcome of the sales and marketing processes within GM Bulgaria.

The next chapter reveals the outcomes of the SWOT/TOWS analyses to construct the strategic options, which will satisfy the objectives of the whole entity. To select the most appropriate ones, an appraisal method is designed and presented. It outlines the major advantages of each recommendation and based on the evaluation system – selects the three most prospective ones.

Eventually, the report summarizes all the relevant strategic implications into recommendations section, which subsequently serves as ground for drawing conclusions and providing implementation plan. The provided recommendations and implementation plan are meant to serve as guideline for further improvements in the sales and marketing environment in the future of GM Bulgaria. At the end, a cost/benefit analysis elucidates the advantages of the strategic implementation plan that provides meaningful contribution internal company wise.

Keywords: General Motors Bulgaria, marketing strategy

Suggested Citation

Zhechev, Vladimir Sashov, General Motors Bulgaria Research Paper (April 21, 2011). Available at SSRN: https://ssrn.com/abstract=1935364 or http://dx.doi.org/10.2139/ssrn.1935364

Vladimir Sashov Zhechev (Contact Author)

University of Economics - Varna ( email )

Varna, 9000
Bulgaria

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