Examines economic context & background for G.M. to market its Saturn into a key foreign market. Saturn's success in Japanese marketplace. Japanese consumer loyalty.
Written in 2001; 900 words; 13 sources; $ 31.95
From the Paper:
"his research examines the entry of an American automobile company, General Motors' Saturn, into Japan. The plan of the research will be to set forth the economic context and background for Saturn's entry into a key foreign market and then to cite factors of that entry that may help forecast future lines of market development for the brand there.
The economically depressed situation of the major American automobile manufacturers in the mid-1980s owed much to the strength of competition from Japanese automobile manufacturers. By 1985 American auto manufacturing plants had an antique quality about them, being plagued by assembly line labor disputes and compared unfavorably to the robotics-driven assembly lines of Japanese automobile makers. By 1985, foreign auto-makers controlled approximately 30 per cent of the American car ..."
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