MINISTRY OF EDUCATION AND SCIENCE OF UKRAINE

SIMON KUZNETS KHARKIV NATIONAL UNIVERSITY OF ECONOMICS

Management and Business Department

COMPLEX COURSE WORK

on the topic: (Strategic analysis of the General Motors company»

student of the 4th course group
6.46.073.040.18.1
6.46.073.040.18.3
6.03.073.040.18.4
Yaroslava Nadtochii

Members of the commission /sign/ Oksana

MAZORENKO
/sign Serhii Vasylyk

CONTENT
 2

INTRODUCTION………………………………………………………………3
1. COMPANY OVERVIEW………………………………………………5
2. VISION, MISSION, OBJECTIVES……………………………………7
3. ENVIRONMENTAL ANALYSIS……………………………………12
4. COMPETITIVE ANALYSIS …………………………………………24
5. SET OF STRATEGIES………………………………………………..29
CONCLUSIONS………………………………………………………………35
LIST OF REFERENCES………………………………………………………37
 3

INTRODUCTION

In the contemporary business landscape, strategic management plays a

pivotal role in shaping the direction and success of organizations. As markets
evolve rapidly, companies face increasing complexities and uncertainties,
compelling them to adopt strategic approaches that align with their objectives
and enhance their competitive edge. Strategic management, as a systematic and
proactive process, guides businesses in navigating challenges, leveraging
opportunities, and achieving sustainable growth in dynamic environments.
The relevance of strategic management in modern business cannot be
overstated. It serves as a compass, guiding organizations through intricate
terrains of global competition, technological advancements, changing consumer
preferences, regulatory pressures, and economic uncertainties. A well-crafted
strategic approach enables firms to anticipate market shifts, capitalize on
emerging trends, and fortify their market positions.
Advantages and Disadvantages of Strategic Management are:
1. Direction and Focus: Strategic management provides clarity by setting
clear objectives and a roadmap for achieving them, aligning efforts across the
organization.
2. Adaptability: It fosters adaptability and agility, enabling organizations
to respond swiftly to changes in the market and exploit new opportunities.
3. Resource Optimization: Efficient allocation of resources based on
strategic priorities leads to improved efficiency and cost-effectiveness.
4. Competitive Advantage: Effective strategic management can create
sustainable competitive advantages, positioning companies ahead of rivals.
5. Risk Management: It aids in identifying and mitigating risks,
enhancing resilience against unforeseen challenges.
Disadvantages:
 4

1. Complexity: Developing and implementing strategies can be complex,

especially in rapidly changing environments.
2. Resistance to Change: Employees and stakeholders might resist
changes associated with new strategies, affecting implementation.
3. Uncertainty and Unforeseen Events: Strategies might not anticipate
unforeseen events or shifts in the market, leading to the need for constant
adaptation.
4. Time-Consuming Process: Crafting and executing strategies can be
time-consuming, diverting attention from immediate operational needs.
Strategic management tackles various organizational issues, including but
not limited to:
- Market Competition: Competing effectively in dynamic markets to
sustain and grow market share.
- Innovation and Technology Adoption: Embracing technological
advancements and fostering innovation to stay relevant.
- Resource Allocation: Efficiently managing and allocating resources to
maximize organizational value.
- Risk Mitigation: Identifying and mitigating risks to ensure business
continuity and resilience.
This research aims to delve into the intricacies of strategic management
within the context of a specific industry or company, exploring its relevance,
challenges, and outcomes. By examining the object (industry/company), subject
(strategic management practices), and associated research problems, this study
seeks to unearth insights that can guide effective strategic decision-making.
Understanding the nuances of strategic management in a practical context holds
significance in informing organizational leaders, scholars, and stakeholders
about the critical role it plays in shaping business success.
 5

COMPANY OVERVIEW

General Motors (GM) is an American multinational corporation known

for its production of automobiles and is among the world's largest automakers.
Founded in 1908 by William C. Durant, GM has played a significant role in
shaping the automotive industry. Over the years, it has evolved through various
milestones, including the introduction of Chevrolet, Pontiac, Oldsmobile, Buick,
and Cadillac brands. GM also expanded globally, establishing operations in
numerous countries worldwide [1].
GM's headquarters is located in Detroit, Michigan, USA. However, the
company has a widespread global presence with manufacturing, assembly
plants, and offices in various countries across North America, South America,
Europe, and Asia.
GM operates primarily in the automotive industry, designing,
manufacturing, marketing, and servicing a wide range of vehicles, including
cars, trucks, and SUVs. The company's product portfolio encompasses both
conventional internal combustion engine vehicles and an increasing focus on
electric and autonomous vehicles.
GM's services extend beyond vehicle sales, offering financing, leasing,
and vehicle insurance through its financial services division. Additionally, it
invests significantly in research and development to drive innovation in areas
like electric and autonomous vehicles, connectivity, and mobility solutions.
GM's customer base is diverse, ranging from individual consumers to
commercial buyers and fleet operators. The company caters to various
demographics, including families, professionals, businesses, and government
agencies, offering vehicles across different price points and segments to meet a
wide array of consumer needs.
The automotive industry plays a pivotal role in global economies,
contributing significantly to employment, technological advancement, and GDP
 6

growth. Key trends in the industry include a shift toward electric vehicles (EVs),
advancements in autonomous driving technology, increased focus on
sustainability, and the integration of connectivity and mobility solutions.
The automotive market's capacity is vast, with increasing demand for
electric and hybrid vehicles driven by environmental concerns and government
regulations. Emerging markets, especially in Asia-Pacific and Latin America,
present growth opportunities due to rising incomes and expanding middle-class
populations.
GM faces fierce competition from other global automakers such as
Toyota, Volkswagen, Ford, and Tesla. These competitors continually innovate
to gain market share, particularly in the EV segment.
GM's future prospects are promising, especially with its commitment to
electric vehicles and advancements in autonomous technology. The company's
investments in R&D, strategic partnerships, and its established brand presence
position it well to attract new customers and adapt to evolving market demands.
Overall, GM's future success will depend on its ability to stay at the
forefront of technological innovation, respond to changing consumer
preferences, and navigate regulatory changes within the automotive industry.
 7

VISION, MISSION, OBJECTIVES

The vision and mission statements define the purpose of the organization
and instill a sense of belonging and identity in the employees. This motivates
them to work harder in order to achieve success. It gives the right mindset to
grow a business.
The mission statement provides the direction that is to be followed by the
organization while the vision statement provides the goal (or the destination) to
be reached by following the direction.
It helps to properly align the resources of an organization towards
achieving a successful future. The mission statement provides the organization
with a clear and effective guide for making decisions, while the vision statement
ensures that all the decisions made are properly aligned with what the
organization hopes to achieve
The vision and mission statements provide a focal point that helps to
align everyone with the organization, thus ensuring that everyone is working
towards a single purpose. This helps to increase efficiency and productivity in
the organization. [5]
General Motors’ mission statement is “to earn customers for life by
building brands that inspire passion and loyalty through not only breakthrough
technologies but also by serving and improving the communities in which we
live and work around the world.” This mission statement shows GM’s holistic
approach to addressing external factors that influence the business. For a
mission to be effective it must include the following 9 components [6]:
Customers. No mention
Products or services. No mention
Markets. Mentioned
Technology. No mention
Concern for survival. No mention
 8

Philosophy. Mentioned
Self-concept. Mentioned
Concern for public image. Mentioned
Concern for employees. No mention
For a corporation like General Motors the mission statement must be
more filled. For instance, they did not provide information about their products
or services so it's not understandable for customers what exactly they are
selling, the second point is who is their ideal customers or for whom they are
producing their services. Likewise, in my opinion, it is necessary to add a
couple of words about their environmental concerns as the manufacturing of
cars is a highly polluting business. According to this statement, there is no
mention that employees are a valuable asset of the organization and their
commitment to growth and financial soundness.
The main points of General Motors’ corporate mission statement are as
follows:
Earning customers for life
Brands that inspire passion and loyalty
Breakthrough technologies
Serving and improving communities
General Motors' mission centres on fostering customer loyalty, relying on
inspirational brands like Buick and Chevrolet to attract customers to their
vehicles. Their corporate vision emphasizes breakthrough technologies for
energy efficiency, zero emissions, and autonomous driving, driving a
technology-focused approach to product development. This commitment
requires strong research and development for the competitive edge and fulfilling
their mission.
GM's mission also underscores community impact, aligning with its
corporate social responsibility goals and striving for excellent corporate
 9

citizenship. The mission compels the enhancement of vehicle safety and

emissions as part of its commitment to serving and improving communities.
General Motors envisions a future with zero crashes, zero emissions, and
zero congestion, and is committed to leading the way towards this goal. Unlike
its mission statement, GM's vision statement conveys its dedication as a vehicle
manufacturer to building a safer and better future. The reference to "zero
crashes, zero emissions, and zero congestion" suggests the company's ongoing
research and development efforts to create superior and safer vehicles. GM is
also heavily investing in green technology to minimize emissions. Additionally,
the company collaborates with various partners to develop self-driving cars,
aiming to reduce congestion. With this vision statement, General Motors clearly
positions itself as the car manufacturer of the future.[4]
General Motors upholds strong core values, including innovation,
responsibility, teamwork, and continuous improvement. Among these values,
"continuous improvement" stands out as particularly impressive. It is rare for a
company of General Motors' magnitude to prioritize continuous improvement as
a core value. However, this commitment ensures that the company remains
competitive by consistently enhancing each model and brand.
Teamwork and innovation are the driving forces behind any successful
business, and General Motors excels in these areas. The company fosters a
working culture that encourages innovation and collaboration, aligning with its
core values. This approach enables General Motors to maintain its position
among the top 10 automotive industry leaders. [7]
Further, SMART goals provide a framework that enables individuals and
organizations to set achievable, focused, and trackable objectives, enhancing the
likelihood of success in various endeavors.
Therefore, The first SMART goal, which is connected to the first point of
the GM’s mission, to gain and retain customers, must be formulated as:
● Specific: Reach new customers by expanding market presence
 10

● Measurable: Enter two new emerging markets and achieve a 10%

market share in each within the next five years.

● Attainable: GM has enough resources, power and expertise to

attain this goal.

● Relevant: Supports GM’s growth and aligns with the corporation's

mission
● Time-based: To be accomplished within 5 years.

The second one concentrated on breakthrough technologies, what is

related to the company’s vision. The company’s goal is to be the leader in
transforming the automotive industry toward zero crashes, zero emissions, and
zero congestion. Thus, concerning the corporate mission statement’s goal point
on technology, the corporate vision implies electric vehicles with autonomous
driving technology. (culture)
● Specific: GM aims to increase its electric vehicle market share.
● Measurable: Increasing 10% growth in market share in the electric

vehicle segment.
● Attainable: GM has enough resources, power and expertise to

attain this goal.

● Relevant: Supports GM’s impact on environmental sustainability

● Time-based: To be accomplished in 3 years.

The third goal is connected to the company culture, it is a response to the

strategies of competitors. By improving and innovating its characteristics,
General Motors can become a worldwide leader in the automobile industry.
General Motors’ organizational culture or corporate culture helps transform the
business organization into such a leader for the industry’s future triple zero
condition. (Culture disadvantage 1)
● Specific: GM intends to improve the implementation attributes of
innovation in its workforce.
 11

● Measurable: Increase the representation of innovative high-

technologies at the workplaces by 15% till the end of next year.

● Attainable: GM can implement breakthrough technologies to

achieve this goal.

● Relevant: Aligns with GM's goal of being the industry leader in

achieving the triple zero.

● Time-based: To be accomplished within the next year.

These goals provide a framework for GM to set specific targets that are
measurable, achievable, relevant to their business objectives, and have defined
timeframes for achievement.
 12

ENVIRONMENTAL ANALYSIS

General Motors is the second largest vehicle manufacturer. They are

headquartered in Michigan and are well known for manufacturing SUVs,
Pickup trucks, cars, and automobile parts. The company's business is mainly
segmented into General Motors North America and General Motors
International. As the world's largest automotive manufacturer, it held 50% of
the market share from 1931 to 2007. They earned the 25th rank on the Fortune
500 rankings of the biggest US corporations in terms of revenue (2022) [2].
The pandemic and lockdown have affected the global automotive
industry, and the companies are reviving gradually. Global Motors is also
working on its expansion; presently, they have around 4697 North American
dealerships, and for the international market, the number is 7661.
The General Motors SWOT Analysis can determine the opportunities that
can help their growth and the threats that can act as hindrances. However, first
of all, it is necessary to evaluate external and internal factors. Contracting an
IFE and EFE matrices will help to determine the future strategies which
facilitate the company’s potential [8].
External Factors Evaluation Matrix is presented in the tab. 1.
The main General Motors opportunities are listed below [9]:
1. Exploration of Emerging Markets: In the competitive automotive
industry, expanding into emerging markets becomes crucial for sustained
growth. General Motors should focus on diversifying its revenue sources by
targeting markets like Brazil, Mexico, among others, to reduce reliance solely
on the US market. Despite their exit from the Indian market in 2017, a well-
planned strategy can pave the way for a successful reentry and market
penetration in India.
2. Marketing Strategies: Employing a blend of social media outreach and
traditional advertising methods such as TV and print campaigns holds
 13

significant potential for enhancing General Motors' brand image. As they sell
vehicles under different brand names, strategies should emphasize bolstering the
overall brand reputation to effectively reach a wider customer base.

Table 1
External Factors Evaluation Matrix
External Fator Weight Rating Weighted Score
Opportunities
Exploring the market 0.09 2 0.18
Advertisements and Campaigns 0.075 3 0.225
Increase in Demand for SUVs 0.055 3 0.165
Use of advanced technologies 0.095 2 0.19
Timing and frequency of the new model releases 0.08 2 0.16
Demand for autonomous vehicles 0.085 3 0.255
Threats
Semiconductor crisis 0.1 1 0.1
Increase in manufacturing cost 0.075 2 0.15
Intense Competition 0.08 3 0.24
The decline of the US Automotive market 0.07 3 0.21
The rising U.S. dollar exchange rate 0.06 1 0.06
Increasing government regulations may raise the costs 0.075 2 0.15
U.S. automotive market is poised to slow down or even decline 0.06 1 0.06
Total 1 2.145

3. Increased SUV Demand: General Motors stands to benefit from the

soaring demand for SUVs and trucks, which contribute substantially to their
profit margins. This trend is further fueled by lower fuel prices, signaling
potential revenue growth for the company.
4. Technological Advancements: Focusing on research investments to
enhance vehicle safety is paramount. Rigorous testing protocols before vehicle
launches can mitigate expenses associated with market recalls. Moreover,
advancements in autonomous vehicles, digital customer support systems, and
innovative features present opportunities for General Motors to gain a
competitive edge in the market.
 14

5. The strategic timing and frequency of launching new models: It plays a

pivotal role in shaping the market share of automotive companies. Traditionally,
major updates occur every 4 to 5 years, with minor tweaks in between.
However, in today's landscape characterized by heightened consumer
expectations for advanced in-car technology and intense industry competition,
there's a growing discourse advocating for more frequent and timely model
upgrades. General Motors stands poised to capitalize on this evolving approach.
6. Demand for autonomous vehicles: The surge in demand for
autonomous vehicles represents a paradigm shift in the automotive industry.
With nearly 33 companies actively involved in autonomous vehicle
development, including industry giants like Google, Ford, and Tesla, the market
anticipation is palpable. Yet, these vehicles are currently being tested on roads
without public availability. Estimating the market value, projected to reach
US$45 billion by 2025, is challenging due to ongoing R&D efforts by major
automakers [10].
General Motors is actively pioneering its autonomous vehicle initiative
and aims to unveil these groundbreaking vehicles by 2020. Leveraging strategic
acquisitions of self-driving technology startups and harnessing expertise
gleaned from their OnStar assistant, GM is primed to introduce cutting-edge
driverless cars. This positions the company at the forefront of the industry to
meet the burgeoning demand for innovative autonomous vehicles [8].
The threats of General Motors are:
1. Semiconductor Crisis Impact: General Motors heavily relies on
sales from SUVs and trucks for revenue generation. The semiconductor crisis in
2021 disrupted the production of these vehicles, causing a ripple effect that
affected the company's overall revenue stream.
2. Rising Manufacturing Costs: The recent upsurge in raw material
and labor costs has put pressure on the brand's profit margins. Consequently,
 15

General Motors has been compelled to curtail its investments in research and
the development of new vehicles.
3. Intensified Competitive Landscape: The automotive industry
remains fiercely competitive, witnessing the continual entry of new players.
Simultaneously, established brands like Kia, Hyundai, and Toyota actively
pursue business expansion, posing a significant competitive challenge to
General Motors.
4. Challenges in the US Automotive Market: General Motors faces
potential repercussions from the deceleration of the US Automotive market.
With a substantial dependency on the US market for revenue, the saturation of
demand for new vehicles within the country is leading to a decline. This trend
could significantly impact General Motors' overall revenue trajectory.
5. The Escalating U.S. Dollar Exchange Rate: A significant portion,
approximately 37%, of General Motors' revenue is derived from international
markets. Consequently, the company must convert earnings from various
foreign currencies into US dollars for revenue computation and profit
repatriation. Due to the volatile nature of currency rates, the company's profits
and revenue are exceptionally sensitive to fluctuations in exchange rates. As
these rates are beyond the company's control, any surge in the value of the U.S.
dollar poses a substantial risk, potentially leading to a significant decrease in the
company's profits.
6. Mounting Government Regulations Impacting Costs: Governments
worldwide are committed to curbing greenhouse gas emissions and actively
promote fuel efficiency initiatives. However, these environmental initiatives
carry a risk of escalating production costs for car manufacturers. In a highly
competitive and price-sensitive market, there remains uncertainty whether these
increased costs can be absorbed or recouped, posing a challenge for
manufacturers.
 16

7. Potential Slowdown in the U.S. Automotive Market: The US

automotive industry experienced peak performance in 2015 and 2016, marking
the best years since 2007. During this period, new vehicle sales surged by an
average of nearly 6% annually, benefitting every automaker operating in the
US, including General Motors. However, the market's growth trajectory is now
poised to decelerate or potentially decline, presenting a shift from the previously
robust sales environment [9].
Based on the provided External Factors Evaluation Matrix (EFE),
General Motors (GM) appears to have a moderately responsive strategy to
external factors. The weighted score for GM is 2.2 out of a maximum possible
score of 4. This score suggests that GM is somewhat responsive to the external
opportunities and threats in its industry but may have room for improvement.
GM seems to be taking advantage of some opportunities, such as
exploring new markets, using advanced technologies, and responding to the
demand for SUVs and autonomous vehicles. However, there are also areas
where GM's responsiveness could be stronger, particularly in addressing the
semiconductor crisis, managing manufacturing costs, and navigating intense
competition.
It's worth noting that while GM has a positive score in this evaluation,
there are several areas where it needs to enhance its strategic response to
external factors to remain competitive and mitigate potential threats. To
improve its responsiveness, GM should focus on addressing the identified
weaknesses and capitalizing on the opportunities presented in the market.
General Motors’ internal factors. This aspect of the SWOT analysis
enumerates internal strategic factors that support General Motors’ growth and
development. These factors include organizational capabilities and potential for
opportunities in the global automotive industry.
General Motors’ internal factors are presented in the tab. 2.
General Motors’ strengths are presented below.
 17

General Motors harnesses the strength of robust brands like Chevrolet,

Buick, and Cadillac, amplifying its competitiveness through product allure and
fostering unwavering customer loyalty. These established brands significantly
influence consumers, who exhibit a stronger affinity for GM's products
compared to lesser-known or emerging brands.

Table 2
Internal Factors Evaluation Matrix
Internal Fator Weight Rating Weighted Score
Strengths
Strong brands 0.08 4 0.32
Human resource expertise for automotive development 0.06 3 0.18
Economies of scale in car production 0.07 4 0.28
Strong position in the U.S. automotive market 0.085 4 0.34
Sustainability and environmental policies 0.085 4 0.34
Safe and eco-friendly vehicles 0.09 4 0.36
OnStar all-in-one assistant 0.075 4 0.3
Weaknesses
Product designs specific to the American market 0.075 2 0.15
Lack of flexibility because of bureaucracy 0.07 1 0.07
Limited business diversification 0.075 2 0.15
Reliance on pickup trucks and SUVs for profit 0.08 1 0.08
Brand awareness 0.075 2 0.15
Product Recalls 0.08 2 0.16
Total 1 2.88

Complementing this advantage is General Motors' wealth of human

resource expertise, rooted in the company's extensive history of automobile
development and manufacturing. This internal factor serves as a pillar of
strength in the SWOT analysis, facilitating the continuous innovation and
creation of cutting-edge automobiles.
Economies of scale further bolster GM's success, fortifying its generic
strategy and intensive growth strategies. By leveraging production capacity and
 18

minimizing costs, General Motors maintains a competitive edge in the industry,

aligning with its sustained growth objectives [8]/
General Motors holds a formidable position within the U.S. automotive
market, standing tall as one of the traditional "big three" alongside Ford and
Chrysler. Despite undergoing bankruptcy and reorganization in 2009, GM
retained its stature as the largest automotive manufacturer in the U.S.,
commanding an impressive market share of over 17.3%.
Demonstrating a commitment to sustainability and environmental
responsibility, GM actively participates in the U.S. Environmental Protection
Agency (EPA) ENERGY STAR energy-reduction challenge. This engagement
has resulted in substantial energy cost savings exceeding $237 million and a
reduction of 1.8 million metric tons of carbon emissions across 73 U.S. facilities
since 2010. Notably, the company achieved a 5.6% reduction in energy
spending per vehicle produced in 2015 alone.
Upholding a steadfast commitment to safety, GM prioritizes the design
and construction of exceptionally secure vehicles. The company strives to lead
the industry in vehicle safety, as evidenced by receiving five-star safety ratings
for 19 of its 2016 vehicle models. Moreover, GM stands out for its focus on
eco-friendliness, holding the highest number of clean-energy patents among
automakers for over a decade. These patents contribute to the development of
the company's new line of electric vehicles, aligning with GM's dedication to
environmentally conscious automotive solutions.
OnStar all-in-one assistant. The most unique feature that General Motors
vehicles have is a subscription based OnStar all-in-one assistant. OnStar was
introduced to GM vehicles in 1997 and has now over 7 million subscribers.
OnStar is a unique selling proposition that adds distinctiveness to GMs vehicles
and helps to sell them. The assistant includes the following services [10]:
Emergency. Provides immediate help in an emergency situation.
Security. Prevents theft or locates the vehicle when stolen.
 19

Navigation. Comprehensive turn-based navigation.

Connections. Provides 4G LTE and WiFi hotspots.
Vehicle Manager. Sends automatic report and tips to improve driving.
General Motors’s weaknesses:
The internal strategic factors that lessen General Motors’ organizational
growth and development potential are considered in this aspect of the SWOT
analysis. These factors are organizational characteristics that limit the
performance of the automotive business.
1. General Motors designs its vehicles to match the preferences and needs
of Americans. Compared to other countries, the U.S. automotive market is
where the company generates its biggest net sales. In this SWOT analysis of
GM, the internal factor of automobile designs that focus on American buyers
weakens the ability to satisfy customers outside the U.S., as evident from the
company’s weak performance in Asian and European markets.
2. On the other hand, the lack of flexibility linked to bureaucracy is a
weakness that General Motors’ organizational culture (company culture)
currently aims to address. In this SWOT analysis context, such an internal
strategic factor reduces business flexibility in responding to variations in
automobile preferences in different markets. Although this bureaucracy is based
on General Motors’ organizational structure (company structure), top managers
consider culture as a primary means of addressing the matter.
3. Moreover, the weakness of limited business diversification reflects
GM’s focus on two main businesses – automotive and financial services.
Limited diversification exposes the company to risks in the automotive market.
Overall, this aspect of the SWOT analysis shows General Motors’ weaknesses
hinder business growth in the global market [8].
4. Reliance on pickup trucks and SUVs for profit. While General Motors
offers a balanced portfolio of small, mid-sized and large cars, crossovers, SUVs,
 20

and trucks, it mainly relies on large vehicles such as SUVs and pickup trucks to
generate most of the profits.
5. Brand awareness. The company brings in new vehicles under the
names of the other ten brands to fulfill the needs of its customers. But, this can
cause the dilution of the core brand resulting in a decrease in brand recognition.
Many competitors of General Motors, including Toyota, Honda, Hyundai,
Volkswagen, and Land Rover, have better brand recognition than General
Motors. The company does not conduct any sales under the name of its core
brand, which is one of its main weaknesses.
6. Product Recalls: Product Recalls of a company generally cost a high
amount. In 2020, the company had to recall more than 7 million pickup trucks
and SUVs because Takata airbag inflator replacement for safety reasons was
necessary. It was essential for ensuring the security of the customers. Moreover,
this can negatively impact the brand image of the company [9].
In conclusion, The Internal Factors Evaluation (IFE) matrix for General
Motors (GM) shows that the company has some strong points and some weak
points that can affect how well it does. The total score of 2.88 suggests that
GM's strengths are more important at the time of the assessment.
GM has strengths like strong brands, experienced people, making cars
efficiently, a good position in the U.S. market, and being eco-friendly. These
things help GM do well. But GM also has weaknesses, like making cars that are
mostly good for the American market, having too many rules that make them
slow, needing more different kinds of businesses, and making a lot of money
from big trucks and SUVs. These weaknesses can hold GM back.
In simple terms, GM has a good starting point, but it needs to work on its
weak points to do even better and be ready for changes in the market. They
should use their strengths and fix their weaknesses to stay competitive.
SWOT analysis. After all factors are specified and analysed, it is possible
to develop a SWOT Matrix (tab. 3). Using assessing methodology, I evaluated
 21

each factor and calculated a score for each of the four quadrants (SO, ST, WO,
WT) of a SWOT Matrix.
Table 3
Evaluation of each factor of the SWOT matrix.

Opportunities Threats
De Incre
ma The asing
Incr Timing nd decli The gover U.S.
Inte
Adv eas Use and for Incr ne of risin nmen automoti
nsit
Factor ertis e in of freque aut eas the g t ve
y
Expl eme De adv ncy of ono Sem e in Inte US U.S. regul market is
(A)
orin nts man anc the mo icon man nse Auto dolla ation poised to
g and d ed new us duct ufac Co moti r s may slow
the Cam for tech model veh or turi mpe ve exch raise down or
mar paig SUV nolo releas icle crisi ng titio mark ange the even
ket ns s gies es s s cost n et rate costs decline
P. Probability of
-
occurrence 0.85 0.8 0.8 0.9 0.85 0.9 0.75 0.85 0.8 0.5 0.75 0.7 0.45
K. Coefficient of
-
influence 0.9 0.6 0.6 0.7 0.7 0.9 0.8 0.9 0.4 0.6 0.4 0.8 0.9
Strengths
Strong brands 5 5 5 4 4 2 5 -1 0 5 4 0 0 4
Human 5 1 4 4 3 0 0 4 5 4 0 0 1
resource
expertise for 4
automotive
development
Economies of 0 2 3 1 4 1 -4 4 4 3 0 3 4
scale in car 4
production
Strong position -2 1 2 0 0 0 -3 3 3 4 0 4 0
in the U.S.
5
automotive
market
Sustainability 4 4 0 1 0 0 0 0 2 0 0 0 0
and
5
environmental
policies
Safe and eco- 4 5 5 5 4 5 0 3 3 3 0 0 0
4
friendly vehicles
OnStar all-in- 4 3 5 0 5 0 0 0 -3 2 0 0 0 0
 22

one assistant
Weaknesses
Product designs
specific to the
-3 -4 -2 4 0 0 -4 -4 -4 -4 -5 0 0 -5
American
market
Lack of
flexibility
-2 -3 -1 -1 -3 -3 -4 -5 -3 -3 -5 0 -3 -5
because of
bureaucracy
Limited
business -4 -5 0 -3 -2 -4 -4 -3 -2 -2 -5 0 -2 -5
diversification
Reliance on
pickup trucks
-1 -3 0 5 0 -3 -3 0 -4 -4 -4 0 0 -4
and SUVs for
profit
Brand
-3 -2 -4 -1 0 0 -2 0 0 -4 0 0 0 -3
awareness
Product Recalls -4 -4 -3 -5 -1 -4 -4 -2 -5 -4 -5 0 0 -3

The given matrix provided needed data for future calculation of factors
(matrix provided below) and according to this evaluation, I can consider that the
highest value in the SO=275.27 quadrant signifies that aligning strengths with
identified opportunities is the most promising avenue for the organization's
growth and success.
While strengths could mitigate some threats (ST=40.28), the impact may
not be as substantial as their alignment with opportunities. Addressing
weaknesses in relation to opportunities (WO=158.30) remains important, as the
potential positive outcomes are notable but not as impactful as leveraging
strengths.
Efforts to mitigate weaknesses in the context of threats (WT=121.85) are
crucial to prevent these weaknesses from exacerbating the identified threats
(tab. 4).
 23

Table 4
Calculated value of factors

Opportunities Threats
O1 O2 O3 O4 O5 O6 T1 T2 T3 T4 T5 T6 T7

19.1 12.0 12.6 20.2

9.60 5.95 8.10 -3.00 0.00 0.00 6.00 0.00 0.00
S1 3 0 0 5
15.30 1.92 7.68 10.08 7.14 0.00 0.00 0.00 0.00 6.40 6.00 0.00 0.00
S2
Stren -
0.00 3.84 5.76 2.52 9.52 3.24 3.24 -2.40 5.12 3.60 0.00 0.00
ths S3 12.24
S4 -7.65 2.40 4.80 0.00 0.00 0.00 0.00 0.00 -6.89 2.88 3.60 0.00 0.00
S5 15.30 9.60 0.00 3.15 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
S6 12.24 9.60 9.60 12.60 9.52 16.20 16.20 0.00 0.00 2.88 2.70 0.00 0.00
S7 9.18 9.60 0.00 12.60 0.00 0.00 0.00 0.00 0.00 -1.92 0.00 0.00 0.00
W1 9.18 2.88 -5.76 0.00 0.00 9.72 7.20 9.18 3.84 4.50 0.00 0.00 6.08
W2 4.59 0.96 0.96 3.78 3.57 6.48 9.00 6.89 2.88 4.50 0.00 5.04 6.08
Weak
W3 15.30 0.00 5.76 5.04 9.52 12.96 5.40 4.59 1.92 4.50 0.00 3.36 6.08
nesse
W4 2.30 0.00 -2.40 0.00 1.79 2.43 0.00 9.18 3.84 3.60 0.00 0.00 4.86
s
W5 4.59 5.76 1.44 0.00 0.00 4.86 0.00 0.00 3.84 0.00 0.00 0.00 3.65
W6 12.24 5.76 9.60 2.52 9.52 12.96 3.60 11.48 3.84 4.50 0.00 0.00 3.65

Hence, environmental analysis plays crutial role in monitoring the

processes occurring in the company and outside. Where strengths and
weaknesses represent the internal environment, opportunities and threats stand
for external ones. Thus, based on analysis, we can formulate strategies which
facilitate the company’s growth and revenue.

COMPETITOR ANALYSIS

Competitive analysis is a strategic approach used by businesses to assess

and comprehend the strengths and weaknesses of their competitors within a
 24

particular industry. It involves evaluating the strategies, market positioning,

product offerings, strengths, weaknesses, and other factors that impact a
company's competitive standing in comparison to others in the same market
[11].
The Five Forces Model by Michael Porter serves as a straightforward yet
powerful instrument for analyzing businesses and assessing the viability of a
strategy within the competitive landscape of a company. When conducted
appropriately and equipped with the necessary tools, this analysis offers
invaluable perspectives into your business's competitive landscape, illuminating
your market position and influence. Comprising five key forces – rivalry
intensity, buyer power, supplier power, threat of substitutes, and potential new
entrants (Porter, 1981)—the model enables a comprehensive understanding to
adjust your strategies effectively for success.[12]
The main competitors of General Motors are Volkswagen Group, Toyota
and Mercedes-Benz.
Volkswagen is one of the world's major automobile manufacturers, with a
nice balance of cost-effective and premium models. The company was formed
in Berlin in 1937 and currently has a global revenue of $278 billion and
employs more than 302,000 people. It also serves as an umbrella brand for
several independent car companies, including Audi, Skoda, Bugatti, Porsche,
etc. Volkswagen has grown via a series of acquisitions to become the
automotive behemoth it is today.
Volkswagen's performance in the present market is influenced by a
variety of things. And we'll break down these aspects in terms of the company's
strengths and weaknesses in the present market. We'll also look at the
opportunities and risks that Volkswagen represents in today's world [13].
The next competitor is Toyota Motor Corporation whose purpose and
vision statement is to influence the company's worldwide success path. Founded
in 1937, the company has grown to become one of the world's largest and most
 25

successful automakers. This success stems from Toyota's corporate purpose and
vision statements, which promote a holistic strategy that considers innovation
and consumer demands. The strategic goals that go along with them help the
firm acquire a competitive advantage over rival car companies like Tesla. GM,
BMW, Nissan, Honda, Mitsubishi, Volkswagen, and Renault are among the
automakers. According to the Porter's Five Forces study of Toyota Motor
Corporation, these competitors have a strong competitive force. As stated in its
corporate purpose and vision statements, the firm aspires to dominate the global
automobile industry, particularly via design and innovation that reflect current
market and customer preferences. Toyota's strategic decisions are guided by the
aims and objectives established by the company's vision and mission statements
[14].
Mercedes-Benz is a global luxury automobile brand and a German
company Daimler AG division. The brand is known for its high-quality
vehicles, including cars, trucks, buses, and vans, catering to diverse customers
worldwide. Mercedes-Benz traces its origins back to 1886 when Karl Benz
invented the first gasoline-powered automobile, the Benz Patent-Motorwagen.
Mercedes-Benz geographically operates in various regions, including Europe,
North America, Asia-Pacific, the Middle East, and Africa. The brand’s global
presence and diversified portfolio have contributed to its position as a market
leader in the luxury automobile segment.
Mercedes-Benz Group AG’s sharpened focus on high-end passenger cars
and premium vans, combined with tight cost control, helped to lift Earnings
Before Interest and Taxes (EBIT) by 28% to €20.5 billion (2021: €16.0 billion)
last year, outpacing a 12% rise in revenue to €150.0 billion (2021: €133.9
billion) during the same period.[15]
Once the market has been analyzed and the main competitors have been
identified, a matrix can be created. A Competitive Profile Matrix (CPM) is a
 26

strategic management tool used to compare the strengths and weaknesses of

several companies concerning their competitors.
The Competitive Profile Matrix for General Motors is represented below
[16] (tab. 5).

Table 5
Competitive Profile Matrix For General Motors
Competitive Profile Matrix For General Motors
Volkswagen
General Motors Group Toyota Mercedes-Benz
Weight Weigh
Weigh ed Weighte ted Weighte
KPI/CSF t Rating Score Rating d Score Rating Score Rating d Score
Brand Image
and
Reputation 0.125 4 0.5 4 0.5 4 0.5 4 0.5
Product
Quality and
Innovation 0.13 3 0.39 4 0.52 4 0.52 4 0.52
Market
Presence and
Global Reach 0.09 1 0.09 4 0.36 4 0.36 4 0.36
Financial
Position 0.08 2 0.16 4 0.32 4 0.32 4 0.32
Research &
Development
Investment 0.12 2 0.24 3 0.36 4 0.48 4 0.48
Production
Efficiency and
Supply Chain 0.095 3 0.285 3 0.285 4 0.38 3 0.285
Customer
Loyalty and
Satisfaction 0.12 3 0.36 4 0.48 4 0.48 4 0.48
Environmental
Sustainability
Initiatives 0.105 2 0.21 3 0.315 3 0.315 4 0.42
Technological
Advancements 0.135 3 0.405 4 0.54 4 0.54 4 0.54
Total 1- 2.64 - 3.68 - 3.895 - 3.905
 27

In analyzing the Competitive Profile Matrix (CPM) for General Motors

(GM), Volkswagen Group, Toyota, and Mercedes-Benz, several key takeaways
emerge regarding their competitive positions in the automotive industry:
1. Toyota's Overall Strength: Toyota emerges as the frontrunner,
exhibiting strength across various crucial factors. It maintains a robust brand
image, emphasizes product quality and innovation, boasts a strong financial
position, and excels in global presence, R&D investment, production efficiency,
customer satisfaction, environmental sustainability, and technological
advancements.
2. Volkswagen Group's Solid Competitiveness: Volkswagen Group
closely follows Toyota, demonstrating a well-rounded competitive profile. It
possesses a strong brand image, focuses on product quality and innovation,
maintains a solid financial position, commands a substantial global presence
and market share, invests in R&D, ensures production efficiency, fosters
customer loyalty, engages in sustainability initiatives, and excels in
technological advancements.
3. Mercedes-Benz's Strong Position in Luxury Segment: Mercedes-Benz
maintains a powerful brand image associated with luxury, innovation, and
quality. It performs exceptionally well in product quality, financial strength,
global presence, R&D investments, customer satisfaction, environmental
initiatives, and technological advancements, positioning itself as a formidable
competitor, especially in the luxury automobile sector.
4. General Motors' Areas for Improvement: GM shows strengths in
certain areas, such as brand reputation, financial standing, and technological
advancements, but it lags behind in comparison to its competitors in several key
aspects. There are opportunities for improvement in product quality and
innovation, global presence, R&D investment, production efficiency, customer
satisfaction, environmental sustainability, and overall market competitiveness.
 28

In summary, Toyota and Volkswagen Group emerge as leaders in terms

of overall competitive strength, closely followed by Mercedes-Benz. While
General Motors maintains a solid footing in the automotive industry, it could
benefit from strategic enhancements across various facets to improve its
competitive standing against these key competitors. The assessment underscores
the importance of continuous improvement and strategic focus on multiple
factors to thrive in the highly competitive automotive landscape.
 29

SET OF THE STRATEGIES

General Motors (GM) has been actively implementing several key

strategies aimed at driving innovation, sustainability, and market leadership
within the automotive industry.
Current Strategies of General Motors:
Focus on Electric Vehicles (EVs) and Autonomous Technology: GM has
committed to an all-electric future, with substantial investments in electric
vehicle development. Their Ultium platform aims to underpin a range of electric
vehicles, including SUVs, trucks, and sedans, allowing for flexible and scalable
electric vehicle production. Additionally, GM's Cruise subsidiary focuses on
advancing autonomous vehicle technology.[1]
Product Diversification and Innovation: The company has been
diversifying its product lineup, incorporating new technologies, and introducing
electric models across various segments to meet evolving consumer demands.
The launch of the Chevrolet Bolt EV and plans for the GMC Hummer EV are
examples of this strategy.
Sustainability and Environmental Responsibility: GM has set ambitious
sustainability goals, aiming to achieve carbon neutrality in its global products
and operations by 2040. This commitment includes transitioning to electric
vehicles, reducing emissions, and promoting renewable energy adoption within
its operations.
Strategic Partnerships and Collaborations: GM has partnered with other
companies, including Honda for sharing vehicle platforms and technology
development, and LG Chem for battery cell technology, aiming to leverage
expertise and accelerate innovation.
Digital Transformation and Connectivity: The company has been
investing in digital transformation initiatives, enhancing vehicle connectivity,
 30

and incorporating advanced technologies into its vehicles. Efforts include the
integration of advanced infotainment systems and connectivity features.
The success of this company depends on accurately implemented
strategies and constant improvements. Such strong strategies benefit the general
motors and directly impact its growth. For instance, the electric vehicle focus
makes GM's commitment to an all-electric future align with the industry's trend
towards sustainable mobility, positioning the company as a frontrunner in EV
development. Diversification and innovation of electric models across various
vehicle segments showcase GM's ability to adapt to changing market demands
and embrace technological advancements. Sustainability initiatives reinforce
GM's commitment to environmental responsibility, which resonates positively
with environmentally conscious consumers. [12]
Also, GM can come across with challenges of high competition in the
electric vehicle market, including from established players and new entrants like
Tesla, which poses a challenge to GM's market share and dominance.
Infrastructure development as the success of electric vehicles depends on robust
charging infrastructure, which remains a hurdle in widespread EV adoption.
Successfully executing strategies amidst rapidly evolving technological
advancements and shifting consumer preferences requires agility and
adaptability.
Moreover, the main company's opportunities are the growing EV market
and technology partnerships. The rising demand for electric vehicles worldwide
presents significant growth opportunities for GM, provided it can capitalize on
this burgeoning market effectively. Collaborations and partnerships with
technology firms can accelerate innovation and enhance GM's competitive
advantage in areas like autonomous driving and connectivity.
The Grand Strategy Matrix is a tool that helps companies evaluate their
strategies based on two key dimensions: market growth rate and competitive
position. The matrix is divided into four quadrants: Quadrant I (Aggressive),
 31

Quadrant II (Competitive), Quadrant III (Defensive), and Quadrant IV

(Conservative). Each quadrant suggests different strategic approaches based on
the company's position in the market.
Given General Motors' position in the automotive industry, let's consider
Quadrant II (Competitive):
Position in Quadrant II: In this quadrant, companies are in a strong
competitive position but operate in a slow-growth market. General Motors,
being a major player with an established market presence, might find itself in
this quadrant due to the automotive industry's mature or moderately growing
nature [17].
Strategies for General Motors in Quadrant II:
1. Product Differentiation and Innovation: Continue investing in product
differentiation and innovation to maintain a competitive edge. GM can focus on
introducing new features, design elements, and cutting-edge technologies in
their vehicles to attract consumers seeking unique offerings.
2. Market Penetration and Expansion: Explore opportunities to penetrate
new markets or segments. While the overall market growth might be slow,
entering new geographic regions or niche segments can fuel incremental
growth. Targeting emerging markets with specific vehicle models suited to local
preferences could be beneficial.
3. Enhance Operational Efficiency: Streamline operations and optimize
efficiency across the value chain. Cost reduction initiatives, process
improvements in manufacturing, supply chain optimization, and lean practices
can help enhance profitability despite slower market growth.
4. Partnerships and Alliances: Forge strategic partnerships with tech
companies, start-ups, or other automotive firms to leverage expertise in
emerging technologies. Collaborations for joint R&D, shared platforms, or
technological advancements in areas like electric vehicles, autonomous driving,
or connectivity can bolster GM's competitive advantage.
 32

5. Customer-Centric Approach: Place a strong emphasis on customer

experience and satisfaction. Investing in customer service, after-sales support,
and personalized offerings can enhance brand loyalty and retention even in a
slow-growth market.
6. Diversification of Revenue Streams: Explore opportunities beyond
traditional vehicle sales. Initiatives such as expanding into mobility services,
offering subscription-based models, or providing additional services related to
automotive technology could open up new revenue streams.
By implementing these strategies tailored to the Competitive quadrant,
General Motors can reinforce its competitive position, capture market share, and
sustain profitability despite the slower growth environment within the
automotive industry. These strategies aim to capitalize on the company's
strengths while exploring avenues for growth and innovation within the existing
market landscape.
General Motors primarily adopts a cost leadership generic competitive
strategy according to Porter’s model. This approach focuses on gaining a
competitive edge by offering products at lower costs and consequently, more
affordable prices compared to premium or luxury automotive brands like
Mercedes-Benz. GM's ability to provide automobiles at relatively lower prices
attracts customers, contributing significantly to its competitive advantage. To
reinforce this advantage, the company's strategic objective involves enhancing
manufacturing processes through automation and continuous improvement,
ensuring operational efficiencies that support its cost leadership strategy. [18]
General Motors (GM) can justify its competitive strategy using Porter's
generic strategies model, which outlines three primary strategies for gaining a
competitive advantage in the market: cost leadership, differentiation, and focus.
1. Cost Leadership: GM can adopt a cost leadership strategy by aiming to
become the low-cost producer in the automotive industry. This involves
minimizing production and operational costs while delivering products
 33

comparable to competitors. For GM, achieving economies of scale in

manufacturing, procurement, and distribution could help lower costs. This
strategy allows GM to offer competitive pricing to consumers, potentially
capturing a broader market share.
2. Differentiation: Another approach GM could take is differentiation,
focusing on offering unique features or attributes in their vehicles that set them
apart from competitors. This might involve innovation in design, technology,
safety features, or sustainability initiatives. By creating a distinct brand image
and product offering, GM can appeal to customers who value these unique
qualities and are willing to pay a premium price.
3. Focus: GM could also adopt a focused strategy by concentrating on a
specific market segment or niche. This involves tailoring products or services to
meet the needs of a particular group of customers, such as electric vehicles
(EVs), autonomous cars, or specific demographics. By concentrating efforts and
resources on a specialized area, GM can build a strong position in that segment,
allowing for more targeted marketing and product development.
In justifying its competitive strategy based on Porter's model, GM could
choose a combination of these strategies or focus primarily on one, depending
on its resources, market conditions, and capabilities. For instance, GM might
focus on differentiation by emphasizing innovation and developing electric and
autonomous vehicles while also aiming for cost leadership through efficient
production methods.
Ultimately, the chosen strategy should align with GM's strengths,
weaknesses, opportunities, and threats in the automotive industry. It's crucial for
GM to continuously evaluate and adjust its strategy to remain competitive in a
rapidly evolving market landscape.
Although GM utilizes a differentiation strategy to a lesser extent, the core
of its competitive strategy remains centered on cost leadership. The
differentiation strategy aims to enhance the attractiveness of products based on
 34

distinctive features, brand image, quality, and other related variables. For
instance, General Motors channels its research and development endeavors
towards creating energy-efficient vehicles, aligning with its differentiation
strategy. These product features serve to set GM's offerings apart from
competitors, contributing to the company's competitive advantage.
This differentiation strategy complements the technological
advancements emphasized in GM's mission statement and aligns with the value-
centric approach highlighted in its vision statement. However, it plays a
supporting role to the company's primary strategy of cost leadership, which
underscores its mission to deliver cost-effective vehicles while still focusing on
differentiation to maintain a competitive edge in the automotive market.
 35

CONCLUSIONS

The comprehensive analysis conducted on General Motors (GM) has

yielded valuable insights into the company's strategic landscape, encompassing
its vision and mission analyses, environmental assessments (IFE and EFE),
competitor analyses, and the recommended strategic approaches. The
culmination of this analysis presents actionable recommendations and practical
implications for GM's future strategic direction and operational efficacy.
Recommendations and Suggestions are:
1. Vision and Mission Realignment: GM should periodically revisit and
realign its vision and mission statements to reflect the evolving automotive
industry's dynamics. Ensuring that these statements resonate with the company's
strategic direction and values is crucial for organizational cohesion and focus.
2. Environmental Analyses Implementation: Leveraging the insights
derived from Internal Factor Evaluation (IFE) and External Factor Evaluation
(EFE) analyses, GM should prioritize addressing internal strengths and
weaknesses while capitalizing on external opportunities and mitigating threats.
3. Competitor Response Strategies: Develop targeted strategies aimed at
countering competitors' strengths while capitalizing on their weaknesses.
Continuous monitoring and adaptation to competitive moves will be pivotal in
maintaining market leadership.
4. Embrace Sustainable Practices: Strengthen GM's commitment to
sustainability by accelerating efforts towards electric vehicle development,
reducing carbon footprint, and integrating eco-friendly practices across the
supply chain.
5. Strategic Innovation: Foster a culture of innovation by investing in
R&D for technological advancements, particularly in autonomous driving,
connectivity, and mobility solutions, aligning with future industry trends.
 36

The strategic analysis conducted underscores the importance of aligning

vision and mission statements with operational strategies. Additionally,
leveraging the strengths and mitigating the weaknesses identified through
environmental analyses is critical for sustained growth and competitiveness.
Implementing the recommended strategies derived from this
comprehensive analysis will significantly impact GM's strategic trajectory and
operational efficiency. Realignment with its vision and mission, coupled with a
focus on sustainable practices and strategic innovation, will fortify GM's
position in the rapidly evolving automotive industry.
In conclusion, the insights gleaned from this strategic analysis offer GM a
roadmap for informed decision-making and strategic planning. By capitalizing
on its strengths, addressing weaknesses, and leveraging emerging opportunities,
GM can position itself as a trailblazer in technological innovation,
sustainability, and market competitiveness.
The practical implications drawn from this analysis serve as a compass
for GM's future strategic initiatives, fostering resilience, agility, and sustained
growth within the automotive industry's dynamic landscape. Embracing these
strategic recommendations will not only augment GM's market position but also
propel the company towards a future characterized by innovation, sustainability,
and industry leadership.
 37

REFERENCES
1. General Motors Corporation. Company overview [Електронний
ресурс] / General Motors Corporation – Режим доступу до ресурсу:
https://www.gm.com/company/about-us.
2. General Motors SWOT Analysis (2023) [Електронний ресурс] – Режим
доступу до ресурсу: https://bstrategyhub.com/general-motors-swot-
analysis/.
3. Strategic Management Advantages and Disadvantages [Електронний
ресурс] – Режим доступу до ресурсу:
https://content.wisestep.com/advantages-disadvantages-strategic-
management/.
4. General Motors’ Mission Statement & Vision Statement (An Analysis)
[Електронний ресурс] – Режим доступу до ресурсу:
https://panmore.com/general-motors-vision-statement-mission-statement-
analysis.
5. Mission And Vision- Why Is It Important? [Електронний ресурс] –
Режим доступу до ресурсу:
https://www.opengrowth.com/resources/mission-and-vision-why-is-it-
important#:~:text=The%20vision%20and%20mission
%20statements,right%20mindset%20to%20grow%20business..
6. Mission Statement for Success [Електронний ресурс] – Режим доступу
до ресурсу: https://strategicmanagementinsight.com/tools/mission-
statement/.
7. General Motors Mission Statement Analysis and Vision [Електронний
ресурс] – Режим доступу до ресурсу:
https://www.astrogrowth.com/blog/general-motors-mission-statement/.
8. General Motors SWOT Analysis & Recommendations [Електронний
ресурс] – Режим доступу до ресурсу: https://panmore.com/general-
motors-company-swot-analysis-recommendations.
 38

9. General Motors SWOT Analysis [Електронний ресурс] – Режим

доступу до ресурсу: https://www.edrawmax.com/article/general-motors-
swot-analysis.html
10. SWOT Analysis of General Motors (GM) 2023 [Електронний ресурс] –
Режим доступу до ресурсу:
https://strategicmanagementinsight.com/swot-analyses/general-motors-
swot-analysis/.
11. A step-by-step guide to competitive market analysis [Електронний
ресурс] – Режим доступу до ресурсу:
https://zapier.com/blog/competitive-market-analysis/ .
12. General Motors\' Competitive Advantage [Електронний ресурс] –
Режим доступу до ресурсу: https://edubirdie.com/examples/general-
motors-competitive-advantage/.
13. Volkswagen SWOT Analysis [Електронний ресурс] – Режим доступу
до ресурсу: https://www.edrawmind.com/article/volkswagen-swot-
analysis.html.
14. Toyota SWOT Analysis [Електронний ресурс] – Режим доступу до
ресурсу: https://panmore.com/toyota-swot-analysis-recommendations.
15. Mercedes-Benz Mission Statement | Vision | Core Values | Analysis
(2023) [Електронний ресурс] – Режим доступу до ресурсу:
https://bstrategyhub.com/mercedes-benz-mission-statement-vision-core-
values-analysis/#Related_posts.
16. How to Succeed in the Automotive Industry? [Електронний ресурс] –
Режим доступу до ресурсу: https://www.orcanos.com/blog/whys-
succeeding-automotive-industry#:~:text=The%20top%20success
%20factors%20%E2%80%93%20quality,all%20related%20to
%20product%20excellence..
17. General Motors’ Generic Competitive Strategies & Growth Strategies
[Електронний ресурс] – Режим доступу до ресурсу:
 39

https://panmore.com/general-motors-generic-strategy-intensive-growth-
strategies.
18.Five Forces Model Automobile Industry [Електронний ресурс] – Режим
доступу до ресурсу: https://study-aids.co.uk/dissertation-blog/five-
forces-model-automobile-industry/.