Simulated Business Scenario
Arturo, the CMO of General Motor(GM) just finished a strategymeeting and immediately scheduled a meeting with each of the GMdivision Marketing VP's. Arturo said: "A recent strike set ourbrands behind the times. Consumers are losing confidence. I wanteach one of you to look at one of our brands and determine how wecan improve the brand process and equity by better mixing andmatching the brand elements and building blocks".
Question
- What will Arturo expect each of the VPs to discuss with theirteams?
- What research will Arturo expect?
