By: pravish lainal dcosta 1st mba Sdm college, mangalore

Company profile
Chevrolet also known as Chevy, is a brand of vehicle produced by General Motors Company (GM). Founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911. General Motors acquired Chevrolet in 1918. Chevrolet was positioned by Alfred Sloan to sell a lineup of mainstream vehicles to directly compete against Henry Ford's Model T in the 1920s, with "Chevrolet" or "Chevy" being at times synonymous with GM. In North America, Chevrolet sells and produces a wide variety of automobiles, from subcompact cars to medium-duty commercial trucks, whereas in Europe, the brand name is used on automobiles produced in Korea by General Motors.

The beginning of a journey:

It all started in an experimental workshop in a Detroit garage and it continues today in garages all over the world. William Durant, a successful buggy manufacturer from Flint, Michigan, asked Louis Chevrolet, a well known car racer, to help him design a car for the general public. Chevrolet got named after its designer because Durant liked the sound of the name and because Chevrolet was a prominent name in motor sports. The company was established in 1911, and the bowtie logo first appeared in 1914. Legend maintains that the bowtie shape was inspired by a pattern of wallpaper in a Paris hotel room. William Durant reportedly detached a small piece and kept it in his wallet, waiting for the day hed put it to use. The bowtie has, since then, become an advertising icon, and is still the marquee of today's Chevrolet.

Chevrolet is not new to India tracing Chevrolet in our sub continent

Maharajas, freedom fighters and the common man Chevrolet has ferried them all. The bowtie has been an integral part of Indias automotive landscape from the early twenties till today. Chevrolet came to India in 1928. An office was set up in Bombay with an assembly plant constructed in Sewree. General Motors (GM), Chevrolets parent

company, was the first automobile company to open an assembly plant in India. Production started in 1928 with the National Series AB Touring. The AB series came with Chevrolets well proven and reliable 171 cubic inches, 24.7hp fourcylinder engine. It featured Chevrolets first four-wheel mechanical brakes and wooden wheels. In the first year of production, 13,903 GM cars and trucks were built at Sewree, including products from other GM brands. The Chevrolet brand quickly proved trustworthy and dependable. As a result, a large amount of Chevrolets were imported between 1918 and 1928. The Chevrolets imported during these years mainly consisted of small four-cylinder Tourers, because they delivered the most impressive fuel economy and were simple to run. Even the Nawab of Hyderabad considered the richest man in the world at the time used Chevrolet Tourers as official cars. In1930, the Indian market became even more competitive as Ford introduced the popular Model A, whose all-steel body made it a great success. Chevrolet replied with a revolutionary sixcylinder engine that developed 46 horsepower. And it was this very car that gave Chevrolet its highest sales in India in 1931. Chevrolet is among the newest brands in India launched by GM's India operations. Until June 6, 2003 (the official birthday of Chevrolet), GM India (which was originally a joint venture with Hindustan Motors) sold the Opel Corsa, Opel Astra, and the Opel Vectra. The Corsa and Astra were built at a plant in Halol, Gujarat. Since then, Chevrolet currently sells the Chevrolet Cruze, Chevrolet Spark, Chevrolet Optra, Chevrolet Aveo, Chevrolet Tavera, Chevrolet Captiva, Chevrolet SRV, Chevrolet Beat, Chevrolet Beat Diesel and Chevrolet Aveo U-VA. The Chevrolet Forester, a rebadged Subaru, was imported directly from Fuji Heavy Industries in Japan until 2005. The Optra and Tavera are built at the Halol plant. The Chevrolet launched in India the Chevrolet Captiva SUV. The latest models launched by Chevrolet is the Chevrolet Beat & the Chevrolet Cruze.

BOLLYWOOD Calling
Chevrolet has long been associated with silver screen from times immemorial. Often symbolizing brilliance in the scenes to leave a lasting impact, Chevrolet a standalone performer has now become the connoisseur of perseverance and excellence of those who are always in the spotlight. Recognizing and associating with the best in the industry, Chevrolet is definitely Trekking with the Stars. APSARA Awards- Honoring the Geniuses of Cinema and Television. On 8th January2010, the grounds of Chitrakoot witnessed a star studded night at the prestigious Chevrolet Apsara Producers Guild Awards. Acknowledging talent, perseverance, innovation and true artistry, there were 30 awards in categories of films and television. The Chevrolet Apsara Film and Television Producers Guild Awards is the Guild's endeavor to honor excellence in cinema and television by the stalwarts of the industry itself. GIMA - Celebrating Musical Excellence! At the forefront of technology, innovation and design, Chevrolet believes in bringing together the finest elements in its creations and as an extension of this belief, Chevrolet proudly collaborated with the Global Indian Music Awards (GIMA), setting a benchmark for celebrating musical excellence in the country. First of its kind, Chevrolet GIMA is the platform of recognizing Indian Music Artists of both Film and Non-Film genres. Celebrating our 100 year heritage with the first-ever Global Indian Music Awards, we have been fortunate to celebrate the equally rich time-immemorial heritage of indigenous musical talent and lend global recognition to some of the best Indian music and musicians across all genres.

CHEVROLET SPARK

Ex-showroom price: `3,25,000 onwards. Features and specifications: Displacement Engine Type Maximum Power Maximum Torque Length Width Height Seating Capacity Tyre Size Suspension Steering Brakes Gears Fuel Consumption: (Highway) Fuel Consumption: (City) 995cc, 4 Cylinders Petrol, LPG 63 Bhp @ 5400 rpm 90.3Nm @ 4200 rpm 3880 mm 1670 mm 1495 mm 5 155/80 R13 McPherson Strut with Anti roll bars power Front Disk, Rear Drum 5 Manual 17.00 kmpl. 15.00 kmpl.

CHEVROLET BEAT

Ex-showroom price: `4,30,000 onwards. Features and specifications: Displacement Engine Type Maximum Power Maximum Torque Length Width Height Seating Capacity Tyre Size Suspension Steering Brakes Gears Fuel Consumption (Highway) Fuel Consumption (city) 936cc, 3 Cylinders Smartech XSDE Diesel 58 ps @ 4000 rpm 150Nm @ 1750rpm 3640 mm 1595 mm 1520 mm 5 165/65 R14 Mcpherson Strut type with anti-roll bar power Front Disc, Rear Drum 5 Manual 24.00 kmpl. 22.00 kmpl.

CHEVROLET AVEO-UVA

Ex-showroom price: `4,30,000 (approximate) Features and Specifications: Displacement Engine Type Maximum Power Maximum Torque Length Width Height Seating Capacity Tyre Size Suspension Steering Brakes Gears Fuel Consumption: (Highway) Fuel Consumption: (City) 1200cc, 4 Cylinders Petrol 75 Bhp @ 5500 rpm 110 Nm @ 4400 rpm 3880 mm 1670 mm 1495 mm 5 155/80 R13 Mcpherson Struts / Torsion Beam power Front Disc, Rear Drum 5 Manual 14.00 kmpl. 11.00 kmpl.

CHEVROLET AVEO

Ex-showroom price: `8,00,000 (approximate) Features and specifications Displacement Engine Type Maximum Power Maximum Torque Length Width Height Seating Capacity Tyre Size Suspension Steering Brakes Gears Fuel Consumption: (Highway) Fuel Consumption: (City) 1248cc Diesel 69 Bhp 173Nm 4310mm 1710 mm 1505 mm 5 155/80 R13 Mcpherson Struts / Torsion Beam power Front Disk, Rear Drum 5 Manual 14.00 kmpl. 11.00 kmpl.

CHEVROLET CAPTIVA

Ex-showroom price: `28,00,000 (approximate) Features and specifications Displacement Engine Type Maximum Power Maximum Torque Length Width Height Seating Capacity Tyre Size Suspension Steering Brakes Gears Fuel Consumption: (Highway) Fuel Consumption: (City) 1991cc. VCDi Diesel 148 Bhp @ 4000 rpm 320 Nm @ 2000 rpm 4660mm 1870mm 1755 mm 5 235/60 R17 Mcpherson Struts with twin tube gas strut power Front Disc, Rear Drum 5 Manual 10.00 kmpl. 9.00 kmpl.

CHEVROLET CRUZE

Ex-showroom price: `14,22,000 (approximate) Features and specifications:

Displacement Engine Type Maximum Power Maximum Torque Length Width Height Seating Capacity Tyre Size Suspension Steering Brakes Gears Fuel Consumption: (Highway) Fuel Consumption: (City)

1991cc. VCDi Diesel 148 Bhp @ 4000 rpm 327 Nm @ 2600 rpm 4597mm 1788mm 1477 mm 5 205/60 R16 McPherson Strut, Mini-Block Coil Spring. power Front Disk, Rear Drum 5 Manual 18.00 kmpl. 14.00 kmpl.

CHEVROLET OPTRA MAGNUM

Ex-showroom price: `8,62,000 (approximate) Features and specifications Displacement Engine Type Maximum Power Maximum Torque Length Width Height Seating Capacity Tyre Size Suspension Steering Brakes Gears Fuel Consumption: (Highway) Fuel Consumption: (City) 1598cc. Petrol 103 Bhp @ 5800 rpm 148 Nm @ 3500 rpm 1445mm 1725mm 4540mm 5 155/60 R16 Mcpherson Struts with Anti-Roll Bar Power Front Disc, Rear Drum 5 Manual 12.00 kmpl. 10.00 kmpl.

CHEVROLET TAVERA

Ex-Showroom Price: `9,50,000 Features and specifications: Displacement Engine Type Maximum Power Maximum Torque Length Width Height Seating Capacity Tyre Size Suspension Steering Brakes Gears Fuel Consumption: (Highway) Fuel Consumption: (City) 2499cc. 4 Cylinders Diesel 80 Bhp @ 3900 rpm 190 Nm @ 1800 rpm 4435mm 1680mm 1765mm 8 235/60 R17 Double Wishbone, Semi-Elliptical Leaf Spring Power Front Ventilated, Rear Disk 5 Manual 14.5 kmpl. 12.00 kmpl.

SWOT ANALYSIS
STRENGTHS
1. Name recognition The name Chevrolet is the most recognizable auto manufacturer in the United States. 2. Company imageChevrolets image is that of tough, dependable, long lasting vehicles. Its like a Rock advertising campaign equated Chevrolet trucks with cowboys, ranchers, and construction workers in an attempt to paint an All-American appeal for these vehicles. Its newest slogan Chevy, the longest lasting cars on the road, continues the company image of producing durable products. 3. Product diversityChevrolet features many different products for many different target groups. It has five divisions of vehicles: cars, trucks, sport utility vehicles, vans, and commercial vehicles. Because of its diversity it can market its products to almost any target group. It produces a 145 hp Cobalt for under $15,000 as well as a 505 hp Corvette for over $65,000. 4. Racing SponsorOne of Chevrolet biggest marketing assets is its five racing teams: NASCAR Nextel Cup Series, NASCAR Craftsman Truck Series, Indy Car Series, American Le Mans Series, and NHRA Drag Racing. These events provide Chevrolet with a unique opportunity to prove to consumers that its products are superior to competitors on an even scale.

WEAKNESSES 1. No luxury vehicle:

Chevrolet does not feature, and has no intent to feature any type of luxury vehicle. Without this they cannot compete with foreign manufacturers. Even Ford and Chrysler have developed a luxury vehicle for their fleets.

2. Weak in horse power:

Besides the Corvette, all Chevrolet vehicles are substandard to their foreign competition when comparing horse power. The Chevrolet Impala features a 185 hp engine, while the Honda Accord, its direct competitor, boasts a 240 hp engine.

3. Dull product design:

Once again, with exception to the Corvette, Chevrolet vehicles have a very conventional and boring design. This hurts the company drastically because people are always looking for a sleeker, more aggressive.

OPPORTUNITIES 1. Hybrid Technology:

Hybrid technology is no longer something of the future, it is current and available to all auto manufacturers. Chevrolet has the chance to develop fuel efficient hybrid vehicles that people will actually want to drive.

2. Continuing to Expand Globally.

Recently Chevrolet saw an increase in the Chinese automotive market, which proves their needs to be more emphasis put on foreign markets. If Chevrolet can infiltrate these markets and successfully grow along with their continuing focus on the US market they will be headed in a positive direction.

3. Low Interest Rates:

With the right marketing strategy the low interest rates have the potential to generate an immediate increase in sales.

4. Develop New Vehicle Styles and Models:

This is an opportunity that will never be satisfied, meaning that Chevrolet should always be attempting to develop the automotive world's most popular vehicles, and as we know, what is in today will be out tomorrow.

THREATS 1. Fuel prices:

Rising gas prices are creating a problem for the sales of sport utility vehicles, and all cars in general. SUVs, especially ones featuring large block engines, consume much more gas than normal cars. With oil prices rising back up to $70 a barrel Chevrolet could see a decline in overall sales in the future.

2. 2007 Diesel Fuel Regulation Act:

In 2007 new standards for the production of efficient diesel engines will come into effect. Chevrolet must spend 2006 researching and developing new engines that will meet the government standards.

3. Foreign competition on US soil

Recently many overseas competitors such as Toyota, Honda, and Nissan have began building plants in the United States to cut down on overseas shipping costs and to directly compete with American companies in the same production market.

FINDINGS
As per studies conducted by me on the basis of SWOT analysis , I found out below points at Chevrolet. Chevrolet is a most recognizable car manufacturer in the united states as well as in India. It has a good company image. It lacks in competition when compared to the Maruthi Suzuki and Huindai in India. It has product diversity. Its new Chevrolet beat diesel is a new milestone in the diesel vehicle which comes with the mileage of 24 kmpl. It has got low response because of its product design. It has very conventional and boring design. Chevrolet lack with hybrid technology. It has a failure with its marketing strategy. Though it have luxuries cars but they have not succeeded in getting market to that cars as compared to Toyota and Honda.

They fail in providing mileage efficient cars except beat, which the every Indian citizen look forward. Chevrolet have a opportunity to develop new styles and models.

CONCLUSION