Where Should General Motors Go from Here

Balasundram Maniam, James B. Bexley and Jolene Bon-Jorno

Review of Business and Finance Studies, 2010, vol. 1, issue 1, 27-35

Abstract: General Motors was once the pinnacle for industrial accomplishment, leading the automobile industry in market share for over 70 years. Early business strategies paved the way for this success, including; organizational structuring, marketing, and utilizing efficient production through economies of scale and scope. Over time, GM became comfortable and complacent in their market leader position. They did not heed the changes taking place in the automobile market, the overall economy and consumers. As a result, their technology became outdated and their manufacturing practices overly complex and unconcerned with quality, all while costs increased and profits dwindled. General Motors continued to spiral downward until their final collapse in 2008-2009. The company ended up in bankruptcy, but has made plans to reform and revive their business. This case is suitable for undergraduate or graduate business students. The case should require about one hour of outside preparation and one hour of class discussion.

Date: 2010
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