LyrArc Article Gist
Excellent article on GM and how it lost of market share in the coastal regions of the eastern, western and southern United States. Uses Miami as an example, and traces the large demographic changes there that GM failed to keep up with in its marketing. Describes the failures of corporate strategy in centralization of marketing and advertising, and the effects of the silos in decisionmaking at GM offices in the Detroit Rennaissance Center. Hawkins describes the four Renn Center towers as resembling massive steel grain silos. Just getting to an office in another tower requires taking an elevator to the ground floor , making it along a long walkway to another tower elevator. GM once ran a snow ad in Florida, and market share in South Florida is only 13.8%. The first ads to Hispanics were in 1995 and used the Alamo as a backdrop even though Mexicans make up only a small part of the Hispanic population there. The situation is repeated in other coastal cities of the U.S. - centralization of advertising and marketing, a sense at Detroit head offices that they knew what to do and did not have to ask people in the regional offices, a failure to delegate decisionmaking to regional offices and to people more attuned to the customer preferences for that demographic. A former Avon employee who marketed Avon products to Hispanics in South Florida is the new GM marketing executive in Florida. A regional sales manager for GM's southeast region says the organization is becoming flatter and for the first time he can talk directly with head offices in Detroit.