Product details

Saturn was General Motors' (GM) response to Japanese companies' dominance of the small car market during the mid-1980s. In the three-and-a-half years since its first sedan rolled off the assembly line, the Saturn Corp had accumulated an impressive list of achievements. In April, 1994 Saturn's top management team met with GM's leadership to discuss the subsidiary's business plan. As Saturn's president reflected on the company's future and on his experience at GM, he felt confident that the executive committee would approve expansion if the Saturn team showed that it had achieved a sustainable position. Illustrates strategic analysis of sustainable competitive advantage.