Hummer case study

1 Introduction
This study provides a market positioning assessment for the Hummer, a product of AM General.

Section 2 of this document contains an analysis of the strengths, weaknesses, opportunities, and threats (SWOT) of AM General. Section 3 provides an analysis of the alternative market segments that may be pursued for the Hummer. Section 4 provides a brief assessment of market sizes. Section 5 draws conclusions and makes recommendations for the marketing mix for the Hummer.

2 SWOT Analysis
This section reviews the strengths, weaknesses, external opportunities, and external threats (SWOT) for AM General.

Internal Strengths
· Proven innovation in the design of special-purpose vehicles.
· Ownership by a parent company, ameliorating cash-flow concerns and facilitating long-term capital investment.
· Strong public perception as the provider of an important military vehicle.
· Public perception of the Hummer as a product that evokes off-road-or...