What were the key elements of Saturn’s initial success?

Question

What will be an ideal response?

Answer 1

Saturn’s early successes were based upon a comprehensive approach to the development of strong, customer based brand equity. The underpinnings of Saturn’s brand equity started with its employees. The workforce was built upon principles of teamwork, equality, entrepreneurial spirit, ownership, and personal responsibility. Embraced by Saturn’s employees, these values were both reflected in the product produced and conveyed to Saturn’s customers through top-notch customer service. Saturn’s marketing approach further contributed to its reception in the marketplace. Saturn correctly perceived that the auto market was sufficiently saturated such that differentiation on the basis of product features could not provide a sustainable competitive advantage. However, differentiation on the basis of how the company related to its customers could have a much more lasting impact on building brand equity. Saturn perceived the cultural contradiction between the image of an innovative and pioneering American culture and the inability to effectively compete against foreign automakers. By directly addressing this contradiction with a 100% American made, high-quality, and competitively priced product, Saturn established a strong, positive, and unique brand identity and positioned itself to capture a fiercely loyal customer set. Saturn’s no haggle price policy, no risk return policy, and commitment to exceptional customer service further cemented the strong associations developed by the brand