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.

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

· 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-orientation, machismo, and high status.

· A continuing anchor customer in the US military.

· A small but growing consumer market.

· A historical focus on the government as a customer, which may introduce cultural attitudes and procedures incompati

· Notwithstanding the competitive advantage mentioned as a pro of the consumer market, there is likely to be strong competition from the Jeep Wrangler as a lower-cost alternative.

· Expansion beyond niche markets may be problematic, given the maturity and operational efficiency of established automobile manufacturers.

· There may be cost barriers due to limited budgets of non-military agencies

· Development of special-purpose vehicles may require years of negotiation, making the time period for the return on investment rather long.

The cons of foreign military markets are

Some topics in this essay:
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