The Saturn Corporation And Critical Approach Theory

The case study, “Achieving Customer Satisfaction Through Distribution Partners: The Case of Saturn”, seeks to understand the principles behind Saturn Corporation’s distribution strategy. A car company created to compete with Japanese imports, Saturn has implemented a unique distribution strategy which appears to “break the traditional arms-length and sometimes adversarial relations between manufacturers and dealers.” Saturn seeks to create a partnership between its manufacturers and retailers in order to insure that all members (manufacturers, retailers, and consumers) are involved in a mutually beneficial relationship.

Saturn’s mission surpasses other “traditional” car companies in that their main goal is to achieve consistent customer satisfaction. Traditional car companies work to “push” as many cars possible at the highest margin. Saturn realized that this created a gap in “what the customer desired in terms of service and what was being delivered by the existing dealerships.” While the mission of other car companies is to make a profit first, and service the customer second, Saturn realized that consi

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