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

Saturn owes its success because it is a simple structured organization. Because there are only a small number of retailers, Saturn is able to effectively communicate its practices. These ample lines of communication allow for manufacturers and retailers to communicate more effectively. Thus, the manufacturer and retailer understand the customers needs better than a more complex car company. There is less research that needs to be done about the customers’ needs because the customer is closer to the manufacturer. This cuts costs for the company as well as serves the customer better. Another way Saturn has been so successful.

The Culture of Saturn: Looking through the eyes of Peters and Waterman.

Saturn has been able to expand and service the customer better than any other car company of its time because of its unity of purpose. Because Saturn stands behind their products and continues to serve the customer long after the initial purchase, the employees is able to stand behind the product with enthusiasm and belief that what they are selling is truly the best investment the customer can make. This has allowed Saturn to become the leading car dealer they are today.

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