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1. How would you classify Cadillac as an SBU of their parent company, General Motors, based on The Boston Consulting Group's Growth-share Matrix? Why?
2. Someone once said, "You can watch the size of the Cadillac market shrink by just reading the obituaries." In the context of the external environmental forces discussed in the chapter, what did this person mean? What has Cadillac done to counter this trend?
3. Identify and describe specific trends or changes in the various macro environmental (external) forces that you suspect are behind Cadillac's recent attempt to reposition itself. From an environmental management perspective would you consider Cadillac's actions to be reactive or proactive? Why?
4. What is Cadillac's new tagline that has been featured widely in marketing communications (be sure to watch a few commercials available on the website)? What does that tagline mean to you and do you feel it is effective in re-positioning the brand?
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