Rebranding is a marketing strategy technique that is frequently used by businesses. The rebranding of a city is not only common but far more complex. By 2013, the city of Detroit, Michigan was facing a large number of intricacies: declining population, crumbling roads and bridges, left properties, an alarming school dropout rate, poverty, high expense of pension plans, government corruption, growing crime and crippled emergency services.
The 2008 recession had dealt a serious setback to its core automotive industrial sector, and although some high tech businesses were moving in, the "Motor City" was wallowing in debt. In July 2013, Detroit filed for bankruptcy protection, which was allowed in that December. Its financial crisis manager was able to strike deals with its leading debt holders, the banks, and with the city's biggest union, but these forward steps were threatened when the water department started cutting off water to families which could not pay invoices that had raised 120 per cent over the past decade.
How can a city confronting investors and outraged residents, entice new investors that lacks infrastructure to this type of degree that almost half of its own traffic lights are non-functional and that's in an atrocious monetary state repair its image and?
The Motor City Rebuilding Detroit's Image Post-bankruptcy case study solution
PUBLICATION DATE: September 09, 2014 PRODUCT #: W14420-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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