Lotus Rental Cars Executive Summary Introduction Lotus Rental Car’s Chief Financial Officer is looking for ways to increase profits and the consumer base by adding alternative fuel vehicles to the Lotus fleet. With fuel costs continuously rising, the need for alternative fuel vehicles is more attractive to consumers as a source of lower fuel prices. This appeal is not only to the regular rental car user but for the ecological minded occasional driver as well. Ecology and fuel efficiency are the cause for more people to start shopping for hybrid vehicles. Vehicle manufacturers are able to increase revenue with the sales of hybrids while increasing production to keep up with the demand.
AST1 Task 1 305.6.2-03 Company S, as a new manufacturer in the motor scooter market, must develop marketing strategies to ensure the continued motivation of its new channel partners, in order to secure sales and garner its share of the marketplace. These channel partners have a strong loyalty to the competitor’s products; but with the proper mix of sales strategies, Company S will be able to penetrate the marketplace and develop strong and lasting sales partnerships. Five Strategies for Motivating Dealerships as Intermediaries of Company S: 1. Incentive Programs Company S will provide a strong incentive program for the dealerships, such as quantity discounts based on the number of scooters the dealership sells. The more scooters the dealership sells, the lower their cost to purchase the merchandise.
Monozukuri, in Japanese, translates to something along the lines of the creation of products. The true meaning behind the word is more conceptual. Monozukuri means to produce excellent products and to have the ability to constantly improve a production system and process. This is the driving force behind one of the world’s most successful companies, Toyota Motor Corporation. The principles of monozukuri along with kaizen, meaning a change for the better, have driven Toyota to become one of the leading automobile manufacturers in the industry.
Explain how promotion is integrated with the rest of the marketing mix in a selected organisation to achieve its marketing aims and objectives. My selected organisation is Toyota and I will explain how promotion is integrated with price, product and place (the other Ps of marketing) to achieve their marketing goals. Promotion is an important aspect of the marketing mix for Toyota and it has to work effectively with other aspects of the marketing mix in order for Toyota to have a coherent marketing mix. During the promotion process, Toyota will have to show the general public where they can actually find the cars to buy. They will not just advertise and display on TV, telling people that new Toyota brands are available.
The demand in Japan for new automobiles is elastic and sensitive to market prices. Given that, describe the effect of each of the following on the quantity demanded or the demand for new autos in Japan. Indicate whether the effect of each is an upward or downward movement along a given demand curve or instead involves an outward or inward shift in the demand curve for new autos. Explain your answers. a.
The automobile industry uses advertisements and different persuasive techniques to sell their vehicle. This advertisement I chose by Ford targets the viewer’s conscience and subconscious mind and at the same time makes, the person want to buy one of their vehicles, the 2011 Ford F-150. This ad also has some rhetorical elements. When discussing the rhetorical triangle of the ad, the subject is the Ford F-150 – “The New 2011 F-150”. The speaker is the artwork and the words on the advertisement.
The different strategies that they used included the following: Product Line Strategy: With this strategy Tesla has introduced two models that were rapidly advancing through the pipeline. The company’s strategic intent was to broaden its customer base by offering not only a bigger model variety but also by introducing substantially cheaper models. The two new models included The Tesla Roadster and The Model S. Each appealed to different consumers. The Tesla Roadster was the company’s first model and was a 2-Seat convertible that had several different warranty options, but sales for this model ended in December 2012 so that the company could concentrate exclusively on producing and marketing the Model S. The Model S sedan began shipments in June. This was a four door, five-passenger luxury sedan that costs around $128,500.
PORSCHE: THE CAYENNE LAUNCH Strategic Brand Management Instructor: Doc. Dr. Dimitar Kovacevski Semester: March 2013 Location: UACS Due date: 08.04.2013 Aleksandar Klincharov alexandar19@gmail.com Porsche: The Cayenne launch | Aleksandar Klincharov Introduction After I’ve read the case study about Porsche: The Cayenne Launch, I’ve realized that the story in it is related to brand extensions. What are the most important factors for a brand extension, in order to be highly accepted by the customers? Furthermore, how a brand extension is perceived and how it fits in the minds of the customers, designed to satisfy their special needs? And thirdly, how all of that correlates with the branding concept of a company.
Problem Statement and Objectives “To expand the BMW franchise and further rejuvenate the BMW brand by positioning the Z3 squarely in American culture and settling into the hearts and minds of the American public” Objectives * To devise a marketing program that would sustain product excitement which is generated through word of mouth BMW Z3 and James bond association until the product is available at dealer stores * Expansion of market share and pushing the sales of BMW in US market * Making BMW as a Global brand (Made in Germany to Made by BMW) * To use the roadster to motivate and stimulate the dealer network to meet higher standards to qualify for the roadster * To build an order to enable the new Spartanburg plant to build the specifications of BMW customers Comparison of Worldwide and US sales (Exhibit 1) Phases Involved : Phase 1: Product Placement in Golden Eye (2 Seater BMW Z3 Roadster ) Phase 2: Relaunch of redesigned 5 Series , Official Sponsor of 1996 Atlanta Olympics New approach to US market * Replacement of Made in Germany symbol with symbol of quality saying Made by BMW * Feel of nationality -100% made in US * Increased interest of dealers by investing in facilities, equipment andmanpower due to commitment shown by BMW in Spartanburg * Business Strategy – Adjustment of model prices in light of new competition situation – Improvement of dealer network to bring consumer buying experience in line with evolved expectations for service – Significant Improvements to product line Brand Infatuation Model: Z3 Visibility/Exposure * Current trends at the time * Heavy emphasis on traditional marketing * Increased clutter * BMW created visibility by being on the cutting edge * Sameness is suicide, so BMW utilized NT marketing to breakthrough clutter
Buyers of the Porsche 911 car series are known to be wealthy and are serious car enthusiasts who possess an in-depth knowledge and passion about sports cars. For the success of the 911 series, Porsche used a focused differentiated business strategy by targeting a niche market (as mentioned in the case), emphasizing on design, and consistently developing class-leading technologies.However, with the introduction of Cayenne and Panamera, Porsche has repositioned itself from focused differentiation to broad differentiation. This repositioning weakened its brand in the eyes of consumers, eroding the points of differentiation created by their brand and taking the customer’s attention away from the famous 911. Large companies usually shift to broad differentiation strategy when the competition gets tough. This strategic shift has the following risks and benefits.