The “market philosophy” emphasized 1. Capturing market share and 2. Increasing sales volumes above short-term profitability. Honda’s approach began by re-conceptualizing the motorcycle in the minds of consumers (“You meet the nicest people on a Honda”), based on identified customer need, and supported by high advertising expenditures. This had the several direct effects: a) The new market positioning expanded the size of the motorcycle market out of leisure and into affordable transportation, initially in an area where the U.S. and European motorcycles were less competitive in terms of product features and pricing.
The two offerings to be brought to market were also given product names that would hopefully elicit some consideration by the market customer. The workhorse offering was named “Innova”, derived from “Innovation”. The Mercedes offering was named “Design Max”, referencing the power and engineering software that it contained. Looking at the sales office locations that were offered I chose to enter New York and Paris, since these two markets showed the highest demand for the two offerings that were chosen for TechSol to bring to market, the Workhorse and the Mercedes. These two markets were chosen so that Techsol could position a high volume small margin offering to the markets that would stabilize production due its substantial need.
AST1/Task 1 Tiare Rush Student ID#000305228 Strategies for Motivating Scooter Dealerships Company S is excited to be ready to enter the motor scooter market with our newly engineered scooter with much better fuel economy than all of our biggest rivals. Although our scooters cost a fraction more than the ones on the market today, we believe that the value added will make our company successful. I have identified here several strategies to help motivate the dealerships to help us to move our product. 1. Avoid Taking Business from your Dealerships Our partnerships with our dealerships are built out of trust.
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.
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
Eisenhower’s Interstate highway system specifically affected the United States. The Interstate highways made it easier to defend the United States in case of war (Cannon 31). The highways are more significant from an economical viewpoint, rather than a military viewpoint. “Its impact on the American economy—the jobs it would produce in manufacturing and construction, the rural areas it would open up—was beyond calculation.” Said Eisenhower on the topic of the highway system (“Dwight D Eisenhower” 136). Commercial goods can be transported across the country much easier than before.
Just as physical products are open to innovation and change, so are new services. An example of this type of innovation is Frederick Smith who is the American entrepreneur responsible for the multi-million dollar international company, Federal Express. He created a new and better way of moving packages between people. New services, like physical products can also have positive movement due to branding. It is beneficial for entrepreneurs to think more along the lines of all product and service aspects instead of in silos and just thinking about producing “products” alone or “services.” That concept is imperative for entrepreneurs to understand as customer service can be added as an additional component as well to a physical product.
(Imperatone, W. 1992) American companies would negotiate with these countries because of cheap labor, which would allow American products to be made at a decreased cost. Another reason was that foreign land had an abundant of raw materials that could easily be used in the American Industries. American Imperialism gave a purpose to the US, versus what other countries were doing at the time. Countries like Germany, Great Britain, Belgium, Spain, Panama and Japan were expanding their borders, negotiating new trade markets demonstrating their strength and power. As the Unites States was growing, they also sought to protect its overseas territories like the Midway Islands, Hawaii, Guam, and Samoa.
First, cars should be more efficient because the cost to the consumer may decrease. Although consumers may pay much more for an efficient car, “the total cost to the consumer over the life of the vehicle, which includes the purchase price plus fuel, might actually decrease”(Turk & Bensel, 2011, I-5). Indeed, the total cost to the consumer may decrease the amount of money spent on the vehicle. These savings would come from the purchase of gas, as you can cut fuel consumption in half with an efficient car as compared to a conventional car. With gas prices soaring all the time, the less gas a car needs, the better for the driver.
In the US for example, due to the exchange rate, the Hyundai cars are far cheaper than US of European brands. * Demanding nature of Korean; an interesting natural advantage for Hyundai is the demanding nature of the Korean, which pushes the company to keep on pushing for improvement and innovation. By fulfilling the needs of their home consumers, who are believed to be among the most demanding consumers worldwide, Hyundai automatically meets and even exceeds the needs of the global consumer. * Cost-effective labor; Korea has an abundance of highly skilled workers