The article, “The Parable of the Democracy of Goods”, by Roland Marchand states that by convincing middle class consumers of the desirability of the “best” products and then offering those products at an affordable price, the middle class can have those same luxuries. This Hyundai advertisement epitomizes the formula described in the article, “The Parable of the Democracy of Goods” by insinuating that its desirable to have a car that looks valuable, without having to pay the price tag. The big bold print on the top of this Hyundai advertisement reads, “Our new 3-door. It looks like a million but costs $995,005 less”. This is an excellent headline for an ad because it gets your attention, and gets the point across at the same time.
This can attract customer as they can pay less but get more than what the competition is giving them. 2. What Slogan should Dacia choose for the Duster SUV? What should the slogan focus on? (Word Count: 47) “Powered by Intellect, Driven by everyone The Anywhere Everyday car” Focus is on that this is a car that can be driven anywhere, can be afforded by anyone and that the car is built by the best minds with a great deal of excellence and high standards.
PCGlobal decided that only a top of the line computer would do for this target group. The highest performance power, best network linking connection available, best engineering software and a bigger monitor. Throughout the simulation, PCGlobal constantly ensured that the technology was constantly upgraded to keep the Mercedes group engaged in the product and purchasing it. The Workhouse group wanted a PC that was easy to use, had an affordable price, office applications, service and support, network connections, and was fun for the consumer to use. For the Workhouse target group price was the main concern.
Progressive is perhaps the most visible company and it stands out in the competitive auto insurance industry. People become aware of the company and its campaign due to its frequent advertising presence. Selecting auto insurance can be perceived as a complicated and even stressful process since it can be confusing and time-consuming. However, Progressive’s advertising campaign makes it look simple and easy by presenting it like retail shopping that people would feel comfortable with. Progressive provides quotes of its own insurance policy as well as those of its competitors in its advertising campaign.
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.
There is a very larger price difference between these two classes of cars. What your paying for in an economy car is to get you from point A to point B in a little bit of comfort. In a luxury car you are paying for performance, safety, more advanced technology, and superior design. These qualities are needed for the car to be considered good but they increase the drivers quality, comfort and luxury wherever they are driving. Many economy car companies attempt to replicate the look and feel of many luxury cars.
2. What are Culinarian’s strengths and weaknesses? Why has the company been successful? Well, obviously, their biggest strength is the quality, and subsequent good name, of the product, also referred to as good brand image. Culinarian is at the top of the premium brands, not just a premium brand, but the top-of-the-line benchmark.
Customers were a primary factor in the success in the Toyota Prius. By identifying the qualities that were important to the consumer, such as fuel efficiency and luxury improvements, Toyota was able to capitalize on the niche market. As there were no major competitors currently on the market, Toyota was able to capture a main hold on buyers who were interested in the hybrid vehicle, and create a demand which exceeded the supply. Other businesses that were involved were the dealers of the vehicles, who went through extensive training to provide the information and customer service to match the quality of the vehicle. In each of the micro environmental factors, Toyota has successfully created a dynamic structure in the introduction of the Prius Hybrid.
Answer#1 CROCS CORE COMPETENCIES A core competency is something that is unique be it a product or a service or ability that owned by a company and which cannot easily be imitated by others. It is what gives the company an exclusive competitive advantage. Based on the information from the case study the core competencies of CROCS would cover the below: - A unique and innovative substance/product Crocs are made from a substance called “croslite” which gives the shoes their unique properties of extreme comfort, anti slip and odour resistance. These are some of the major factors that cause people to buy the shoes and be loyal to the product. It is suitable for people who value comfort over fashion.
This group of consumer not only bought the cars, but also exploited more utilities of the car unexpectedly. Thus the Prius benefited from the first group of consumer and gained the reputation. Then Toyota made countless improvements in the second-generation Prius including better looking, more fuel efficiency, more room and luxury equipments. Apparently, the second-generation Prius successfully made all types of consumers to be interested like people who pay attention to the environmental protection. Therefore the Prius had been consolidating its status as the dominant green car in the world, even the other green car with the different brand nameplates as BMW could not exceed it.