2) Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer. Traditional Porsche customer aware of the new model, and they are not sure if the new model has the high-performance of the other model or not. And customer started to test drive the car to see if these models meet the level of their expectation of Porsche. After the trial, customer adopted the new model and remains the loyalty to Porsche because of the wonderful and enjoyable experience of performance and luxury 3) Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s and 1980s? The concepts of Cultural Factors, the values of a Porsche are high and it is a want to customers, when these wants is affordable to customers, they will buy it.
Also make automobile magazines, bloggers and experts report about the good quality and reliability of HEVs. Stay present in media for consumers to stay updated. 4. How does Toyota develop the demographic profile to evolve the perception of HEV technology from a niche product to a mainstream product? They turned the hybrid technology from a niche market product and evolved it into mainstream acceptance around consumers, creating awareness about the
Introduction The scenario of this assignment is that I work as a Marketing Executive in the Product Planning Division of an internationally successful car manufacturer. The car manufacturer grows strategically via product development and it is planning further extension to its product portfolio by introducing two new models: • A new high performance saloon aimed at the executive market, and • A new hybrid small car aimed at the environmentally conscious market. I have been tasked by the Director to prepare a marketing report which addresses: a) How buyer behaviour affects marketing activity in the car industry b) The concept of segmentation strategy for the car industry and the benefits it can produce c) The importance to the organisation of introducing new products and stages of the New Product Development process d) How the company could use each element of the traditional marketing mix to support each of the new car models proposed above. 2. Methodology How buyer behaviour affects marketing activity in the car industry.
Zipcar uses its own line of cars to provide rental car services, which provides for no delays in car availability from third parties. Zipcar has built strong relationships with petroleum stations and with repair stations that has provided them with consistent fuel supply as well as timely car repairs when needed. The buyer power in the competitive position of Zipcar is strong. Buyers can easily choose between other car rental services, for instance, if a potential buyer feels that his/her needs will not be satisfied, they can easily switch over to a competitor for services. The power of a new market entrant is evaluated to be strong due
For the Mazda 6, the target audience was a 30-something, car-enthusiast male so their approach to reach that audience was different, but still successful. Mazda took this target group as a collection of confident, mature, active and mechanically inclined males that want a car that is sporty and stylish. They took to the print ads (which were featured in more specialized and mature magazines) and designed ads that had a more sleek and dynamic look with the use of silver, red, and black to make them really stand out, especially against the hip- and happy-colored Protegé ads. Mazda still did a good job in reflecting the fun aspect of their car company by including quotes on their print ads that emphasized the exhilaration the car delivers and the little boy’s voiceover in their commercials. They also featured their car in newspapers, on radio channels, in the mail, and the internet to expand their message while also using nontraditional methods such as games, truck ads, publicity campaigns, and CDs to fully
Tesla Company Culture Reinvented the manufacturing process giving top creative minds somewhere to express themselves VP of OEM drive the roadster during his interview-hands on approach to seeing potential of car Given extreme creative license Ambitious as opposed to other automotive companies only goal is profit, Tesla’s goals are profit, innovation and bettering the environment CEO pushes employees to the limit but rewards are worth it Employees on floor say it is similar to other auto companies, emphasis on output and efficiency but higher wages and benefits http://guardianlv.com/2014/07/what-is-it-like-to-work-at-tesla-motors/ Tesla employees receive free high-deductible health-insurance plans, preventive care, preventive prescriptions and birth control. When the company found that many of the engineers cycled to work, Tesla made showers available to them. And, in the near future, the Tesla Lifestyle will include an employee garden at work that will produce enough vegetables to feed employees at home. But, the best Tesla perk of all may be the opportunity all employees have to drive a Tesla Roadster and, sometimes, even take one home for the weekend. http://www.teslamotorsclub.com/showthread.php/8699-Tesla-Employee-Benefits-Corporate-Culture-Insight Repeated reports of long mandatory overtime http://www.indeed.com/cmp/Tesla-Motors/reviews Ricketts emphasized the unique nature of Tesla’s corporate structure saying, “To facilitate open communication and a democratic environment, Tesla’s headquarters has a very open floor plan without high cubicle walls, where teams work in close, collaborative proximity — just like at many tech startups.” Camille Ricketts, communications manager for Tesla Motors Organizational Structure http://creately.com/diagram/har3e11j2/Tesla Elon Musk salary is $1, 32% stake in Tesla, $18 billion
The superb management of the corporation, as well as the customer loyalty the BMW Group possesses is due to the competitive advantages the large company exercises. One of the main competitive advantages of BMW is that of innovation. BMW has been known for its innovative technology and drivability throughout its history. From airplanes to motorcycles and most recently to luxury crossovers, BMW has always maintained its ability to stand out against the competition as an innovative force to be reckoned with. BMW’s product designs are truly and consistently innovative.
Today’s cars are high tech devices on four wheels. Since their inceptions in 1885 scientists have constantly been pushing the technological envelop to improve the performance and efficiency of motorcars. The use of technology has transformed motorcars from what was to what is. In a paradise where the use of motorcars is no longer just a ride, technology has reshaped every inch of motorcars from aerodynamics to handling, from take off to braking. Innovation within the automotive industry has brought major technological advances, leading to safer, cleaner and more affordable vehicles.
Improvement came by technological enhancements, improving how convenience it was with its interfaces and zip card, allowing users to open and close the car with one simple pin. Wireless services improved data collection and developed the ability for the car to send real time information concerning location, start date or time to the server, while developing a much easier and simple to use tracking system for the billing and several other services way more easier. Zip car hasn’t seen that many changes but it has seen many improvements. 2. Getting started: How did the two founders overcome the “hen-and-the egg”-problem with regards to investors and the venture (investors want to have some proof and see some progress e.g.
The target audience for hybrid cars include; environmentalists, middle-class people, and young adults. The companies of hybrid cars such as; Toyota and Nissan advertise their hybrid cars by newsletter promotions, T.V. commercials, displaying in museums to attract young students, and special promotions in shopping centres. They target young environmentalists because they’re enthusiastic; they have their whole life ahead of them and have time to be more considerate. The benefits of hybrid cars include; the hybrid car is a car which utilises two energy sources for its movement.