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.
The distinctive competency was to be the high service provider in the market. I chose to target the Mercedes (engineers and scientists computers) and named that brand Speed. I also chose to target the Traveler (travelers) and named that brand Aloha. The reason I chose these two markets is because both of these customers were willing to pay more for the product. Mercedes would pay $4000 and the Traveler would pay $3200.
In hand this attracts the older driver for the lust to feel young again. Even though the average American can’t afford one, the car brings a feeling of dominance and injects us with the need of adrenaline. In a few word what defines a sports car? Many people proclaim the ultimate sports car a two-door car, with a fire breathing exhaust. Others say a two door car with a fiery red paint job.
Asian cars have had a long history of making fuel efficient cars. Another conclusion to this comparison is when a new gas saving technology comes to America the patents are bought up by big oil companies which has been proven to be true in some cases. Generally American cars are known for their glory days in the muscle car era so the general
a) Customer complaints b) Effective reach c) Share of shelf d) Trial rate 3. Creative strategies refer to the ________. a) amount of creative content in a communications message b) degree of innovation involved in the marketing of a product c) way marketers translate their messages into a specific communication d) novelty of a marketing communication 4. Top Gear is an award-winning British television series about motor vehicles, mainly cars. The show is presented by hosts who test drive new cars and provide reviews on the cars' performance, prices, and other factors.
Therefore, status symbols are very important. Companies worldwide manufacture status symbols because American consumers want them. In the summary of “Masters of Desire”, a Cadillac example was used as a status symbol. It was explained how the Cadillac fell behind in the European market for prestige cars but when they came out with advertisements for a new car called the Allante, they priced it as a top of the line Mercedes Benz automobile from Europe. Mercedes Benz was known for its luxury cars really well since the 1960’s.
All the ad wants from you is your name signed and a whole lot of cash, even though most of us can afford a $27,900 2010 Mustang they will push us to a point that we are willing to go into debt over an item that we want but don’t need. This is very unhealthy psychologically and physically because if we are broke from a car we can’t afford to
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.
Advertising the dodge challenger The dodge challenger is one of the best cars that have ever been made it have been put up under the spotlight for many occasions. This car has several features that you will fall in love with. Remote keyless entry w/keyless Enter and Go. Chrome fuel door and dual bright exhaust tips. You can throw on your nice shades and look good with your chrome design.
Lotus Rental Car Lotus Rental Car Lotus Rental Car is an internationally recognized brand with locations in the United States, Canada, U. K., Ireland, Germany, France, and Spain, offering a large selection of vehicles including economy, full size, convertibles, Small Utility Vehicles (SUV’s), minivans, pickup trucks, cargo vans, and fifteen passenger van rentals. The mission of Lotus Rental Car is to create services that enhance the experience of buying, renting, or leasing a car. We achieve this by leading the industry with innovative proprietary technology, excellent customer service and years of industry experience. As of today, Lotus Rental Car fleet of vehicles is based on gasoline and diesel fueled vehicles only, hindering the profits from environment conscious consumers that not only want to protect the environment, but also want to save some money. As a result of the foreign oil dependency and the oil prices skyrocketing, Lotus Rental Car Chief Financial Officer (CFO) has been tasked with and has ordered a feasibility study of the pros and cons of adding alternative fuel vehicles (AFV) to the existing fleet.