What can the Toyota marketing department do to develop advertising and marketing strategies to attain leadership in the segment? Some of the things they can do for the consumers to understand is to focus on making the 2004 Prius a “normal” car in design and feel with advantage of an HEV. Make the costumers loyal to the brand by providing better services than competitors. Create an awareness campaign to get the customers used to the product and the technology. Also make automobile magazines, bloggers and experts report about the good quality and reliability of HEVs.
(Word Count: 80) • Advertisement- Connecting to the masses thru all modes is crucial for building the cars image. • Promotional Offers – like giving out discounts for the first few cars booked • Strategic Alliances – Alliances with other low cost high value products, display models of the car in malls. They should target customers based on Geographic advantage of brand (e.g. : France) and also the Mid-range income group people who can’t afford a normal SUV, While establishing a correlation between their requirements and benefits of Duster. 4.
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.
This is the strategy successfully followed by Midamar Corporation (distributor of halal foods), Morgan Motor Car Company (a manufacturer of classic British sports cars), Nickelodeon (a cable channel for children), Orphagenix (pharmaceuticals), and local ethnic grocery stores. In using differentiation focus, a company or business unit seeks differentiation in a targeted market segment. This strategy is valued by those who believe that a company or a unit that focuses its efforts is better able to serve the special needs of a narrow strategic target more effectively than can its competition. For example, Orphagenix is a small biotech pharmaceutical company that avoids head-to-head competition with big companies like AstraZenica and Merck by developing “orphan” drugs to target diseases that affect fewer than 200,000 people—diseases such as sickle cell anemia and spinal muscular atrophy that big drug makers are overlooking.16 Cost focus is a low-cost competitive strategy that focuses on a particular buyer group or geographic market and attempts to serve only this niche, to the exclusion of others. In using cost focus, the company or business unit seeks a cost advantage in its target segment.
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.
Starting a career in sales is more realistic than jumping to the management and distribution of some of the world’s most luxurious cars such as Bentley and Aston Martin. A well-organized and professional car salesman should be knowledgeable about the cars he or she is
EFFECTIVENESS OF CELEBRITY ENDORSEMENT IN PASSENGER CAR SEGMENT I have always wondered if celebrity endorsements really work or should work in case of automobile companies in India. A car purchase in India is the second biggest investment that anyone makes after his/her home and unlike a home, a car is a depreciating asset, hence the decision of buying a particular car or a brand will come after a lot of deliberation, consulting and discussions. It is also the reason that most of us overlook many a things just to play safe and stick with a particular brand, something which has worked really well for Maruti Suzuki. Celebrity endorsement involves astronomical amounts of money and that money can be well spent in pricing the car even more competitively or improving the infrastructure and the after sales support. One might also argue that celebrity endorsement worked in favour of Hyundai for its small hatchback Santro.
Zipcar Business Model Sharon R. Jones Grantham University Dr. William Reed- Instructor HPI 633 Knowledge, Learn and Enterprise System 13 August 2013 How might you apply Porter’s five force model to Zipcar business model? Porter’s five forces analysis is designed to provide a simple perspective for assessing and analyzing the competitive strength and position of any given company, namely for this lesson Zipcar. In reading the case work, I found that the competitive rivalry force for Zipcar is moderate to strong. Zipcar’s major competition stems from other rental car companies that provide similar services. Although, this is an issue for Zipcar, they have a competitive advantage over the competition due to the flexibility of the service that they provide and offer to the customers.
Hybrid cars can save car owner’s money 1. economize oil dependence 2. Allow driver to save the world 3. Tax and service privilege offering C. Hybrid cars stimulate the economy 1. Hybrid cars are the new economic-impulse 2. Hybrid cars market IV.
Nissans core product is a line of luxury cars set to bring the company into the 21st century. As the definition core product suggests, every product provides a basic function that solves a customer problem and satisfies a human need (Hill and O’Sullivan, 2004). Nissan took this definition to develop a core product which they felt was needed in the market. Nissan felt by offering this line of new luxury cars would offer benefit to potential customers. Sometimes the core product is known as the core benefit.