The Smart car brand has seen great success in France over the last several years. Through our research, we have found that Smart has enormous potential in the United States' automobile industry. Thus, we have created a marketing plan that outlines the strategies and tactics that Smart brand should take, beginning at the end of 2007. If implemented effectively, these strategies will create strong brand image and a clear and unique position in the United States' automobile market within a short span of time.
To begin with, we will implement a market skimming pricing strategy prior to the official launch of the Smart car in the United States. This will allow consumers to purchase the Smart car before it becomes too mainstream. However, as we have identified our primary target market to be sensible, reasonable, and practical, we will lower the price at the time of the official launch.
[...] The primary and secondary target market Smart car's primary target market is comprised of consumers who are looking for a sleek, innovative car that allow them to save money on gas, as well as spare them time and frustration when searching for a parking spot. This group describes themselves as being ambitious, self-confident, dynamic, and adaptable. Our primary research shows the following characteristics: Demographics: males and females, 20-34 years old Family size: 1-2 people Family Life Cycle: young and single or young and married Income: $30,000 to $80,000 annually Occupation: students or white-collared jobs Education: college degree or pursuing higher education Social Class: middle or upper-middle Psychographics: trendsetters, opinion leaders, experiential This primary target market has stated on the following keys insights: - 51% stated that parking was their biggest problem when driving in a city - most important factors when purchasing an automobile: gas mileage, design, space 8/18 International Marketing - 85% would use the internet to find information when purchasing a new vehicle - 86% get information through advertising Our secondary market is very similar to our primary target market. [...]
[...] As US consumers become ever more concerned with the negative effects their current automobiles have on the environment, as well as the skyrocketing oil prices that have recently hovered over $70 a barrel, we are seeing a monumental shift in the way these consumers think about their next vehicle purchase. More and more, we are seeing Americans turn to fuel-efficient technologies that allow them to see their savings every time they go to the gas pump, as well as provide piece of mind knowing that they have a made an environmentally conscious purchase. Our research shows that the American public is looking for these alternatives and Smart car is entering the market at a time when primary demand for fuel-efficient vehicles is growing exponentially. b. [...]
[...] We have decided that a new promotional website dedicated to the US launch of Smart car will be necessary in providing an interactive way for prospective customers to opt- in to a pool of information and smart resources. They will have access to interactive chats with smart experts, contact info sign-ups, and an interactive gallery that shows off the features of the car. The site will be tailored to the different stages of the buying process so that all potential 16/18 International Marketing consumers can gain something from the website, as well as allowing [...]
[...] These associations translate into our creative objectives, which are as follows: o To have 50% of the primary target market associate tagline (Go smart!) with Smart car by June o To have 45% of the primary target market associate small parking spots with Smart car by June 10/18 International Marketing As for our secondary target market, the objectives are quite similar. Through our primary research, we discovered that both our primary and secondary target markets have very similar needs and benefits sought when looking for a car. [...]
[...] The SWOT Analysis Strengths Weaknesses Fuel efficient, urban and eco Only offers the smart for two friendly Compact, easy to park Perception of non-safety as well as marginal appearance/looks Multiple styles & options, easy to change color Does not exactly meet US requirements different shapes (pure, pulse, Lack of space and storage passion, brabus) Hybrid technology cars may outperform the smart Part of popular pro-environmental trend technology Healthy company since it benefits from a steady in petroleum price causes an price of tires income due to a demand for commercial vehicles Possibility of consumer which increases production costs nationalism Controversial merger/takeover questioning of Trusted and popular chairman (Dieter Zetsche) company's ethics User-friendly website: www.askdrz.com Plan to reduce DaimlerChrysler jobs worldwide Increase in Mercedes sales by Unit sales remain at the same level, even though Increase in DaimlerChrysler's US Jobs trend for other fuel efficient cars has been showing that rising investors trust the company Existing trend of getting away from American Biodiesel research in India commitment to brands fuel efficiency Size makes it difficult to drive on ice, snow and Novelty value in purchasing mountain roads Fair oil consumption People are weary of buying gas car Smallest car with this capacity in the US market First car that can park horizontally to the curb Pride in an all eco-friendly cars Potential to fulfill a need for self-actualization Opportunities Threats High gas price favor gas Large families (with kids) efficient cars looking toward the Environmental friendliness minivan market attracts environmentally concerned Asian automakers invading the people market and taking (hybrid/electric car users), away from US makers Similarly hybrids have paved Overall auto market expected to the way and thus decline increased secondary and then US economy relies strongly on primary demand imports US strong economy and highly industrialized Devaluation of US dollar Increasing number of women in the workforce Competition on different levels (rollerblading, Increasing number of students in need of a car bike, walking, public transportation) Increasing number of couples Higher safety standards emerging without kids, as well as single people Toyota spending a lot of money on R&D as well Increasing number of families moving out of city and into suburbs (commuting everyday) Job satisfaction has increased Personal income is on the increase spending power increasing consumption Growing awareness about global warming, CO2 emissions Decline in number of parking spaces compared to the number of cars 7/18 International Marketing 3. [...]
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