...Introduction For our focus group, we were able to find 7 individuals who were willing to participate and share their thoughts on the automobile industry. We had a diverse group, with participants from China and India, as well as a couple Canadians. This gave us lots of helpful data from people who were brought up in different settings and have different experiences with vehicles. We found our focus group to be very informative and it provided significant results and findings that we can use in our report. Some of the responses we were given to questions and discussions were predictable and as we expected, but others shed a new light on certain issues within our research that we think will prove to be extremely helpful. Moderator’s Guide Prior to our meeting, we needed to come up with a plan for our moderator as a group. We stressed the importance of making sure the discussion was natural and free flowing so we could gain as much knowledge as possible, but at the same time there were specific things we needed to ask our subjects to allow us to further our research. To identify the information that was necessary to gather, we first needed to establish what we already knew about our topic from our secondary research. After doing this, we devised a set of questions that would help guide our discussion and give us the results we were looking for. These questions were designed to be open-ended and general so our moderator would be able to steer the discussion, and at the...
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...BMW movies – luxury car to movie star Charles Young and Amy Shea Hall, Ameritest, examine a famous piece of branded entertainment, and show how two similar films have different effects F ADE IN: An impossibly handsome man guides his convertible up to a dilapidated house on a deserted street. He exits; his white suit glints in the sun as he surveys the landscape from behind impenetrable sunglasses. In his hand, a metallic attaché case. Members of a SWAT team manoeuvre silently behind a fence. The driver takes out his cell phone and dials. A man’s voice answers. The driver says simply ‘I’m here.’ The latest Hollywood blockbuster? A prime-time TV drama? Neither. It’s advertising. Or, more accurately, advertising on steroids, aka branded entertainment. This is the opening of ‘The Hostage’, produced by BMW and their former ad agency, Fallon, employing A-list director John Woo. To understand why this and seven other BMW films were made, one need only look to the challenges facing the long-time prime brand-advertising venue: TV. Media platforms are multiplying; the internet moves ever closer to being our primary source of information, music and entertainment; and TV recording technology allows for easier ad-skipping. Advertisers worldwide are searching for new ways to use the power of film to reach increasingly elusive viewers. It is easy to be drawn in to these films and forget that they had, from their inception, a purpose beyond brilliant entertainment. Our question, and that...
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...Industry Forecasting Porsche is a leader when it comes to sports cars. When thinking sports cars you cannot help but think of Porsche. Porsche has been around since 1931and has had its ups and downs in the auto industry but is still going strong with over 80 years under its belt. Porsche has a rich past in design and engineering and quality assurance. Porsche was created by Dr. Ferdinand Porsche “as a vehicle design firm in 1931 and did work for car companies” (Sass, 2009). Porsche has been different from the beginning by being “known in its early days as the Porsche Engineering Office, Porsche did not start off as an automaker, but rather a firm that sold designs and engineering services to other car makers” (Henderson & Reavis, 2009). Porsche did not design its first car until 1934. The first car Porsche designed was at the request of Adolf Hitler who “commissioned Porsche to make a “peoples car” or “Volkswagen” (Henderson & Reavis, 2009). It was not until after the war that Porsche designed and produced its first sports car. The first “Porsche 356 series rolled off production lines” (Henderson & Reavis, 2009) in 1948. Dr. Ferdinand Porsche and his son Ferry Jr. would run the company until Ferry Jr. took over after his father’s death in 1951. The very symbol that is found on the hood of Porsche today is the exact symbol produced in 1953by “Dr. Ferry Porsche designed an emblem including the coat of arms of Stuttgart and the coat of arms of Württemberg, along with...
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...With this new rise in personal use for enjoyment, automotive companies seized the opportunities and began building vehicles that were strong, fast, and beautifully. Chevrolet, Ford, and Dodge were vying for the number one muscle car. Out of this battle eventually came the Charger, Challenger, Mustang, and Camaro (just to name a few). However, even these vehicles could not compete with the Chevrolet Corvette. The Vette came out in 1953, the first of its kind. This car had it all: power, beauty, speed, and the price tag. The first 300 were actually hand-made, and made a splash to the American public and their new found wealth (Vettemasters.com, 2014). Along with the car, came one of the most illustrious advertising campaigns ever utilizing paper ads, radio, and even commercials. The ladder companies took years to come out with a comparable, but even those never made it to the stage the Vette has owned for the next four decades. Today, the Vette is still ahead of the American automotive curve; however, is beginning to fall behind its newest rivals from Europe and Asia. This car has the entire American history in its rearview mirror, and needs to decide where to go from here. Currently, it is still the fastest, strongest, and most agile production car for its price....
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...to try and get us to buy things from these companies. These ads are made to make us want things, to make us think we need them or cannot live with out them. What lengths do these companies go to in order to get us to buy their product? I was watching television at home and a certain commercial stood out to me. This was a commercial about an Audi (car) it interested me right away since the commercial was about the terrible snowstorm we had last year and showed pictures that were on the news. I saw this commercial on April 11, 2011, it was about the Audi A4 but as I was watching the commercial I noticed it was not the Audi A4 in the commercial at all. It was a different car. The advertiser for this ad is trying to appeal to all age groups, but I can also tell that this ad is meant to lure you in by talking about our previous snowstorm. The commercial shows the Audi driving right out of the snow when as you know the snow had to have been 10+ inches from our storm. When showing that this car can drive out of the snow it was also showing all of the other cars on the road that could not drive out of the snow. They were stuck. When an advertiser shows you a commercial like this they are trying to accomplish a big thing, that their item is better then everyone else’s. They are trying to prove that the car they sell will come out of the snow better then the car every other company makes and sells, “our car can beat tragic storms while other cars stay stuck even with you inside...
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...Telling Tales: how to sell an electric car in a petrol market The story of the G-Wiz Keith Johnston, October 2011 Table of Contents Gentlemen, start your motors P2 October 2011 P4 How it all started P5 A new approach to car retailing P9 Right people, right places P13 A remarkable community P16 Spreading the word P17 The power of storytelling P25 Accolades P28 Introducing the concept of Verbal Identity P31 Taking the high – and highly visible – ground P34 Polarising opinion P36 The bully in the playground P38 What the media said P42 G-Wiz customers have their say P50 The future P54 Appendix: A brief history of electric vehicles P57 The truth about electric vehicles: - The emissions debate P60 -Why we need electric vehicles P62 The people behind the brand P67 Final thoughts P70 “Keith has given us a unique insight into the creation of an iconic brand which became a household name in record time. What is particularly pleasing is that unlike some others, this was no accident or even timing bubble, it was very well thought through, planned and executed. Not many can claim to have earned a whole chapter in the future text books of their chosen profession. Keith Johnston, his backers and the whole G-Wiz team have done just that and a great deal more.” Iain Sanderson, founder and chairman, Lightning Electric car Company. “GoinGreen redefined the concept of investing in a car. These guys have put their heart and soul into these cars. In everything they write and every interaction...
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...changing model mix, and then to accelerate development of new products their customers want and value. The last two points include financing their plan and improving their balance sheet and finally to work together effectively as one team. Being a global company, it is important for Ford to be able to predict the percent of international sales from their total sales. In 2000, 72% of Ford’s total sales came from the U.S. and the other 28% came from Europe, Asia Pacific and Africa. They have predicted in 2020 that only 43 % of their sales will come from the U.S. with 25% from Europe and 32% from the Asia Pacific and Asia. They are not predicting this on the assumption that sales in the U.S. are going to decrease they just believe that the sale in the Asia Pacific and Africa are just going to increase dramatically. Since Ford is a major multinational company, their activities have far reached environmental, social and economic impacts. The first part of their value chain analysis is Product Planning and Design. This is where they decide what products that are going to make, what technology they will develop and implement and finally how and where they are going to make these products. In 2013, Ford spent $6.4 billion dollars on engineering, research and development. This resulted in Ford receiving 718 U.S. utility patents for new technology and processes. The next part of the value chain is Raw Material Extraction. This step is important because it creates value for raw material suppliers...
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...McBride had the hottest seat in internal communications last year as car giant General Motors filed for Chapter 11 in one of the most dramatic melt-downs of the economic crisis. She came to the IABC World Conference to a sell-out session where she relived her experiences of the last 12 months. This was no small deal – General Motors was – and still is – one of the world’s leading automakers. From its global headquarters in Detroit it directs business in 157 countries around the world, employing some 205,000 people. The company produces cars and trucks in 31 countries, including the US, China, Brazil, Germany, the UK, Canada and Italy selling such brands as Buick, Cadillac, Chevrolet, FAW, GMC, Daewoo, Holden, Jiefang, Opel, Vauxhall and Wuling. McBride has now moved onto other roles at GM but as Head of Employee Communications back in 2009 she drove through a three part strategy. “Our aim was to keep leaders visible and accessible to instill confidence in their direction and the company’s future through open, honest communication that involved the entire leadership team and not just the CEO. Secondly we wanted to reach our whole audience globally in a way that was meaningful and relevant and thirdly use employees as ambassadors for our products.” The first part of that strategy was put under extreme pressure when on the 29th March 2009 CEO Rick Wagoner was summarily dismissed following pressure from the White House. Wagoner was extremely popular at the Head Office...
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...The Impact of Brand Awareness on Brand Equity: A Study of Malaysian Automobile Industry Prepared by: Wiki Noviandi (G1335059) Feras Qawasmeh (G1335039) Nor Izuan Shah Minhad (G1325003) Wira Amirul (G1230579) Abdul Razak (G1333627) Prepared for: Prof. Dr. AKM Ahasanul Haque Date of submission: 13/07/2014 Abstract This research project will use quantitative measurement to examine how influence of brand awareness on brand equity to the customer purchasing decision on Malaysian automobile industry. The quantitative method used is to survey because this method creates the results as statistically reliable. This study focuses on whether Malaysian consumers are knowledgeable about branded products and most of the Malaysian consumers are loyal to a particular brand. Furthermore, brand name and symbol defines the social class of consumers and branded products believed to be of superior quality. Table of Content Abstract…………………………………………………………………………………. 2 Table of Content………………………………………………………………………… 3 Introduction…………………………………………………………………………….. 4 Literature Review………………………………………………………………………. Brand Equity……………………………………………………………………. 6 Brand Knowledge………………………………………………………………. 8 Brand Awareness……………………………………………………………….. 9 Automotive Industry……………………………………………………………. 10 Proposed Methodology…………………………………………………………………. 13 References……………………………………………………………………………….. 14 Appendix….……………………………………………………………………………….. 17 Introduction Brand is symbol intended...
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...Zoom Car Company Daniel Boone purchased a vehicle from Zoom Car Company with a compass in the dashboard for easy navigation. Unfortunately, the compass was faulty and led Mr. Boone to a high crime area where he was dragged out of his car and severely beaten up. Who should be responsible for Mr. Boone’s medical bills? Did Zoom Car Company know that the compass was faulty and didn’t tell the purchaser? Did Corrigan Rulers Compasses and Slide Rules, Inc. know there was an issue with the product? If so, why did they recall the product? If they did recall the product why didn’t Zoom Car Company take out the compass? Did Zoom Car Company install the compass correctly? Why didn’t Mr. Boone realize he was in a high crime part of town? Imagine if this was you, you were following your compass in an area you are unfamiliar with when all of sudden a gang member who is armed drags you out of your car in the middle of the street where he and his friends start violently striking you over and over again. After they are done hitting and kicking you, you lay there on the ground in pain and bleeding. You are wondering where you are and if anyone will come to help you and you ask yourself “Why did this happen to me?” Mr. Boone didn’t realize that turning right instead of left would lead him to that fate. He thought the brand new compass in his brand new car he just bought would work properly. Who thought that a new equipment that just got installed would not work? He did notice...
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...make difficult choice between person interest and social interest the problem of ethics becomes dominant. Marketing Managers have to face challenges of balancing the best interest of the consumers, organization and society and has to distinguish between what is ethical and what is unethical and act accordingly Your text here Your text here Your text here Your text here A company’s Managers play an important role in establishing its ethical tone. If Managers behave as if the only thing that matter is profit, employees are likely to act in a like manner. A company’s leaders are responsible for setting standards for what is and is not acceptable employee behavior. Managers to play an active role in creating a working environment where employee are encouraged and rewarded for acting in an ethical manner. Marketing Ethic Is an Area that deals with the moral Principles behind marketing. Ethics in Marketing applies to different spheres such as in product, pricing, placing, and promotion ROLE OF ORGANIZATIONAL ETHICS IN PERFORMANCE * The World’s Third Largest auto manufacturing company. * Situated in United State with its Head Quarter at Detroit, Michigan. * About 209, 00 People are employed in the Company in Major Region Ethical Dilemma Basic elements of ethical decisions related to Individual’s cognitive structure-knowledge, values,...
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...... 14 - - - Customers and Competitors ……………………………. 14 Porter’s 5 Forces ………………………………………… 16 PEST Analysis …………………………………………… 18 SWOT Analysis ………………………………………………………. 21 Innovation …………………………………………………………….. 22 Strategic Framework & Strategic Alternatives …………………….. 23 Implementation ……………………………………………………….. 24 3 Executive Summary : The intent of this project was to learn more about Tesla’s present situation and learn about what their goals are for the future. We chose Tesla for this project because collectively, we feel that it is one of the most groundbreaking companies to emerge in our...
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...behavioral triggers that tend to create habitual and expected compliance. To see if these influences really exist in the real world, we made trips to places where we were going to be potential customers, being sold a product or service by someone. We decided to throw some variety in our choices, and ended up visiting a car dealership, golf store, and two privately owned golf courses. This paper will bring together Cialdini’s weapons of influence, and how they were used on our ventures. DeLacy Ford DeLacy Ford is a new and used car dealership, located on Transit Road in Elma. DeLacy Ford is one of the largest Ford dealerships in the Western New York region. DeLacy Ford is the second largest dealership ranked by sales volume (West Herr is number one) and third largest by on the lot inventory (West Herr is one, followed by Dave Smith Ford). DeLacy prides themselves on strong family and community ties, all while treating the customer with respect, dignity and low pressure sales tactics to ensure an enjoyable car shopping experience. They offer vehicles to suit almost all types of customers. Ranging from small compact, fuel efficient cars, to heavy commercial diesel engine trucks, combined with an onsite service center, they have established themselves as a true one stop shop for their customers. The main objective for our trip to DeLacy Ford was for Mike to look for new Ford...
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...[will] then develop products or services that emphasize the appropriate attributes, and marketers can tailor promotional strategies to deliver the types of information consumers are most likely to desire, via best channels, and in the most effective formats. ‘ (Solomon et al. 2010). This is not as easy as consumers simply do not go through all the steps of the logical flow, therefore it’s important for the marketers to be able to influence consumers during any of the steps of the logical flow. Now I will explain all the different steps in detail, while saying how marketers can influence the customers at each step. PROBLEM RECOGNITION As per Solomon et al., 2010, ‘Product recognition occurs whenever we see a significant difference between our current state of affairs and some...
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...create flow in the workplace and the work environment (Wikipedia-Lean Manufacturing, 2013).Toyota is focused on making a product that will help the natural environment and cut down on waste. Our new line of Hybrids shows our corporate commitment to innovation and environmental sustainability. The following marketing programs outlines the ways in which Toyota will evaluate the macro-environment, determine a target market for the Hybrid line, as well as our plans for the product its self, a pricing strategy, our placement of the product as well as promotion efforts. One of the big questions is why? Why did we create this product; well it is simply because there was a massive demand for it. Oil prices are through the roof, and consumers do not want to spend their paychecks at the pumps. In 2008, there was a huge spike in the oil prices. This spike has temporarily decreased but oil prices are predicted to rise again soon. Both consumer households and government are demanding us to create a new product that is affordable and sustainable. Consumers are not only demanding this product from us, they are also demanding a change in the market; a change in the way companies are manufacturing their inventory. With the hybrid Prius, Toyota has stepped up to the challenge. Because we are able to control our large scale manufacturing with ease, and have strong knowledge of the market, we have been...
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