Will the Smart Car Fly? Whatever target market and positioning students suggest, they should focus on a promotional campaign to communicate to the target market and establish the position. The company wants to position the car as a fun but useful means of transportation in crowded cities. Thus, they again may suggest narrowing the target market to something like to focus on the youth market. What about this small car should interest consumers. Further, Hayek envisioned a car that emitted almost no pollutants, thanks to its electric engine. Please find below the full details of the product you clicked a link to view.
They feared that large cities might restrict conventional cars due to pollution concerns.
Students may suggest that the target market may be too broad.
市场学case 8-product and service strategy_百度文库
The Case Centre is a not-for-profit company limited by guarantee, registered in England No and entered in the Register of Charities No It also has a technical center in Renningen, Germany, where it employs people. Students will suggest that the core product, what MCC is really selling, is inexpensive, basic personal transportation.
However, if students pursue the funky position, they might follow this by arguing for selecting unusual locations for the dealerships in order to emphasize that the Smart Car is different.
If MCC used Mercedes as the name, it might then be difficult to position the car as inexpensive. Into which consumer product classification does the Smart Car fall?
If you need this or any other sample, we can send it to you via email. Hi there, would you like to get such a paper? Go to advanced search. Other car makers, like Nissian in swatchmobild U.
Students may suggest that although Swatch and Mercedes have not put their names on the car, why not promote the fact that this car is the unlikely product of this unusual combination. It is difficult to see the car succeeding as just another economy car.
However, we might edit this sample to provide you with a plagiarism-free paper. The franchise agreement is much like a fast-food franchise in that there are tight restrictions on showroom design and customer service, and dealers who violate provisions in stuvy agreement can lose their franchise quickly. As noted earlier, we also do not know what MCC will do about product-support services, but we would assume that it will offer competitive basic warranties.
Volkswagen, GM, and Rover dase have microcar models under development. In the meantime, Mercedes watched its sales plummet 11 percent in the early s because of stiff Japanese competition in the luxury car market. Remember that this is just a sample essay and since it might not be original, we do not recommend to submit it. However, other manufacturers are also targeting the minicar market.
The Swatchmobile: Any Colour Combination, Including Black | The Case Centre, for educators
What are the actual and augmented parts of the products? Dealers will offer a leasing package that casr the rental of a larger car for two weeks per year when the swatchmkbile might want more seats and room for luggage. Here, students will be even more skeptical.
Access this item You must be logged in to access preview copies. This fits with the contrarian positioning. The actual product consists of a gasoline-powered cc, 3 cylinder engine powering a car consisting of a chassis covered by 5 plastic panels that snap together.
As suggested for Europe, students will argue that the funky positioning is even more necessary in the United States.
Dealers swatchmobike also have to establish two other points where consumers can get information about the car, one in an airport or railway station and a second in a shopping center. Will the Smart Car Fly? Would swatchmobule really believe that there is such a thing as a cheap Mercedes? These companies are chasing Renault, which introduced its Twingo model minicar in and is sellinga year, about 2 percent of the West European car market.