Smart Car Analysis

Group CASE ASSIGNMENT-SMART CAR USA 1. Distinguish AT LEAST 3 BASES FOR SEGMENTING THE MARKET FOR SMART CAR IN THE US. Set up A MARKET-PRODUCT GRID ILLUSTRATING AT LEAST ONE OF THESE BASES. ? Geographic Segmentation: Larger urban communities that experience the ill effects of clog ? Segment Segmentation: Appeal to more youthful adults(Age), Affordability (Income) ? Conduct Segmentation: Park-capacity, Less fuel, ecological awareness 2. What rules should Smart Car use in surveying the appeal of potential market segments?Select the market fragment that you believe is the most alluring for Smart Car and examine the contemplations that drove you to settle on that target showcase choice. Despite the fact that THE CRITERIA OF COMPETITIVE POSITION CAN BE USED DUE TO THE LOW NUMBER OF COMPETITORS, THE EXPECTATION OF MARKET GROWTH WILL INFLUENCE COMPETITORS TO ENTER THE MARKET. Thusly, THE FIRST CRITERIA USED TO ASSESS THE ATTRACTIVENESS OF POTENTIAL MARKET SEGMENTS WOULD BE THE EXPECTED GROW TH. THE SIZE OF THE MARKET IN THE SEGMENT WILL CONTINUE TO GROW SIGNIFICANTLY.AMERICANS HAVE MANY REASONS TO START LOOKING TOWARDS SMALLER CARS; SOARING GAS PRICES, ECONOMIC DOWNTURN, CONGESTION, AIR POLLUTION AND PARKING LIMITATIONS/DIFFICULTY. Likewise, AS TECHNOLOGY ADVANCES SYSTEMS AND PRODUCTS SEEM TO GET SMALLER. THE KEY TO MARKET SUCCESS IS THE REALIZATION BY AMERICANS THAT SMART CAR CAN ADDRESS MANY FACTORS ENVIRONMENTALLY AND ECONOMICALLY. Numerous CONSUMERS ARE NOT AWARE OF THE ASPECTS AND FEATURES OF SMART CAR. Shrewd CAR ENCOMPASSES INNOVATION, INTELLIGENCE, FUNCTIONALITY, FUEL EFFICIENCY AND MOST OF ALL SAFETY IN ITS SMALL DESIGN.IT IS ALSO MADE OUT OF RECYCLABLE MATERIALS TO BE ENVIRONMENTALLY RESPONSIBLE. THE CAR CAN BE PARKED UNIQUELY IN AREAS THAT REGULAR SIZED CARS CANNOT HOLD. THE SMART CAR WILL BE A ‘TRENDSETTER’ FOR SMALL CARS. THE MARKET SEGMENT THAT THE SMART CAR WOULD MOST BE ATTRACTIVE TO IS THE MODERATE INCOME INDIVIDUALS, WHICH ARE USUALLY YOU NGER ADULTS. In any case, WITH THE CURRENT ECONOMIC CRISIS MANY INDIVIDUALS INCOME HAVE SIGNIFICANTLY DECREASED. Savvy CAR’S AFFORDABILITY WOULD APPEAL TO THOSE THAT WANT TO SAVE ON THE PURCHASE OF CAR WHICH WOULD ALSO LEAD TO FUEL COSTS SAVINGS.AS FUEL PRICES CONTINUE TO SOAR, THE MARKET FOR FUEL EFFICIENT SMALL CARS WILL INCREASE. THIS WAS EXEMPLIFIED THROUGH THE â€Å"CASH FOR CLUNKERS† CAMPAIGN BY THE GOVERNMENT IN WHICH MORE CONSUMERS LOOK TOWARD SMALL CARS TO SAVE ON GAS. Savvy CAR IS FOR THOSE WHO WANT TO MAKE A STATEMENT ABOUT WHO THEY ARE THROUGH THE PRODUCT THAT THEY BUY. 3. By what method MIGHT SMART CAR USE SEGMENTATION FOR POSITIONING PURPOSES? In view of SEGMENT YOU SELECTED, CREATE A POSITIONING STATEMENT FOR SMART CAR IN THE U. S. Examine YOUR POSITIONING STATEMENT IN TERMS OF RELEVANCE TO THE TARGET MARKET TOWARDS WHICH THE STATEMENT IS WRITTEN.Product situating alludes to the spot in consumers’ minds that a contribution involves significant cre dits comparative with serious items. An advertising administrator can utilize item situating to change the route later on, the situation of the item in consumers’ minds. Division can be utilized by savvy vehicle for situating purposes by utilizing separation situating which includes looking for a less serious, littler market specialty in which to find a brand. Shrewd vehicle should utilize socioeconomics division so as to achieve wanted results.Smart vehicles are more affordable and littler than customary vehicles subsequently, it offers to the more youthful age as can be found in the network above. This is so on the grounds that, they have lower salary, they travel to the city all the more much of the time and subsequently needs the accommodation of savvy vehicle. Shrewd Car Positioning Statement For taught buyers who want a simple drive in substantial rush hour gridlock, simpler leaving and bother free driving experience. Savvy Car is a moderate vehicle that is eco-friendly and the best in wellbeing and convenience.This centers shrewd car’s showcasing methodology, and will lead them to continue improving innovation that will keep on keeping the objective market intrigued, for example, iPod and blue tooth ability in the vehicles. They will likewise keep on guaranteeing that their rivals don't prevail with regards to making littler or more eco-friendly vehicles than theirs. 4. Expecting the objective market that you chose, make a perceptual guide for Smart Car and its essential rivals. Examine any current chances, and Smart Car’s capacity/powerlessness to address those issues. [pic]SMART CAR HAS THE ABILITY TO REACH A NICHE MARKET THAT HASN’T BEEN EXHAUSTED. THE U. S. MARKET HAS NOT BEEN OVERLY FRIENDLY TO ULTRA-EFFICIENT VEHICLES IN RECENT YEARS, BUT THAT HAS BEEN SLOWLY CHANGING AS GAS PRICES HAVE INCREASED. In view of THE INCREASE AMERICAN DRIVERS ARE READY FOR SMALL, EFFICIENT AND DISTINCTIVE CARS. Past SUBCOMPACTS HAVE CARRIED FUEL ECONOMY OVER INTO DESIGN ECONOMY, RESULTING IN DRAB, GENERIC CARS. THIS CUSTOMIZABLE CAR IS A SMALL, TWO-PERSON VEHICLE THAT WILL APPEAL TO A YOUNGER AUDIENCE WHOSE CONCERNS ARE GEARED AROUND LESS INCOME.INDIVIDUALS WHO WOULD LIKE TO SAVE ON TIME, FUEL AND MAINTENANCE WILL BENEFIT FROM THIS VEHICLE. By and large, THE FORTWO IS PROBABLY THE MOST FUEL-EFFICIENT FOUR-WHEELED VEHICLE WITH A CONVENTIONAL GASOLINE ENGINE ON THE MARKET. In any case, IT CAN'T CURRENTLY COMPARE TO THE MPG NUMBERS OF A HYBRID, AND IT IS MORE EXPENSIVE THAN JUST ABOUT ANY OTHER SUBCOMPACT AVAILABLE TODAY, BUT IT HAS A DISTINCTIVE, ATTENTION-GRABBING DESIGN AND IS CERTAINLY EASIER TO PARK THAN ANYTHING EXCEPT A MOTORCYCLE. 5. AT PRESENT, THE US MARKET FOR SMART CAR IS RELATIVELY SMALL, BUT GROWING.WHAT MARKETING MIX RECOMMENDATIONS COULD BE USED TO SIGNIFICANTLY EXPAND THIS MARKET? Remember THE CURRENT ECONOMIC CLIMATE AND MINDSET WHEN PROVIDING YOUR RECOMMENDATIONS. Item: SMART CAR COULD ENHANCE THE FEATU RES BY ADDING BLUETOOTH TECHNOLOGY AND GPS TRACKING. THE ENHANCEMENTS TO THE PRODUCT WOULD GENERALLY BE IN THE FIELD OF INNOVATION; TECHNOLOGY IMPROVEMENTS. Remember FORWARD THINKING AS IT HAS TODAY; ELECTRIC VEHICLES AND ENERGY EFFICIENT MODELING. Cost: DUE TO THE ECONOMIC CLIMATE SMART CAR SHOULD KEEP THEIR CAR MODERATELY PRICED AS IT IS NOW STARTING AT $11,990.THE PRICING STRATEGY IS BEST ADDRESSED THAT IT SUITS THE NEEDS OF ITS TARGET MARKET AND ALSO COST EFFECTIVENESS. Advancement: PRE-PUBLICITY SUCH AS TEST DRIVES AND MOTORING REVIEWS AS A PROMOTION ACTIVITY, GENERATES SUFFICIENT CONSUMER CURIOSITY IN THE PURCHASE OF SMART CARS. Through THIS MEANS, OTHER INDIVIDUALS-SUCH AS JOURNALISTS, ARE GIVEN OPPORTUNITY TO ASSESS THE MERITS OF SMART CAR PRODUCT BEFORE BUYING THE SMART CAR OF AMERICA. Examining OF SMART CARS IN STREETS AND ALSO USING IT FOR CAMPAIGNS IS A GOOD ABILITY TO CAPTURE BUYERS.ADVERTISING THE AFFORDABILITY AND THE FUEL COST SAVINGS WOULD FIT INTO THE CURRENT ECO NOMIC CLIMATE. Show MODELS IN AIRPORTS, MALLS OR OTHER HIGH TRAFFIC AREAS. Structure ALLIANCES WITH COMPANIES LIKE HERTZ, BUDGET OR ENTERPRISE TO GIVE PEOPLE THE OPPORTUNITY TO DRIVE THE CAR AND EXPERIENCE THE DIFFERENCE WHICH MAY INFLUENCE CONSUMERS TO BUY FOR EVER DAY USE. Spot: THE PRODUCT IS BEEN DISPLAYED IN PLACES WERE CUSTOMERS LIVE AND WORK. OPEN MORE DEALERSHIPS AROUND THE CITY IN THE MODERATE INCOME NEIGHBORHOODS. â€â€â€â€â€â€â€â€ [pic]