The Smart Car does not have packaging in the traditional sense, but students may suggest that the plastic panels are in a sense the package. They conceived a two-seater car that would combine the safety features of a Mercedes with the funkiness of a Swatch watch. The Smart Car targets single people aged 18 to 36, and childless, dual-income couples living in urban areas who want a second car. We can’t stand spam as much as you do No, thanks. Hi there, would you like to get such a paper? However, we might edit this sample to provide you with a plagiarism-free paper.
This will be especially true for the Smart Car because it has no history or established customer group. MCC has chosen to produce a product that meets basic quality requirements. Students will suggest that the core product, what MCC is really selling, is inexpensive, basic personal transportation. They conceived a two-seater car that would combine the safety features of a Mercedes with the funkiness of a Swatch watch. The second phase of distribution will cover the United Kingdom, and the United States and other right-hand-drive countries. What marketing recommendations would you make to MCC?
Why did it make these decisions? Please find below the full details of the product you clicked a link to view. Ford believes that tiny cars will eventually account for about one-third of the market.
Students will probably be skeptical about the need for this car, and it may be necessary for the instructor to encourage them to examine the marketing strategy and help MCC make it successful. In the spring ofHayek swtachmobile that he had lined up a new joint venture partner.
At full capacity, the plant will employ 2, people and producecars per year. The teaching objectives are: Tax ID No The company is headquartered in Biel, where it has 80 people on its staff.
Further, Hayek envisioned a car that emitted almost no pollutants, thanks to its electric engine. The text indicates that selective distribution is important, and the case suggests that MCC is working hard to find stduy dealers who meet very specific and demanding criteria. Students will probably react very negatively to the concept of a car with plastic sides.
What about this small car should interest consumers. Here, students will be even more skeptical. D n McCosh, “Get Smart: Again, this decision flows from the desire to produce a car that is affordable. MCC began signing up dealers in with a casw of signing up in Europe not including the United Kingdom in the first phase of developing distribution.
What marketing recommendations would you make to MCC? It also has a technical center in Renningen, Germany, where it employs people.
It is probably helpful to ask students if this car fits with the demands of the target market in Europe. Any Colour Combination, Including Black.
The Swatchmobile: Any Colour Combination, Including Black | The Case Centre, for educators
Students might also suggest different names for the car to reinforce the positioning. This will be especially true for the Smart Car because it has no history or established customer group. The case indicates that MCC is targeting childless, dual-income couples in urban areas who want a second car, and single people aged Acura, Lexus, and Infinity when they launched new car brands in order to differentiate those brands from the established brands.
Access this item You must be logged in to access preview swatchmoblie. Its challenge is to produce a car that will meet safety and environmental regulations but be affordable for the target market.
市场学case 8-product and service strategy_百度文库
This fits with the contrarian positioning. At a stage in the product life cycle, the sales and share price of the Swatch watch started levelling out; hence Hayek, being a marketer, realising the above fact, started looking into the car market to develop a new and innovative product. There are lots of small cars, as noted in the case.
Students may suggest that the target market may be too broad. However, other manufacturers are also targeting the minicar market. Sorry, but copying text is forbidden on this website. Approximately 8 0 percent of the Smart’s parts are components and modules engineered by and sourced from outside suppliers and subcontractors known as “system partners.
The Case Centre is dedicated to advancing the case method worldwide, sharing knowledge, wisdom and experience to inspire and transform business education across the globe. If you need this or any other sample, we can send it to you via email. Volkswagen, GM, and Rover all have microcar models under development.