sports cars manufacturers image
abhuskey
Maserati. Maserati has just introduced a new model that will be competing directly against some other well-known luxury sports cars such as Porsche, Ferrari, Jaguar, and the BMW Z8.
How would you positioning strategy for the new Maserati model? What would you do to support and establish this positioning strategy? Keep in mind that although Maserati is as good as its competitors in terms of the car performance and design, it is a small company and it does not have the same amount of money for heavy promotions as its competitors.
Answer
It sounds like you are working on a business school case.
I would position Maserati as different, more elite than the competition. I would make it a scarce resource, with initially a long waiting list to get one. At the same time pricing is going to be comparable (within 10%) of the direct competitors.
You may want to create a specific image (possibly European) and focus on specific demographics, and create a promotional strategy that uses multiple media to introduce the concept. You may want to place the product in some select movies and maybe do what BMW did a few years ago, hiring well known directors to create a short starring the car. In this case you may want to use European directors or people (like Scorzese) who are viewed as Europeans.
A less expensive strategy might be to give a car to selected celebrities and makes sure there is PR coverage on them. Also YouTube may be an interesting promotional challenge.
I hope this is helpful and gives you some ideas.
It sounds like you are working on a business school case.
I would position Maserati as different, more elite than the competition. I would make it a scarce resource, with initially a long waiting list to get one. At the same time pricing is going to be comparable (within 10%) of the direct competitors.
You may want to create a specific image (possibly European) and focus on specific demographics, and create a promotional strategy that uses multiple media to introduce the concept. You may want to place the product in some select movies and maybe do what BMW did a few years ago, hiring well known directors to create a short starring the car. In this case you may want to use European directors or people (like Scorzese) who are viewed as Europeans.
A less expensive strategy might be to give a car to selected celebrities and makes sure there is PR coverage on them. Also YouTube may be an interesting promotional challenge.
I hope this is helpful and gives you some ideas.
How much profit does Noble Automotive Ltd. make each year?
Aymanhawk2
Noble is a British sports car manufacturer.
Answer
The latest Annual Accounts submitted to Companies House for the year up to 31/03/2012 reported 'cash at bank' of £259,111, 'liabilities' worth £8,390,755, 'net worth' of £-5,881,965 and 'assets' worth £2,176,707. Noble Automotive Ltd.'s risk score was amended on 12/02/2013.
http://companycheck.co.uk/company/03709855
The latest Annual Accounts submitted to Companies House for the year up to 31/03/2012 reported 'cash at bank' of £259,111, 'liabilities' worth £8,390,755, 'net worth' of £-5,881,965 and 'assets' worth £2,176,707. Noble Automotive Ltd.'s risk score was amended on 12/02/2013.
http://companycheck.co.uk/company/03709855
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