Given the scenario, your role and the information provided by the key players involved, it is time for you to make a decision.
If you are finished reviewing this scenario, close this window and return to this Week's You Decide tab, in e-College, to complete the activity for this scenario.
You can return and review this scenario again at any time.
Scenario
Aero Motors, a subsidiary of GenMax world-wide, has a great reputation for producing high-end, luxury cars for primarily the European and Asian markets. The flagship model, the Pinnacle, starts at $50,000 and goes up from there. While the cars enjoy a devoted following and great customer reputation in those markets, the sales of the cars have never taken off in the U.S., primarily because the cars were not attractively priced and had a very limited service and dealer support system in the U.S. There is no real following for the cars in the U.S., and most U.S. consumers have never seen one. Those people who do own the cars in the U.S. are extremely devoted and have clubs and associations such that owning a Pinnacle is a lifestyle decision into which an owner can build a lot of social status.
Now, Aero has access to a leading market technology that will allow them to build very fuel efficient automobiles in the compact and subcompact range. The cars can be produced and sold in the $15,000-$20,000 range. GenMax has decided to attempt to penetrate the U.S. and
North American markets with these new cars. Your task is to decide what branding strategy to use, how to organize the U.S. unit, and even to decide how to brand and name the cars. They are asking you to develop the strategy, and how to develop the relationship with Aero in the
U.S. market – basically run the show!
Your Role
You are the new Director of Business Development for Aero Motors, a subsidiary of GenMax.
The Board of GenMax has tasked you