Assignment One In regards to Cadillac and the size of the market shrink, the writer was implying that since many companies are switching to more sleek, smaller, and European like cars, the market share of Cadillac has reduced tremendously in comparison to luxury brands such as BMW, Mercedes Benz, Lexus, and Acura. Cadillac was a brand that was more popular 20 years ago when gas-guzzlers and boxier cars were preferred. Now with the introduction of not only less boxy cars, but also extremely fuel-efficient cars such as the BMW x5, Cadillac has discovered that many people prefer to go with more features that are representative of the 21st century consumers. Many Cadillac buyers are realizing that Cadillac as a brand does not compare to the edgy brands such as BMW and Mercedes, and the brand perception of Cadillac represents elder drivers, which has hurt their bottom line, especially since the tastes and preferences of buyers have changed. To counter this major criticism that Cadillac has received, they have done two things; redesign existing models to make them more visually appeasing, and develop fuel-efficient cars. For example, Cadillac introduced the Cadillac ATS coupe, trends BMW sports car have adopted that represent a sleek, and trendy feel. Cadillac introduced the ATS coupe as a way to compete with not only BMW aesthetically, but change consumers image of Cadillac. Secondly, Cadillac introduced the Cadillac SRX to compete directly with the small SUV market, but also offer a relatively fuel-efficient model that will please many consumers. I would consider all the actions that Cadillac is taking to be both reactive and proactive, as they are reacting to the market effectively to make sure that there is still a market share for Cadillac cars in the future, however they are proactively making sure that there is still a chance for success later. It is not always the case that a company will lose out on new opportunities if they do not adjust to new technology trends, however in most markets, especially in the car markets, consumers are looking for the most trendy and forgiving cars on their wallet. For example, the Toyota Prius was a huge success that propelled Toyota as one of the numbers on manufacturers of cars in the world, all thanks to merging advanced hybrid technology, and smaller sized cars. One industry where the newest and latest trends in technology may actually be too common is in the e-commerce industry. For example, the company Shutter Stock has seen that even though people love seeing pictures being bought and dragged directly to their computers, many people like the personalized feature of having a photo delivered to their home. This personalization adds market differentiation to the minds of consumers.