...MARKETING PLAN -2012 UK’s Auto Market – Cadillac Escalade Hybrid Version KAYODE OMOSEBI: A4032655 MBA – 8A 18-08-2011 Contents EXECUTIVE SUMMARY 2 CADILLAC: A BRIEF INSIGHT 2 MARKET SUMMARY 3 MARKET TREND IN THE PREMIUM AUTOMOBILE MARKET 4 CONSUMER MARKET 4 MARKETING RESEARCH 6 BUSINESS ENVIRONMENT 6 PESTEL Analysis 6 SWOT ANALYSIS 9 MISSION, DIRECTION AND OBJECTIVES 11 TARGETING AND POSITIONING DECISION 12 MARKETING MIX 12 PROMOTION / MARKETING COMMUNICATION 14 CUSTOMER SERVICE AND INTERNAL MARKETING 16 FORECASTS AND FINANCIAL DETAILS 16 IMPLEMENTATION AND CONTROL 17 REFERENCES…………………………………………………………………………………………………………………………………….18 APPENDICES…………………………………………………………………………………………………………………………………….19 EXECUTIVE SUMMARY Cadillac Escalade Hybrid SUV is the new product of the Cadillac Company which is a sub-division of the General Motors group. General Motors group plans to market this premium and luxury product to UK auto market and, later, to other European auto market. However, luxury and premium auto-makers with well-respected brands can potentially earn higher profit margin by targeting a specific market segment. Our targets are four consumer segments at the high end of the affordable personal/family auto market, enhancing our positioning with luxury brand, hybrid version and advanced technologies. Our financial objective relates to first-year turnover in the UK market, a minimum level of sales per unit, achieving a break-even within three...
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...ASSIGNMENT Cadillac is a luxury vehicle brand owned by General Motors. Cadillac vehicles are sold in over 50 countries and territories, but mainly in North America. Cadillac is currently the oldest American automobile manufacturer and among the oldest automobile brands in the world. Founded in 1902 as the Cadillac Automobile Company, it was purchased in 1909 by General Motors and over the next 30 years established itself as America's premier luxury car. Cadillac pioneered many accessories in automobiles, including full electrical systems, the clashless manual transmission and the steel roof. The brand developed three engines, one of which (the V8 engine) set the standard for the American automotive industry. History Of Cadillac Cadillac was formed from the remnants of the Henry Ford Company when Henry Ford departed along with several of his key partners and the company was dissolved. With the intent of liquidating the firm's assets, Ford's financial backers, William Murphy and Lemuel Bowen called in engineer Henry M. Leland of Leland & Faulconer Manufacturing Company to appraise the plant and equipment prior to selling them. Instead, Leland persuaded them to continue the automobile business using Leland's proven single-cylinder engine. Henry Ford's departure required a new name, and on August 22, 1902, the company reformed as the Cadillac Automobile Company. Leland & Faulconer Manufacturing and the Cadillac Automobile Company merged in 1905. The Cadillac automobile was...
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...MKTG 2201 Market Segmentation/Product Homework Cadillac offers a very diverse business portfolio that targets a variety of people within the luxury class car market. Since the cheapest model of the five investigated starts at $33,000, buyers need to have a decent amount of money to spend in order to purchase a car of this quality. The ATS is a relatively inexpensive sporty model. It seems to target a certain demographic. It is not really a family oriented car so it appears to be targeted towards mid-income younger individuals or couples needing a car. The ATS appeals to a survivor/experiencers psychographic profile, since it’s an American made, fast, sleek car. ATS purchasers want to fly down back roads and really feel the car perform. Its behavior segmentation targets those who want a real experience while driving; they want to take chances and carve a path while driving. For this reason, the qualities of the ATS outlined on the website target this segment. The ATS is “built to take on the world,” with a lighter chassis, better acceleration and handling, with a great BOSE sound system as well. Cadillac ATS commercials feature young individuals tearing through rough environments, which really help display its target market. The XTS is the all-around car. It has a fantastic sound system, great braking system, and ultimate performance with comfort. I believe this car is aimed towards older (early 30s-early 40s), wealthy yet still single/just married demographic...
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...the same word as a process by which an idea or invention is translated into a good or service for which people will pay. The product that I chose is the luxurious Cadillac. It sold in more than 50 countries and territories, but mainly in North America. The Cadillac is marquee owned by General Motors. It is the second oldest American automobile manufacturer behind Buick, and among the oldest brands in the world. Cadillac’s inception to the world came in 1902 by Henry Leland, a master mechanic and entrepreneur. He named the company after his ancestor, Antoine de la Mothe Cadillac; who was born Antoine Laumet, Detroit’s founder. General Motors purchased Cadillac in 1909 and within six years it became the foundation for the modern mass production of automobiles by demonstrating the complete interchangeability of its precision parts. It was also concluded that Cadillac was America’s premier luxury car. The crest on Cadillac is also an inspiration of Detroit’s founder around the time of his marriage in Quebec in 1687; however, there is no ancient family who holds the name “Cadillac”, nor is there a coat of arms in France. Cadillac is innovative in its industry because it has transformed in many ways; especially when it introduced the Cadillac Escalade, a luxury sports utility vehicle in 1999. Other ways are that Cadillac pioneered many accessories in the auto industry such as full electrical systems, the clashless manual transmission, and the steel roof. This brand also developed and...
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...Running Heading: Segmentation Analysis #1 Cadillac CTS Segmentation Paige Dwyer Temple University Henry Leland first founded Cadillac in 1902. Henry had a vision to build the finest luxury car in the world. Cadillac was the first to design the full electrical systems, the manual transmission, and steel roof. Cadillac was the first car to win the Dewar trophy from the Royal Automobile Club of England and adopts the slogan “Standard of the World.” (Cadillac) Over the years, Cadillac has known to be the car of American success. Cadillac started this reputation by the consumers who drove them such as movie stars and presidents. Cadillac used to market their car as only being for the upper class but it shows that Cadillac now needs to target more of the middle class. Due to there declining sales, the company found themselves looking at a new target market with recent innovations of a new body style for the car and the pricing that would appeal to this market. In order to build Cadillac’s reputation again, Cadillac had to find new ways to market their car. Cadillac was known to be an older males car with their age ranging anywhere from sixty to seventy-five. The sedan style was known to be a bigger car unlike the new sleek sport cars that were hitting the market. This style was doing fine until most of their consumers were ranging from the age of sixty-five to the now deceased. Most of the older generation had the savings to go out and buy a new car every two...
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...face that launched a thousand supertankers is getting a makeover. Ford Motor Co. F -2.28% 's Lincoln brand is giving a new face and some new features to its venerable Lincoln Navigator, the model that jump-started the fad for supersize, fuel-thirsty luxury sport-utility vehicles when it first made its debut in the late 1990s. The restyled Lincoln Navigator from Ford. Ford Motor Co. General Motors Co. GM -2.65% 's rival Cadillac brand at first balked at following the Navigator, then countered with its own plus-size Escalade SUV, which later grew into a family of luxury versions of GM's largest SUV models. A four-wheel drive 1999 Navigator had an estimated fuel economy of 12 miles per gallon in city and highway driving. That later improved to 15 miles per gallon. The 2008 recession and a series of gasoline price spikes slashed sales of the Navigator and Escalade, and ultimately killed off GM's Hummer brand of big, high-price SUVs. But the Navigator and the Escalade survived and both are now getting makeovers. GM is planning to roll out a redesigned Escalade this spring. The revamped Navigator will be in showrooms this fall, Ford said in a statement. Ford sold just 8,613 Navigators last year, up 2.9% from a year earlier, but about a fifth of the model's peak sales in 1998. The refreshed Navigator will get a new grille, with horizontal wings like its smaller siblings, the Lincoln MKZ sedan and Lincoln MKC compact utility vehicle. A new package of options will include 22-inch...
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...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...
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...Table of Contents 1.0 Executive Summary 1.1 Objectives 2.0 Company Summary and ownership 2.1 Start –up Summary 3.0 Services 4.0 Market Analysis Summary 4.1 Target Market Segmentation Strategy 4.2 Competition and Buying Patterns 5.0 Strategy and Implementation Summary 5.1 Sales Strategy 5.1. Sales Forecast 6.0 Appendix 6.1 Personnel Plan 7.0 Financial Plan 7.1 Break Even Analyst References 1.0 Executive Summary Kodjo car wash will be the first hand car wash serving Takoma Park, Maryland. The car wash will be run by Cokouvi. Cokouvi has been working for decades in Maryland big dealership. The Business Kodjo car wash will offer customers with three different services: interior cleaning, and exterior car washing. Kodjo car wash has a lot of competitors who are trying to take over the market by offering low rate with high quality service. Kodjo car wash offer high quality service, by hiring best employees in regards to respond quickly to the time customers have to spend in the shop before they get their cars back .This delivery time will be very important to kodjo car wash to keep its customers, and distinguish itself from competitors. Kodjo car wash will hire best employees to operate in effective cost control. Research proves that unhappy employee provides less productivity than an employee who is happy. Unhappy employee always fell like the managers are taking advantage on him therefore his result will be less...
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...International Business Sales of Rolls-Royces which is a premium luxury car has trebled from 10 to 37 units, closely followed by Ferrari, which doubled its sales volume from 32 to 64 units this recent months. At the other end of the market, Proton sales fell by almost 40 per cent from 413 to 256 units, while Chery sales fell tremendously by more than half from 309 to 139 units. The story was similar among the German luxury makers such as BMW increased sales by almost 20 per cent from 3,926 to 4,708 units, neck-and-neck with Mercedes-Benz, which increased sales by 18per cent from 3,997 to 4,705 units. By contrast, the sales of traditional market leader Toyota slumped by over 60per cent from 17,555 to 6,927 units. Traditional number two Honda suffered an even sharper drop - by almost two-thirds, from 9,584 to 3,272 units. Hence the reason for the shift in the pattern of demand must be the price of COEs. Generally, car buyers pay more (in total) and bear part of the COE price, while car dealers earn less profit margin and also bear part of the COE price. What matters most is the price sensitivity of car buyers and dealers , If car buyers are relatively price sensitive, then dealers must bear more of the COE. If car buyers are relatively price insensitive, then dealers can pass on more of the COE to buyers, hence many buyers in Singapore are more willing to spend more on luxury cars as they can afford easily. Buyers of BMW and Mercedes cars are probably less sensitive to price...
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...Consumer behaviour is extremely complex ever changing matter that is based on many aspects such as culture, social class, life style, gender, locations and many other things. Either purchasing for a need or a want. Motives for purchasing or owning something is different. Automotive industry for instance, individuals can buy car because it will save them time, effort to go to work. Others can buy a car while already having another one for the “fun, joy” of having it. Information process model points out the consumer as a an individual that is capable of reflecting the capability for correct and valid reasoning who find a solution to concerns or problems to make purchasing decisions (HOLBROOK and HIRSCHMAN, 1982). This model is questionable in terms of that it has a lack of attention towards the consumption phenomena where feelings effect the consumers behaviour. If we would consider the “consumption” of a luxury car, could we consider it from a information processing perspective? “Consumption has begun to be seen as involving a steady flow of fantasies, feelings, and fun encompassed by what we call the "experiential view."” (HOLBROOK and HIRSCHMAN, 1982: 132) This is where consumers “experience” by actual “consuming” the product (or service). There is a difference between “purchase / buying” and consuming. Consuming is simply “experiencing the product by actually consuming it” (HOLBROOK and HIRSCHMAN, 1982: 137). So the term “consuming” in the perspective of “experiencing”...
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...The automobile has been one of the most revolutionary inventions in the past few centuries. The invention of the automobile has completely reshaped our way of life. We are now able to go farther distances in shorter periods of time than ever before. Yet with every great invention is the product that is a step above the rest. What I am talking about is luxury cars. Luxury cars have been around since about the same day as any other automobile. What makes them a step above the rest? Are they really worth that extra money? Or are they just a social symbol to show your amount of wealth. If you had no financial restrictions which car would you choose? There are two major classes of cars in todays world. They are the luxury cars which are made up mainly of Mercedes and BMW and the economy cars made up mostly of Honda, Toyota, General Motors, and Ford. There is a very larger price difference between these two classes of cars. What your paying for in an economy car is to get you from point A to point B in a little bit of comfort. In a luxury car you are paying for performance, safety, more advanced technology, and superior design. These qualities are needed for the car to be considered good but they increase the drivers quality, comfort and luxury wherever they are driving. Many economy car companies attempt to replicate the look and feel of many luxury cars. Which usually results in a failure. This is true because in order to compete...
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...Brands are often just a famous name for a product, most of the time people are just paying for the name. The product could be a lollipop but if it’s from a known designer that lollipop is going to sell for a higher cost and people will pay because they want anything that designer has. In some cases Brand named items really do make a difference and sometimes spending that extra penny really does matter. One thing that does matter to me is a car brands. Higher quality cars ride better, perform better, and usually look better, and one brand that I am sold on is Lexus. This brand is so classic and stylish; it is a luxury brand that ranks higher than most other brands. The reason I am so passionate about Lexus is quite simple, the overall performance is what sold me. Lexus cars are very unique and comfortable, the inside of the car is simple but yet have all the modern technologies any other car has. The seats are very comfortable, and the ride quality is second to none. Driving in this car is very enjoyable and always relaxes me. I was never big on driving, in fact I would refuse to drive people would come pick me up. Now I am so comfortable driving that I don’t notice how often I am on the go. The last reason I am so passionate about this brand is because it’s a high end Toyota, everyone knows that Toyotas last forever and hold their value. In other words Lexus hold there price values over time and they will last longer than most cars on the road. Toyota and Lexus owners are happy...
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...The Emerging Technology of Autonomous Cars Name Institution The Emerging Technology of Autonomous Cars Introduction The autonomous car is a new and emerging technology that is transforming sedans in the automobile industry. An automatic car possesses the ability to change lanes automatically as it drives itself on the highway. There are car models such as Cadillac and Model S that possess the vehicle-to-vehicle technology with hands-off driving abilities. Such a driverless chauffeuring technology may seem an affront to those who love driving though technology is progressive and irrepressible. Since it is technology-oriented, it sparks mixed reactions among the car users on whether it is implementable or not and the challenges that accompany it. The Emerging Technology of Autonomous Cars The emergent of the autonomous cars in the automobile industry sparks mixed reactions among car users today. Some technology enthusiasts seem to welcome the idea as their ardent counterparts who love driving express skepticism. Autonomous cars have a number of benefits such as steer-by-wire, lane keeping, adaptive cruise control, and stability control. The cars can communicate with each other using vehicle-to-vehicle technology and with the infrastructure. With this technology, individuals who cannot drive will have a way to be mobile. Because of improved technology, many lives that perish on roads due to rampant...
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...critically think about what is really going on, goes back to our childhood. Think about the lesson learned in chapter three of The Art of Thinking Reggiero, V. R. (2012). The Mine-Is-Better-Habit started at childhood when we compared everything with our families and friends, about what we have is better. Years later we continue this habit of wanting to have and own the best of everything. By us sensing we want to be better and have expensive things, makes it easy for luxury car dealers to play on our emotions. The advertisements of how better their cars are, jump starts old memories of us wanting to have the best, we listen with our hearts, and not our heads when approached by the sales person. All we see and hear is this BMW is better than the Cadillac, Mercedes etc. Wanting the best and having it, is not necessarily wrong, but being easily persuaded b play on words to purchase a luxury car, has proven we are still children at heart, that want the best out of life regardless to our age or...
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...A Strategic Analysis of the Jaguar X-Type April 30, 2003 Mark Ganaway Cindy Sammy Christopher Smith Executive Summary Jaguar has entered the low-price luxury segment with its new X-Type vehicle. Jaguar’s strategy is twofold: 1) Jaguar hopes to capture its traditional customers at a younger age (up to 20 years younger) and engender life-long loyalty to its brand. 2) Jaguar hopes to increase revenues and margins through an aggressive growth strategy. Jaguar has run into a few problems with its strategy including poor reviews for quality of the new X-type, production that far exceeded demand, and aggressive pricing that may adversely affect the brand image. However, the core strategy is sound, and we would like to recommend the following: • Maintain autonomy of Jaguar unit to ensure differentiation. • Continue to offer high value to price features while improving production problems to attract customers and leave a luxurious impression. • Pursue growth in line with demand to limit discounting and sales based on price. If these measures are enacted, Jaguar will be successful in increasing sales volume, attracting new, younger customers and maintaining its brand image. Introduction Towards the end of World War II, Sir William Lyons began building the first Jaguars. Since that time, the distinctively British automobile has been synonymous with style, elegance, and impressive performance engineering. In 1989, Jaguar was brought under the Ford Motor Company umbrella, and this...
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