...Seat fails to enter the Russian Market Group Project – International Business Strategy Danil Antonov, Denis Gorbachev, Sabine Etzlstorfer, Vadim Rotar, Eliza Furman Contents Introduction 3 SEAT History 4 2000 – 2009 6 Problem 10 Theory-1 13 Methodology 16 Data & Analysis 17 PEST-analysis 17 Porter’s competitive forces 20 SWOT-analysis 23 Recommendations 28 Results 30 References 31 Introduction SEAT, S.A., is a Spanish car manufacturer and a wholly-owned subsidiary of the German Volkswagen Group. The headquarters of the company is located in Martorell near Barcelona, Spain. SEAT presents a range of cars delivering the combination of superior engineering and young design. It makes sustainability principles its priority: reduction of CO2 emission, energy efficiency, and recycling. By 2006, the firm has already produced 16 million cars in total. 75 per cent of the manufactured cars are exported to all over the world. SEAT launches it products in almost 40 countries across Europe, 11 countries in Asia and 16 countries in North and South America. It even sells cars in Africa. However, for some reasons, SEAT struggled a lot to enter the Russian market. But why did they struggle? How can they be successful in so many countries and on the other hand have problems to enter the Russian market? In this paper we are trying to identify the mistakes and explain what has happened. First, we give some background information about the company SEAT and describe the...
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...Table Of Contents: Introduction SEAT: A Brief History Performance in recent years Weaknesses, Threats ad Opportunities Marketing Techniques and Motor Sport SEAT in the UK and Ireland Conclusions Bibliography Introduction: I have decided to write my dissertation on the Spanish car manufacturer, SEAT. I will examine how the company came into being in 1950 and how it got to where it is today i.e. a market leader in European and worldwide car sales. The reason I have chosen SEAT for the subject of my dissertation is that I have an interest in car companies and when researching potential topics SEAT interested me as it was the first real Spanish car company and the story of its rise to prominence was a very interesting one. In researching the topic I have found a number of valuable sources including books I located in the UCC library and a number of online sources such as journals and other websites. The opening chapter of my dissertation will be on the history of SEAT and its relationship with Fiat and later with Volkswagen. I will then examine SEAT as a modern day company, its recent performance and the direction in which it is headed. I will then look at the company’s advertising and marketing techniques, both historically and currently, as well as its role as a subsidiary of the Volkswagen group. Finally, I will draw a number of conclusions stating my findings, what I found most interesting...
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...The Importance of Seatbelt Safety Seatbelts have become a very important part of everyday living for every driver in the world. The seatbelt maybe a reason why a lot of people are alive today. I would like to share with you just how important wearing your seatbelt is and how two straps may save you or your family members life. The first seatbelt was invented in 1849 in the Volvo. The first U.S patent for the automobile seatbelt was to Edward J. Claghorn Of New York on February 10, 1885. The seatbelt was designed to be applied to the person, and provided with the hooks and other attachments for securing the person a fixed object. There are several types of belts in cars such as the 2-point belt, with two attachments, 3-point belt, lap and shoulder attachment, and the children’s belt that has child restraints. Everyday fatal car accidents occur that take a humans life with or without the seatbelt on, but in today’s studies 40,000 people die each year in accidents and the seatbelt prevents death in half of these accidents. If you know this and still don’t wear a seatbelt ask yourself why not. The seatbelt holds the body in place in case of a strong impact by another car, truck, or any type of collision. Wearing the belt prevents the second collision from happening, the human collision. In the late 70’s there were a lot of fatal accidents that raised everyone’s eyebrows that mad the seatbelt become more popular. Accidents such as car crashes and planes crashes...
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...Child safety seats are designed to protect children from injury or death during the car accidents. Each year, thousands of children are killed or injured because of the car accidents and safety seats help to protect children (Car Seats); however, the child safety seats did not appear until 1962. There were two inventors who invented the child safety seats: one was Briton Jean Ames, who invented the featured a Y-strap, which was similar than the modern one. The other designer was American Len Rivkin, who invented the seat surrounded by the metal frame (A Graphic History). According to Pennsylvania’s Seat Belt Law: “Under Pennsylvania’s primary child passenger safety law, children under the age of four must be properly restrained in an approved...
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...pROFESSOR dEANNA TEEL pRINCIPLES OF MARKETING - MRKG 1311 SPRING 2013 pROFESSOR dEANNA TEEL pRINCIPLES OF MARKETING - MRKG 1311 SPRING 2013 performance sport booster car seat by MARKETING PLAN performance sport booster car seat by MARKETING PLAN Product and Company Background Company Background Recaro has over 100 years of history designing seats for the world's most prestigious automobiles, airlines, and race cars. Recaro is German engineered, and an international leader in seating safety, design, comfort and style. Recaro is the pioneer of child seat side impact technology, going beyond any side impact requirements as tested with the ADAC European standard. Founded in 1906 by Wilhelm Reutter as Reutter Carosserie-Werke, the company became famous for building limousine bodies during the 1920s. Recaro has been setting standards in automotive seating ever since. Recaro Automotive Seating produced the first retrofit sports seat for automobiles, the world’s lightest car seat and the most innovative commercial vehicle seat in addition to new sport seats in a modern composite design. Recaro Automotive Seating’s customers include prominent manufacturers of automobiles and commercial vehicles around the world. Through retail sales, the company also provides end customers with aftermarket seats and motorsports customers with racing shells. Recaro Automotive Seating is a division of the global Johnson Controls group, with lean structures, short decision paths and fascinating...
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...Jerry C. Simshauser English 097 Final Paper Seat belts: The Ultimate Lifesaver According to the Illinois State Police, One out of every five drivers will be involved in a traffic crash this year, and approximately 35,000 people die in motor vehicle crashes each year. About half of these people could be saved if they wore their seat belts. Driving is something that should always be taken seriously, but today there are still some people out there that think seat belts and seat belt laws are overrated and lame. In reality that is further from the truth. But today there are more hazards out there to beware of when driving. Seat belts are fairly simple and quick; they can be described as non-intrusive, much safer, and sometimes known as the ultimate lifesaver. It is time to make sure all drivers wear a seat belt. According to NTHSA, Seat belts when used properly reduce the number of serious traffic injuries by 60 percent and fatalities by 70-75 percent. Seat belts should always be utilized at all times in any motor vehicle, and seat belt laws should be heavily enforced. There are several reasons to utilize seat belts and to obey seat belt laws. First, requiring a driver to wear a seat belt is simple and quick because it is not only right there, but in reality seat belts only take about two seconds to put on. Furthermore, It is the law whether anyone likes or not. According to Encarta, seat belts were used as standard equipment for all vehicles in the mid to late 1960’s...
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...Although, some people want seat belts in school buses, it may actually be argued that people don’t want seat belts in school buses. Reason 1:They feel uncomfortable. Reason 2: Sometimes if the seat belt gets jammed, you will get frustrated just by that. Reason 3: You might get something stuck in the seat belt, it might get stuck in there forever and you won’t ever see it again. First of all, I don’t want seat belts because in case there is a fire , you might not unbuckle your seat belt and die. You have to pay extra money just for seat belts. It would cost $8,000 to $15,000 bucks just to put seat belts in each bus. In addition, I think seat belts are uncomfortable because you might scratch your neck and your...
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...about seat belts? Why don’t school buses have them? The short answer is that small school buses do in fact require seat belts; large school buses, with a few exceptions do not. Seat belts are not required on the larger school buses because both the U.S. Department of Transportation and Transport Canada, have determined that compartmentalization is the preferred occupant protection system. To explain these differences in a greater detail we begin as follows; a small bus is categorized as a bus under 10,000lbs in weight, which are required by federal law to have seat belt systems on them due to the fact that they are closer in nature to the size of the average automobile and/or light trucks. The federal government requires a level of occupant protection similar to those that are the standards of cars and trucks for a bus that falls into this category. Larger buses typically will weigh 23,000 lbs or more. The National Highway Traffic Safety Administration’s same regulatory update stated that local school districts were best equipped to decide whether the large “Type C” ( which are the conventional school buses) and Type D ( transit style vehicle with its body installed upon a chassis, with the engine mounted in the front, mid-ship, or rear) school buses have the seat belts. If the answer is yes, the manufacturing guidelines for how to best install these restraints comes into play. Many parents are worried about the contradiction between the need to use seat belts...
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...Age-Related Differences for Seat Belt Usage Nehir E. Kurşun¹ and Fatih M. Yaşar² ¹Department of Fashion Design & Department of Psychology, Izmir University of Economics ²Department of Media and Communication, Izmir University of Economics Abstract The study of examined that gender and age-related differences in seat-belt usage or not usage at different travelling conditions. Moreover, seat belt usage or not usage was related with license year, active year on the traffic, daily time at traffic and place is examined. Firstly observed was done and after that face-to-face interviewing was made with 150 interviewees, who were different gender and at different age. Reported seat belt usage reasons were “safety”, “inexperienced”, “avoiding punishment”, and “previous crash experiences”. Not using seat belt reasons were reported “situational conditions”, “being at traffic continuously”, “discomfort” and “over trust to the driver”. “Safety” was the most mentioned reason for using seat belt and “being at traffic continuously” was the most common reason to not using a seat belt. Results showed that gender differences for seat belt usage, women used the seat belt more than men and being female and being older were effected the seat belt usage rate. Additionally, age-related differences for seat belt usage, results showed that young people, adults and older people all of them used seat belt in general. ...
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....................................................... 2 Presentation of chosen product............................................................................................................ 2 Market background information´s ....................................................................................................... 2 Part two: Analysis of Competitive Advertising ........................................................................................ 4 General characteristics of the car industry .......................................................................................... 4 Skoda Citigo advertising analysis ....................................................................................................... 4 Seat Mii advertising analysis ............................................................................................................... 6 Part Three: Brand Advertising Strategy ................................................................................................... 9 VW Up advertising analysis ................................................................................................................ 9 Potential new advertising for VW Up ............................................................................................... 10 Reference .............................................................................................................................................. 12 Appendix.............................
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...Granite City Role Differentiation At Granite City we monitored a few different roles being taken. First was the hostess stand, we identified 3 different hostesses who supported each other in various fashions. One was answering the phone and working the seating chart. The other two were taking turns seating customers. Both of these two people would talk to the customers as they walked to their seats trying to make them feel comfortable. Once they seated them they would go back to the host table and seat some more guests. If there was no one they would walk around and help where needed. We did see one that was washing windows and cleaning tables. The Wait staff was approximately 12 strong. They were very polite and friendly. They help each other out. One waitress came to our table and informed us she was helping our waitress out and would take our drink orders. Then our waitress came and introduced herself. During the time our waitress was not busy she also assisted other wait staff and help in the prepping area in the kitchen. The wait staff was always active - we had many of them come by to ask if we needed anything. The wait staff seemed to support one another and balance out when certain staff was too busy. We saw many tables get assistance from different wait staff. Their actions indicated they had a great team atmosphere. In the Kitchen there were 6 cooks. The cooks worked feverously to get things made and prepared for the wait staff....
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...venue, the size of the Philips Arena was amazing. They haven’t opened the doors yet so there were a lot of people waiting to get in and seated. The crowd management up to this point is handled well because everyone got into lines fairly quickly once the doors opened. The tickets were scanned easy and quickly to get everyone in. We got into the lobby and then upstairs to the concessions portion of the arena. The signage in the arena could have been a lot better. It took me 10- 15 minutes to just find the restroom because I didn’t see a sign for it. This could have been fixed fairly easily just by adding a couple more signs. Finding our seats was easy and there were staff eager to help us find our seat. The only complaint I have on the seats were that they were too close to the level below you. Someone actually fell while trying to get to their seat in the middle of the row. The...
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...The Volkswagen Group with its headquarters in Wolfsburg is one of the world’s leading automobile manufacturers and the largest carmaker in Europe. In 2011, the Group increased the number of vehicles delivered to customers to 8.265 million (2010: 7.203 million), corresponding to a 12.3 percent share of the world passenger car market. In Western Europe over one in five new cars (23.0 percent) comes from the Volkswagen Group. Group sales revenue in 2011 totalled €159 billion (2010: €126.9 billion). Profit after tax in the 2011 financial year amounted to €15.8 billion (2010: €7.2 billion). The Group is made up of ten brands* from seven European countries: Volkswagen, Audi, SEAT, ŠKODA, Bentley, Bugatti, Lamborghini, Volkswagen Commercial Vehicles, Scania and MAN. Each brand has its own character and operates as an independent entity on the market. The product spectrum extends from low-consumption small cars to luxury class vehicles. In the commercial vehicle sector, the product offering ranges from pick-ups to buses and heavy trucks. The Volkswagen Group is also active in other fields of business, manufacturing large-bore diesel engines for marine and stationary applications (turnkey power plants), turbochargers, turbo-machinery (steam and gas turbines), compressors and chemical reactors, and also producing vehicle transmissions, special gear units for wind turbines, slide bearings and couplings as well as testing systems for the mobility sector. The Group operates 94...
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...Tucker: The Man and His Dream 1) I believe for an idea to be truly innovative, it must be driven both internally and externally. Tucker’s idea for the 1948 Tucker Sedan was fueled by both internal and external innovation. Internal innovation happens when a new feature or version is implemented to an already existing product and is driven by ones own desire. Tucker exhibited internal innovation with his car by adding his own new features like seat belts, moving lights, a back engine, disc breaks, and a futuristic design. External innovation can be defined as improving a product and being motivated by external forces. Tucker was extremely motivated to save the lives of others and improve car safety by adding seatbelts. Tucker also had a strong supporting family who encouraged him to follow his dream and succeed. The thought of creating a car that was better than one of those built by the Big 3 was also a force behind Tucker’s hunger to succeed. 2) The Tucker Sedan was comprised of many features never seen before in the car industry that stemmed from his own ideas. However, the Sedan would never have been completed if Tucker tried to do it himself, so he sought external acquisition of technology from his crew of workers. I believe Tucker Automobiles lacked in the in the product development area. The hype and craze initially created by Tucker’s first ad created an overwhelming demand for the car immediately. This pressure to get the product to market caused Tucker...
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...Fake Nails I see Mrs. Chhetri’s giant body enter the bus. She sees me sitting next to the only free seat and promptly grabs onto the handrail, choosing to stand and have her cellulite jiggle with the jolts of the bus over sitting next to me. I see the reflection of her furrowed brow and pursed thin lips in the driver’s mirror. I can tell she’s thinking Chheee!! …why do they allow whores on the bus? Oh Gawd! All the seats are now untouchable (Indian accent). Oh Mrs. Chhetri, I don’t mind what you think of me, of my bright crimson lips, my fake pink nails, my gaudy sari, my cheap perfume. The judgmental stares and vicious whispers stopped hurting long ago. It stopped hurting when my bright crimson lips put my little brother through school. It stopped hurting when this gaudy sari-clad body bought my younger sister a television set, a motorcycle and gold jewelry for her dowry, without which apparently even a donkey wouldn’t marry her. People can condemn me all they like but I made a difference in my siblings’ lives. Whatever they say, do or think, they cannot take that away from me. Mrs. Chhetri, you won’t even sit next to me for fear of catching slut cooties. I hope you never find out that your husband comes to me every Thursday night, 9:30 sharp (Indian tone). The same veiny throbbing instrument that timidly goes inside you every Sunday afternoon, when the kids are playing, ravages my yoni come Thursday. You can judge me all you like Mrs. Chhetri. I just hope you don’t live...
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