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Automobile marketing

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documents in English
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case study
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14 pages
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  1. External analysis
    1. Definition of the Industry
    2. Analysis of the economic forces affecting the industry
    3. Industry Analysis: Porter's 5 Forces
    4. Segmentation of the industry
  2. Internal analysis
    1. Definition of business
    2. Resource analysis
    3. Skills Analysis
  3. Final analysis

The travel needs of Europeans has increased considerably and passenger cars, covering about three quarters of journeys were able to meet this demand. In 2000, there were over 170 million cars on the roads of Europe, representing a significant growth of 185% in 30 years.

Over the past 25 years, the car density in Europe has doubled to reach 469 cars per 1000 inhabitants in 2000. In France about 85% of households own a car. This famous "car" meddling in very different ways: fun, practical, high production costs, pollution, social status.

The auto market is split fairly evenly between the different designers. Indeed, no single brand dominates the market really apart from the Volkswagen brand, which is slightly ahead.

In order to increase their market share, the various designers must differentiate themselves through marketing and advertising, as all cars offer equivalent.
There is room to say, and this issue focuses on the marketing side of the automotive industry.

This report will first do an inventory of the automotive environment and its players. Then it will present the automotive market "classic" to finish with the automotive market "luxury".

In the past decade, groups on the basis of American brands all have common platforms and several cars share the same basis in the chassis and engines. This implies that on the same assembly line it can be made following several different cars or even different brands. This reduces the cost of assembly because instead of ordering a single machine for a car it will buy as much as there are cars involved in the platform.

The introduction of a new model on the market systematically begins with a presentation to the press. As a result, many journalists are pampered with free travel, luxury hotels etc. over a weekend at the expense of car designer and have the chance to see a preview of the latest design. This is almost free advertising and reaches a wide audience: to seduce the press is a solution to ensure the success of a model.

Dealers use numerous methods to attract customers. Indeed, in addition to the event offers, sellers offer throughout the year, for example, to resume the previous customer's vehicle at the price of the Argus, or provide for a period of a test vehicle. But these techniques (too) commonly are not necessarily enough to convince the client, which leads designers to innovate a little more each day.

This was done by Renault and Audi: the purchase of a vehicle usually requires taking out a credit and insurance, they offer financial services and insurance. More and more, leasing is installed in the car.

Indeed, the customer now has the opportunity to rent a car for a period of 1 to 2 years and a limited number of miles paying rent monthly or quarterly. The benefit to the customer is that he has no desire to resell the vehicle,and can regularly change cars. This system is also beneficial to the dealer, because the client may at any time want to buy the car.

Tags: Automobile industry, marketing of new automobiles, innovative methods of marketing

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