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Essay / Research Paper Abstract
A 3 page paper assessing Australia's automobile market in 2008. The purpose is to report to the marketing director of Mercedes Benz on recent trends. Leading companies currently are Toyota, GM Holden and Ford; Mitsubishi is exiting the country as Lexus is greatly increasing its presence. Bibliography lists 13 sources.
Page Count:
3 pages (~225 words per page)
File: CC6_KSmktgAutoInAu.rtf
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Unformatted sample text from the term paper:
registered motor vehicles in Australia at the end of March, 2003 (Year Book Australia, 2005, 2004). Given that the total population of the country was estimated to be at
20.7 million in July 2007 and that 19.3 percent of these are under the age of 14 (Australia, 2008), the Australian automobile market absolutely is a saturated one in terms
of numbers. It is not saturated in other measures, however. Industry Competitors A commissioned market report maintains that there are five primary
competitors in retail sales: Automotive Holdings Group Limited, A P Eagers Limited, Suttons Motors Pty Ltd, Adtrans Group Limited and Summit Investment Australia Pty Limited (Car Retailing in Australia
- Industry Report, 2008). Of greater interest is the fact that three of the worlds closest competitors - Toyota, Ford and GM Holden - currently hold the greatest portion
of the Australian market. Mitsubishi has operated a manufacturing facility there but recently announced its departure from Australia. Citroen and BMW sell cars there as well, as does
Toyotas luxury nameplate Lexus. The market has been so favorable for Lexus that it recently announced it would dramatically increase its presence in Australia (Australia: Lexus plans hefty dealer
boost, 2008). Market Share Toyota held a 20.21 percent share of the Australian market in 2006 (The Australia Automotives Report 2008, 2008); by
the end of 2007 Toyotas share of the market had increased. Its Corolla was Australias top-selling car (Australia: Toyota Corolla tops Q1 sales, 2008) and Toyota overall had managed
to outsell Ford and GM Holden combined. October 2007 "sales for Toyota were a record 20,212 compared with the combined General Motors Holden and Ford total of 19,621"
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