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Essay / Research Paper Abstract
This 16 page paper considers a marketing strategy for a new product to be launched onto the French market. A small car aimed at the domestic market. The paper looks at the market, the way the company can compete, the potential target market, distribution and the way the marketing message may be communicated. The bibliography cites 7 sources.
Page Count:
16 pages (~225 words per page)
File: TS14_TEcarfrance.rtf
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Unformatted sample text from the term paper:
1. Introduction The process of bringing a product to market requires an understanding of the way that a product once designed
may be marketed, distributed and sold. The process will involve understanding the market, identifying a target market and then looking at how they may be attracted and the way an
effective marketing message may be communicated. In this case we will consider the development of a new small two seat car aimed at the domestic market. WE will assume that
this is a car manufactured in France by an existing major manufacturer for sale to the French Market. We will call it the Astrix. To develop a strategy we need
to consider the market and how the company want to compete in that market and identify the people that will be the target market. 2. The Market The
passenger car market in France is faced with a range of difficulties. The market for cars, RVs, ATVs and pick-ups has seen a decrease since 2003, in 2004 the sales
totalled 3 million units (Euromonitor, 2005). This was a decrease on 2003 of 0.2%. The main segment was the passenger car market with just over 67% of the industry sales
in 2004. In terms of market share the French manufacturers are highly preferred by the French consumers, accounting for 72.5% of al sales measured by turnover (Euromoinitor, 2005). However, the
companies currently have to rely heavily on exports for sales, with about 70% of all cars manufactured being exported (Euromonitor, 2005). The four main competitors in France are PSA,
which is the Peugeot and Citroen Group, Renault S.a, Volkswagen AG and Ford. The level of competition in a declining market is very high, PSA spent a total of ?352
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