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Essay / Research Paper Abstract
This 17 page paper presents a marketing plan for a new product; an emergency stop button that a passenger can use to stop a car engine in an emergency, which can be retrofitted to all cars. The marketing plan defines the target market, the marketing objectives and then uses the 4 P’s to develop a marketing strategy. The bibliography cites 7 sources.
Page Count:
17 pages (~225 words per page)
File: TS14_TEstopbut.rtf
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Unformatted sample text from the term paper:
the harm that and human cost that can result from an automotive accident. It is also a concern that has been demonstrated as being a concern that is held by
many motorists, following the announcements of problems and recall of vehicles seen with Toyota in 2010, including gas pedals that may stick down and more recently the potential for the
steering lock bar to break (Toyota, 2010). In addition to this there are health concerns which may impact on a drivers abilty to control a car, with increasing ageing population
and health issues such as heart condition and diabetes, the ability of a passenger to stop a car may be a life saving device. The new product is a safety
button that can be used to cut the engine in an emergency, the switch may be placed on two places in new cars; there is also the potential to retrofit
the device to existing vehicles. The aim of this paper is to develop a marketing plan for the product, starting by identifying the target market, developing marketing objectives and then
presenting a marketing campaign. 2. Target Market There are two immediately apparent target markets; the car manufacturers and the car owners. The car manufacturers could buy the device or
licences its use to fit in new vehicles. This would be a very large market, and all manufacturing companies may be a potential customer. However, this is also a market
where there is more likely to be reverse engineering the technology and seeking to find a way to develop it for themselves. Therefore this is a risky market to approach,
especially before the product is known in the consumer market and there is not the value of a brand name to associate with the product. The primary target market
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