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Essay / Research Paper Abstract
A 5 page paper providing a marketing plan for Mercedes' Smart car as it finally comes to the US. The Smart car is a tiny, high-gas mileage vehicle most suitable for city use, promising fuel efficiency as well as safety despite its size. The car has no direct competitors at present but will face increasing indirect competition as greater numbers of alternative fuel cars become available. Its presence in the US is building slowly; as the dealer network expands it will come to be better known. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgPlSmart.rtf
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Unformatted sample text from the term paper:
car is a tiny, high-gas mileage vehicle most suitable for city use, promising fuel efficiency as well as safety despite its size. The car has no direct competitors at
present but will face increasing indirect competition as greater numbers of alternative fuel cars become available. Its presence in the US is building slowly; as the dealer network expands
it will come to be better known. Introduction There are reports of 80 mpg, ranging to nearly 100 mpg using a traditional internal
combustion engine of only 1.0 liter size. The base price of $11,590 includes little more than seats and wheels; the base model is "radio ready" but does not arrive
with one. Neither does the base model have air conditioning. Both radio and air are options or standard on the two more costly models, beginning at base prices
of $13,590 and $16,590, respectively (Build Your fortwo, n.d.). The Smart is a product of the German Daimler, maker of Mercedes-Benz. Though
Mercedes autos are associated with luxury only, the company also makes large trucks. When considering the company overall (including Daimler-Chrysler), Smart fits well with the companys other products. Situational
Analysis Smart has been available in Europe for several years, but it only now is coming into the US. There is a
waiting list and no discounting; currently there are 74 dealers within the US. Most of these dealers are in highly urban areas and concentrated in southern California, New York
and Florida (Dealers, n.d.). Prior to entering the US, BMW redefined the word small with its Mini Cooper, which has been received well. Further, "The success of BMWs
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