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Essay / Research Paper Abstract
This 6 page paper examines a case study supplied by the student looking at the development and launch of the Mercedes A Class. The paper looks at how the target market was identified and defined, how the message was communicated, positioning and the potential advantages and disadvantages of Mercedes Benz entering this market. The bibliography cites 1 source.
Page Count:
6 pages (~225 words per page)
File: TS14_TEAclass.rtf
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Unformatted sample text from the term paper:
with the use of psychographics looking at the demand that may be available in terms of the market demands and values. The first research took 100 male and female
drivers, they were asked a series of questions and the concept for a smaller car was developed as it was stated that features such as economy, good design and high
levels of safety and high utility values. Demographics were also used with the development of the car. The target groups would be different to the usual executive car target group.
They were seen as being couples in their thirties, who may have one child, but were more likely to have no children and also for women as a second car
where there may be a child in the family. The segments targeted are in terms of existing products are the compact and the sub compact car market. It was
assess that the A Class would appeal to 30% of each of these markets and would be able to be cross referenced with values such as the desire for style
and safety and the willingness to pay a premium price. Question 2 In terms of lifestyle there are different groups that could be seen as potential target segments.
The first of the studies of lifestyle looked ad family lifecycle stages. The major segment appeared to be two adults that did not have children, the second most likely group
was as a second car for the female in the house. Here there is also the issue of age, as unlikely the usual Mercedes target group where the children have
grown up, these may be childless couples or those who have not yet had children. In terms of competition it was not only the compact and the sub compact car
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