Question

Help me with this case study please

Auto Concepts ecall back in Case 1.2 that Nick Thomas, CEOf orefer? Radio geeres? Magazine types? Sections of local Concepts, a new division of a large automobile manu- facturer, has been slowly los competitors. Auto Concepts was created to reclaim the Nick wants to know which market segments he can manufacturer's highly competitive level in the auto indus- throu try by developing new models that are more competitive in today's new car market ewspapers Also keting department has moved to spending large sums of the budget on online promotions social network sites such as and virtual worlds and online games Auto Concepts now has five different models that are feasible in terms of engineering and production. Nick has assigned tentative model names to them Knowing that consumers like a particular medium not enough. For example, Nick may learn that the target market for a particular model prefers one magazine type over another, but there are many choices of magazines within that type. Knowledge of the demographic profiles of the target market segments can one newspaper, one magazine, or one social medium for a selected market. Because all media provide information to potential advertisers on the demographics they reach, Auto Concept market serment it aflempts to target. To make the most of that information, the carmaker needs information on the demographics of those who most desire each model: 1. "Super Cycle," one-seat all electric, mpg-e rating 125; estimated MSRP (manufacturer's suggested retail price) $30,000; range 200 miles. 2. "Runabout Sport." two-seat all electric, mpg-e 99, esti 150 miles mated MSRP $35,000; range 3. "Runabout Hatchback," two-seat gasoline hybrid, s should have a le of each mpg-e 50; runs on battery for 50 miles and then switches to gas engine; estimated MSRP $35,000; 4. "Economy Hybrid," four-seat diesel hybrid, mpg-e 75: cient diesel engine; estimated MSRP $38,000; range range 250 miles. runs on battery for 75 miles and then switches to efi gender, age, size of hometown or city, marital status, number of people in family, education, income, and In terms of positioning the cars, Nick knows fuel tion, he wants 300 miles. 5. "Economy Standard," five-seat economy standard gaso- line, mpg 36; runs on gasoline with computer control for maximum efficiency; estimated MSRP $37,000; if appealing to consumers to warming will have an impact on sales. Auto Concept making a major effort to reduce carbon emissions by mov- range 350 miles. Note: mpg-e is a measure of the average distance trav - ing to more efficient propulsjon systems; should that effort eled per unit of energy used. It is the U.S. Environmental be a prominent part of its positioning statement in promo- tions and, if so, for which models? Nick gets a lot of mixed information in the general information environment about lobal warming. He wants to know what s Protection Agency's measure of efficiency when alternative fuels (e g., electricity) are used. It allows for a com of new energy propulsion with the fuel efficiency think about two issues: (1) Are consumers worried abour global warming? (a) Do they believe gasoline emissions contrib ute to global warming? Nick knows no single model will haveuniversal appeal alt to a huge market. Rather, different models will appeal to t segments, and Auto Concepts will be sharing those segments with other able competitors that are working just as hard to develop car models that satisfy consumer needs Finally, there is the Internet of Things factor: What in novations do consumers expect and desire on their auts those segments. In other words, Auto Concepts wants of the future? Do they wish for self- and/or assisted driv- o reach taret markets for the models it produces without ing, types of infotainment, dashboard diagnostic features, or other smartphone driving aids? interested model. For example, if the company decides-to pro- tional dollars on those wh wasting promot n the duce a particulaf model, a decision must be made in te Assume that Nick Thomas decides to conduct market ing research and that the marketing researcher agrees with media types (TV, radio, magazine, the problems stated in this case. te the problem spaper, social media) in which to promote the product1. Sta ould like to know each market segment's media hab2. Write the research objective for one of the problems s Which TV show types do most people in each market defined in your answer to the first question.

Answer 1

(1): The problems are loss of market share of Auto Concepts to other competitors, lack of universal appeal to a large market, not having optimal utilization of marketing activities and spend, and not optimally reaching the target market segment through different marketing mediums and tools. The problem related to market segment and marketing to them stems from the fact that Auto Concepts does not have a demographic profile for each market segment that it is aiming at through its products. Other problems pertain to proper positioning of its cars and how to leverage innovations so that customer expectations are met and fulfilled in a tangible manner.

(2): The problem for which research objective will be written here is the problem of loss of market share. Research objectives for the problem for loss of market share will be:

(a): To measure the recall of different autos of Auto Concepts vis a vis the recall of autos being sold by the competition.

(b): To determine the level of product satisfaction associated with products of Auto Concepts vis a vis the products of competitors.

(c): To determine consumer experience (both good and bad) related to purchase of autos of Auto Concepts vis a vis competition.