SWATCHMOBILE CASE STUDY

Students may suggest that although Swatch and Mercedes have not put their names on the car, why not promote the fact that this car is the unlikely product of this unusual combination. What marketing recommendations would you make to MCC? Tax ID No You can change your cookie settings at any time but parts of our site will not function correctly without them. Whatever target market and positioning students suggest, they should focus on a promotional campaign to communicate to the target market and establish the position.

Would consumers really believe that there is such a thing as a cheap Mercedes? D n McCosh, “Get Smart: Perhaps it could be positioned as a fun, funky first car for the young person who wants to express his independence. The Smart Car targets single people aged 18 to 36, and childless, dual-income couples living in urban areas who want a second car. It is probably helpful to ask students if this car fits with the demands of the target market in Europe. However, we might edit this sample to provide you with a plagiarism-free paper Edit this sample.

MCC prefers that dealers build on land located near suburban shopping centers.

The actual product consists of a gasoline-powered cc, 3 cylinder engine powering a car consisting of a chassis covered by 5 plastic panels that snap together. Swatchmobike will probably be skeptical about the need for this car, and it may be necessary for the instructor to encourage them to examine the marketing strategy and help MCC make it successful.

If you need this or any other sample, we can send it to you via email. In this case study students have to analyse factors such as: However, we might edit this sample to provide you with a plagiarism-free paper Edit this sample.

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In addition, many car companies were beginning to work on concepts for smaller cars. Mercedes felt it needed to attract buyers who could not afford its traditional cars. Students swqtchmobile suggest that the target market may be too broad.

swatchmobile case study

At full capacity, the plant will employ 2, people and producecars per year. These companies wanted to design smaller cars that produced less pollution. This fits with the contrarian positioning.

MCC has chosen to produce a product that meets basic quality requirements. Because consumers purchase cars less frequently, they often have less knowledge about what cars are swatchmobie and what the features and benefits of competitive models are.

swatchmobile case study

Swatchmobils will also suggest that it is a homogeneous shopping product in that economy cars are similar enough in quality that price becomes an important criterion. Swatch, following its success in watches, was searching for something else on which to put its name. What marketing recommendations would you make to MCC?

It also has a technical center in Renningen, Germany, where it employs people. The text discusses product quality as the first attribute. As to branding, students will note that MCC decided not to use either of the well-known Swatch swatcjmobile Mercedes names.

市场学case 8-product and service strategy_百度文库

Access this item You must be logged in to access preview copies. The franchise agreement is much like a fast-food franchise in that there are tight restrictions on showroom design and customer service, and dealers who swatchmobbile provisions in the agreement can lose their franchise quickly.

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Tax ID No The value in the car may be in its image as a fun, different way to travel casw much as it is in the car itself.

Whatever target market and positioning students suggest, they should focus on a promotional campaign to communicate to the target market and establish the position. Acura, Lexus, and Infinity when they launched new car brands in order to differentiate those brands from the established brands.

The Swatchmobile: Any Colour Combination, Including Black | The Case Centre, for educators

It has a factory in Valencia, Spain that is already producingKa models per year, and it plans to increase capacity. Company case 8 product and service strategy Swatchmobile: Go to advanced search. Why or why not? Will the Smart Car Fly? Sorry, but copying text is forbidden on this website.

View our pricing guide or login to see prices. Nicolas Hayek, the man who led Swatch to its success, initially owned 49 percent of the new company and Mercedes owned 51 percent. A Canadian company, Magna International, starts by welding the structural components, which are then painted by Eisenmann, a German company.

swatchmobile case study

MCC began signing up dealers in with a target swatchmobole signing up in Europe not including the United Kingdom in the first phase of developing distribution.