StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Promotional Strategy for Automotive Industry in UK - Essay Example

Cite this document
Summary
The paper "Promotional Strategy for Automotive Industry in the UK" is an outstanding example of an essay on marketing. This IMC strategy project analyses the automotive industry particularly paying much attention to the UK marketplace. Besides, Toyota will be significantly assessed on the grounds that it will be the main firm from which the new vehicle will be initiated into the UK market…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER95.7% of users find it useful

Extract of sample "Promotional Strategy for Automotive Industry in UK"

The paper "Promotional Strategy for Automotive Industry in the UK" is an outstanding example of an essay on marketing. This IMC strategy project analyses the automotive industry particularly paying much attention to the United Kingdom marketplace. Besides, Toyota will be significantly assessed on the grounds that it will be the main firm from which the new vehicle will be initiated into the United Kingdom market. Nevertheless, the international market will be analyzed in order to establish current concerns, as these will eventually impact on the United Kingdom market. In addition, the anticipated new product will need to be sold in other markets other than the United Kingdom as to recover the cost of development, therefore the significance of understanding the global market.

After the project analysis is made this report will then outline a promotional entry strategy using an inclusive integrated marketing communications (IMC) plan that will facilitate a successful launch at the same time achieving other synergistic effects on Toyota as a brand. The promotional campaign launch will attract a budget of £12.5 million and this is projected to achieve a revenue of £85 million in excess. Since automobile industry functions with small margins the promotional campaign expenditure is approximated to exceed profitability, though this can be vindicated due to raising brand awareness levels and residual effect the promotional campaign is expected to have on other brands during the promotional campaigns.

Executive Summary

The automotive industry is very competitive with continually squeezing margins. The automotive industry is also going through considerable change, where the western big firms are experiencing financial difficulties. It is the number of brands and their size within their portfolio which is sluggish their ability to establish their unionization of the workforce as well as to change. Moreover, due to the increasing fixed cost nature of their business that they must maintain the metal moving and thus bid large discounts to make sales. Toyota manufacturers in Japan have radically changed the industry with effective technological advances, efficient production techniques, and organic growth; they are currently coming up as the world’s biggest car producers and the most profitable in the industry.

As automotive consumers continue in fear over increasing fuel prices they are in search of other alternatives. One of the first cars that offered an actual satisfactory solution was Toyota Prius. While brand awareness of its technology is still low and misunderstood, this will begin to change since other manufacturers are entering the market. This IMC strategy project proposes extending the latest second-generation Prius to a third extra economical Prius being fuelled with biodiesel or diesel and will be called the Prius D3.

The Prius D3 model would act as an extension of the range and be an inspiration from Toyota’s operational business objective of offering greener solutions. The target psychographic should uncover green technology the most appealing, nevertheless, they will be more influenced by the substantial savings this brand can bring, as will the profitable in renting, leasing and corporate car market.

In launching the Prius D3 model in the United Kingdom market 2 main aspects need to be noted, to begin with, all the consumers wish to downgrade cars to smaller and thus more efficient cars and again the skepticism of the brand hybrid technology from the targeted 35 to 64 demographic. As such the Public Relations and Direct Marketing promotional campaigns have been intended at establishing awareness and appreciation of the concept. The anticipated advertising campaign will embrace consumers' fear both to the environmental and monetary costs of running a car. For this rationale, the slogan that will be utilized to connect the entire campaign together will be ‘Dare to drive’. According to research, consumers' initial qualms will varnish if they test-drive the hybrid brand.

Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(Promotional Strategy for Automotive Industry in UK Essay, n.d.)
Promotional Strategy for Automotive Industry in UK Essay. https://studentshare.org/marketing/2040184-promotional-strategy
(Promotional Strategy for Automotive Industry in UK Essay)
Promotional Strategy for Automotive Industry in UK Essay. https://studentshare.org/marketing/2040184-promotional-strategy.
“Promotional Strategy for Automotive Industry in UK Essay”. https://studentshare.org/marketing/2040184-promotional-strategy.
  • Cited: 0 times

CHECK THESE SAMPLES OF Promotional Strategy for Automotive Industry in UK

Engineering Products

and uk.... and uk at 21%.... Till then, EP served the local markets in the uk and had operated in a decentralized manner.... The company has a far greater presence in the automotive sector, so it's but natural for the management to retain most of its employees in that industry.... It cut most of its other production houses to concentrate on the automotive, defence and a few industrial services.... It cut most of its other production houses to concentrate on the automotive, defence and a few industrial services....
6 Pages (1500 words) Essay

Marketing Strategies of Daewoo Car Company

Therefore Daewoo was obligated by the Korean government to venture into the shipbuilding industry and later the company performed well in its undertakings.... It later extended its activities to that of the automotive business and was considered to be the best and biggest exporter of cars around the globe....
11 Pages (2750 words) Case Study

Marketing Strategies, Simulation Exercise

% of UK gross domestic product (Parker and Mcginity, 2006) in uk alone, the industry provides employment to about 780,000 people.... % of total uk exports and 1.... … REPORT ON SIMULATION EXERCISEINTRODUCTIONAutomobile industry is one of the main businesses in the world that contribute significantly to the global economy.... In fact the automobile industry represents over 3% of the US Gross Domestic Product (Power REPORT ON SIMULATION EXERCISEINTRODUCTIONAutomobile industry is one of the main businesses in the world that contribute significantly to the global economy....
9 Pages (2250 words) Essay

The Main Features of an Oligopoly Market

There are barriers to entry within the oligopoly industry.... Some of the examples of oligopoly markets are the chemical industry, banks and building societies, petrol retailing and production and the telecommunications industry.... … The paper "The Main Features of an Oligopoly Market" is a great example of a marketing essay....
6 Pages (1500 words) Essay

Royal Manufacturers Business

Looking at the automobiles industry in United States the ‘big three' i.... The following is an environmental analysis of the automobile industry across the globePolitical issues: The main political issue surrounding the industry is the regulations formulated by the government to regulate the income and activities of the organizations.... The main aim of this business plan is to establish a strategy that can be used by Royal Manufacturers to tap into the international market....
11 Pages (2750 words) Assignment

Tesla Cars - Exploring Business Model Evolution in the Case of Electric Vehicles

The inclusion of software development in the car manufacturing business follows the technology trends that operate within the software industry in creating solutions to existing and future challenges.... The automotive industry is no different where external forces such as automation, digitization, and new business models continue to influence its operation.... The automotive industry is no different where external forces such as automation, digitization, and new business models continue to influence its operation....
10 Pages (2500 words) Literature review
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us