1.3 - COMPANY BUSINESS AND MISSIONS 1.3.1 - Mission statement · Provide a cheap and useful car for metropolitan people · Respond to the market's needs(customization, modularity) 1.3.2 - Objectives · For Mercedes SMART represents an opportunity to extend the product portfolio and also benefits. · For Swatch the car allows them to extend their know-how to another field and to find a new mean to promote the brand. 1.3.3 - Goals · The car is expected to be sold in March 1997 at a price between 8,746 Euros and 10,600 Euros · A margin of 16% · Providevariables offers (one offer is one package including financing, licensing and insurance)
· Expectations of 1,000 units sold per year in each concession 1.4 - SEGMENTING ·Geographic: the car is directed for people who are living in big cities and urban areas. ·Economic and social: people with high level of income, which implied a high social level too. ·Demographic: women and men between 18 and40 years old 1.5 - TARGETING Target group: second car for singles / small families in larger cities. Two target markets exist: ·People between 18 and 40 years of age, singles who are living in big cities or couples without children and with two incomes, known in marketing slang as "Dinks". ·Retired people with a fresh attitude.
1.6 - POSITIONING The company wants to position the car as a funbut useful means of transportation in crowded cities. It is a new concept that with an innovative and young positioning. The characteristics that differentiate this car from the rest are because it is small, easy to park, offers to you the possibility to use in big cities as motorbikes. 1.7 - BRAND PROBLEM At the beginning the idea of the product was an inexpensive car and at the end the price isvery expensive for the product. They made some mistakes in the marketing Mix like promotion, distribution (we will explain in the next point). PART 2 - Competitive nature of the brand
The Swatch mobile, more recognised as Smart is a unique car that does not have a specific competitor due to its special characteristics. We can divide the competitors in two groups. · In the first group we can...