Holden Australia
1. Management Decision Problem
1.1 Background
Holden is an Australian company which is manufacturing and supply of cars, engines and auto parts. With the vehicle market in good times, the sales of Holden continued to drop even though it received a massive financial supplement of approximately $150 million a year from the Australian government (Coorey, 2013). Moreover, Martin (2013) states that the VF model as a new product cannot alleviate the crisis in the market and influence Holden’s decline 12.5% in 2012 (Appendix 1). In 2013, Holden manufacturing plants suddenly announced that it will cease its production line in Australia in 2017. The main reason is that Holden doesn 't have a definite understanding of the consumer preferences and purchase intentions. These problems resulted in the company facing difficulty with their business operation.
1.2 Decision Makers Key Goal
Holden should improve their innovation of products to increase their sales volume.
1.3 Management Decision Problem
Should Holden is new product be changed?
1.4 Rationale Research Problem
The new product of Holden has problems that are different from the real demand of the customer. Successful industrial innovation has three critical factors which are technology push, demand pull, and integrated model (Rothwell, 1992, p. 221).Holden 's innovation developments not only dominate product line but also influence on product sale result. When Holden develops new products, it is not based on the customer feedback instead according to the company 's product categories and competitors ' developed product. It leads to setting a vague plan to develop products. As a consequence, some customers may not purchase the innovation vehicle because the products are not needed.
2. Marketing Research Problem
2.1 Marketing Research Problem statement
To determine consumer preferences and purchase intentions for the proposed.
2.2 Rationale Research Problem
According to Holden Australia, the outlook of
1.1 Background
Holden is an Australian company which is manufacturing and supply of cars, engines and auto parts. With the vehicle market in good times, the sales of Holden continued to drop even though it received a massive financial supplement of approximately $150 million a year from the Australian government (Coorey, 2013). Moreover, Martin (2013) states that the VF model as a new product cannot alleviate the crisis in the market and influence Holden’s decline 12.5% in 2012 (Appendix 1). In 2013, Holden manufacturing plants suddenly announced that it will cease its production line in Australia in 2017. The main reason is that Holden doesn 't have a definite understanding of the consumer preferences and purchase intentions. These problems resulted in the company facing difficulty with their business operation.
1.2 Decision Makers Key Goal
Holden should improve their innovation of products to increase their sales volume.
1.3 Management Decision Problem
Should Holden is new product be changed?
1.4 Rationale Research Problem
The new product of Holden has problems that are different from the real demand of the customer. Successful industrial innovation has three critical factors which are technology push, demand pull, and integrated model (Rothwell, 1992, p. 221).Holden 's innovation developments not only dominate product line but also influence on product sale result. When Holden develops new products, it is not based on the customer feedback instead according to the company 's product categories and competitors ' developed product. It leads to setting a vague plan to develop products. As a consequence, some customers may not purchase the innovation vehicle because the products are not needed.
2. Marketing Research Problem
2.1 Marketing Research Problem statement
To determine consumer preferences and purchase intentions for the proposed.
2.2 Rationale Research Problem
According to Holden Australia, the outlook of