Holden Case Study
Table of Contents
1.0 Introduction............................................................................................. 1
2.0 Management Decision Problem (MDP)................................................. 1
3.0 Marketing Research Problem (MRP).................................................... 1-2 3.1 Research Objectives..................................................................... 2
4.0 Repertory Grid Application.................................................................... 2
4.1 Suitability Analysis....................................................................... 2-3
5.0 Additional Analysis Suggestions.............................................................. 3
6.0 Conclusion................................................................................................. 3
7.0 References................................................................................................. 4 1.
Introduction
Despite being in a growing market, Holden has seen a recent downturn in sales of its domestic range of automobiles (King, 2013). Increased pressures from competitors and poor public opinion of the brand may be two contributing factors. The need for innovation is consistently a top business priority among CEOs and the importance of a firm’s ability to innovate cannot be overstated (seen in Griffin et.al, 2013). Holden has indicated that it plans to renew its product range with more of a European feel, at the expense of the current Commodore and Cruze offerings (caradvice.com, 2014). As a result, research must be undertaken to see if the introduction of a new look Holden car will reverse the sales downturn, or further alienate the brand from its loyal fan base.
The following assignment with aim to examine the requirements of a research design projects. Included in this will be the statement and justification of the management decision problem (MDP) and the marketing research problem,
1.0 Introduction............................................................................................. 1
2.0 Management Decision Problem (MDP)................................................. 1
3.0 Marketing Research Problem (MRP).................................................... 1-2 3.1 Research Objectives..................................................................... 2
4.0 Repertory Grid Application.................................................................... 2
4.1 Suitability Analysis....................................................................... 2-3
5.0 Additional Analysis Suggestions.............................................................. 3
6.0 Conclusion................................................................................................. 3
7.0 References................................................................................................. 4 1.
Introduction
Despite being in a growing market, Holden has seen a recent downturn in sales of its domestic range of automobiles (King, 2013). Increased pressures from competitors and poor public opinion of the brand may be two contributing factors. The need for innovation is consistently a top business priority among CEOs and the importance of a firm’s ability to innovate cannot be overstated (seen in Griffin et.al, 2013). Holden has indicated that it plans to renew its product range with more of a European feel, at the expense of the current Commodore and Cruze offerings (caradvice.com, 2014). As a result, research must be undertaken to see if the introduction of a new look Holden car will reverse the sales downturn, or further alienate the brand from its loyal fan base.
The following assignment with aim to examine the requirements of a research design projects. Included in this will be the statement and justification of the management decision problem (MDP) and the marketing research problem,
References: Dowling, J. (2013). Australians Drive 1.1 Million New Car Sales. Available at http://www.carsguide.com.au/news-and-reviews/car-news/australians_drive_1.1_million_new_car_sales/ Access date: April 3, 2014. Griffin, Abbie (01/12/2013) Hamm, B.C., Cundiff, E.W. (1969) Self-actualization and Product Perception. Journal of Marketing Research, vol 6, pp. 470-472. Hinkle, D. (1965). The Change Of Personal Constructs From The Viewpoint Of A Theory Of Construct Implications. (Doctoral dissertation). Ohio: Ohio State University. Jankowicz, D. (2005). The Easy Guide to Repertory Grids. Wiley. Jaruzelski, B., Loehr, J., and R. Holman (2012) The 2012 global innovation 1000 study. Available at http://www.booz.com/global/home/what_we_think/global-innovation-1000. King, P (2013). Holden suffers worst sales year ahead of exit. Available at http://www.theaustralian.com.au/business/holden-suffers-worst-sales-year-ahead-of-exit/story-e6frg8zx-1226795449539#mm-premium. Access date: April 3, 2014. Kelly, G.A. (1955). The Psychology of Personal Constructs. Norton: New York. Klooster, P., Visser, M., & D.T. de Jong, M. (2008). Comparing Two Image Research Instruments: The Q-sort Method Versus The Likert Attitude Questionnaire. Food Quality and Preference. 19(5), pp. 511-518. Steenkamp, J.B Stephenson, W. (1935). Technique of Factor Analysis. Nature, 136, 297-297.