Smart Car Market Analysis
By INHolland Haarlem
Marketing strategy and report
University of applied sciences INHolland Haarlem.
Authors: Ms Lily Sombroek Mr Gökhan Gündüz Mr Milan Bijl Mr Nick Roeten Mr Levi Meyer
IBMS year 1 term 2 Project group 3 INHolland Haarlem University of applied sciences
07-01-2011
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By INHolland Haarlem
Authors: Ms Lily Sombroek Mr Gokhan Gunduz Mr Nick Roeten Mr Milan Bijl Mr Levi Meyer Class: Ib1b Subject: Introduce a marketing strategy for Smart. Course: International Business Management & Studies. School: Inholland Haarlem, university of applied sciences Teachers: Mr Rudolph Wilson, Mr Gijs Vlas and Mr Karl Philips Date of completion: 07-01-2011
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By INHolland Haarlem
Executive summary
This report is the result of the research about the small car market and how Smart has been operating in it recently via interviews with Smart dealers, a survey and the official website of Smart. The goal of the research was to figure out what could be improved or changed to increase sales and get a bigger market share for Smart. Smarts mission is to become leader in the small car market with the Smart fortwo. In the past there were more types of Smart like the Smart roadster and Smart forfour. After disappointing sales figures, Smart decided to focus on what they became famous for, the small, diverse city car, Smart fortwo. In the past decade the Small Car Market (SCM) has grown rapidly due to new trends and customer awareness of the environment and customer budgeting. The analysis of the macro environment shows that this is one of the best times for car manufacturers to enter the small car market. Government are stimulating citizens to buy ecofriendlier cars. The technological advances made on the green car market have opened a lot of doors, concerning electric drive, use of new materials and improving safety. Economically we are still in a crisis but this has turned out as an opportunity for the small car market as customers are looking to
Marketing strategy and report
University of applied sciences INHolland Haarlem.
Authors: Ms Lily Sombroek Mr Gökhan Gündüz Mr Milan Bijl Mr Nick Roeten Mr Levi Meyer
IBMS year 1 term 2 Project group 3 INHolland Haarlem University of applied sciences
07-01-2011
0
By INHolland Haarlem
Authors: Ms Lily Sombroek Mr Gokhan Gunduz Mr Nick Roeten Mr Milan Bijl Mr Levi Meyer Class: Ib1b Subject: Introduce a marketing strategy for Smart. Course: International Business Management & Studies. School: Inholland Haarlem, university of applied sciences Teachers: Mr Rudolph Wilson, Mr Gijs Vlas and Mr Karl Philips Date of completion: 07-01-2011
1
By INHolland Haarlem
Executive summary
This report is the result of the research about the small car market and how Smart has been operating in it recently via interviews with Smart dealers, a survey and the official website of Smart. The goal of the research was to figure out what could be improved or changed to increase sales and get a bigger market share for Smart. Smarts mission is to become leader in the small car market with the Smart fortwo. In the past there were more types of Smart like the Smart roadster and Smart forfour. After disappointing sales figures, Smart decided to focus on what they became famous for, the small, diverse city car, Smart fortwo. In the past decade the Small Car Market (SCM) has grown rapidly due to new trends and customer awareness of the environment and customer budgeting. The analysis of the macro environment shows that this is one of the best times for car manufacturers to enter the small car market. Government are stimulating citizens to buy ecofriendlier cars. The technological advances made on the green car market have opened a lot of doors, concerning electric drive, use of new materials and improving safety. Economically we are still in a crisis but this has turned out as an opportunity for the small car market as customers are looking to