Smart Car Marketing Plan
Smart USA Marketing Plan
Smartfortwo
Megan Barnett, Johnathon Bish, Nathan Downes, and Hannah Loyd
DeVry University, BUSN 319
April 6, 2009
Introduction and Mission Statement What seems to be the trend in today’s market and what some are already practicing is the “green” life style. There is a need to create a product that can adhere to this lifestyle in a way that helps the planet, can be done safely and in style, with effortless routine, while clearly stating that you are contributing to the “green” way of life. Environmentalism, which is associated with the color green, is a broad philosophy and social movement which is centered on a concern for the conservation and improvement of the environment (Wikipedia, 2009). This movement is the driving force behind the Smartfortwo. The United States became the 37th country to sell the Smartfortwo on January 16, 2008, when the first delivery was made to a U.S. customer: The affordable and stylish Smartfortwo is the right car at the right time for America (Mission Statement). With high and potentially rising fuel prices, increased congestion, and the increasing “green” mentality of consumers, the Smartfortwo makes for the ideal vehicle choice. Being the smallest and shortest car in the United States, the Smartfortwo offers great comfort, agility, safety, and ecology with unique features and attributes that bring the Smartfortwo car into a new day and age while still being a fun car to be proud of driving (Kettenbeil, 2008).
Product Description Penske Automotive is the main distributor of the Smartfortwo where there are three different Smartfortwo models to select from with varying upgrades. The Base pure model starts at $11,990 and comes standard with convenience features such as a 5-speed automated manual transmission with manual or automatic mode, central remote locking system, 2-spoke leather steering wheel, and more (Kettenbeil, 2008). The Passion Coupe starts at $13,990 and is value packed, sporty and
Smartfortwo
Megan Barnett, Johnathon Bish, Nathan Downes, and Hannah Loyd
DeVry University, BUSN 319
April 6, 2009
Introduction and Mission Statement What seems to be the trend in today’s market and what some are already practicing is the “green” life style. There is a need to create a product that can adhere to this lifestyle in a way that helps the planet, can be done safely and in style, with effortless routine, while clearly stating that you are contributing to the “green” way of life. Environmentalism, which is associated with the color green, is a broad philosophy and social movement which is centered on a concern for the conservation and improvement of the environment (Wikipedia, 2009). This movement is the driving force behind the Smartfortwo. The United States became the 37th country to sell the Smartfortwo on January 16, 2008, when the first delivery was made to a U.S. customer: The affordable and stylish Smartfortwo is the right car at the right time for America (Mission Statement). With high and potentially rising fuel prices, increased congestion, and the increasing “green” mentality of consumers, the Smartfortwo makes for the ideal vehicle choice. Being the smallest and shortest car in the United States, the Smartfortwo offers great comfort, agility, safety, and ecology with unique features and attributes that bring the Smartfortwo car into a new day and age while still being a fun car to be proud of driving (Kettenbeil, 2008).
Product Description Penske Automotive is the main distributor of the Smartfortwo where there are three different Smartfortwo models to select from with varying upgrades. The Base pure model starts at $11,990 and comes standard with convenience features such as a 5-speed automated manual transmission with manual or automatic mode, central remote locking system, 2-spoke leather steering wheel, and more (Kettenbeil, 2008). The Passion Coupe starts at $13,990 and is value packed, sporty and
Cited: (2009) Penske Automotive Group, Inc. Retrieved on April 6, 2009, Web Site: http://www.penskeautomotive.com/ (2009) Smart USA-open your mind to car that challenges the status quo. Retrieved on April 5, 2009, Web Site: http://www.smartusa.com/ (2009) Wikipedia; Wikipedia Foundation Inc. Retrieved on April 6, 2009, Web Site: http://www.wikipedia.org/ Giusti, M. (2009). “Want a Flashy Car Plus 60 MPG? Get Smart!”. Retrieved on April 6, 2009, Web Site: http://www.bankrate.com/brm/news/auto/car-guide- 2005/SMART1.asp Kettenbeil, K. (2008) Smart USA Press Information. Wow. This is everything I wanted!! Very, very well done!! Would you do one thing, though? Try to put Appendix A into a table? It will be more user friendly. 35/35