Critical Issues / Background Data: Volkswagen’s challenge is to launch the “New Beetle” with a smaller than typical budget ‚ identify target market segments‚ and determine the unique value proposition and positioning of the “New Beetle” with effective pricing in the small car category to determine the most effective strategy for the market launch. VW & Beetle Brand Perceptions: The VW brand has had issues‚ including customer perception of poor quality and reliability‚ low brand awareness‚ and
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1. How would you boil down Kent’s analytic doctrine in understandable terms for policymakers? Kent explains in the document “Tensions in Analyst-Policymaker Relation” that there needs to be a relationship between the analyst and the policymaker. The policy-maker will criticize the analyst work to ensure that the evidence has been evaluated‚ the recommendations are not vague or biased and that alternative explanation and projections have been considered. He sums up the job of the analyst by stating
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year over budget. How would you cut spending? December 1‚ 2013 How would you help to bring the National debt down? Each year the government spends countless amounts of money on things that could ultimately be put toward the debt we owe. The estimated amount of debt as of now is about $17‚237‚634‚587‚000. Some ways that you could reduce government spending is mandate a policy that would take $10 yearly for every person in a house hold. Another would be to cut out all the
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The New Beetle Volkswagen (VW) according to the case had a bumpy start in the US market. Initially‚ VW had a tough time penetrating the US market since the first two cars‚ Type 1 (Beetle) were sold in the US in 1949. Since this was right after WWII‚ most Americans were cautious about buying imported cars and Germany had other image problems (as stated in the case). Maintenance and parts of foreign cars were expensive that not a lot of the populace could afford‚ but despite this‚ VW sales grew. By
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Case: The New Beetle 1) What are the Various Target Markets for the New Beetle available to Volkswagen? Describe each both demographically and psychographically. What are the pros and cons of each option? What are the appeals of the new Beetle to each group? a. Baby Boomers over 50‚ have nostalgia for the bug as this was most likely their first car and it will bring back fond memories of the past PRO’S: loyal following from their generation previously CONS: This demographic
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Brand of tattoos (because you can’t remove your family) Parenting is always hard‚ especially when it comes to deciding what is best for their kids. In the book Beetles and Angels‚ Mawi’s parents had to make difficult decisions for the future of the family. Most people from their homeland would probably call them crazy and bad parents for packing up and going to a foreign country‚ which they know nothing about. However‚ others would probably call them brave and smart parents for trying to make a
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The New Beetle Question 1: Why was the current advertising campaign a success? In 1993 Volkswagen had record low sales but by the end of 1997 the VW brand had sold 137‚885 cars. That was an increase of 178% from it’s 1993 slump. It is safe to say that the the ’94 relaunch of VW on the American Market was a success. The “Drivers Wanted” campaign‚ developed by Arnold Communications‚ I believe was successful as a result of excellent market research and positioning. Arnold Communications undertook
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The diversification of beetles may be driven by feeding strategy. Feeding on plants‚ specifically flowering plants (angiosperms)‚ further explains the diversity of beetles. One reason behind why switching to angiosperms improves diversification is because angiosperms provided beetles a starter to new niches. Some beetles diversified into lineages that specialize on feeding different parts of the pants (roots‚ seeds‚ leaves). This diversification in one habitat would then constitute adaptive radiation
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Embedded Assessment 2.1 How would you feel if you lived in a dystopian society instead of living in modern day society? Today in the world there are places where people have freedom and books that have societies that are like today but very different. There can be societies in the world that can be like the books. Why are they different? Dystopian societies have more have more laws to control their society. Look and read the differences and similarities of a dystopian and modern day society
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Positioning with Perceptual Mapping Software Today’s Agenda 1. Positioning & Perception Review 2. Perceptual Map i. ii. Interpretation Techniques and Software i. Attribute-based ii. Similarity-based Positioning อ. ภัทรพร สกุลคู 3. Conjoint Analysis Software for Preference Analysis 4. Software Demonstration 1 2 Marketing Review 3 C’s Positions in the mind ตัวอยาง Company Customer วิจัยตลาด Competitor หางสรรพสินคาหรู เบียรไทย ดืมแลวรูสึก ่ ภาคภูมิใจ The
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