MARK 301 – Fundamentals of Marketing
Marketing Comparison Report

The purpose of this assignment is for you to demonstrate your knowledge of marketing concepts by using them to describe marketing decisions related to a set of existing products. Working in pairs, you will select three products from the same product category that are marketed to
different target markets (i.e., product competitors not brand competitors). You will compare and contrast the marketing situations faced by these products and the decisions/choices made with respect to the marketing of these products.

What kind of products should you choose? First, while all of the same “product category,” the products should be quite diverse. For example, if you were interested in motorcycles, you might choose the following three products:

Ducati Monster 1200 S MSRP $17,500 Sport
Honda GL1800AL Gold Wing MSRP $31,500 Touring
KTM 500 EXC MSRP $11,800 Enduro

While all three are “motorcycles,” they are designed for very different uses. Be careful if one organization deals in all three of the products you wish to consider. If they are being offered through the same organization, there may be too much similarity in the products. Second, you should be very specific about the product you choose. For example, Ducati makes several models of the “Monster.” I have identified a specific model in the table above. Third, you should choose products with which you have some interest and familiarity. You will be spending a fair amount of time over the next several weeks investigating the products, so choosing something that you find interesting will make that process less painful.

Fourth, you should try to select products for which there is published information. For example, it is quite easy to find information on motorcycles. You may find it difficult to find information on bookends, picture-frames or three-ring binders. You are welcome to examine a product offered by an organization with which you have personal contact (i.e. a family business, family connection, somewhere you work) but your effort must reflect your ability to view the product (and the organization that markets it) from an objective standpoint.
Poster Sessions
You will present your comparison to the class in the form of poster sessions. At the first poster session, you will compare the products in terms of:
• the organizations that market the product (description and each organizations key strengths and weaknesses with respect to the products you are examining).
• the market environment in which the products are offered (description and the key opportunities and threats facing each product).
• the target market and buyer behaviour for each product (description and assessment of the size of the target market).

In the second poster session, you will include all the information required for the first poster session as well as provide a comparison of the products in terms of the elements of the marketing mix.
For both poster sessions, you will include a bibliography of your sources of information. This bibliography should follow APA format.
We will evaluate the two poster sessions on the following items:
Poster Session 1 Poster Session 2
The organization marketing the product highlighting its
key strengths and weaknesses.
5 Summary of Poster Session 1 information.
5
The market environment facing each product highlighting the key elements for each product

5 The product being offered including product life-cycle stage, branding, packaging, etc. (The three-level model may be helpful here.)

5
The target market for each product and the key behavioural features of the target markets.

5 The distribution channels being used for each product (physical and transactional).

5
The positioning of each product relative to its primary competitors.
5 The promotional mix being used for each product.
5
The price set for each product, the distribution of that value
to various members of the distribution channel, and an estimate of the cost structure facing the organization that markets the product.
5
Bibliography (number, diversity, and quality of sources)
5 Bibliography (number, diversity, and quality of sources)
5
Professionalism/Style 5 Professionalism/Style 5
Total

30

Total

35

Luxury Car:
Maserati Quattroporte S Q4
MRSP $ 121,400
Excellence with passion.
“Luxury, sports and style cast in exclusive cars”, and the brand’s mission statement is to “Build ultra-luxury performance automobiles with timeless Italian style, accommodating bespoke interiors, and effortless, signature sounding power”.
The S Q4 has an advanced four wheel drive system, and a 404-horsepower twin-turbo V6.

SWOT ANALYSIS
STRENGTHS
1. Great presence in motor sports and racing building a strong brand identity
2. One of the oldest car manufacturing companies which has constantly evolved to gain excellence
3. Diversified product portfolio, providing the customers options to select from (GranTurismo, GranCabrio & Quattroporte)
4. Provides services like warranty assistance & financing
5. Authentic & Reliable brand
6. Brilliant styling & designing

WEAKNESSES
1. Limited product portfolio in growing markets
2. Tough competition means limited market share

OPPORTUNITY
1. Accommodating & Expanding automobile market
2. Gain the early movers advantage in hybrid & concept car segments
3. Acquire newer customers by increasing market penetration
4. More inclination of affluent customers to purchase international brand
5. Augmenting the distribution and service network

THREATS
1. Perceived as a very costly brand which can lead to limited exposure to potential customers
2. Competition from other sports & luxury automobile company
3. Product innovations and frugal engineering by competitors

LEADING COMPETITORS
1. Ferrari
2. Lamborgini
3. Buggati
Environmental Scan

SOCIAL FORCES
-Demographic: Maserati owners are often baby boomers as they are interests reflect their concern for their children, grandchildren, their own health, and their retirement. The S Q4 is the luxury and performance that baby boomers are looking for.
-Culture: The Maserati brand has a high reputation in obtaining the best quality, features, and performance which means the S Q4 consumers are very VALUE CONSCIOUS.

ECONOMIC FORCES
– The Maserati Quattroporte S Q4 is a car most purchased by UPPER class executives who have a large discretionary income. Also can be an extremely luxurious family car.

TECHNOLGICAL FORCES
– Maserati has aimed to increase the involvement of and interaction with fans, enthusiasts and owners on different social channels, while maintaining a style consistent with the brand identity. Improving the effectiveness and scope of web communication in line with precise marketing objectives.

COMPETITIVE FORCES
– In Italian, “Quattroporte” means “four doors,” but you don’t need to speak the language to know that the curvy sheetmetal and wailing engines promise a sedan with dramatic flair.
-The S Q4 adds all-wheel driveThe S Q4 has twin turbos and eight-speed automatic transmission. Inside, the leather is sumptuous; Chrysler’s Uconnect is a plus, but the parts-bin switchgear is not.

TARGET MARKET
DEMOGRAPHIC:
• Maserati buyers are typically worth more than $1 million, with annual incomes of $500,000-plus. When Maserati returned to the U.S., just 1% of buyers were women. Now they are 16%.
• The majority of Maserati owners are 45 and older
GEOGRAPHIC:
• The majority of Quattroporte sales were in the United States.
• There main focus is to sell more in China
PSYCOLGRAPGIC:
• Ultimately such vehicles (QUATTROPORTE S Q4) serve as honest signals of one’s high social standing akin to how the peacock’s tail is an honest signal of phenotypic quality.
BEHAVIOURAL:
• Owners of this car have a very high reputation in the automobile world as they are buying a car from a Niche-Market
• Exclusivity and luxury are some of the reasons why consumers buy such an expensive car

Rank In Full-size Luxury Cars
1. Audi A8
2. Mercedes-Benz S-class
3. BMW 7-series
4. Maserati Quattroporte

Sports Car:
Porsche 911 GT3
MSRP $ 148,800
There is no substitute
“In the beginning, I looked around and could not find the car I’d been dreaming of: a small, lightweight sports car that uses energy efficiently. So I decided to build it myself.” -Ferry Porsche
Porsche has a major focus on:
• Tradition
• Innovation
• Design
• Functionality
• Performance
• Everyday usability
• Exclusiveness
• Social Acceptance

SWOT ANALYSIS
STRENGTHS
1. High brand presence and reputation across globe
2. Preferred by ultra-rich elite customers as every single model is high priced
3. Few car models but wide range of variants. Hence, gets an advantage of brand extension
4. A trusted brand for providing supreme style with sporty features
5. One of the most recognized top-of-the-mind and popular luxury car brands
6. Has over 12,000 employees globally
7. Is a popular brand in the racing as well as the gaming industry

WEAKNESSES
1. Lacking presence in middle income segment which is expanding at a phenomenal rate
2. Very high maintenance and running cost in an extremely competitive luxury car market

OPPORTUNITY
1. Capitalize on exclusivity and increase sales
2. Future generation and concept cars
3. Increasing manufacturing facilities and distribution as well as servicing network
THREATS
1. Government policies in some countries
2. Impending recession which may decrease purchasing power
3.Intense competition from automobile giants

LEADING COMPETITORS
1. BMW
2. Audi
3. Mercedes Benz
4. Ferrari
5. Jaguar
Environmental Scan
SOCIAL FORCES
-Demographic: Baby boomers are the most likely generational cohort to purchase the GT3 as it is a more extravagant product in the automobile industry. Baby boomers are also the most likely cohort because they tend to be receptive to anything that makes them look and feel younger, like the slick GT3 will do for consumers.
-Culture: The Porsche brand has a high reputation in obtaining the best quality, features, and performance which means the GT3 consumers are very VALUE CONSCIOUS.

ECONOMIC FORCES
-The Porsche GT3 is a car most purchased by UPPER class executives who have a large discretionary income.

TECHNOLOGICAL FORCES
-Porsche has expanded their online presence in the 21st century. “For us, ensuring a consistent, highly emotive user experience on all end devices is the key to achieving a uniform, digital brand presence”, says Robert Ader, Director Marketing and Communication.

COMPETITIVE FORCES
-Advantages: compared to other sports car competitors include: it is slightly more powerful (435 HP @ 7,600 RPM vs 305 HP @ 6,000 RPM), significantly faster 0-60 time (3.8 seconds vs 6.5 seconds), significantly higher top speed (193 mph vs 144 mph), is slightly sportier (7.1 lb/hp vs 11.1 lb/hp) and has optional roof rails (optional vs unknown).
-Cons: on average it only has a naturally-aspirated engine (none vs turbocharger), is slightly less fuel efficient in the city (14 mpg vs 19 mpg), is slightly less fuel efficient on the highway (21 mpg vs 27 mpg), costs more ($113,150 vs $36,910) and gets significantly less from a tank of gas in the city (248 miles vs 330 miles).
REGULATORY FORCES
-There are some regulations for the Performance Specs of the GT3. High performance sports cars have to meet the street legal requirements if they want to be sold in all aspects of the market.
TARGET MARKET
DEMOGRAPHIC:
• The demographic of the Porsche owner is someone who has a household income over $100,000, 85% male, and 15% female.
• The typical Porsche owner is 40 years old and up with Porsche targeting the 25-54 age demographic seeking a slightly younger audience with the “Engineered for magic, every day” campaign.
GEOGRAPHIC:
• Porsche is a global brand with dealerships located on every continent in major cities.
• In the United States dealerships are located in major cities with the manufacturer dividing the market into four regions
PSYCHOLGRAPHIC:
• The top gun profile consists of an ambitious and driven individual who cares about power and control expecting to be noticed.
• The elitist profile, includes an individual from old money (blue blood), has the attitude a car is just a vehicle and not an expression of a person’s personality.
• The proud patrons owner profile sees a Porsche as a trophy considering it a reward for hard work with ownership as the main goal not being noticed.
BEHAVIOURAL:
• Porsche offers products of the highest quality for a premium price
• The Porsche brand is a lifestyle brand because of its legendary status and attributes associated with their products.
Rank in Premium Sports Cars
1. Ferrari 458
2. Lamborghini Huracán
3. McLaren 650S
4. Porsche 911 GT3

Family Car:
Honda Accord Hybrid
MRSP $29,305
The power of dream
There are five values for Honda brand:
• high quality
• reasonable price
• save the environment of the world
• new technology
• using lowest fuel
SWOT ANALYSIS
STRENGTHS
1. Honda is the sixth largest automobile manufacturer in the world selling cars in over a 100 countries
2. Excellent branding, advertising and after sales servicing
3. Honda has over 180,000 employees globally
4. Production System that is refined over the years along with High and powerful research and development R&D
5.High brand equity and brand loyalty amongst customers
6. Strong presence in motorsports like F1
7. Eco-friendly Honda Prius enhanced the brand image
WEAKNESSES
1. Cost structure of Honda is high as compare to other automobile manufacturers
2.Caters to only the upper middle segment which limits the customer base
3.Honda has to recall a few of their models for corrective measures which caused a lot of hue and cry
OPPORTUNITY
1. Developing hybrid cars and fuel efficient cars for the future
2.Tapping emerging markets across the world and building a global brand
3.Fast growing automobile market

THREATS
1. Government policies for the automobile sector across the world
2. Ever increasing fuel prices
3. Intense competition from global automobile brands
4. Substitute modes of public transport like buses, metro trains etc
LEADING COMPETITORS
1. Chevrolet
2. Toyota
3. Nissan
4. Hyundai
5. Fiat
6. Mitsubishi
7. Maruti Udyog
8. Tata Motors

Environmental Scan
SOCIAL FORCES
-Demographic: Generation X is the most likely generational cohort to purchase the Accord Hybrid as they are not prone to extravagant purchases and often pursue a lifestyles that are a blend of caution, pragmatism, and traditionalism.
ECONOMIC FORCES
-The Accord Hybrid attracts all kinds of income levels as it is a car that is affordable enough for middle class families, but also has the look and environmental impact to attract upper-class executives who do not need a flashy car to symbolize what their income is.
-The consumers who purchase this car may or may not have a discretionary income.
TECHNOLOGICAL FORCES
-Honda used their Facebook presence as a platform for their latest campaigns and information about product launches, events and promotions. An example is their latest “Power of Dreams” social media marketing campaign, in which Honda attempt to engage consumers with topics such as innovation, environmental leadership and social responsibility.
COMPETITIVE FORCES
-Owners will find that their Accords are dependable, no-fuss devices. Whether sedan, coupe, or hybrid, an Accord ingratiates itself first by delivering on its family-car promise: Five humans fit comfortably, it’s easy on fuel, and the trunk is ready for Costco.
-This is why, according to Car and Driver, the Accord is number one in the rankings for Best Family Sedans.

REGULATORY FORCES
-To be considered a Hybrid, Honda must follow fuel economy and safety regulations to make sure the car is ok to sell to consumers.

TARGET MARKET
DEMOGRAPHIC:
• Younger generations still seek the family friendly characteristics of the Accord, but they also demand more than their Boomer parents, especially when it comes to style and performance.
GEOGRAPHIC:
• Most Honda sales are in North America and in Japan
• The Hybrid tends to be found in urban cities as commuters have become more environmentally conscious and want to have better fuel economy.
PSYCHOLGRAPHIC:
• Consumers agree that Honda is a “green” brand
• The Accord Hybrid attracts customers who care about the environment
BEHAVIOURAL:
• Honda offers a high quality product, at a reasonable price, with not much service needed.
• Honda customers tend to be repeat customers and pride themselves on the Honda brand.
• As a Honda owner there is not the high reputation like some other more expensive cars, but there is a certain stigmatism of someone who drives a hybrid vehicle.

Rank in Family Sedans
1. Honda Accord
2. Mazda Mazda 6
3. Ford Fusion
4. Volkswagen Passat

MARK 301 – Fundamentals of Marketing
Marketing Comparison Report

The purpose of this assignment is for you to demonstrate your knowledge of marketing concepts by using them to describe marketing decisions related to a set of existing products. Working in pairs, you will select three products from the same product category that are marketed to
different target markets (i.e., product competitors not brand competitors). You will compare and contrast the marketing situations faced by these products and the decisions/choices made with respect to the marketing of these products.

What kind of products should you choose? First, while all of the same “product category,” the products should be quite diverse. For example, if you were interested in motorcycles, you might choose the following three products:

Ducati Monster 1200 S MSRP $17,500 Sport
Honda GL1800AL Gold Wing MSRP $31,500 Touring
KTM 500 EXC MSRP $11,800 Enduro

While all three are “motorcycles,” they are designed for very different uses. Be careful if one organization deals in all three of the products you wish to consider. If they are being offered through the same organization, there may be too much similarity in the products. Second, you should be very specific about the product you choose. For example, Ducati makes several models of the “Monster.” I have identified a specific model in the table above. Third, you should choose products with which you have some interest and familiarity. You will be spending a fair amount of time over the next several weeks investigating the products, so choosing something that you find interesting will make that process less painful.

Fourth, you should try to select products for which there is published information. For example, it is quite easy to find information on motorcycles. You may find it difficult to find information on bookends, picture-frames or three-ring binders. You are welcome to examine a product offered by an organization with which you have personal contact (i.e. a family business, family connection, somewhere you work) but your effort must reflect your ability to view the product (and the organization that markets it) from an objective standpoint.
Poster Sessions
You will present your comparison to the class in the form of poster sessions. At the first poster session, you will compare the products in terms of:
• the organizations that market the product (description and each organizations key strengths and weaknesses with respect to the products you are examining).
• the market environment in which the products are offered (description and the key opportunities and threats facing each product).
• the target market and buyer behaviour for each product (description and assessment of the size of the target market).

In the second poster session, you will include all the information required for the first poster session as well as provide a comparison of the products in terms of the elements of the marketing mix.
For both poster sessions, you will include a bibliography of your sources of information. This bibliography should follow APA format.
We will evaluate the two poster sessions on the following items:
Poster Session 1 Poster Session 2
The organization marketing the product highlighting its
key strengths and weaknesses.
5 Summary of Poster Session 1 information.
5
The market environment facing each product highlighting the key elements for each product

5 The product being offered including product life-cycle stage, branding, packaging, etc. (The three-level model may be helpful here.)

5
The target market for each product and the key behavioural features of the target markets.

5 The distribution channels being used for each product (physical and transactional).

5
The positioning of each product relative to its primary competitors.
5 The promotional mix being used for each product.
5
The price set for each product, the distribution of that value
to various members of the distribution channel, and an estimate of the cost structure facing the organization that markets the product.
5
Bibliography (number, diversity, and quality of sources)
5 Bibliography (number, diversity, and quality of sources)
5
Professionalism/Style 5 Professionalism/Style 5
Total

30

Total

35

Luxury Car:
Maserati Quattroporte S Q4
MRSP $ 121,400
Excellence with passion.
“Luxury, sports and style cast in exclusive cars”, and the brand’s mission statement is to “Build ultra-luxury performance automobiles with timeless Italian style, accommodating bespoke interiors, and effortless, signature sounding power”.
The S Q4 has an advanced four wheel drive system, and a 404-horsepower twin-turbo V6.

SWOT ANALYSIS
STRENGTHS
1. Great presence in motor sports and racing building a strong brand identity
2. One of the oldest car manufacturing companies which has constantly evolved to gain excellence
3. Diversified product portfolio, providing the customers options to select from (GranTurismo, GranCabrio & Quattroporte)
4. Provides services like warranty assistance & financing
5. Authentic & Reliable brand
6. Brilliant styling & designing

WEAKNESSES
1. Limited product portfolio in growing markets
2. Tough competition means limited market share

OPPORTUNITY
1. Accommodating & Expanding automobile market
2. Gain the early movers advantage in hybrid & concept car segments
3. Acquire newer customers by increasing market penetration
4. More inclination of affluent customers to purchase international brand
5. Augmenting the distribution and service network

THREATS
1. Perceived as a very costly brand which can lead to limited exposure to potential customers
2. Competition from other sports & luxury automobile company
3. Product innovations and frugal engineering by competitors

LEADING COMPETITORS
1. Ferrari
2. Lamborgini
3. Buggati
Environmental Scan

SOCIAL FORCES
-Demographic: Maserati owners are often baby boomers as they are interests reflect their concern for their children, grandchildren, their own health, and their retirement. The S Q4 is the luxury and performance that baby boomers are looking for.
-Culture: The Maserati brand has a high reputation in obtaining the best quality, features, and performance which means the S Q4 consumers are very VALUE CONSCIOUS.

ECONOMIC FORCES
– The Maserati Quattroporte S Q4 is a car most purchased by UPPER class executives who have a large discretionary income. Also can be an extremely luxurious family car.

TECHNOLGICAL FORCES
– Maserati has aimed to increase the involvement of and interaction with fans, enthusiasts and owners on different social channels, while maintaining a style consistent with the brand identity. Improving the effectiveness and scope of web communication in line with precise marketing objectives.

COMPETITIVE FORCES
– In Italian, “Quattroporte” means “four doors,” but you don’t need to speak the language to know that the curvy sheetmetal and wailing engines promise a sedan with dramatic flair.
-The S Q4 adds all-wheel driveThe S Q4 has twin turbos and eight-speed automatic transmission. Inside, the leather is sumptuous; Chrysler’s Uconnect is a plus, but the parts-bin switchgear is not.

TARGET MARKET
DEMOGRAPHIC:
• Maserati buyers are typically worth more than $1 million, with annual incomes of $500,000-plus. When Maserati returned to the U.S., just 1% of buyers were women. Now they are 16%.
• The majority of Maserati owners are 45 and older
GEOGRAPHIC:
• The majority of Quattroporte sales were in the United States.
• There main focus is to sell more in China
PSYCOLGRAPGIC:
• Ultimately such vehicles (QUATTROPORTE S Q4) serve as honest signals of one’s high social standing akin to how the peacock’s tail is an honest signal of phenotypic quality.
BEHAVIOURAL:
• Owners of this car have a very high reputation in the automobile world as they are buying a car from a Niche-Market
• Exclusivity and luxury are some of the reasons why consumers buy such an expensive car

Rank In Full-size Luxury Cars
1. Audi A8
2. Mercedes-Benz S-class
3. BMW 7-series
4. Maserati Quattroporte

Sports Car:
Porsche 911 GT3
MSRP $ 148,800
There is no substitute
“In the beginning, I looked around and could not find the car I’d been dreaming of: a small, lightweight sports car that uses energy efficiently. So I decided to build it myself.” -Ferry Porsche
Porsche has a major focus on:
• Tradition
• Innovation
• Design
• Functionality
• Performance
• Everyday usability
• Exclusiveness
• Social Acceptance

SWOT ANALYSIS
STRENGTHS
1. High brand presence and reputation across globe
2. Preferred by ultra-rich elite customers as every single model is high priced
3. Few car models but wide range of variants. Hence, gets an advantage of brand extension
4. A trusted brand for providing supreme style with sporty features
5. One of the most recognized top-of-the-mind and popular luxury car brands
6. Has over 12,000 employees globally
7. Is a popular brand in the racing as well as the gaming industry

WEAKNESSES
1. Lacking presence in middle income segment which is expanding at a phenomenal rate
2. Very high maintenance and running cost in an extremely competitive luxury car market

OPPORTUNITY
1. Capitalize on exclusivity and increase sales
2. Future generation and concept cars
3. Increasing manufacturing facilities and distribution as well as servicing network
THREATS
1. Government policies in some countries
2. Impending recession which may decrease purchasing power
3.Intense competition from automobile giants

LEADING COMPETITORS
1. BMW
2. Audi
3. Mercedes Benz
4. Ferrari
5. Jaguar
Environmental Scan
SOCIAL FORCES
-Demographic: Baby boomers are the most likely generational cohort to purchase the GT3 as it is a more extravagant product in the automobile industry. Baby boomers are also the most likely cohort because they tend to be receptive to anything that makes them look and feel younger, like the slick GT3 will do for consumers.
-Culture: The Porsche brand has a high reputation in obtaining the best quality, features, and performance which means the GT3 consumers are very VALUE CONSCIOUS.

ECONOMIC FORCES
-The Porsche GT3 is a car most purchased by UPPER class executives who have a large discretionary income.

TECHNOLOGICAL FORCES
-Porsche has expanded their online presence in the 21st century. “For us, ensuring a consistent, highly emotive user experience on all end devices is the key to achieving a uniform, digital brand presence”, says Robert Ader, Director Marketing and Communication.

COMPETITIVE FORCES
-Advantages: compared to other sports car competitors include: it is slightly more powerful (435 HP @ 7,600 RPM vs 305 HP @ 6,000 RPM), significantly faster 0-60 time (3.8 seconds vs 6.5 seconds), significantly higher top speed (193 mph vs 144 mph), is slightly sportier (7.1 lb/hp vs 11.1 lb/hp) and has optional roof rails (optional vs unknown).
-Cons: on average it only has a naturally-aspirated engine (none vs turbocharger), is slightly less fuel efficient in the city (14 mpg vs 19 mpg), is slightly less fuel efficient on the highway (21 mpg vs 27 mpg), costs more ($113,150 vs $36,910) and gets significantly less from a tank of gas in the city (248 miles vs 330 miles).
REGULATORY FORCES
-There are some regulations for the Performance Specs of the GT3. High performance sports cars have to meet the street legal requirements if they want to be sold in all aspects of the market.
TARGET MARKET
DEMOGRAPHIC:
• The demographic of the Porsche owner is someone who has a household income over $100,000, 85% male, and 15% female.
• The typical Porsche owner is 40 years old and up with Porsche targeting the 25-54 age demographic seeking a slightly younger audience with the “Engineered for magic, every day” campaign.
GEOGRAPHIC:
• Porsche is a global brand with dealerships located on every continent in major cities.
• In the United States dealerships are located in major cities with the manufacturer dividing the market into four regions
PSYCHOLGRAPHIC:
• The top gun profile consists of an ambitious and driven individual who cares about power and control expecting to be noticed.
• The elitist profile, includes an individual from old money (blue blood), has the attitude a car is just a vehicle and not an expression of a person’s personality.
• The proud patrons owner profile sees a Porsche as a trophy considering it a reward for hard work with ownership as the main goal not being noticed.
BEHAVIOURAL:
• Porsche offers products of the highest quality for a premium price
• The Porsche brand is a lifestyle brand because of its legendary status and attributes associated with their products.
Rank in Premium Sports Cars
1. Ferrari 458
2. Lamborghini Huracán
3. McLaren 650S
4. Porsche 911 GT3

Family Car:
Honda Accord Hybrid
MRSP $29,305
The power of dream
There are five values for Honda brand:
• high quality
• reasonable price
• save the environment of the world
• new technology
• using lowest fuel
SWOT ANALYSIS
STRENGTHS
1. Honda is the sixth largest automobile manufacturer in the world selling cars in over a 100 countries
2. Excellent branding, advertising and after sales servicing
3. Honda has over 180,000 employees globally
4. Production System that is refined over the years along with High and powerful research and development R&D
5.High brand equity and brand loyalty amongst customers
6. Strong presence in motorsports like F1
7. Eco-friendly Honda Prius enhanced the brand image
WEAKNESSES
1. Cost structure of Honda is high as compare to other automobile manufacturers
2.Caters to only the upper middle segment which limits the customer base
3.Honda has to recall a few of their models for corrective measures which caused a lot of hue and cry
OPPORTUNITY
1. Developing hybrid cars and fuel efficient cars for the future
2.Tapping emerging markets across the world and building a global brand
3.Fast growing automobile market

THREATS
1. Government policies for the automobile sector across the world
2. Ever increasing fuel prices
3. Intense competition from global automobile brands
4. Substitute modes of public transport like buses, metro trains etc
LEADING COMPETITORS
1. Chevrolet
2. Toyota
3. Nissan
4. Hyundai
5. Fiat
6. Mitsubishi
7. Maruti Udyog
8. Tata Motors

Environmental Scan
SOCIAL FORCES
-Demographic: Generation X is the most likely generational cohort to purchase the Accord Hybrid as they are not prone to extravagant purchases and often pursue a lifestyles that are a blend of caution, pragmatism, and traditionalism.
ECONOMIC FORCES
-The Accord Hybrid attracts all kinds of income levels as it is a car that is affordable enough for middle class families, but also has the look and environmental impact to attract upper-class executives who do not need a flashy car to symbolize what their income is.
-The consumers who purchase this car may or may not have a discretionary income.
TECHNOLOGICAL FORCES
-Honda used their Facebook presence as a platform for their latest campaigns and information about product launches, events and promotions. An example is their latest “Power of Dreams” social media marketing campaign, in which Honda attempt to engage consumers with topics such as innovation, environmental leadership and social responsibility.
COMPETITIVE FORCES
-Owners will find that their Accords are dependable, no-fuss devices. Whether sedan, coupe, or hybrid, an Accord ingratiates itself first by delivering on its family-car promise: Five humans fit comfortably, it’s easy on fuel, and the trunk is ready for Costco.
-This is why, according to Car and Driver, the Accord is number one in the rankings for Best Family Sedans.

REGULATORY FORCES
-To be considered a Hybrid, Honda must follow fuel economy and safety regulations to make sure the car is ok to sell to consumers.

TARGET MARKET
DEMOGRAPHIC:
• Younger generations still seek the family friendly characteristics of the Accord, but they also demand more than their Boomer parents, especially when it comes to style and performance.
GEOGRAPHIC:
• Most Honda sales are in North America and in Japan
• The Hybrid tends to be found in urban cities as commuters have become more environmentally conscious and want to have better fuel economy.
PSYCHOLGRAPHIC:
• Consumers agree that Honda is a “green” brand
• The Accord Hybrid attracts customers who care about the environment
BEHAVIOURAL:
• Honda offers a high quality product, at a reasonable price, with not much service needed.
• Honda customers tend to be repeat customers and pride themselves on the Honda brand.
• As a Honda owner there is not the high reputation like some other more expensive cars, but there is a certain stigmatism of someone who drives a hybrid vehicle.

Rank in Family Sedans
1. Honda Accord
2. Mazda Mazda 6
3. Ford Fusion
4. Volkswagen Passat