You are in charge of all marketing activities in North America for the Italian l

Question

You are in charge of all marketing activities in North America for the Italian luxury sports car manufacturer Maserati. Maserati has just introduced a new model that will be competing directly against well-known luxury sports cars such as Porsche, Ferrari, Jaguar, and BMW. How would you position the new Maserati model? How would you establish and support this positioning strategy?

Note: Although Maserati equals competitor's performance and design, it is a small company and has less money than competitor's for promotion.

Explanation / Answer

We all know that the automobile industry is a very competitive industry. So in order to enter into a market which already has giants like Porsche, Ferrari, Jaguar, and BMW, Maserati has to position itself very carefully. They should initially follow the Porter’s Five Forces Framework to indentify the sources of competition in the industry.

Well also very product has a life cycle, development, growth, shakeout, maturity and decline.

So I would suggest that Maserati, should make a thorough survey to check which of the giants product are in the decline in the luxury section, and position itself there. They should use the social network, you tube and other advertisement to show itself as fresh, new and better.

Related Questions

Navigate

• Browse (All)
• Browse Y
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.