Ford Motor Company Term Paper

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Research Term Paper
Term Paper
Of
Research Methodology
(A Perspective on the Future of Small Cars in India)
Submitted to: Submitted by:
Ms. Kanika Jhamb Naveen Bangwal
Roll no. - 05
Section – A17B2
Reg. no. -7470070078
B-Tech (h) - MBA (IT)
Table of contents
Abstract
introduction
objectives and scope of the study
RESEARCH methodology
literature review
tata’s nano
conclusion
recommendations
bibliography
abstract
A strong car brand can create significant value in the automotive industry. The price consumers expect to pay for otherwise identical luxury vehicles can vary as much as $4,000, depending on the car's brand. For mass-market cars, brand helps determine which products a consumer considers buying. Furthermore, superior brands extend their halo across every model of vehicle within the brand. It's no surprise that most auto manufacturers make brand positioning and development a key item on their marketing agenda. Because of the prominent role that brand positioning and development play in many auto manufacturers' business strategies, this research has been conducted under extensive research and analysis to better understand how consumers think about car brands. The study analyzes the set of factors which provide valuable insights into consumer brand perceptions. The consumers have a simple yet sophisticated understanding of what differentiates car brands. Notwithstanding automakers' attempts to distinguish their brands on the basis of lifestyle or emotional imagery, consumers evaluate brands in terms of their earned reputation for product excellence relative to their total ownership cost. Consumers' perceptions are based on their accumulated direct and indirect experience with the products that constitute those brands. These perceptions are obviously not perfect. Some brands' reputations exceed or fall short of their demonstrable product attributes. But, as a rule, consumers' beliefs are accurate, stable, and relatively immune to manipulation. In contrast to the situation with other consumer goods, in which equity is created substantially through advertising, automotive brand perceptions change primarily through consistent and sustained changes in the underlying product portfolio. Within this overarching conclusion, we were able to identify five central insights that are critical to understanding how, and to what extent, manufacturers can enhance and leverage the value of their brands. The study has adopted various recent developments in context of each of these companies as well as the industry in general while suggesting future strategies for the companies under study. INTRODUCTION

The main aim of the study is to analyze the strategies being adopted in the Indian small passenger Car Industry. A strong car brand can create significant value in the automotive industry. The price consumers expect to pay for otherwise identical luxury vehicles can vary as much as $4,000, depending on the car's brand. For mass-market cars, brand helps determine which products a consumer considers buying. Furthermore, superior brands extend their halo across every model of vehicle within the brand. It's no surprise that most auto manufacturers make brand positioning and development a key item on their marketing agenda. Because of the prominent role that brand positioning and development play in many auto manufacturers' business strategies, we conducted extensive research and analysis to better understand how consumers think about car brands. The study analyzes the set of factors which provide valuable insights into consumer brand perceptions. The consumers have a simple yet sophisticated understanding of what differentiates car brands. Notwithstanding automakers' attempts to distinguish their brands on the basis of lifestyle or emotional imagery, consumers evaluate brands in terms of their earned reputation for product excellence relative to their total ownership cost. Consumers' perceptions...
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