I. Executive summary
The purpose of this research is to determine if there is demand for a Vespa scooter dealership in the Bryan/College Station area. We believe that this college town could be a profitable target market and we set to identify what could make a Vespa dealership successful in our area. Using available secondary research and conducting interviews with scooter dealers, we were able to discover criteria to compare to the Bryan/College Station market.
In addition, we researched the overall Bryan/College Station area. This included secondary research to determine demographics, target markets, trends, and more about the Vespa image. We wanted a better understanding of who our consumer would be. Also, we conducted a survey distributed to Bryan/College Station residents. This provided us with local residents' current opinions about Vespa and allowed us to either confirm or reject whether there is a demand in the town.
Conducting research is a vital step in determining the success of opening a Vespa dealership. After analyzing and reviewing the data, we have determined that there is not demand for our dealership. We had not accounted for the students' lack of interest and little nostalgic appreciation of the Vespa name. Our survey revealed this information as well as other negative associations with scooters. To create a profitable marketing opportunity, it would be necessary to organize a massive marketing campaign to promote the image and create demand.
The Vespa, an Italian made scooter, was designed by Enrico Piaggio in 1946. The vehicle was originally created with a focus on economic efficiency as well as elegance and comfort. It was very different from the scooters of the time; its sleek, sophisticated style resembled a wasp, which sparked the name Vespa, wasp in Italian. Vespa has lived on from one generation to the next, subtly modifying its image each time. "The first Vespa offered mobility... [continues]
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