The increased demand on luxury cars is substantial for automotive markets to be driven not only by the product itself but also services related with it in the long run (Kapferer & Bastien, 2009). Italian automaker - Maserati, as a niche market in the luxury car sector, on how are they able to bring out on their uniqueness from their competitors, such as BMW and Mercedes-Benz (Peterson, 2011).
The environmental factors refer to the changing and conditions around the industry that affect its working and performance but cannot be controlled. This can be attained from PEST analysis, through Political, Economic, Social and Technologies.
First, political factors such as government law and regulations, environmental concerns, policies on import, export of the automobile and its components. Political stability may affect the future conditions of a country, at such; trade disputes occur could possibly affect future trade relationship (Bilby & Hetzner, 2013).
Second, economic developments raise incomes, which also refers to the fluctuations of exchange rate, lower interest and oil prices. Hence, people have sufficient purchasing power or willingness to splurge on luxuries. Likewise, during economic crisis, consumers may look for cheaper alternatives or does fine without owning a car (Fuhrmans, 2013).
Third, social factors relate to more knowledgeable and marketing literate customers, whereby developing preferences or biases based on brand images. At such, some will think that owning a car is not only means of transportation but also a requirement of social status. Whereas some having conscience factor whereby they do not want to flaunt wealth, or having greater concern for the environment.
Lastly, the emerging of new technologies and changing customer environment, this will develop the competitive advantage in the automotive industry. Regarding that the capabilities of technologies aid both company and consumers with communication, information, cost reductions, improvement of Research & Development (R&D) activity and services provided to customers.
In particularly, value perceived on how much consumers are willing to pay for Maserati and how they gain satisfaction from the cars or service. In the existence of profit exceeds the cost of production is the ideal on determining the industry competitive position (Popescu & Dascalu, 2011). Within the value chain, a primary and support activity that emphasizes the importance of its interrelatedness affiliated to the cars and services that Maserati offers to customer (Presutti & Mawhinney, 2013).
The body parts are placed at an outdoor giant warehouse, and assembled in Torino, Italy. Each car body goes to the welding line where it stops at five different robotic welding stations that works like humans, required only two and half hours to complete. A selected group of quality control workers are to inspect the surface of the body part, in search of potential imperfection, and will be fix in on the spot. For quality assurance, the workers have much time for this to make it perfect. While the engines made by Ferrari, are then delivered to Modena, Italy.
After delivered to the factory for body assembly, the job will take over by human, whereby everything is fixed by hand tools, also with the assistance of the highly efficient car cradle system allow workers to move the car into any position that suit best for the job they are doing. Workers are to assure that aligning must be perfect, as there are no rooms for error under specific finishing time, as it takes twenty-two days for a Maserati to be ready (Boudville, 2013).
Nine days of vigorous inspection and testing for each finished car, three times as long as they build the car. Adjustment will be made until they feel it’s perfect. Finally, each car will have to go through arduous arrangement of road tests not only on local cobblestones streets and highways, but racetrack as well. The final touch up will be...
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Kapferer, J. N., & Bastien, V. (2009). The luxury strategy: Break the rules of marketing to build luxury brands. Retrieved from Google Books: http://books.google.com.sg
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