Marketing Plan for Launcing a New Car

9277 words 38 pages
Primo –MEDDA Launch

------------------------------------------------- Executive summary
From all the analysis carried out, an opportunity for future growth was found in the small saloon and hatchback division. A new car which will be produced in two types a 5 door occupying 70% of sales and 3 door hatchback representing the 30% was developed to be suitable for a family’s additional car. Therefore, the Primo Medda has been developed which will comply with the requirements for our target segments as it is fuel and thus, cost efficient. Additionally the main brand values corresponded will be safety, reliability and affordability. A sales forecast is envisaged of 375742 units over a 5 year period and break even will be at a point of
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As this rise of fuel has led to fundamental changes in consumer behaviour on their choice of car model, it resulted in smaller engine vehicles being produced to satisfy prudent consumer spending trends within car industry. Petrol Prices 2004-2009 | Year | Price per Litre (p) | Price per Gallon (£) | RetailPricesIndex | Petrol Pricein constant terms(1983=100) | 5-year% increase | 2004 | 77.9 | 3.541 | 184.6 | 95.5 | 25.8 | 2005 | 79.9 | 3.632 | 190.5 | 95.0 | 3.9 | 2006 | 88.9 | 4.041 | 195.0 | 103.2 | 14.1 | 2007 | 87.9 | 3.996 | 204.4 | 97.4 | 25.6 | 2008 | 103.9 | 4.723 | 212.1 | 110.9 | 33.4 | 2009 | 89.9 | 4.087 | 211.3 | 96.2 | 15.4 |
Source: (Petrol Prices, 2009) |

Social | With a consistent average of 2.3 people per household, the car access per household has increased drastically over the past years; 52% to 75% between 1971 and 2007 whilst the proportion of households without one almost halved, from 48% to 25%. Additionally, the amount of cars per household has been increasing significantly as well (ONS, 2009). Year | No Car | One Car | Two Cars | Three or more cars | Total % of households with

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