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| 为新型的产品创建一个市场策略 Creating A Marketing Strategy For A New Product Marketing Essay 前言 INTRODUCTION 这个作业名是为新型的产品或者为已存在的产品做一个市场策略This coursework entitled “Marketing” is about creating a marketing strategy for a new or existing product. 这个作业我选则的产品是新型的奥迪A6，它是今年四月分公司为冲进美国汽车市场而选择的新产品。奥迪的徽章反映了“四圈”是历史最悠久的汽车德国制造商的一个会徽。这四个戒指徽章讲述的发生在1932年的四个汽车制造商之间的合并。他们是奥迪，DKW，霍希和漫游者，可以说是当今奥迪公司的根。奥迪公司目前持有生产高品质和持久汽车的声誉。科技是奥迪的口号。它们的质量在2003年带来净利润816 million€，与2002年相比多了5.4 million 奥迪英国是欧洲最高效和成功的进口商有其提升销售率，每年自1999年在2003年的销售兴旺的70107的数字，占市场份额2.7％。奥迪英国是自从1993从大众汽车集团.About分离的英国独立公司。131奥迪中心骄傲地服务于英国现。现在让我们看一下新产品奥迪A6. 一类领先的行政级轿车的创建要求广泛的能力。柔软的乘坐舒适度，但需要明确和清晰的反馈;功率，但与燃料效率;一个令人振奋的驾驶体验，但要有四个豪华住宿。新A6得意洋洋 的通过先进的技术和设计明显和这些特点对立。但从看第一眼，就知道奥迪A6标志着显著进步的阶级的综合特质对立;但没有任何妥协“该车2004年3月2日首次在日内瓦车展上亮相。据宣布，这款车的价格将范围从24175英镑到42775英镑这是在老款车型只有1％的价格增长。车上有许多新的功能既美观和功能，如真皮座椅和内饰，V6和V8汽油发电机组，六速变速箱和改进的动态悬架。 The product I have chosen here for this assignment is the new Audi A6. Audi A6 is the latest model of the company to hit the road of the UK in April 2004.HistoryThe badge of Audi which reflects the 'Four Rings’ is the emblem of one of the oldest car manufacturers of Germany. This Four Rings emblem tells about the merger which took place in 1932 among the four car manufacturer. They were Audi, DKW, Horch and Wanderer and can be said as the root of present day AUDI AG. The Audi Company current hold the reputation of producing high quality and long lasting cars. Technology is the Audi Slogan. Their quality resulted with the net profit of €816 million in 2003, which was €5.4 million more than as compared to 2002.Audi UK is the most efficient and successful importer of Europe which has its increasing sales ratio each year since 1999 as in 2003 the sales boomed to the figure of 70,107 and made a 2.7% of market share. Audi UK is an independent company in UK since 10 years after it separated from Volkswagen Group in 1993.About 131 Audi centres are proudly serving in UK presently。The new Audi A6 ，Let’s see What Company say about the new A6: ‘The creation of a class-leading executive saloon calls for a broad range of abilities. Supple ride comfort, but with precise and clear feedback; power, but with fuel efficiency; an exhilarating driving experience, but with luxurious accommodation for four. The new A6 triumphantly reconciles these apparent opposites through advanced technology and design. From the first glance, you know that the A6 marks a significant step forward for the class. A blend of opposing qualities; but a compromise in none’ The car made its first appearance at the 2004 Geneva Motor Show on the 2nd of March. It has been announced that prices of this car will range from £24,175 to £42,775 which is only a 1% price increase on the old model. The car has many new features both aesthetic and functional such as leather seats and upholstery, V6 and V8 petrol units, six speed gear box and improved dynamic suspension. 信息搜集 INFORMATION GATHERING To find out about the new Audi A6 I must gather information about it and also marketing theory to enable me to come up with a suitable marketing strategy for the car. The ways that I have gathered information about the new A6 are: Product brochures – I collected a product brochure and price list from an Audi showroom. These contain information about the car; the various types, specification, possible colours, extras, prices, etc. Audi website – the Audi UK website is www.audi.co.uk. This contains information about Audi cars including the new A6. It contains a lot of the same information about the car, but also tells you about the company in general and has regularly updated information. Audi annual report 2003 – this has background information about the company and financial, marketing and product information from the past year. I downloaded this from the Audi website. [Students Work: This is a student's work and is of a lower quality than our custom work. The sources of information I used to find out about more developing process are: Text books – the text books I used most is Intermediate Business byCarysforth, Rawlinson and Neild and The Complete A-Z Business Studies Handbook by Lines, Marcouse and Martin. These both contain information about all aspects of business theory including marketing. Websites – there are numerous websites, such as www.bized.co.uk, that contain information about business theory. I mainly used these for information not found in other sources as it is more time consuming. Handouts – the three handouts given to me are Marketing, Marketing Mix and Marketing Objectives, Strategy and tactics. Notes – class work notes provide background information about the topic of marketing. I will also carry out primary research to find out more about what the consumer wants from the A6. Developing Marketing – identifying, anticipating and fulfilling the customer needs and wants in a mutually beneficial process. It must be beneficial for both sides; it involvesmeeting the organization’s objectives as well as the customers’. Identifying customer needs is done through market research. Anticipating customer needs is done through forecasting. Fulfilling customer needs is done through the four P’s: Price – selling at the psychologically right price. Production – selling a range of products with appropriate featuresand branding. Promotion – may involve adverts, sales promotion, PR, etc. Place – making sure the product is sold in the correct outlets. Orientation Market orientation – the organisation focuses on customer needs andwants. The starting point is planning what the customer wants. |
