Marketing strategies Essay Example | Topics and Well Written Essays - 1500 words

Marketing strategies - Essay Example Australia’s strong employment growth and rising wealth coupled together with car manufacturers’ strong discounting and cheap finance schemes have cultivated growth in new car sales. With a strong economy, low interest rates on car financing and tariff reduction on vehicle imports will increase consumer confidence and encourage consumers to spend. Therefore, projected growth remains strong and stable over the next five-year period. In this paper, the author focuses on the product launch of new product line for Mercin Daviro. Mercin Daviro is a New Australian car manufacturer that specializes in the small, compact and economic range. The company is derived from Europe where it matches the features of the small European cars. Trends in the demographic environment, economic environment, natural environment, technological environment, political environment and cultural environment have been analyzed and Mercin Daviro had used this information to structure their car. The automotive market can be segmented by product type such as four-wheel drives, people-movers, Sports utility vehicles, and light commercial vehicles. Strong sales growth has continued in most segments in 2004, particularly for four-wheel drives, people-movers and light commercial vehicles, pointing to another record year for total vehicle sales, even though new passenger car registrations are likely to have fallen slightly. Local demand have been rising strongly between 1999 and 2001, the value of total automotive exports fell by 2.2% in both 2002 and 2003. Total earnings from automotive exports were A$4.72bn (US$3.1bn) in 2003, of which A$2.99bn came from vehicle exports and A$1.74bn from component exports. The Middle East is by far the largest market for Australian vehicle exports, accounting for 40.1% of export earnings in 2003, followed by New Zealand (17.5%) and North America (16.6%). The current key players in the Australian automotive market are Toyota, General Motors, Ford, Mitsubishi,