Marketing in Luxury Cars Case Study Example | Topics and Well Written Essays - 2000 words

Marketing in Luxury Cars - Case Study Example The ad has a creative bent helped by the tag "Engineered Mischief" which shows the car driving along and in the process casting a shadow shaped like a pitchfork. The advertising copy reads: "Born with a silver pitchfork in its mouth." In terms of consumer behavior, the focus of the Porsche Cayman print ad is targeted on persons who have a heavy substance and style. The Porsche Cayman cars are known for quality and performance advantage over most American-made cars. This constant superior car performance of the Porsche Cayman puts a high premium on these brands of cars. The Porsche Cayman wants to reinforce their sophisticated, high-class image by advertising and promotion that is highly focused on persons with status and privilege. In terms of over-all strategy, the marketing of this car is directed to the wealthy businessmen and executives as shown by the ad copy. The ad is directed to both the young and mature businessmen and executives as shown by the visual image of the devil's pitchfork which connotes great excitement, fun, breaking the barriers and adventure for the targeted market. The distribution of the car is handled by well-trained dealers. The print ads that the being introduced, each focusing on one of the pillars of the campaign. The print ads appear in magazines, including Time, Newsweek, Fortune, Real Simple, and Architectural Digest. The ad cites the economic impact: it focuses on Toyota's new plant in San Antonio, Texas, which directly employs 2,000 people and adds thousands of other new jobs to the area. The headline reads: "Can a pickup give 2,000 people a lift Why not" The ad cites a strong environmental commitment: it presents Toyota's aspirations for zero emission vehicles and zero waste in its plants. The headline reads: "Can you have an impact by making none at all Why not" The ad stresses social responsibility: it highlights Toyota's Driving Expectations Program, which teaches valuable defensive driving skills to teens and their parents. The headline reads: "Can the most important safety feature in a car be a teen driver Why not The ad campaign has a "vision" The text of the ad reads: WHY NOT Two words that are filled with possibilities. They can turn a challenge into an opportunity. An obstacle into an inspiration. It's a question we ask ourselves at Toyota every day. Because we're continuously looking for new ways to improve what we do. By asking tough questions. Can we make a car that has zero emissions Can we improve the economy of a community Can we enrich the lives of people around us Why not Toyota Lexus focused on market research to determine why a particular consumer segment loses interest in one vehicle while maintaining interest in another. Toyota Lexus acts to unplug that bottleneck by presenting a special options package to car buyers at an early stage of consideration or by staging invitation-only test-drives for new models. Brands that become familiar to people early in their lives are more likely to be purchased by them when they first buy cars.Toyota Lexus targets high-potential segments. It uses market segmentation for the Lexus branding effort. Japanese carmakers are leaders of targeting. The Lexus team started with the styles, needs, and values--identified through consumer research--that motivated

Power Essay Example | Topics and Well Written Essays - 3000 words

Power - Essay Example These three C's in many ways mirror the three branches of government within the United States: the executive, legislative and judicial branches. Therefore, one may describe the balance of power with the following phrase: "The commission proposes, the Council decides, the Court interprets." However, some differences remain, and perhaps the internal structure of the European Community may best be understood as a combination of "different conceptions of democracy" (Craig, 1997, 105). The EU is not a state, but a combination of states and therefore it derives its authority from its members. "Under the present organization of the EU, its balance of powers does not correspond to the classic principle of the separation of powers. The interplay of checks and balances does not give a necessarily weaker result, but it is different" (Pris, 2000, 4). Because of this distinct separation of powers that isn't "really" a separation of powers; it is difficult to determine who the head of the EU is or how, if the bodies were to disagree, such a disagreement would be handled if not by the Court. The Council or the Commission could emerge at the dominant body depending upon political circumstances. Each entity has its own strengths and weakness. "Secondly, EC law is not stable. It is dynamic. The boundaries of the EC's powers move with the adoption of decisions, regulations, directives and the conclusion of international agreements" (Pris, 2000, 4). The Commission members are appointed by their respective governments. Seats are not elected. Therefore, the risk is that the Commission might become too powerful and lack sufficient checks upon who may rise to enjoy such authority. The primary power of the Commission is its soft power; it has a tremendous ability to advise and lead interest groups in a manner that is consistent with the strategies and goals outlined by the European Union. Rather than create a top-down regulatory strategy, it employs consensus building and negotiations as tools of intervention in competition issues. When needed, the Commission may choose to issue a public outcry against a faulty competitive practice. However, such an instance is rare and can be explained by the strongest competitive disadvantages, such as that imposed by a monopoly or too much state intervention into economic affairs. These issues concern the Commission because its main goal is to ensure a fair trade and competitive platform for transnational industries. The main purpose of the Union is to enable economic development and such actions are contrary to free market liberalization principles. While not the 'neoliberalism' that has at times been advocated by countries like the United States and criticized by others who saw the destruction created by strict adherence to the "Washington Consensus" advocated by aid lender institutions like the IMF, the European Union's Commission does take the opportunity to stop monopolistic and anti-competitive practices.In this way, the European Union may offer a middle strategy that is neither Washington based neoliberalism or strong, state driven economic practices followed by Commun ist China or other Asian nations. Europe's socialist democratic mix has worked thus far to tailor the economic environment to fit economic necessity. This can be seen in the dramatic economic success stories of nations like Portugal, who has been cited as an example of EU economic success. The Commission's role in EU