The New Beetle by DeLorenzo - Essay Example

Marketing director Liz Vanzura had a clear understanding that there were challenges to be faced despite the success during the past few weeks. The cars for the show during the successful launch had spectacular features that caught the attention of the media and the citizens who had attended (DeLorenzo, 1998).

To the majority, what was just a concept and dream never come true had been turned into reality. In order to secure the future of the product in America, the marketing team had to address several issues with a high level of precision. The target population was one of the main issues to be addressed. Consideration of the target population, in this case, is the young population. It was based on the specs of the vehicle as the New Beetle is economical, stylish, and affordable (Rossman, 2011). The other key issue was to increase the sales volume of the brand.

The first step towards the improvement of the sales lackluster performance was to hire a new advertising agency. The new advertising agent would help in making the German piece of engineering attractive again (Kiley, 2002). Several challenges were faced in an attempt to improve the number of cars on the streets of America. Dealing with the competitors was one of the challenges. Test and preference vary a great deal in America. Attaining the required target demands specialty or rather focusing on a specific market niche.

The other challenge was to keep up with America's ever-changing taste. The young population of America needs constant change and improvement of the vehicle with time. They easily get bored of a particular product after using it for some time.