Global Motors' Role in the Global Auto Industry - Case Study Example

Currently, Global Motors has different models that are feasible in terms of engineering and production.

Statement of Problem
Though the company has different brands and models of vehicles, the company is experiencing a problem in its marketing of the vehicles. The company gets problems in knowing the customer loyalty or the level of desirability of the models by the customers. These spans from determining the most desirable price range for potential buyers, determining the most desirable size of the vehicle (seats), and determining the models that have the most desirable form of energy used for vehicle transportation.

The company also faces problems in the positioning of the cars to the customers in aspects such as demographics, psychographics, global warming, lifestyle, and other perceptions. The company also faces problems in promotional /marketing tactics to use to reach potential buyers. Specifically; the company wants to know the best social media to use so that they may use it to avoid spending large amounts of money on online promotions. Lastly, the company gets problems in getting the target market and the best segment.

It is evident that these problems that concern the positioning of the cars, desirability or customer loyalty, target markets, and segments, and promotional tactics relate to the marketing plans. This research, therefore, seeks to evaluate the effective marketing plan of Global Motors.

Research Objectives
I. To determine the positioning of the cars.
II. To determine the best promotional/marketing tactics
III. To determine the effective market targets and segments.
IV. To determine the best level of desirability of the models to the customers.

Research Methods
This research will implore both qualitative and quantitative research methods to get the important information. The research will have a sample size of 100 customers with 50 buyers in the social media and 50 and 50 who are not in the social media. The data will be collected through the usage of questionnaires and interviews as source of primary information. The secondary data will include environmental, automotive, and marketing information from the sites. Read More