Marketing Mix for the Holden Commodore - Case Study Example

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Summary
Commodore was introduced in the Australian market in 1978 as a re-engineered Opel. There were several changes that were made in the car in order to enhance its durability in the market and fit into the Australia conditions. Initially when it was introduced, the car was suited fro the family as it was meant to replace the larger and tradition family sedan…
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Marketing Mix for the Holden Commodore
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Download file to see previous pages The car has been produced with a different target in the market but it has remained a family car. But the Holden Commodore VE Ute which was released in 2007 has a new target to individual users. It is small compared to the others but is has the appearance that makers Commodore in the market. The Holden Commodore Sport wagon which was released in 2007 is also a family car and is larger. This shows that the company has been responding to the changing need of the market and has therefore been producing models that go with the market.
There are also some models that have been targeted for the upper market. Although most of the models have been selling at a constant price, there are some models like Commodore VE that has been produced target the higher income market. the company has been pressure to lower the price of the VE model as the demanding the market falls due to low sales attributed to the its exorbitant prices. (Edger, 2002)
Since it was produced the primary target market for commodore has been the family. It has bee produced targeting the family market and therefore the model have been made larger in a way that they can carry the whole family. The company has been producing medium sized cars that are usually important for family travels and other means. Therefore the family has been the primary target market for the cars. ...
The company has been producing cars which are meant for private use. All the models produced are personal cars which are mainly aimed for the family.
The features that are produced with each successful model show that the car is for the family market. They produce medium sized cars which are safer and durable. However in the recent past there have also been productions of other models that are aimed for the secondary market. These include the sportive VE Ute which is aimed at individual travelers. But this can only be considered as the secondary market since there are not many productions that have been made on this model. Generally the company has produced cars that are primary made to meet the needs of family travelers but the trend in the market has forced it to produce other models which specifically target the individual travelers as well. The company has been improving its models since it was produced in order to put in place some futures that are meant to position it as a contented in the target market. With new models entering the otherwise competitive market, Commodore has been retaining large sales owing to the way it has been changing features of its cars to meet the demands of the target market. The design and the price of the cars have been well planned in order to fit the status of the target market. (Kenwrite, 2004)
Positioning
When the first car was produced the level of competition in the market was low compared to what it is right now. By then there were not many models that were targeted to the family target market but with time there have been new entrants in the same market that have increased the level of competition. The main competitor of the Commodore model has been the Ford Falcon, Honda CV, Toyotas Camry, Mitsubishi ...Download file to see next pagesRead More
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