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政大機構典藏 > 商學院 > 國際經營管理英語碩士學程IMBA > 學位論文 > Item 140.119/49130

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/49130

Title:	SW 汽車公司Omio新車上市計畫 SW motor company “Omio” launch report
Authors:	虞正婷 Yu, Shelley
Contributors:	吳文傑 Wu, Jack 虞正婷 Yu, Shelley
Keywords:	汽車公司
Date:	2009
Issue Date:	2010-12-08 01:59:11 (UTC+8)
Abstract:	SW 汽車公司Omio新車上市計畫 From a corporate point of the view, in order to make a business decision, there are several areas of analysis and understanding that needs to be made. These areas include external environment analysis, internal environment analysis, and overall business structure analysis. This report provides analysis of the overall external status that influences the Taiwan automotive industry market, new car registration report and market trend, New Car Buyer’s Study Report to understand what the market needs, and what the customers want. From internal perspective, the corporate needs to understand what the customer wants, and what the company can provide. Therefore the report will look at the product strategy, pricing strategy and the financial health of the product based on the overall recommendation. 1. Introduction .......................................................................................... 5 2. Taiwan Market Overview ..................................................................... 7 2.1 External environment ................................................................... 9 2.2 Automotive industry trend segmentation analysis ...................... 9 2.3 Key competitive players in the market ........................................ 13 3. Taiwan Customer profile .................................................................... 14 3.1 Target customer demographics .................................................. 14 3.2 Target customer psychographics ............................................... 16 3.3 Key purchase reason ................................................................. 17 3.4 Key sources of knowing about the current car. ......................... 18 3.5 Key motivation of purchasing a new car. .................................. 18 4. Product strategy: ............................................................................... 20 4.1 Product Portfolio ....................................................................... 20 4.2 Key competitive feature analysis ................................................ 22 5. Pricing strategy .................................................................................. 25 5.1 Price Band ................................................................................ 25 5.2 Pricing Strategy ........................................................................ 28 5.3 In-line Portfolio Pricing Strategy ............................................... 30 2 6. Business case (financials) ................................................................. 33 7. Marketing launch plan ......................................................................... 37 7.1 Channel strategy ........................................................................ 37 7.2 Service strategy: ......................................................................... 39 7.3 After market accessories: ........................................................... 40 8. Marketing communications strategy .................................................. 42 8.1 Media strategy ............................................................................ 42 9. Public Relations / Events ................................................................... 45 10. Wave II – Launch sustainability Plan ................................................. 47 11. Conclusion ......................................................................................... 49 12. References ....................................................................................... 52
Reference:	1. Ministry of Transportation and Communications:
Description:	碩士國立政治大學國際經營管理英語碩士學位學程(IMBA) 97933009 98
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0097933009
Data Type:	thesis
Appears in Collections:	[國際經營管理英語碩士學程IMBA] 學位論文

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