Scribd Logo
Upload

Welcome to Scribd!

  • PPT

    Uploaded by

    Hongyi Frank Liang
    62 views12 pages
    The document summarizes a student's survey and presentation on Maserati. The student's research question asks if Maserati still has competitive power during an economic downturn. Literature on luxury car brands and product recalls is reviewed. Survey results indicate potential customers still exist for Maserati and it can overcome difficulties, supporting the hypothesis. However, the survey also shows Maserati needs improved advertising and to target additional age groups.

    Original Description:

    Original Title

    Ppt

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The document summarizes a student's survey and presentation on Maserati. The student's research question asks if Maserati still has competitive power during an economic downturn. Literature on luxury car brands and product recalls is reviewed. Survey results indicate potential customers still exist for Maserati and it can overcome difficulties, supporting the hypothesis. However, the survey also shows Maserati needs improved advertising and to target additional age groups.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    62 views12 pages

    PPT

    Uploaded by

    Hongyi Frank Liang
    The document summarizes a student's survey and presentation on Maserati. The student's research question asks if Maserati still has competitive power during an economic downturn. Literature on luxury car brands and product recalls is reviewed. Survey results indicate potential customers still exist for Maserati and it can overcome difficulties, supporting the hypothesis. However, the survey also shows Maserati needs improved advertising and to target additional age groups.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 12

    Survey of Maserati

    Hongyi Liang (103613802) EILP 3 Section 11 Instructor:Susan Ewick November 27, 2011

    November 27, 2011

    Structure of my presentation
    Research Question Hypothesis Literature review Dara collection Analysis Reference

    November 27, 2011

    Research Question: Do Maserati still has competitive power during car depression? Hypothesis: Maserati will attract many consumers and get over the difficulty.

    November 27, 2011

    Literature review
    These books/articles are good for support on the subject because...
    The luxury strategy: break the rules of marketing to build luxury brands luxury car brands Hero Ferrari and Maserati are the standard-bearers for Italy, Porsche for Germany, Aston Martin for Great Britain. Brand-name effects, segment differences, and product characteristics: an integrated model of the car market analyze the market of a car. The Liability of Good Reputation: A Study of Product Recalls in the U.S. Automobile Industry advantage and disadvantage customers' expectations.

    November 27, 2011

    If you can buy a luxury car, which brands do you prefer?(multiply question)

    November 27, 2011

    November 27, 2011

    November 27, 2011

    Which age group do you think will buy Maserati?

    November 27, 2011

    Main point of the survey


    If people want to buy Maserati? Does Maserati still have lots of potential customers? Can Maserati overcome car depression?

    November 27, 2011

    Analyze
    The results support the hypothesis that there still many potential consumers for Maserati. The good reasonable price, good reputation cover consumers' needs Two results of the survey show that Maserati hassome things need improved. advertisement of Maserati on media. age group
    November 27, 2011

    References
    1. Rhee, M. "The liability of good reputation: A study of product recalls in the US automobile industry." Organization science 17.1 (2006):101. 2. Baltas, G. (2009). Brand-name effects, segment differences, and product characteristics: An integrated model of the car market. The Journal of product & brand management, 18(2), 143. 3. Kapferer, J N. (2009). The luxury strategy : Break the rules of marketing to build luxury brand. London: Kogan Page.

    November 27, 2011

    November 27, 2011

    You might also like