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Strayer MKT 505Case Study 3: Carmakers
Target Gen Y (Case 7-2)
Due
Week 6 and worth 240 points
Write
a 4-5 page report that answers the following:
1.
Explain
the strategy behind Asian automakers targeting Gen Y.
2.
Analyze
the strategy behind Honda and Toyota creating new vehicles such as the Element
and the Scion.
3.
Determine
the rationale behind Toyota's decision to limit the number of Scion vehicles
available for sale. Do you agree or disagree? Provide a rationale.
4.
Research
current strategies that Ford and GM are using to cater to this particular
market segment.
5.
Provide
evidence from at least three (3) qualified sources, e.g., textbook,
peer-reviewed journals, government, or professional organizations Websites.
Note: Properly cite your sources in the report and on a separate reference page
that follows the APA style conventions.
Your
assignment must:
Be typed, double
spaced, using Times New Roman font (size 12), with one-inch margins on all
sides; citations and references must follow APA or school-specific format.
Check with your professor for any additional instructions.
name, the course
title, and the date. The cover page and the reference page are not included in
the required assignment page length.
The specific Course
Learning Outcomes associated with this assignment are:
Integrate the
concepts of market segmentation, product development, and pricing policies into
viable marketing strategy to fit a variety of international market
environments.
Use technology and
information resources to research issues in international marketing.
Write clearly and
concisely about international marketing using proper writing mechanics.
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