marketing mix - page 3
Keywords: new marketing mix of Skoda
By finil on 15/05/2009
Level: Master's degree (MA, MBA, MSc, MEng, MRes, MPhil etc)
Page Number: 3 of 10 pages: 1 2 3 4 5 6 7 8 9 10
market. Attractiveness of this market is very high. Because, in this segment are sold cars of the higher price category with a luxurious equipment. See the next page for the portfolio of customer segments (Dreher, Ritter, Muhlbacher, 1992). The picture shows attractiveness of the new segment of the market for the company. There is also shown high competitive position of the models Fabia, Octavia and Octavia II. Superb is not so good in the competitive position, because of prejudices of customers against the brand Skoda emerging from the past.
This segment (Family car is smaller Van) is in big growth with more than 800.000 sold cars a year in the Western Europe. In the Czech Republic are sold (total amount) more than 140 thousand new cars a year. Family cars involve 9.1 per cent (about 13 thousand new family cars) of the total market with new cars in the year 2002 in the Czech Republic (source car magazine Auto Bild – September 2003). This segment is operated by competition especially Citroen, Ford, Peugeot, Fiat and VW in Europe.
The stability and reliability of the company after launch of the new product will be stronger and after launch are covered all basic model series on the car market by the Skoda company which is going to fixate image of the brand among wide public.
4.Product life cycle
Product life cycle show the different stages that facing by the new product. In other words,when a new product introduce into market, will have to face different situations in marketing fields. Product life cycle is associate with marketing strategy and marketing mix. Introduction,Growth,Maturity and decline are different stages in Product Life Cycle(PLC)
4.1. Introduction Stage
Introduction stage is the first stage of every new products. In this stage of Product, have to analyse
the market situation, competitors, and product development. At this stage of a new product, there will be high cost of production, low profit, sales volume will be low. And the company have to create the demand for the new product.
4.2. Growth stage
This is the second stage of the new product. In the growth stage showing the growth of product in the market. At this stage profit is increasing, and the demand of the product is increasing. The main advantage that getting to the product is ,it become famous in public. The disadvantage of this stage is, the competition is getting tough. The raising of
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