Peugeot 407 Marketing Plan

Peugeot 407 Marketing Plan

  • Submitted By: papasan
  • Date Submitted: 08/18/2008 5:09 PM
  • Category: Business
  • Words: 1245
  • Page: 5
  • Views: 4

The 407 HDi will be sold through the Peugeot dealer network. It will be priced at $45,990 and employing a market penetration strategy as, while it is an innovative product, it is entering a segment with a high level of competition and must be priced aggressively relative to the competition. The 407 HDi will be positioned as a safe, comfortable, well-equipped, economical medium-sized European luxury car.

The major issue facing the 407 HDi is the fact that similar technology is on the way from competing manufacturers. Audi, BMW and Mercedes-Benz are all finishing development on technology that many believe will be superior to Peugeot’s. The best way to counter this is to launch in early 2005 and beat the competition to market and capitalizing on the fact that the 407 HDi will be the class leader for 6 months.

Peugeot must conduct a focused and aggressive marketing plan to ensure that as many people as possible know about the 407 HDi and it’s features. The more that consumers know about the car, the more likely they are to choose it over competitor’s makes.

















TABLE OF CONTENTS


1. Market Overview ………………………………….

2. Environments ………………………………….

3. SWOT Analysis ………………………………….

4. Objectives and Issues ………………………………….

5. Marketing Strategy ………………………………….

5.1 Target Market ………………………………….

5.2 Positioning ………………………………….

5.3 Product ………………………………….

5.4 Price ………………………………….

5.5 Place ………………………………….

5.6 Promotion ………………………………….

5.6.1 Promotional Message ………………….

5.6.2 Promotional Mix ………………….

5.6.3 Promotional Budget ………………….

6. Implementation ………………………………….

7. Controls ………………………………….

8. References ………………………………….








1. Market Overview


The mid-size luxury car market is one of the most rapidly changing and highly competitive areas in the Australian automotive market. Due to rising fuel costs and changing attitudes, sales of large cars and...

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