Marketing Case Analysis

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You have been hired as a marketing strategy consultant for Nighthawk Motors’ new Plug-in Hybrid, the Ecostar. Nighthawk Motors is preparing for the auto show season in the United States and plans to showcase their latest model of the Ecostar at the various auto shows around the U.S. You have been hired as a consultant to develop Nighthawk’s marketing strategy to sell the hybrid to consumers in the United States.

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Marketing Case Analysis

You have been hired as a marketing strategy consultant for Nighthawk Motors' new Plug-in Hybrid, the Ecostar. Nighthawk Motors is preparing for the auto show season in the United States and plans to showcase their latest model of the Ecostar at the variou

The Ecostar is a five person compact hybrid automobile equipped with a 1.8L 4 cylinder engine. It has a range of 80 miles on batteries alone and 500 miles on a tank of gas. Its EPA rating is 60 miles per gallon for city driving and 55 miles per gallon for

Nighthawk Motors' goal is for the Ecostar to go beyond being a product just for "green" consumers and instead be the number one selling vehicle in the world. Priced at $3,000 less than the current leader, the Toyota Prius, Ecostar has potential to be comp

The success of your marketing strategy will depend on your ability to design a marketing campaign that will influence the consumer decision making process. Your first step will be to research and understand the role that different steps of the consumer de

1. Develop a detailed profile of the expected consumer for the Ecostar. Include things such as age, income, personality, profession, lifestyle, and any other characteristics you think may be important. Provide justification in support of your profile.

2. Analyze the consumer decision making process for automobiles in the segment you have identified for the Ecostar. In this connection examine how Figure 3.9 Stages in the Consumer's Purchasing Process (refer Chapter 3 How People Make Buying Decisions) m

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Your job is to develop a marketing strategy to overcome their reluctance and make the Ecostar the first choice among all compact car buyers and not just among customers predisposed to purchase hybrid cars. Nighthawk Motors' goal is for the Ecostar to go b