Evolution of Master Motors Organization - Case Study Example

Evolution Mission, Vision, Objective and History Master Motors is a 7 years old Munich based car manufacturer. This is a newly evolved Italian car manufacturer has been able to draw attention of global auto mobile industry. The organization was founded by ex chief engineer of the Kia Motors. Over the years this automobile organization has enjoyed the association and patronage of top automobile scientists across the world. Two years ago the organization has expanded its business in the European markets. Within short time span the organization has gained significant popularity in the European markets. The company is planning to launch its 2014 flag ship car Calderon. The organization has the objective to provide seamless, smooth and comfortable driving experience to its customers. Providing state of the art quality automobile services to the customers is also an integral part of the company’s objective. With the ever-changing patterns of the automobile industry customers are seeking for the high quality products and services and the organization has established their organizational objectives according to that only. Business profitability is also an important objective for the organization. Vision statement of Master Motors is significantly compatible with the objectives of the company. “The vision of the organization is to increase our stature in the premium segment of the automobile industry where customer’s dreams and our dreams will converge and together we will excel”. This vision statement is reflecting the customer centric nature of the company. The mission statement of the organization is “To attract the attentions of the customers with premium products and services and to provide a seam less ownership experiences of well engineered car”. The mission statement of the company is indicating the category of the product. Being a premium car manufacturer the mission statement of the company is absolutely perfect. SWOT analysis Here in this section of the study SWOT analysis of Calderon will be done. Strength: Being a product of the Master Motors, Calderon will enjoy significant competitive advantage in the European markets, especially in Germany. Being an environment friendly vehicle the car contributes very little to global environmental pollution. The car emits very less CO2 (only 140gm/km). Gear function of the car is significantly smooth and seamless. The powerful engine of the car provides great pickup. The car has 1.6 Ltr engine and 6000 RPM maximum power and the peak torque of the car is 170 NM. Automatic navigation system of the car is also an important strength. Weakness: Diesel version of the car is not available. Ground clearance of the car is low so in the case of poor quality roads, the car creates too much pressure on its shock absorbers. Being a new product in the market, the price of the product is little bit on the higher side. Opportunities: The car can be used as the mode of premium public transport vehicle. Calderon has the opportunity to give emphasis on the electro mobility. The interior of the car can be designed in more exotic way to reflect its premium category. At present the car will be available in three colors only. Color related options of the car can be increased. Threats: European market is the breeding ground of the well established premium car manufacturers. Their already established brand images can be a significant threat for this car. Global fuel price is fluctuating significantly. It has significant impacts on the automobile industry that can be a threat for a new brand like Calderon. Raw material prices of the automobile parts are increasing. It is a significant threat for the car. Competitor Analysis Ford Eco sport and Renault Duster are the main competitors of Calderon according to the price and segmentation. But, there are certain features or characteristics of the car that set Calderon apart from these two competitors. Eco sport has a sporty looking exterior and Duster has a chunky look. In this aspect Calderon is little different. The car has more dynamic look. The exterior of the car has a combination of semiformal and sporty looks. It is a significant competitive advantage of the car which sets it apart from the two competitors (Kolah, 2013, pp. 67-68). Eco sport has a fuel tank capacity of 52 Ltrs and Duster has fuel tank of 50 Ltrs. In this aspect also Calderon is ahead of the competition it has fuel tank capacity of 55 Ltrs. Both Eco sport and the duster have satisfactory and exotic interiors. In this aspect of interior designing, Calderon has an elegant looking interior. Mileage is also an important feature on the basis of which competitiveness of car can be judged. Eco sport and Duster have mileage of 15.8 kmpl and 13.24 kmpl respectively. In this case also our car enjoys significant competitive advantage. The mileage of the car varies from 16-16.2 kmpl. Price range of the car is higher than the Eco sport and Duster. Position of the car against the competition has been shown with the help of below table. Criterions of competition Calderon Eco sport Duster Exterior Hybrid and super attractive. Less Attractive Attractive Score (0-10) 8 6 7 Interior Elegant Satisfactory Fabulous Score (0-10) 7 6 8 Mileage Highest Average High Score (0-10) 9 7 8 Capacity of fuel tank Highest High Average Score (0-10) 8 7 6 Price Highest Moderate High Score (0-10) 6 8 7 The above chart is clearly indicating that in most of the parameters of the comparisons scores of Calderon are ahead of the other two competitors. Only in the car is little bit expensive but this is quite suitable with the several features of the car. In the case of interior design, the car lies in between two other competitors. It means the car has enough scopes to improve its interior designing. Product description / service description Multi utility vehicle Calderon is our product for 2014. The new product is significantly different from our previous products. Previously our products were having more sporty kinds of looks. But the new product is more of hybrid look and it is a combination of semiformal and sporty look. The previous products were not that much environment friendly. But with this new product we have focused towards the environmental stewardships. CO2 emission rate of this product is lesser than our previous products. We have added extra levels of comfort in this new product (Sheldon, 2007, pp. 45-47). We have added extra cushions in the seating arrangement of the car. Digital meters used in the car are more improved and attractive than our previous products. As far as our services are concerned we are providing some extra facilities to our customers which were missing in the previous occasions. We are providing more flexible EMI scheme to our customers. Online booking system of the car has been improved in this time and customers will be able to buy or book the car through online. Residential test drive is a service which we are going to provide for the first time of our history. In this service customer will get the benefit of test drive at their places only. They need not to visit our show rooms for a test drive. Distribution channel of our car is very simple. The car will be sold from the authorized dealer of the company and from the show rooms of multi brand vehicles. Authorized dealers and the multi brands showroom will get the car from factory directly. Due to this simple but effective distribution channel customers can acquire the new car easily. The new car will be available in all the reputed show rooms and customers can acquire the new car from those showrooms only. Customers can purchase Calderon from the authorized dealers of the company also. Online facilities are also there to purchase the car. Consumer / market analysis The operation of the organization is totally Europe centric. Due to this the target markets of this car are all the famous cities of the Europe. Several specifications, mission and vision statements of the car are indicating that the car is a premium category car. Therefore target customers of the car are higher income people of the European society. Prices of the car are on the higher side. The car is for those customers who are ready to pay extra bit of money to get extra level of comforts. It shows that targeted customers of this new car will not be price sensitive in nature (McDonald, 2007, pp. 15-17). Due to its combinational outlook of semi formalness and sportiness young people and the middle aged people are the main target customers of the car. The design of the car is significantly suitable for lifestyle oriented people also. Being the home country of the company, this new car will be launched in all the German cities. The organization doesn’t want to dilute its premium brand image that is why it has targeted high income people of the European society. The glamour of this new car is significantly appropriate with the brand image of Master Motors. Short summary Calderon is a premium category multi utility vehicle from the house of Master Motors. It is the flagship brand of the company. Due to its several modern specifications and significant brand recall the new car has enough strength to overcome some of its weaknesses. The car has ocean of opportunities in terms as far as electro mobility, color combinations and the premium public transport is concerned (Broughton, 2012, pp. 45-48). There are significant threats for this new product but with the help of experienced engineers and other strengths the car can mitigate all those threats. Ford Eco sport and Renault Duster are the main competitors of the car. But the car enjoys significant competitive advantages in different aspects. In terms of exterior designing, capacity of fuel tank and mileage the car is ahead of its competitors. In case of interior designing of the car, Master Motors have significant scope of improving. Price of the car is more than its competitors. This time our company has come up with some extra attractive facilities which were absent in our previous products. Our organization has given significant importance towards the Environmental stewardship and this environment friendly new car is a clear evidence of that. We have tried to increase the comfort level into this new flagship product. We have come up with several services like flexi EMI scheme, online booking and Residential test drive. Distribution channel of the car is very simple and customers can acquire the new car easily without any inconvenience. Due to the premium nature of this car, higher income people of the European society are the main target customers for this product. Young, life style oriented and middle aged people are the segment for which this car is made or introduced. References Broughton, P. D., (2012). Lifes a pitch: what the worlds best sales people can teach us all. London: Penguin UK. Kolah, A., (2013). The art of influencing and selling. London: Kogan Page Publishers. McDonald, M., (2007). Marketing plans: how to prepare them, how to use them. Burlington: Butterworth-Heinemann. Sheldon, G., (2007). Sales & pitch letters for busy people: time-saving, money-making, ready-to-use letters for any prospect. 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