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Development and Expansion Strategy of SMART Cars - Essay Example

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Development and Expansion Strategy of SMART Cars

Acquire new customer by optimizing search engine submissions, introducing online competitions and a free web mail system for SMART car owners and fans.
Introducing a secure online transaction service that can be used to buy products and services or apply for finance, with a quick turnaround time of 24 hours.
Implementation of actions to enhance and streamline the SMART sites so that they are easier to navigate and offering the customers a richer more rewarding personal experience.
Addition of an exclusive owner section with car service record, logbook and special promotions.

2 Terms of Reference
This report was commissioned by SMART on December 12th 2005

3 Methodology
This report references the following:
The Institute of Direct Marketing, SMART Car Handout, 2006.
MediaCo, Email Marketing - Opt In Email Marketing.
J. S. Fleming and Gail Said Johnson. Designing an Effective Web Page. 2003.

4 Situational Analysis
4.3 Company Analyzes
SMART an automobile manufacturing, supply and sales enterprise was established in 1994 and is a wholly owned subsidiary of Daimler Chrysler, with approximately 1200 employees. SMART have dealership networks in 35 countries, with their administrative network in Bblingen Germany and production facility in Hambach France. Its product range exists out of three models, the ForTwo, ForFour and Roadster in hard top and cabrio styles.

SMART's key issue has been always been the environment, with guidelines ensuring SMART cars are engineered to protect the environment by being energy efficient and preserving natural resources. SMART's policy starts with development, runs through production, and ends in the recycling of many SMART components.

SMART Car UK has a multi-channel approach in selling their relevant products and...
Its product range exists out of three models, the ForTwo, ForFour and Roadster in hard top and cabrio styles.
SMART's key issue has been always been the environment, with guidelines ensuring SMART cars are engineered to protect the environment by being energy efficient and preserving natural resources. SMART's policy starts with development, runs through production, and ends in the recycling of many SMART components.
SMART Car UK has a multi-channel approach in selling their relevant products and services. A customer gets acquainted to products and services by visiting their respective website's www.thesmartcar.co.uk & www.smarttogo.co.uk, and purchasing these products at one of 53 SMART dealerships.
In the fiscal year of 2004/5, SMART UK's turnover was 6.8 million and the growth forecast indicate a possible increase rate of 15% for the 2005/6 period, with a total turnover forecast of 7.25 million. SMART's online marketing and promotion contributed towards the sale of 850 units of the total 11000 sales in the UK in 2005.
Smart car UK is already a established business with a strong consumer base from which to launch a aggressive marketing strategy to increase its share of the automobile market. Some of its strong points are:
SMART car as a new entry to the automobile market offering the consumer the retro unique look. ...Show more

Summary

SMART Car UK has appointed E Digital agency to develop and expand on their online marketing channel to increase sales and improve customer acquisition and retention. They allocated 1.5 million towards this marketing strategy and in return want to increase revenue to 8 million in 2006/7.
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