MCC has chosen to produce a product that meets basic quality requirements. Again, this decision flows from the desire to produce a car that is affordable. Students will probably react very negatively to the concept of a car with plastic sides. Students will probably be skeptical about the need for this car, and it may be necessary for the instructor to encourage them to examine the marketing strategy and help MCC make it successful. It is probably helpful to ask students if this car fits with the demands of the target market in Europe. The ability to switch car panels to panels of another color can be seen as a part of the augmented product.

Sorry, but copying text is forbidden on this website. The case indicates that MCC is targeting childless, dual-income couples in urban areas who want a second car, and single people aged Any Colour Combination, Including Black. These companies wanted to design smaller cars that produced less pollution. In the spring of , Hayek announced that he had lined up a new joint venture partner. Students might also suggest different names for the car to reinforce the positioning.

The case indicates that MCC is targeting childless, dual-income couples in urban areas who want a second car, and single people aged From the drawing board The Swatchmoblie concept results from the work of several dozen young jeans-and-sweatshirt-clad engineers who labored around the clock for three years in a secret garage in Biel, Switzerland. It might also consider offering extended warranties, roadside assistance, etc.

Mercedes felt it needed to attract buyers who could not afford its traditional cars. What are the actual and augmented parts of the products? MCC prefers that dealers build on land located near suburban shopping centers.


swatchmobile case study

We would expect that MCC will also offer typical new-car warranties. These companies wanted to design smaller cars that produced less pollution. There are lots of small cars, as noted in the case.

Approximately 8 0 percent of the Smart’s parts are components and modules engineered by and sourced from outside suppliers and subcontractors known as “system partners. The second phase of distribution will cover the United Kingdom, and the United States and other right-hand-drive countries. By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled swatcgmobile. Sales got off to a slow start amid concerns about the vehicle’s stability.

Students may suggest that although Swatch and Mercedes have not put their names on the car, why not promote the fact that this car is the unlikely product of this unusual combination.

Dealers will also have to establish xwatchmobile other points where consumers can get information about the car, one in an airport or railway station and a second in a shopping center. Given the plastic panels, they may feel that Stjdy should narrow the target market and concentrate on young, single people and emphasize fun and funkiness in the positioning.

swatchmobile case study

Keep up to date with email sttudy Pricing Shipping options Terms of business What’s available from us? A Canadian company, Magna International, starts by welding the structural components, which are then painted by Eisenmann, a German company.

What recommendations would you make to MCC when it decides to enter the U. Will the Smart Car Fly?


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Tax ID No Volkswagen, GM, and Rover all have microcar models under development. All fields Reference no.

Whereas the small, fuel-efficient car may make sense in Europe, the same case can not be made in the United States. Here, students will be even more skeptical. Further, Hayek envisioned a car that emitted almost no pollutants, thanks to its electric engine. Remember that this is just a sample essay and since it might not be original, we do not recommend to submit it. Product and Service De View our pricing guide or login to see prices.

The Swatchmobile: Any Colour Combination, Including Black | The Case Centre, for educators

If MCC used Mercedes as the name, it might then be difficult to position the car as inexpensive. The franchise agreement is much ccase a fast-food franchise in that there are tight restrictions on showroom design and customer service, and dealers who violate provisions in the agreement can lose their franchise quickly.

Nicolas Hayek, the man who led Swatch to its success, initially owned 49 percent of the new company and Mercedes owned 51 percent. However, we might edit this sample to provide you with a plagiarism-free paper Edit this sample. How about receiving a customized one? Why or why not? It also has a technical center in Renningen, Germany, where it employs people.