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Copy of Case 4-3 Summary

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by

Joanna Chavez

on 7 April 2014

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Transcript of Copy of Case 4-3 Summary

Case 4-3 Summary
Maya has been wanting to purchase a new car for a while; she's about to start her residency and she believes it's a good reason to actually go through with a purchase.
Requirements
- Under $35,000
- MPG of 40 or more
- Leather interior only
- 4-door
- No built in GPS-Nav system
-iPhone/iPad and Bluetooth connectivity
- Ample trunk space
- Low maintenance
- Minimum 4-star safety rating
- ABS system
- Electronic displays on dashboard
- Smooth handling and ride
- Manual transmission
Volkswagen Group
Toyota Motor Corp.
Case 4-3 Questions
Main Goal:
Develop safe and responsible ways of transporting people.
How:
Commitment to quality, constant innovation, respect for the planet, and by engaging talent and passion of people
Main Goal:
Bring value to their customers and society, and anticipate needs
How:
Through innovative products that exceed customer expectations
Strengths:
Intensive research
Global Presence
Strong brand portfolio
Weaknesses:
Weak positioning in the U.S.
Not environmentally friendly
Opportunities:
U.S. market
Growing demand for environmentally friendly vehicles
Threats:
Intense competition
Rising raw material prices
Increasing fuel prices
Political:
Environmental and governmental regulations
Legal proceedings
Economic:

Currency and interest rate risks
Supply of American jobs
Sociocultural:
Technological:
Strengths:
Weaknesses:
Opportunities:
Threats:
Political:
Economic:
Sociocultural:
Technological:
Innovative/market leader
Diverse target markets
Competition
2009 recall/reputation
New technology
Different markets
Environmental and governmental regulations
Employment laws
Political stability
monetary policies
taxation
inflation rates
Met Requirements
Price: Starting $26, 750
More cargo space
USB port to enable iPod/iPhone
Auxiliary audio jack
4 Door
44 MPG est. city/40 MPG est. hwy
4 Star Safety Rating
ABS System
Electronic display on dashboard

Green movement
Changes in demographics
Innovation competition
R&D Cost
Rising raw material prices
Fluctuating fuel prices
Exchange rates
Met Requirements
Price starting at $25,200
42 hwy MPG
4-door
Bluetooth
4-Wheel ABS (Standard)
Auxiliary input jack
demographics
income distribution
lifestyle changes
trends
government research spending
new inventions & development
rate of technology transfer
1. Based on the various perspectives of consumer decision making, what type of a shopper is Maya and why?

Majority/Innovator
High need for cognition
Central route processing
Need for more information
Evaluates

2. Apply the consumer decision-making process stages to Maya's actions as a consumer, or describe Maya's actions within the framework of the consumer decision-making process.

Need Recognition
Search for information
Evaluation of Alternatives
Post-Choice Evaluation
3. Is Maya utilizing the affect-based or attribute-base evaluation process? Justify your answer.

Attribute based
A lot of research
Trustworthy sources
Friends and family
Consumer Reports
Non-biased reviews

Market Share in China:
20.8% (as of 2012)
Market Share:
14.2% December 2013
Full transcript