United States Hispanic Market
The challenge was given to market a safety-based, In-Vehicle Communication Service to U.S. Hispanic automotive buyers. The first step was an assessment of the current situation which revealed the need for the system to first be provided in the “Spanish” language. Cross-functional planning took place which involved working with marketing, sales, call center, engineering and finance departments in order to assure a solid plan. After providing recommendations, an implementation plan was developed and the service was successfully implemented. The Spanish language service resulted in a strategic First Mover advantage, which provided dealers with the opportunity to differentiate their vehicles from those of their competitors, in support of increasing their market share within the Hispanic market.
International Mexican Market
The goal was to develop a marketing plan to introduce an In-Vehicle Communications Service to the Mexican market. Created an analysis of the current state of the Mexican market and identified which areas of the technology would be adaptable to the Mexican culture. Market-specific research (both quantitative and qualitative) was conducted to determine which messages would be appropriate to deliver while advertising this safety service to the Mexican consumer. A Strategic Marketing Plan was developed with recommendations to address the marketing, advertising, and sales planning associated with introducing the service in the marketplace.
