Case study 3... I have copy and paste the instuctions below

3... I have copy and paste the instuctions below - Case Study Example This has increasingly attracted much focus as the next target by majority of Asian automakers. According to current statistics, several young people aged between 22- 30 years plan to purchase motor vehicles. Further, the same statistical data indicates that about 64% of females within this age group have already purchased a motor vehicle compared to 44% of their male counterparts (Nickell, 2012). In this regard, Asian automakers try to fulfill the desires of Gen Y by availing them with what they need in a unique way. According to Beard (2003), Gen Y possesses purchasing power to a tune of $170 billion which is expected to continue growing as they progress in their careers. Moreover, by Asian automakers targeting Gen Y, this could be a sign of trust that Gen Y is a brand royal whose desires are not only to serve them as individuals, but the entire community. Marketers continue facing a big challenge in handling Gen Y who does not prefer advertising since they believe advertising cause s them to purchase products they do not require. Moreover, they view advertising as one way of increasing product price which goes contrary to their desire of lowest price possible. Analysis of the strategy behind Honda and Toyota creating new vehicles such as the Element and the Scion By both Honda and Toyota manufacturing motor vehicles such as Element and Scion, it shows their efforts in establishing a relationship with Gen Y with a view of improving their brand name (Rechtin, 2009). Notably, Honda’s strategy acknowledges Gen Y varied preferences. According to Keegan and Green (2011), Toyota and Honda are using adaptation and extension strategies to access the global market opportunities. Both automakers seem to have noted the increased purchasing power of Gen Y by becoming more innovative in meeting their needs. In this regard, they have introduced new automobiles in the market at a price within reach of majority of this age group. The rationale behind Toyota's decision t o limit the number of Scion vehicles available for sale In 2006, Jim Press, a top executive with Toyota, United States commented on limiting the number of Scion motor vehicles. He explained that any further increase in sale of this brand could only accrue benefits to the Japanese automaker although he stressed that this decision would not lead to loss of customer preference for Scion. Additionally, Jim Press said that â€Å"Scion is an incubator† that was meant to help Toyota understand the preferences of the younger generation. The rationale behind limiting Scion’s sale volume could be explained in various ways including: Scion brand could have attained maturity stage and, to remain popular with Gen Y, Toyota had to create exclusivity image for this brand (Mandel et al., 2006). If Toyota continued with production of more Scions, it could have suffered diseconomies of scales. This is because, as it continued pursuing the growing market demand, at some point the rate of input increase could equal the rate of output increase - leading to rise of unit cost. What this means is that Toyota could be needed to produce more to meet the market demand. This would also require the company to increase labor and build additional plants in order to produce more cars. More so, by limiting Scion sales volume, Toyota could build long-term brand loyalty from its existing clientele. This is

The Public Relations Campaign of the Bank Term Paper

The Public Relations Campaign of the Bank - Term Paper Example The ABC Bank is a leading bank and it plans to fortify its lead and keep competition far behind. Its market research team has identified a way to do so in an opportunity that exists in the market. The opportunity is a need of the potential customers to be able to make payments using their mobile phones. This need is felt in many practical situations. For example, a customer who needs to pay for a restaurant bill, which has somehow exceeded his estimate of what the bill could have been, can instantly pay through his cell phone. He does not have to bother with the credit card or going to the bank to do the same. Or, a Parent, whose kid is studying in a distant town suddenly needs money, the Parent can almost instantly while being on the move and without bothering to access his online account through a laptop or any other gadget, may simply use his mobile phone to send the amount to the kid. The possibilities are numerous and almost everybody seems to have a need for this basic applicat ion that satisfies an elementary need of being able to send money immediately without the hassle of waiting to do the transaction, upon either reaching a bank or reaching someplace that maybe work or home or a business center, where the transaction could be done online. Moreover, there is no transaction charge. As far as the security of the transaction is concerned, there is no need to share account details. Also, the app is pin protected thus making it safe to use.On the face of it, the situation surrounding the launch of the application seems quite favorable. This seems so, given the readiness with which it promises to fulfill a basic need of the public and that is to be able to send money while being on the move and that too for free. The app also promises to be safe. However, a careful scan of the internal environment leads to concerns that threaten to affect the success of the launch or the app itself. A careful and ongoing examination of the related news gives inputs about how this service could be misused and lead to financial fraud.