Nighthawk Motors Marketing Report: Strategies for Ecostar Launch

This report examines the marketing challenges faced by Nighthawk Motors, a car manufacturer struggling to establish its reputation in the US market. The analysis focuses on the Ecostar model, identifying its target market as low-income individuals and young consumers. It delves into the consumer decision-making process, highlighting the importance of need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. The report recommends a differentiated marketing strategy, emphasizing market research, targeted advertising, and road shows. It also differentiates between business-to-business and individual customer marketing approaches. The report concludes with recommendations for enhancing sales, including expanding business and offering fair prices. This report provides a comprehensive overview of the marketing challenges and strategies that Nighthawk Motors should consider to improve its market position.

Running Head: Marketing
Marketing
Nighthawk Motors

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Table of Contents
Introduction......................................................................................................................................1
Analysis...........................................................................................................................................2
Challenges Faced by Nighthawk..................................................................................................2
Target Market for Ecostar............................................................................................................2
Analysis of Consumer Decision Making Process........................................................................3
Recommended Marketing Strategy..............................................................................................5
How Business- to- Business Marketing Strategy different from Individual Customer Marketing
Strategy........................................................................................................................................6
Recommendations........................................................................................................................7
Conclusion.......................................................................................................................................7
References........................................................................................................................................9

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Introduction
Nighthawk Motor's is not considered as a number one car manufacturer in the United States. It is
not able to establish their reputation in the US market. It's all due to poor quality and marketing
strategies of the product. In this paper, we will discuss the target market for the new brand of
Nighthawk Motor's and also suggested some marketing strategies. On the basis of suggested
marketing strategies the management of the organization able to analyze its potential customers
and can successfully enhance the sale of its product. The given case describes the challenges
faced by the organization in enhancing the sale of its products and marketing it effectively in the
eyes of its potential customers. Nighthawk Motor’s new Plug-in tried enough to enhance the sale
of its products with which they can attain success and reputation in its potential market. It spent
more than $150 million on the marketing of its products. But still, sales of its product are not
growing. The diversity of the organization not only limited to its marketing strategies but also to
its recruitment process as it has more than 300,000 employees all over the world. In addition, it
can be said that marketing is an essential key to success for the organization. With the help of
marketing people get aware about the organization offerings which help it in creating potential
buyers of its product.
On the other hand, consumer behavior also plays an important role in the sale of a product
(Becerra, 2014). The organization may give its focus on understanding consumer decision-
making process. This will help them in identifying their potential requirements, and the product
can offer to them as per their needs. This ultimately enhances sale of its products and also create
potential buyers for a long time.

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Analysis
Challenges Faced by Nighthawk
The Nighthawk Motors has faced different challenges for the past three years which contain;
stagnant sales, poor marketing, and production interruption. Generally, consumers of United
Kingdom are reluctant to purchase hybrid automobiles that have a great quality and reputation
among other individuals. The management of the organization worried regarding the purchase of
evolving technology. On the other hand, they are also worried about identifying skilled
mechanics to repair their products. Most of the consumers have also heard that once a consumer
purchases the product of Nighthawk Motors, it will be very difficult and expensive to find
mechanics and replace the existing batteries when they get old. Apart of this, they also concerned
that they will not be able to perform effective trade activities. This will result in poor
performance and fewer consumers of the organization.
Target Market for Ecostar
Despite various challenges, the organization introduces its new model in the US market which is
known as Ecostar. It is an effective model with a feature of five people compact hybrid
automobile, and 1.8L 4 cylinder engine. After launching the product, the organization needs to
identify target market of its new product (Breznitz, 2013). Targeting is considered very
important function for the success of a particular organization. Determine target market gives
survival opportunity to the organization. On the basis of its target market, the organization can
successfully reach to a target consumer with specific wants and needs. The target market for a
new model of the organization can be the person who have low earning capacity, or who are low
on cash. Targeting such type of people organization can successfully enhance its sale. Less
income group have low earning capacity, and the organization can provide a product according

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to their budget schedule. On the other hand, the organization can also target the small business
houses which required automobile accessories such as sunroofs and auto windows. By doing so,
the organization can enhance its number of customers. On the other hand, the organization can
target teenager, and young persons and produce products according to their needs and
preferences. Adding features required by teenagers, the organization can successfully create its
demand in its potential market. Innovative and creative design enhance the sale of its products
and also able to create its reputation in the eyes of target customers (Solomon, 2014). Thus,
targeting the low-income and teenagers group the organization can significantly enhance its sale
and can create its target market in the US. This will give an opportunity of competing with the
other major automobile companies in the US. By doing this, the organization can prove its
efficiency and able to create its image in the eyes of customers.
Analysis of Consumer Decision Making Process
The consumer takes a decision regarding purchasing of a product by careful analysis. Decision-
making process helps them in shaping their behavior as per process. It guides them in making
purchase of necessary items. The decision-making process utilized by individuals while making
a purchase decision regarding automobile products is following:

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 Need Recognition: Need is considered the most important factor which leads to
purchasing of services and products. On the other hand, need also considered catalyst
which triggers the buying behavior of consumers (Fang, 2016). While making a decision
regarding the purchase of automobile product, consumers firstly think about their needs
as well as taste and preferences. It can be said that automobile product satisfied them in a
larger context because it is an important thing which gives them larger happiness and
satisfaction. Thus, it can be said that before choosing any automobile brand, consumers
firstly determine their needs and budget level. On the basis of such determination, they
take their further decision regarding the purchase of a particular automobile product.
 Information search: After identifying their taste and need, different information regarding
the available brands and their customers collected by consumers through using public
sources or the online sources. These sources give them significant information about the
brand and its quality. On the basis of collected information, they further take a decision
regarding the purchase of a particular brand.
 Evaluation of Alternatives: At this step, different available alternative brands are
evaluated by customers to find the best one. Evaluation of alternatives gives them
significant knowledge about the positive as well as negative aspects of different
automobile brands. On the other hand, they also evaluated the alternatives as per their
budget schedule. Finally, after evaluation, they reach at a particular brand and carries out
the further process for making their purchasing.

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 Purchase of Product: After evaluated the different brands as per their needs and
preferences and their budget schedule, they finally reach a particular brand (Lysonski,
2013). At this stage purchase orders for particular automobile brand placed by customers.
 Post purchase Evaluation: At this stage, the purchase of the particular product is followed
by post purchase evaluation. After making a purchase, after-sales services are evaluated
by the customers. At this stage, the consumer establishes a long-term relationship with
the company. If they feel satisfied with the chosen brand, they further suggest about the
brand to their relatives which ultimately brings the possibility of success for chosen
brand.
Thus, it can be said that decision-making process largely helps them in making their decision
regarding a particular automobile brand. In addition, it also gives them knowledge about
different market trends with they can easily take their decision regarding the purchase of a
particular automobile brand. This gives them a great feeling of satisfaction. If the Nighthawk
Motor wants to establish its target market, it should consider the decision-making the process of
customers which further help them in improving its product offerings which ultimately enhance
the sale of its products. Most of the organization like Toyota, Hyundai, and Maruti follows the
same process to establish its market and determine their target consumers. This will give aware
them about the requirements of people which they further added them in their products and able
to attract a large number of customers towards their product.
Recommended Marketing Strategy
Efficient marketing strategy proves very fruitful for the success of the organization. Nighthawk
Motor should focus on differentiated marketing. This will help the organization by attracting a

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large number of potential customers. On the other hand, before fixing marketing strategy, the
organization should conduct market research which will give significant information about the
media and consumption pattern of customers. With the help of such information, the
organization can select best advertisement media for promotion of their products (Claiborne,
2015). If the organization wants to attract, motivate and retain the channel partners for a push
strategy it should focus on trade sale promotions or personal selling. By doing this, the
organization can maintain a healthy and long term relation with its channel partner. This will
influence its marketing strategy in a positive manner. On the other hand, for marketing of its
products the organization can conduct road shows. With the help of road shows the organization
can display its brand in front of a large number of pavilions. This will appeal to youngsters and
teenagers more and attracts them towards its brand offering. In addition, another marketing
strategy that can use by the organization is television or social media advertisement. Nowadays
the internet is widely used by consumers. With the help of social media promotion, the
organization can reach its brand offerings to a large number of customers (Zeriti, 2014). Thus, it
can be said that after following all above marketing strategies the organization can successfully
enhance its target customers and also can increase the sale of its products.
How Business- to- Business Marketing Strategy different from Individual Customer
Marketing Strategy
Business to the business marketing strategy of the organization includes lengthy and complex
sales cycles which help the organization in building long term relationship with its business
partners (Brennan, 2014). On the other hand, the organization can significantly enhance brand
loyalty among them. On the other hand, individual customer marketing strategy entails shorter
and more direct distribution channels. It is because individual customers do not like to spend

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enough time on product consumption. They require product on an immediate basis. On the other
hand, business to the business marketing strategy of the organization focuses only tasks oriented
functions rather than emotional. But, in individual customer marketing strategy, the organization
highly utilize emotional factors because they influence the purchase decisions of an individual
customer in a significant manner (Swani, 2015).
Recommendations
In order to enhance the sale of its products, the organization will make the model first in all
motor regions of United States. This will help the organization in reaching to a large number of
potential customers. On the other hand, the organization should make a plan to expand its
business in other countries also (Simonson, 2016). This will help the organization in enhancing
its potential customers which ultimately enhance the sale of its products. In addition, the
Nighthawk Motors sells its products at fair prices that almost all car owners have the ability to
purchase. With the help of its fair price feature the organization can significantly enhance its
volume of sales not only in the United States but also in other countries of the world.
Conclusion
After studying all this, it can be concluded that the organization should focus more on removing
its overall challenges. After removing all challenges, it can able to attract a large number of
customers. On the other hand, the organization should introduce the Business to a Business
model whereby the customers will be allowed to trade in different products and services of the
organization. All this can achieve by the organization only if it doing business with other motor
buying agents as well as car assembling organizations. Following all suggested marketing

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strategies and recommendations; an organization can successfully deal with its business
challenges and can create its brand image in the eyes of customers.

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References
Becerra, E., Henriquez, M. C., & Guzman, M. C. (2014). Perceived Security Risk on Consumer
Purchase Behavior. LA-Latin American Advances in Consumer Research Volume 3.
Brennan, R. (2014). Business-to-business Marketing (pp. 83-86). Springer New York.
Breznitz, D., & Palermo, V. (2013). A strategic advantage with behavioral targeting? How can
(and what) firms benefit from personal data-based online marketing strategies. In Proceedings of
the 35th DRUID Celebration Conference.
Claiborne, C. B., & Sirgy, M. J. (2015). Self-image congruence as a model of consumer attitude
formation and behavior: A conceptual review and guide for future research. In Proceedings of
the 1990 Academy of Marketing Science (AMS) Annual Conference (pp. 1-7). Springer
International Publishing.
Fang, J., Wen, C., George, B., & Prybutok, V. R. (2016). CONSUMER HETEROGENEITY,
PERCEIVED VALUE, AND REPURCHASE DECISION-MAKING IN ONLINE SHOPPING:
THE ROLE OF GENDER, AGE, AND SHOPPING MOTIVES. Journal of Electronic
Commerce Research, 17(2), 116.
Lysonski, S., & Durvasula, S. (2013). Consumer decision making styles in retailing: evolution of
mindsets and psychological impacts. Journal of Consumer Marketing, 30(1), 75-87.
Solomon, M. R. (2014). Consumer behavior: Buying, having, and being. Engelwood Cliffs, NJ:
prentice Hall.

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Simonson, I. (2016). Imperfect Progress: An Objective Quality Assessment of the Role of User
Reviews in Consumer Decision Making, A Commentary on de Langhe, Fernbach, and
Lichtenstein. Journal of Consumer Research, 42(6), 840-845.
Swani, K., & Iyer, E. S. (2015). Financial Services Advertising: Comparing Business-To-
Business and Business-To-Consumer Contexts. In Ideas in Marketing: Finding the New and
Polishing the Old (pp. 692-692). Springer International Publishing.
Zeriti, A., Robson, M. J., Spyropoulou, S., & Leonidou, C. N. (2014). Sustainable export
marketing strategy fit and performance. Journal of International Marketing, 22(4), 44-66.