Marketing. Marketing. 8. Marketing. Nighthawk Motors. T

Added on - 19 Sep 2019

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Running Head: MarketingMARKETINGNighthawk Motors
Marketing1Table of ContentsIntroduction......................................................................................................................................1Analysis...........................................................................................................................................2Challenges Faced by Nighthawk..................................................................................................2Target Market for Ecostar............................................................................................................2Analysis of Consumer Decision Making Process........................................................................3Recommended Marketing Strategy..............................................................................................5How Business- to- Business Marketing Strategy different from Individual Customer MarketingStrategy........................................................................................................................................6Recommendations........................................................................................................................7Conclusion.......................................................................................................................................7References........................................................................................................................................9
Marketing2IntroductionNighthawk Motor's is not considered as a number one car manufacturer in the United States. It isnot able to establish their reputation in the US market. It's all due to poor quality and marketingstrategies of the product. In this paper, we will discuss the target market for the new brand ofNighthawk Motor's and also suggested some marketing strategies. On the basis of suggestedmarketing strategies the management of the organization able to analyze its potential customersand can successfully enhance the sale of its product. The given case describes the challengesfaced by the organization in enhancing the sale of its products and marketing it effectively in theeyes of its potential customers. Nighthawk Motor’s new Plug-in tried enough to enhance the saleof its products with which they can attain success and reputation in its potential market. It spentmore than $150 million on the marketing of its products. But still, sales of its product are notgrowing. The diversity of the organization not only limited to its marketing strategies but also toits recruitment process as it has more than 300,000 employees all over the world. In addition, itcan be said that marketing is an essential key to success for the organization. With the help ofmarketing people get aware about the organization offerings which help it in creating potentialbuyers 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 productcan offer to them as per their needs. This ultimately enhances sale of its products and also createpotential buyers for a long time.
Marketing3AnalysisChallenges Faced by NighthawkThe Nighthawk Motors has faced different challenges for the past three years which contain;stagnant sales, poor marketing, and production interruption. Generally, consumers of UnitedKingdom are reluctant to purchase hybrid automobiles that have a great quality and reputationamong other individuals. The management of the organization worried regarding the purchase ofevolving technology. On the other hand, they are also worried about identifying skilledmechanics to repair their products. Most of the consumers have also heard that once a consumerpurchases the product of Nighthawk Motors, it will be very difficult and expensive to findmechanics and replace the existing batteries when they get old. Apart of this, they also concernedthat they will not be able to perform effective trade activities. This will result in poorperformance and fewer consumers of the organization.Target Market for EcostarDespite various challenges, the organization introduces its new model in the US market which isknown as Ecostar. It is an effective model with a feature of five people compact hybridautomobile, and 1.8L 4 cylinder engine. After launching the product, the organization needs toidentify target market of its new product (Breznitz, 2013). Targeting is considered veryimportant function for the success of a particular organization. Determine target market givessurvival opportunity to the organization. On the basis of its target market, the organization cansuccessfully reach to a target consumer with specific wants and needs. The target market for anew model of the organization can be the person who have low earning capacity, or who are lowon cash. Targeting such type of people organization can successfully enhance its sale. Lessincome group have low earning capacity, and the organization can provide a product according
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