Car City: Marketing and Management Analysis Report - Australia

This report provides a comprehensive analysis of Car City, a used car dealership in Australia, focusing on its marketing and management strategies. It begins with an introduction to marketing and management concepts, specifically in the context of Car City. The report conducts a market audit, examining the Australian automotive industry's contribution to economic growth and the increasing popularity of used cars. A market analysis delves into political, economic, social, technological, legal, and environmental factors influencing Car City's operations, including government regulations, customer purchasing power, and technological advancements. The marketing mix (product, price, place, and promotion) is then audited, with examples of car models, competitive pricing, and promotional activities. A SWOT analysis is included. Recommendations are provided for improving marketing and promotional activities, leveraging social media, and offering environmentally friendly vehicles. The report concludes by emphasizing Car City's efforts to attract different market segments and influence consumer behavior through competitive pricing and a wide selection of used cars.

MARKETING &
MANAGEMENT

Introduction
 The topic introduces the concepts of marketing
and management considering the second hand
car dealership company named Car City,
Australia.
 The marketing audit, market analysis and audit is
to be conducted for managing the marketing
activities properly
 This will enhance the company’s brand image
and reputation and influence consumers’ buying
behaviours too

Market audit
 According to surveys, the Australia automotive
industry contributes hugely to the increase in
market share and economic growth
 The automotive industry has more than 400000
staffs and more than 1 million used cars are sold
every year
 A lot of money is invested in research and
development for delivering the quality second
hand cars to fulfil the customers’ expectations
 Innovation has lead to reduced emissions of
gases and creating lesser harmful environmental
impact

Market audit (continued)
 Due to the high price of new cars, the
customers prefer second hand cars that
are available at reasonable prices
 The customers prefer cars available at
lower prices and that can provide high
mileage
 Car City does not comprise on the quality
of products offered, because of which,
more customers are attracted as well.

Market analysis
 The analysis of market is helpful for determining
the political, economic, social, technological,
legal, natural, socio-cultural and environmental
factors that contribute to the business
functioning and affects the automotive industry
 The focus has been shifted towards the
controlling the pollution and creating positive
environmental impact
 Car City has brought fuel efficient and low
carbon emission used cars to influence
consumer behaviour and attract different market
segments in Australia.

Market analysis
(continued)
Political factors- The Australian Government
of Australia introduced various law sand
implemented taxes to favor the low
emission vehicles.
 There are fluctuations in prices due to the
different taxes in different areas of
Australia
 The import laws, tax related rules can
also affect the labour cost for the second
car dealership company

Market analysis
(continued)
Economic factors- Car City has managed to sell
good numbers of used cars in both the developed
and under-developed markets.
 The purchasing power of the customers is
influenced by making the cars available at lower
prices
 The quality and safety testing of cars have made
the customers gain the trust on the quality of the
cars provided by Car City, Australia.
 More than 200 families are employed at Car City
complex, which has enhanced the business
functioning and improved the economic growth.

Market analysis
(continued)
Socio-Cultural factors- The customer’ buying behaviors
change from time to time and they prefer high
mileage cars and quality used cars at lower prices
By maintaining a friendly purchasing environment, the
culture has been maintained, which has increased the
sales for second hand cars in Australia.
Technological factors- Huge investments are made for
the research and development activities and to
produce cars with lesser carbon emissions.
The technological innovation has helped Car City to
maintain a website where all the product related
information are available to be accessed by the
customers.

Market analysis
(continued)
Environmental factors-The transmission, carbon
emissions are checked and the used cars are tested
before making those available in the market
The pollution tests are needed to be passed for making
sure that the cars sold can cause much lesser
environmental impact.
Legal factors- The vehicles sold in the international
markets are subjected to the fulfillment of various
laws to maintain product safety, passenger safety
and quality
The old pollution causing vehicles must be replaced
with new fuel efficient second hand cars, without
compromising on the quality

Audit
 The marketing mix is an integral part of
the audit that evaluates the most
important principles including the
product, price, place and promotions.
 Few of the products include BMW 323i
E46, Holden Crewman Cross 8 VZ,
Hyundai Tucson city, Ford Focus, etc.
 The prices are competitive and starts
from as low as $2500

Audit (continued)
 Sydney is the new location where Car City has
established itself to deliver more than thousands
of cars for the customers
 The company operates in Sydney and Melbourne,
which attracts many market segments all over
Australia
 The promotions are done through advertisements
on televisions, newspapers, etc.
 The management of website and involvement of
social media could also enhance the brand image
and reputation to influence consumer behaviours.

Audit (continued)

SWOT analysis
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SWOT analysis

Recommendations
 It is recommended to improve the marketing and
promotional activities for reaching more customers and
ensure generating more sales revenue in business
 The involvement of social media is recommended for
engaging more customers and enhance brand image
through word of mouth promotions
 Car City is recommended to deliver environment friendly
and low emissions vehicles for creating lesser impact on
the environment and positively influence consumer
behaviors
 The second hand car company must bring some
collection of new used cars that can attract the
customers easily and influence them to make purchases.

Conclusion
 The topic focused on the different aspects
of marketing and management of Car City
 Car City wanted to enter different market
segments and made the best quality
second hand cars available at lower prices
to influence consumer behaviours
 The products’ availability had been huge
and the prices were competitive, which
could easily attract different customer
segments within the marketplace.

Bibliography
 Akgün, A. E., Keskin, H., & Ayar, H. (2014). Standardization
and adaptation of international marketing mix activities: A
case study. Procedia-Social and Behavioral Sciences, 150,
609-618.
 Armstrong, G., Kotler, P., Harker, M., & Brennan, R.
(2015). Marketing: an introduction. Pearson Education.
 Baker, M. J. (2014). Marketing strategy and management.
Palgrave Macmillan.
 Cabigiosu, A., Zirpoli, F., & Camuffo, A. (2013). Modularity,
interfaces definition and the integration of external
sources of innovation in the automotive
industry. Research Policy, 42(3), 662-675.
 carcity.com.au. (2018). Retrieved from
http://www.carcity.com.au

Thank You