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Market Evaluation
Category: Automotive
Methods: Market Evaluation, Quantitative Research,
Market Overview
Summary
A multinational automotive manufacturer (OEM) with no previous experience in
the U.S. market was considering whether or not to attempt to introduce an all-new
vehicle into the U.S.
Strategic Issues
The need was to gain a fundamental understanding of the U.S. owner and intender
of vehicles in one particular segment of the market. The client needed to gain
an understanding of the market dynamics (including competitive strengths and
weaknesses) and customer characteristics, in order to determine whether or not
they were in a position to serve the U.S. market effectively.
Research Objectives
The OEM client needed a market evaluation in order to identify the potential
obstacles to market entry. This included considering important factors such
as customer expectations, vehicle usage, and driver needs and desires. In addition,
pricing expectations and purchase consideration were needed in order to estimate
potential demand.
Research Design and Methods
Decision Analyst designed a research program that took into consideration U.S.
consumers who were either domestic or import-oriented. The study was conducted
online among over 300 respondents, using sample from Decision Analyst’s
American Consumer Opinion® Online panel. Beginning with a representative
national sample, respondents were screened to identify the current and prospective
owners of a vehicle in the segment of the market, purchased new. Respondents
were asked a series of questions regarding vehicle ownership, including current
truck equipment levels, pricing, usage, typical load carried, distances driven,
and road characteristics. They were also asked their satisfaction with the vehicle,
future vehicle purchase considerations, and shopping behavior.
Results
The research provided our client with an overview of the competitive conditions,
as well as a detailed profile of the owners in this segment of the market. Based
on the market overview and customer profile, Decision Analyst was able to identify
obstacles and opportunities in the U.S. market for its client. It was recommended
that this OEM be very careful in approaching the U.S. market, as the level of
competition is very high and the obstacles to success are great.
Copyright © 2011 by Decision Analyst, Inc.
This case study may not be copied, published, or used in any way without written permission of Decision Analyst.
Automotive Marketing Research
If you would like more information on Automotive Research, please contact
Allan Vivian (avivian@decisionanalyst.com),
Vice President and Director of Automotive Research or Bonnie Kenoly
(bkenoly@decisionanalyst.com),
Executive Vice President, Client Services at 1-800-ANALYSIS (262-5974)
or 1-817-640-6166.
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