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Marketing study of PT. Astra International Daihatsu: the case of Sport Utility Vehicle (SUV) Terios

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The research was conducted at PT. Astra International Daihatsu and was focused on the positioning strategy of Daihatsu Terios.rnrnThe main purpose of this research is to identify the position of Daihatsu Terios by comparing the product benefits of Daihatsu Terios with the product benefits of the competing brands in the mind of the target market. Once positions are identified, decisions are made to support the current position or reposition the brand.rnrnThe methodology steps include preliminary interview, collecting the qualitative and quantitative data, analyzing the findings and results, and developing the conclusion and recommendation.rnrnThe findings include the perceptual map that will show the position of each benefit on each brand. rnrnFinally, the value proposition that is derived form the research findings will be useful to develop the positioning strategy as the possible solution for the company to attack or avoid competitors and improve the brand image of Daihatsu.

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Availability

B00237

(wh)

Available

Detail Information

Series Title

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Call Number

237

Publisher

: Swiss German University., 2007

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

IBA

Specific Detail Info

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Statement of Responsibility

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Other version/related

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