Consumer Behavior

The Consumer Behavior group will explore secondary data to learn about DaimlerChrysler's current customers, current perceptions of DaimlerChrysler, automobile buying behavior, cross-cultural issues, and other topics relevant to the case  It will also identify and conduct any additional primary research needed to further understand the target markets for DaimlerChrysler.  Additionally the group will recommend appeals DaimlerChrysler can use to reach their target markets.   Specific tasks include:

     Develop a work schedule of tasks for the group with due dates
     Look for articles and other sources of information regarding automobile buying behavior,
        cross-cultural differences, investment in transportation companies, and brand perceptions.
     Plan, coordinate, and analyze findings from focus groups
     Plan, coordinate and analyze additional primary research, including Web-based surveys to learn more
        about behavior and perceptions of the target markets
     Make recommendations regarding appropriate global branding strategies for DaimlerChrysler
     Draft a  Target Market Profile or similar section for the plans book
     Report regularly on progress and needs through weekly conference reports

Situation Analysis

The Situation Analysis group will explore secondary data to learn about DaimlerChrysler, competition in the automobile  industry, delivery systems for automobiles including e-commerce, cross-cultural issues, and other topics relevant to the case.  It will also identify and conduct any additional primary research needed to further understand the industry and the competitive situation faced by DaimlerChrysler.   It will also recommend ways in which DaimlerChrysler can distinguish itself in the market.  Specific tasks include:

     Develop a work schedule of tasks for the group with due dates
     Look for articles and other sources of information regarding DaimlerChrysler and the automobile
        industry
     Read and analyze the DaimlerChrysler web site and annual reports
     Read and analyze articles about delivery systems for automobiles, especially e-commerce
     Identify major competitors for DaimlerChrysler with the various target markets identified
     Analyze any findings from the focus groups relevant to understanding the company situation better
     Coordinate with the Consumer Behavior group to plan, execute and analyze consumer surveys to
        better understand the competitive situation and positioning of DaimlerChrysler
     Plan, execute and analyze additional relevant primary research, including examination of advertising
        and Web sites of competitors
     Recommend ways in which DaimlerChrysler can distinguish itself and any repositioning that is needed.
     Draft Situation Analysis and Competitive Analysis or similar sections for the plans book
     Report regularly on progress and needs through weekly conference reports

Media Usage

The Media Usage group is responsible for exploring all traditional and nontraditional media placements and learning more about media usage habits of the target market.   The group will explore secondary data bases and  will also identify and conduct any additional primary research needed to further understand the media usage habits of the target market.  It will also make recommendations regarding media usage by DaimlerChrysler.  Specific tasks include:

     Develop a work schedule of tasks for the group with due dates
     Research publications, Web sites, and other media that best reach the target audience
     Look for creative, nontraditional media options that others may have overlooked
     Learn about media usage of the target market, using Tel-Mar and other relevant sources
     Cooperate with the Consumer Behavior group to plan, execute, and analyze a consumer survey to learn
        more about media habits of the target market
     Draft a Media Usage section for the plans book and recommendations for the media group
     Recommend possible promotions for DaimlerChrysler
     Look up and provide all the information necessary for drafting a media plan, flighting schedule,
        and budget section for the plans book
     Report regularly on progress and needs through weekly conference reports
 
 

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