INTRODUCTION
Advanced Driving Techniques (ADT), has been established to teach defensive driving methods, providing drivers with skills to navigate out of dangerous situations that occur on the road. Research was undertaken to recognise the macro-environmental trends, relevant to the determination of the company’s target market. These include: Australia’s population growth and ageing population, more students continuing onto tertiary education which also creates a greater percentage of young people living with their parents longer, young people and young families increasingly living in urban areas, younger people migrating from Asian countries, particularly China and India, consumers being more aware of environmental issues, and Australia’s road toll being above the target rate, with state and federal legislation dedicated to improving it. ADT has analysed the market segmentation variables to determine their target market, set their marketing objectives and create a marketing mix using the 7P’s; product, price, place, promotion, people, processes and physical evidence.
TARGET MARKET
ADT’s target market is young drivers who have recently attained their Australian driving license, as well as the people who are interested in these young drivers’ safety. The four market segments; geographic, demographic, psychographic and behavioural are used to define the characteristics of the target market.
Density, the geographic segmentation variable, is used to segment the market into groups based on the distribution of population. Because ADT provides a pure service, that is inseparable from them as the suppliers, it is necessary for the company to easily access the areas that they service. They are basing the training courses whe...
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...ir staff will assert the company’s philosophy when promoting or distributing their service and the excitement of the raceway environment and certification to obtain discounts on car insurance will create physical evidence.
ADT’s marketing objectives are: increasing business through their intermediaries, attaining a relationship with the states’ road traffic authorities to enable promotion and hiring additional staff members in their selling, administrative and distribution channels within 18 months. The marketing plan has been created to analyse the various parts of the marketing mix and implement strategies to successfully achieve the marketing objectives. This plan will facilitate ADT’s success for the next 18 months however, for the company to maintain long term success; it must make sure the strategies are re-evaluated over the product life cycle.
Nevertheless, it must “defend” its current market share if not increase it, by maintaining premium quality and develop innovative products. The marketing mix strategies will effectively achieve targeted revenue and profitability in the near future.
Marketing research is the systematic design, collection, analysis, and reporting of data and its findings relevant to the specific marketing situation that a company faces (Kotler, 2012). By researching the motorcycle rider, Allstate is able to identify who they are and what they experience. In 2008, Allstate conducted a “Who’s Behind the Helmet” survey. They defined their qualifications as a motorcycle owner who is 18 years of age or older with an income of $50,000 or more. (Floyd, 2008). The 500 person sample size produced insightful and interesting details for Allstate. Jeff...
Each year numerous lives are lost due to careless and irrational driving. The disregard for safe driving has been a predicament to Queensland for years. For many years? police have relied heavily on speed cameras, breathe testing and heavy fines as a deterrent against unlawful drivers. Over the years fatality rates have increased, so Queensland Transport has composed a series of safe driving campaigns. On many occasions the transport department informs and advises the public about the importance of responsible driving. They propagate safe driving through the various channels of the media. Their safe driving campaign is now using effective propaganda aimed directly at speeding; drink driving and tired and reckless driving
Ever since the invention of the automobile, numerous efforts have been employed to try and improve its safety features. Judging by the current statistics, one could argue that driving has so far turned out to be a risky business. In actual fact, people of all ages and social status are considered to be in control of lethal weapons whenever they have to drive. According to the National Safety Council, it is estimated that more than 41,000 people lose their lives in road accidents annually and no less than 2 million more suffer from serious life threatening injuries (2009). Furthermore, it is estimated that at least 50% of the people killed in road accidents is as a result of their failure to adhere to safety measures such as wearing seatbelts while driving, driving under the influence, or careless driving (Ingalls, “Defensive Driving Strategies”). As an effect, huge losses occur with respect to life, injuries sustained, and damage to property.
The Northern Virginia driving populace expands consistently coming about because of business and lodging development. Every year additionally brings a wave of new adolescents into the driving populace. Every day amid my average drive one hour drive, I watch drivers content informing on their mobile phones. A late review led by Journey Safe, a safe driving support association, found that in excess of 90% of teens confess to doing different tasks while driving, for example, chatting on the phone, consuming, playing noisy music, channel surfing, utilizing mp3 players, and cooperating with companions in the auto actually when they concede they think that it occupying. The same study results demonstrate that a staggering 75% of adolescents confessed to content informing while driving. Content informing while driving is a developing pattern and is turning into one of the country 's top executioners. In 2011, 1.3 billion (almost 25% of all) car crashes came about because of messaging while driving and 11 adolescents kicked the bucket commonplace from messaging while driving. Notwithstanding, just thirty-nine (39) states in addition to DC restrict all drivers from content informing. Honestly, distracted driving is a perilous reality and it makes driving unsafe business for everybody on the streets. Americans ought to backing the
Statistics show 16- to 17-year-old driver death rates increase with each additional passenger, which is due to distracted driving. Taking your eyes off the road for 2 (two) seconds, at 60 mph, means you have driven blindly for half the length of a football field. The risk of fatality is 3.6 times higher, when they are driving with passengers than when alone. For many years, the correlation between driving behavior and age has interested highway safety researchers and administrators. It is general knowledge that the greatest risk of motor vehicle crash...
The business world is becoming more and more heated up as a result of the ever increasing levels of competition. Each and every industry is witnessing an alarming rate in the number of competitors that exist within it. This is further fueled by the increasing world population, which brings about the speculations that the future of the market is rather bright. It is interesting as to how many things are nowadays done based on speculations and future expectations. In the turmoil of it all, marketing has been established as a very effective tool used by various firms to gain competitive advantage over others. As such, each organization has been able to develop its own marketing strategy based on the various things that affect the industry and the nature of business undertaken. Theories and practical research are two major items that form the basis of development of marketing strategies. Rolls-Royce is one of the many organizations that have been in big business for a long time. As such, the company has been able to identify major areas of strength and weakness when it comes to marketing.
From the March 2003 invasion of Iraq until September of 2006, about 2,600 American troops were killed in combat and war-related incidents (Wilson 18). Did you know during that same 41-month period, more than 22,000 teenagers, ages 15 to 19, died in traffic accidents on U.S. roads? (Wilson 18). That number has now escalated to approximately 4,500 soldiers and over 40,000 teens lost. Parents in the United States have relied on driver’s education and training to prepare their teens for the responsibility of driving. In fact, we rely too much on driver’s education. Recent studies have indicated that driver’s education, or DE, has failed to produce safe drivers. Even though the common form of driver’s education and training has been cited as ineffective, there are efforts being made around the country that have the ability to profoundly change driver education as we know it and prepare young drivers, create safer drivers, and ultimately save teen lives.
...al capabilities of properly operating a vehicle. Due to advancements in health and nutrition, the amount of elderly people is currently on the rise. There are more and more elderly drivers clinging to the independence that their cars give them meanwhile they are losing the ability to control these vehicles which causes more accidents. CITE THIS today)
market is a set of buyers sharing common needs or characteristics that the company decides to serve (Bethel, 2007). When identifying the target market it is important to know who buys your product and who your customers are. Smart targeting benefits the consumer as well as the company. It allows the company to be more efficient and effective by focusing effort toward that segment; therefore maintaining the most profitable outcome. The consumer is rewarded by receiving the product or service that is customized for them.
Although it is a controversial topic, many individuals believe that the driving skills of senior citizens have declined and need to be addressed. According to The Telegraph, “more than a quarter (respondents) admitted to feeling unsafe when driven by someone over the age of 65” (The Telegraph). This topic dominates many family discussions, news stories, and headlines due to the risk that these driving skills have on others on the road. The Secretary of State Office in Michigan “receives 400 driver re-examination requests every month for drivers suspected to be unsafe, and the largest number, behind law enforcement, comes from family members” (USA Today). Although it is a hard discussion to introduce, families have a responsibility to address their concerns with their loved ones. Acknowledged as a popular and controversial topic, addressing the problem will ultimately prevent accidents and save
A marketer doesn’t just have a plan. Marketers now open up to a wider strategic plan and it’s based on steps that balance out what the market is offering consumers. These marketers must analyze their production with these steps, then make a portfolio of the growth and even their down falls therefore this keeps these marketers to continuously innovate and create even a greater amount of value for their customers. Marketing management functions are discussed along with the marketing mix and strategy.
Richard Petty once said “You’ll got home safe, so drive safe, and stay safe.” Being a racing legend, he is an advocate for safe driving to minimise the cases of road crushes that have been on the rise. He double up as the chairman of the Veterans’ Safe Driving Initiative, the initiative is aimed at guiding the veterans returning from deployment on safe driving tips. It is necessarily important since the infrastructure has changed over time. Another initiative is being run in Minnesota where the teens are guided on the important safe driving tips. Study shows that more crushes are likely to occur in teen driving than veteran driving. It is also evident that young drivers are more likely to cause a crush within six months of passing the driving test and young male are worse than the females in the field.
Mature drivers, although experienced, have diminished senses, like vision or hearing. The mobility of mature drivers is limited and the reaction time is slower compared to a younger driver. Defensive driving techniques for young drivers are to not drive faster than what you are experienced or let other people in the car distract you. Defensive driving techniques for mature drivers are to use their experience as a guide to handle road situations. Mature drivers should try to avoid driving during the night or when traffic is heavy.
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...