An Automotive Marketing Strategy Analysis Solution

Automotive companies face a number of unique marketing challenges, coupled with extensive and powerful external drivers of demand. To begin with, the automotive purchase cycle is typically much longer than for most other household purchases. This longer cycle increases the importance of striking the right mix of short-term, sales-oriented messaging and channels, vs. long-term, brand-focused marketing investments. Lower-funnel initiatives, most notably Incentive programs for Customers and Dealers, are constantly evolving and costly to execute. Generally taking the form of Financing, Leasing and Cash Back programs, Incentives are continuously offered, thus making it difficult to discern their ability to drive new versus repeat purchases. Major non-marketing and external challenges include pricing, tariffs, economic conditions, fuel prices, innovation and an intense competitive environment. All of these factors combine to create one of the most complex ecosystems and purchase cycles among industries. At MMA, we are well-versed in designing, building and executing analytic frameworks that capture all of these complexities to help Automotive OEMs better understand the impact of Marketing across all levels of their business.

TACKLING THE TOUGH BUSINESS QUESTIONS:

How do I optimize investments to drive consumers along the path to purchase?
What is the optimal timing and flighting of marketing investments to maximize sales?
Am I accurately targeting nameplate-specific marketing to the right consumers?
What is the optimal mix of Brand vs. Nameplate marketing investment for my portfolio?
What is the right mix of National and Local marketing?
How should I allocate my Tier 1 and Tier 2 media across channels to achieve my goals? How effective is my Tier 3 media and are their lessons learned I can pass on to my dealer partners?
Which incentives perform best at driving traffic? Unit sales? Profitability?
Are dealer incentive programs driving long-term incremental volume?
What is the right balance of brand and retail messaging?
How does my marketing impact brand loyalty and retention?
What is the role of digital media, social media, and other emerging media in driving funnel progression?
How effective are sponsorships, auto shows, other events and experiential marketing tactics?
Can I quantify the impact of public relations or market shock events, such as a recall?
What is the impact of product innovation and how should I optimize my marketing investments between supporting innovation vs. legacy nameplates?
Am I capturing all available demand signals to accurate gauge brand health?

Задание 2. Проверьте и укажите, какая информация является достоверной в соответствии с последними данными Internet:

1. The world produces and consumes 75 million barrels of oil a day.

2. The USA consumes 25% of the world's supply of oil.

3. China is the second largest consumer.

4. Sixty-eight per cent of the world's oil reserves are in the Middle East.

5. The price of a barrel of oil quadrupled from US $3 to $12 in the 1973 oil crisis.

6. The Thunder Horse platform in the Gulf of Mexico was hit by two hurricanes in 2005.

7. The biggest oil field in the world is in Venezuela.

Задание 3. Заполните пропуски предлогами:

1. Demand _____ oil will continue to increase until 2015.

2. The market _____ liquefied natural gas is growing steadily.

3. Consumption _____ fossil fuels has declined slightly in recent years.

4. The supply _____ North Sea oil can be maintained until around 2024.

5. Transportation _____ oil presents many security risks.

6. Reserves _____ natural gas are being found almost daily.

7. Drilling _____ oil and gas is a major part of our upstream operations.

8. The extraction _____ oil at the Burgan field began in 1946.

9. Exploration _____ oil and gas has been going on for over a hundred years.

10. Production _____ gas from deep-water reserves is our main area of expertise.

Задание 4. Образуйте однокоренные слова по образцу:

Verb	Noun (abstract)	Noun (person)
operate	operation	operator
extract
	competition
		consumer
produce
explore
	supply
transport

Задание 5. Заполните пропуски словами из ниже представленной таблицы:

London is where BP’s corporate headquarters are (1) _____ and the UK is therefore a centre for many of its mainstream business functions. The UK is also home to three of BP’s major global research and technology (2) _____.

Our (3) _____ and production business in Europe covers the North Sea – both the UK and Norway – and also The Netherlands. In Russia, we have an important joint venture through our 50% (4) _____ of TNK-BP, a major oil company with the majority of its assets in Russia. We are involved in a number of E&P projects in Azerbaijan, and are leading the Baku-Tbilisi-Ceyhan (BTC) pipeline project.

Refining and marketing activities are spread throughout Europe, with BP owning or having a stake in nine (5) _____ across the region. BP retail sites are a common sight in several European countries. In Germany, we (6) _____ under the ARAL brand. We also sell lubricants and other oil products in Europe to both (7) _____ and business customers.

locate	located	locating	location	locations
group	grouped	grouping	group	groups
explore	explored	exploring	explorer	exploration
own	owned	owning	owner	ownership
refine	refined	refining	refinery	refineries
market	marketed	marketing	market
consume	consumed	consuming	consumer	consumers