Directions: Complete the Questions below and submit through the link on Turnitin.

1. Using available information from manufacturer or dealer websites, evaluate each of the following cars for their core, actual and augmented characteristics, filling in the chart below:

2. Identify the points of parity among these brands.  In other words, on what aspects do you see these brands as offering the same or very similar benefits?

The different brands described herein provide the same vehicle warranty and 24-hour road rescue proving that the competition in the car industry has become aggressive and thus the only way to survive is to be a step ahead of the competitors. The companies are also providing individualized car care services for the customers at all times. Offering the ability to fix a customers car without them having to pay extra costs makes it easy to retain more customers and even attract new customers. In a bid to ensure that companies establish a long term relationship with the customers, such services have to be prompt and easily accessible without limit. Since we are in the digital age, companies must always strive to make their customer’s happy while at the same time minimizing cases of inconvenience on them. The services offered by the different brand are only different in how they are designed, but they are aimed at fulfilling the same need for the customer. Customers, therefore, chose which company to buy from depending on additional factors and not the services offered at all.

3. How is each brand differentiating itself from the others and how is that differentiation carried out in each element of the marketing mix?

The case study and scenario proves that each of the different brands has its unique marketing mix about the various products they offer. In regards to this, the product is differentiated in one way or another, and the prices for the differentiated units or products is different. Although the prices are within the same range, it is clear that each company is trying to win the customers with competitive pricing. The promotion is also, but the outcome is expected not to be very different. The most noticeable aspect is that the companies are targeting different customers in different market segments with each category of customers having a different lifestyle and different incomes. Groups of customers that are very sensitive about their safety will go for the Volvo S60 however this does not mean that the other options are not safe. In this case, Volvo has focused so much on safety to differentiate their car. Individuals who are attracted by strong brand names will go for the BMW 3 series. Cadillac, on the other hand, will probably be preferred by individuals who are interested in a personalized response system through their Onstar security services. The Audi A4, on the other hand, is the perfect car for individuals who use the car frequently over long distances since its fuel consumption is extremely low.

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