De Montfort University Toyota Automotive Company PRESTCOM Analysis Paper

DMUIC
 
 
 
 
Principles of Marketing
LIPC1140
 
 
 
Individual Assessment Guidelines
 
March- June 2020
 
 
Module Organiser: Dr Shelton Giwa
Tutors: Mr Paresh Lodhia
 
 
 
 
 
Learning Outcomes
 
On successful completion of the module, students will be able to:

1. Demonstrate knowledge and understanding of the basic theoretical principles of marketing.

1. Apply the theoretical knowledge gained to relevant business situations.

1. Present effective marketing analysis in written formats.

 
A major expectation of all assessments whilst at DMU/DMUIC is that students work in the English language and generate their assignments in the English language.   Initial work should be produced in English not a second language. This means that the use of any language generation/translation or websites is discouraged. The use of such tools may be considered Bad Academic Practice and the consequences outlined in the previous section will apply.
 

• Total assessment weighting 50%

Tasks
Choose a UK Operating Car/Automotive companies from the following list:-
 
 
Top Automotive Trends In 2019: A Year Of Wows And Woes
 
Sarwant SinghContributor
Transportation
 
Automotive Trends in 2019
Getty
It’s time for our annual exercise in trendspotting.
Last year we anticipated that global vehicle sales would be challenged and that was just what happened, with global passenger vehicle sales limping to a marginal increase of just over 400,000 units in 2018. We had all our chips on the unstoppable rise of mobility services and, by year end, the top 5 ride-hailing companies—Uber, Lyft, DiDi, Grab and Go-Jek—were estimated to be worth over $230 billion. We also predicted that value added services in automotive retail would be huge. So, on the one hand, software technology companies made further inroads into the automotive industry through services like usage-based insurance, new finance and leasing services, and connected car services while, on the other, automotive companies kept their customers engaged and satisfied through expanded and enhanced after sales services and solutions.
A Year Of Wows And Woes
This year, I believe, will be a combination of wows and woes. Automotive technologies will be fresh, exciting and innovative but the uncertainties caused by Brexit, the United States-Mexico-Canada Agreement (USMCA) and China taking its foot off the growth accelerator will threaten to throw a spoke in the wheel. We’re likely to see the fall of an automotive giant, the (near) extinction of a car segment that has long defined the popular vision of the automotive industry, a windfall for the titans of new mobility, and much, much more technology-driven disruption.

• Internet of Things (IoT) And AI Unleash Transformation: IoT and AI technologies will continue to revolutionize the automotive sector, driving unprecedented transformations across vehicle and device connectivity, autonomous driving, electric powertrains, and shared mobility. Think of your vehicle becoming a mini-office with your in-vehicle personal digital assistant making the driving experience safer, more productive, and less fraught.
• China Takes A Tumble: After a decade of sales growth, the Chinese automotive juggernaut finally stumbled, with the passenger vehicle market declining in 2018. Expect a slowing economy, the growing uptake of shared mobility modes, the continued popularity of public transportation, and an increasingly saturated SUV market to clip the wings of the Chinese dragon.
• Ride-hailing IPOs Go Supersize: Expect some mega blockbuster ride-hailing IPOs in 2019. Among the big names set to hit the public market are Uber, Lyft and DiDi, with valuations beating those of well-established car companies who have been building cars for over 75 years.

PROMOTED

• The Future Of Mobility Is Multimodal: Public private partnerships, reinforced by Big Data and data analytics, will power resource-efficient, flexible and on-demand multimodal mobility solutions. This will dovetail with new policy initiatives aimed at promoting streamlined and sustainable urban transportation. At the same time, expect more white label journey planning apps for B2B and travellers.
• A Connected Environment With Features On Demand: A connected vehicle ecosystem is closer than we imagine. From powertrains and advanced driver assistance systems to connected services and smart interiors, cars are becoming more connected both internally and externally. Business models—ranging from freemium where connected features are offered either as a demo, charged one off or are subscription based to short and long term subscriptions with one time, monthly and yearly payment models—will evolve to keeping pace with this highly networked and connected environment. Just check out Audi’s new eTron launch strategy of offering an à lacarte menu of options where you can buy connected car features on demand.
• The Vehicle As Marketplace: Bask in your own little (automotive) marketplace. From the comfort of your car, access a whole host of on-demand contextual services ranging from fuel and parking, food ordering and payments, restaurant reservations, hotel bookings, navigation, alerts on offers from your preferred dealership and information on connected brands and valuable offers.
• Autonomous Shuttles And Taxis Zoom Closer To Reality: Forget all those sci fi films. The day is not far when you’ll be hopping into an autonomous shuttle or a self-flying taxi in the real world. Car manufacturers, mobility service providers and autonomous technology companies are furiously pushing to be the first to debut their vision of autonomous shared transportation.

But before that, watch out for the convergence of connected, autonomous, safety and electric technologies as they create three critical platforms—electric, digital, and electronic—that will form the building blocks for autonomous vehicle development. Amidst widespread change in vehicle systems and architecture, get ready for improved diagnostics and vehicle health monitoring, streamlined electrical power systems, redundant braking and steering systems, enhanced ease of use, better human machine interface (HMI) and infotainment features, superior cybersecurity modules and the growing redundancy of electronic control units (ECUs).

• Electric Vehicles Are Charged And Ready To Go: More than 270 ambitious start-ups are revving up the electric vehicle (EV) industry. Stricter emissions regulations will be accompanied by a flurry of new model launches. Tesla better scramble because on the anvil are more than 43 confirmed model launches—25 battery EVs (BEVs) and 18 plug-in hybrid EVs (PHEVs)—in 2019. Gear up for electric mobility options to become more pervasive in ride-sharing and micro-mobility solutions. Global xEV sales are expected to grow 38% over 2018 to reach 6.67 million units.

Despite growth in EV and hybrid vehicles, don’t count out petrol powertrains just yet. Advances in petrol engine technology will further affect already beleaguered diesel powertrains but will facilitate the transition to alternative fuels.
And finally, charging technologies will make a quick dash to catch up with advances in EV technologies. While BEVs will move toward 350kW+ DC charging, PHEVs will start 50kW+ DC charging. As Combined Charging System (CCS+) technology becomes standard, fast charging EV charging stations will become as convenient to use as your local gas station.

• Vehicle Subscription Services Are Here To Stay: Thanks to millennials and Gen Zers who are expected to emerge as their biggest customers, and the rising preference for access to, rather than ownership of, a vehicle, subscription services are ready to explode. Over 16.3 million new and used vehicles are expected to be part of the vehicle subscription universe by 2025.
• Gen Zers Become The Key Influencers: As Gen Z comes into its own, OEMs will depart from conventional vehicle features, design and capabilities to embrace a new, Gen Z inflected idiom that meets their unique demands.

Automakers Scramble To Deal With Fallout Of Trade Deals
The automotive industry will need to brace for a rough ride in 2019. New vehicle sales in emerging markets like Thailand, Turkey and Slovakia are projected to decline slightly this year due to rising vehicle costs, and cannibalization by public transportation and new mobility alternatives. This will be offset by marginal growth in new car sales in other emerging markets such as India, Brazil and Mexico.
Overall, Latin America will be the savior on wheels, pushed principally by a resurgent Brazil. Strong GDP growth, solid sales, particularly in the SUV segment, and policy impetus through ‘Rota 2030’, a growth and modernization strategy targeting the country’s automotive sector, are set to make 2019 a standout year for the Brazilian automotive industry.
In less uplifting news, Brexit, USMCA and the US-China trade war will continue to cast dark shadows on the automotive industry. New vehicle production and sales are expected to experience setbacks. As the industry tries to ride out this difficult year, expect to see more alliances between automakers and attractive after sales offerings to lure consumers.
This article is based on research and analysis from a soon to be released Frost & Sullivan study: Global Automotive Outlook, 2019.
Source: Forbes (2019)
 
 
 
Assessment Details
 
Using the supporting materials provided (see also Mintel Report, 2020) Blackboard under Assessment), as guidance, and other reliable and academic sources complete the following: –

1. A PRESTCOM analysis
2. Evaluate the current marketing environment for your chosen retailer (E.g. Internet based vs. actual store sales, information from recent UK sales (current and future projections), footfall & consumer confidence.
3. A SWOT analysis
4. Analyse three factors from your PRESTCOM/SWOT analysis which, in your opinion, are the most significant. Make recommendations to the Marketing Director for future marketing plans.

 
Writing Guidelines

• Text formatting: – Arial 12, double line spacing.
• Word limit: – 2000 (+/- 10%) suggested.
• Submission: – Via Turnitin (Blackboard)
• Submission date: – Friday 5^th May 2020 before 09.00 (week 6) via Turnitin

If you require an extension of the deadline for some assessment components for up to 14 days, please speak to the DMUIC Reception at least 24 hours before the assessment is due to take place.  You will be given a form to complete in order to request an extension.  Please note that completion of this form does not guarantee that an extension will be granted, just that it will be considered.  You will know that an extension has been granted when the form is returned to you with a new deadline for the assessment, signed by the College Director.
Examples of valid reasons for an extension include confirmed extended periods of illness or recent authorised absence from the college.
 
Unauthorised Late Submission of Work

 
The definition of ‘late’ will be after 9.00 a.m. to Blackboard for electronic copy.
 
Plagiarism and Related Academic Offences
 
Please refer to your programme handbook for specific details regarding plagiarism and bad academic practice.
 
Please be Aware:
 

• You have been warned in the Module Handbook, and in the Regulations, so explaining that your plagiarism was accidental or that you hadn’t been told it was wrong will not be a valid excuse.
• Plagiarism is an academic offence. You will be referred to the Academic Practice Officer (APO) if we suspect or find evidence of any of the above offences. There will be a full investigation which will delay the release of your marks.
• Your assignment will not pass if it contains material which has simply been paraphrased or plagiarised from the learning notes or other electronic or printed material.
• You must not ‘cut and paste’ or copy from any on-line or any hard copy sources.
• The use of only the citation or abstract of an article is not acceptable.
• You may be expelled from the University for an offence of these types
• Please see the University Guidelines on Plagiarism and Bad Academic Practice for more information on what is acceptable and what is not.

 
 
 
 
 
Mark Scheme (100%)
 

 
Assessors
 
Shelton Giwa and Paresh Lodhia
 

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