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Volvo Brand Rejuvenation By: Crystal Fields, Charlene Thomas and Hilary Hayes from Gee-Whiz Designs.
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Transcript of Volvo Brand Rejuvenation By: Crystal Fields, Charlene Thomas and Hilary Hayes from Gee-Whiz Designs.
Volvo Brand
Rejuvenation
By: Crystal Fields, Charlene Thomas and
Hilary Hayes from Gee-Whiz Designs
Designed Around People
Vision: To be the world’s most progressive and desired luxury car brand.
Mission: Our global success will be driven by making life less complicated for people, while strengthening our commitment to safety and the environment.
Volvo PV444 HS Introduced in September 1955
Two door, four passenger mode.
Volvo 123 GT (Amazon)
Volvo 244 GL
Volvo 740
265 GLE
Volvo 850 GLT
S-60, XC-60, V-60 Wagon
Safety
Safety is Volvo’s core strength and has remained who they are and what they represent.
3-point safety belt, side impact safety system, whiplash protection system, and blind spot information system
Voted #1 in safety!
Our goal is to capitalize on safety, but also focus more on style, performance, and cultural relevance.
Safe. Fun. Sophisticated.
Primary customer base: Housewives and urban business travelers.
Our new target market: Millennial generation.
i.e. College graduates ready to settle down and have a family.
• Target audience• Who currently is buying• Number of Volvo
employees• Demographic of
employees• What country is highest of
Volvo buying• Customer identity• Average income
• What type of cars they have
• How many different models
• Gas mileage average• What incentives are they
offering• Safety• Amenities • Accessibility
• Who is in charge?• Where are the cars made?• What are their methods?• Corporate culture• Time frame of building a
Volvo• How do they advertise?
• How long do people keep their Volvo?
• Car ranking vs. others• Expenses vs. revenue• What is the car worth?• How many cars bought per
year• Debt v. ratio revenue• Talk to Volvo dealerships &
owners
Performance Process
PeopleProduct/Services
Mind Map
StrengthsLegacy of Safety
Established Brand ReliabilityResearch
Innovation
WeaknessesHigher Prices/Too much competition
Few model choicesLack of cultural relevance
No U.S. manufacturing plant
OpportunitiesNew models
Emphasis on design and performanceFuel efficiency/Alternative fuel
advancementsEnvironmental enhancements
ThreatsCompetition from large manufacturers
All competitors advancing in safetyRising cost of raw materials
High fuel costs
SWOT Analysis
Top 10 Markets 2013
US
China
Swed
en
Unite
d Ki
ngdo
m
Germ
any
Nethe
rland
s
Japa
n
Belg
ium
Russia
Italy
020,00040,00060,000
Countries
Units Sold
Big idea #1
Manufacturing plant in the U.S. will reduce the cost in the long run for the customers
Big idea #2
Changing the market. Taking Volvo out of the luxury car market.
2015 Models
S-60
S-80
V-60
XC-60
XC-70
XC-90
Big idea #3
Our new car design…..
Safe
Fun
Sophisticated