Research on the marketing of technological innovations for car safety: case company: Mercedes-Benz
Andreeva, Serafima; Petikhin, Dmitrii (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022121429777
https://urn.fi/URN:NBN:fi:amk-2022121429777
Tiivistelmä
Cars are becoming more advanced, faster, more efficient, and also becoming the best equipped in the modern world. Increased demands for service from new consumers motivate brands to build better communication with customers. In a big competition for customer loyalty, car manufacturers are introducing a variety of innovative technologies into their vehicles. The most relevant and necessary technological innovations in machines for humans are innovations in safety.
Mercedes-Benz's safety innovation is one of the best in the automotive world. The new Mercedes-Benz car will be an absolutely safe car, because all security systems will work automatically in it. Understanding all the available promotion techniques and creating an effective marketing plan are crucial for promoting advancements in Mercedes-Benz vehicle safety as well as, perhaps more crucially, for promoting and achieving the image of the safest vehicle.
The relevance of the topic of this study is determined by the search for new and improvement of existing marketing methods for automakers, due to their active introduction of innovative safety technologies in cars.
To get the most accurate results by the end of this study, the authors identified several questions that formed the basis of the entire work. Moreover, in order to achieve their goals and get detailed answers, the authors used interview and secondary data analysis as research methods. The director of car sales of the ABTODOM auto dealership in Pulkovo took part in the interview.
Based on the correctly chosen methods of collecting and analyzing information, the authors were able to determine the main direction of the introduction of technological innovations in the opinion of consumers and also identify the most suitable tools for promoting these innovations.
Mercedes-Benz's safety innovation is one of the best in the automotive world. The new Mercedes-Benz car will be an absolutely safe car, because all security systems will work automatically in it. Understanding all the available promotion techniques and creating an effective marketing plan are crucial for promoting advancements in Mercedes-Benz vehicle safety as well as, perhaps more crucially, for promoting and achieving the image of the safest vehicle.
The relevance of the topic of this study is determined by the search for new and improvement of existing marketing methods for automakers, due to their active introduction of innovative safety technologies in cars.
To get the most accurate results by the end of this study, the authors identified several questions that formed the basis of the entire work. Moreover, in order to achieve their goals and get detailed answers, the authors used interview and secondary data analysis as research methods. The director of car sales of the ABTODOM auto dealership in Pulkovo took part in the interview.
Based on the correctly chosen methods of collecting and analyzing information, the authors were able to determine the main direction of the introduction of technological innovations in the opinion of consumers and also identify the most suitable tools for promoting these innovations.