This is about electric motors

1. Background / Overview
Onyx Automobile Company is launching an entirely new and innovative self driving car
under the brand name “Autocar”. According to Shaw (2012), it is always important for
companies to incorporate strategy concepts into the strategic marketing. Thus, in this case study,
the primary marketing issue is the huge achievement that have already being recorded in this
sector by IT giants like Google, Uber and Apple as well as automobile firms like Honda, Tesla,
Nissan and Ford. Consequently, our business objective is to offer self driving car that is
attractive to current younger generation, who are not only highly tech-savvy, but forms part of an
entirely new market. The creative team of our company’s marketing department has already been
assigned the lead product “Autocar 1”. This is a very wonderful opportunity that will enable us
build an entirely new brand of self driving car from the scratch.
Objective
According to Almgren (2014), there are four major factors for targeting attractive markets.
These include stability, competition growth and market size. In line with this postulation, the
main objective of this marketing campaign is to convince the younger generation to purchase our
self driving car, known as “Autocar”. This marketing campaign is also expected to lead to the
creation and subsequent characterization of this new innovative brand of driverless cars.
Target audience
Our main targets are young adults and middle age men and women, whose ages range from
20 to 45 years. The rate of life of members of this demographic group requires: comfort, styles
and functionality. This people always want to feel authentic, relaxed and natural.

2. Focus
Autocar is absolutely driverless, whose designs and features are based exclusively on the
most recent technological advancements. Additionally, it is not just fuel-efficient but also eco-
friendly. It is actually the first and currently the only self driving car to have these features.
Consumer message
The first self driving car ever designed to suit your choice and lifestyle. The advertising tone
should also be innovative, trustworthy, comfortable, durable and modern.
Key consumer benefits
The Autocar offers functionality, comfort and style that are in line with the imagination and
lives of the current younger generation. It is also fuel-efficient, eco-friendly and highly
affordable. It is currently the cheapest self driving car in the market.

3. References
Almgren, Khaled. “The Four Factors for Targeting an Attractive Market”, International Journal
of Humanities and Social Science, vol. 4, no.9, 2014, 71-76
Shaw, Eric H. "Marketing strategy: From the origin of the concept to the development of a
conceptual framework", Journal of Historical Research in Marketing, vol. 4, no. 1,
2012, pp. 30-55.