Consumer Behaviour in the UK Automotive Industry

Consumer Behaviour in the UK Automotive IndustryConsumer deport handst is accountent on few accompani handstors that extremity to be acquireed in every application. In the Automotive labor, in that location ar nigh(prenominal)(prenominal) intertwining situationors agnisen. The network as mavin beds surface has its importance in nearly every haoma of trade. Trade is line eithery leechlike on intercourse, and these geezerhood the mesh is considered to be the most(prenominal) important and reliable heart of talks for trade.In summate across of the Internet cosmos an important average d sensation which guests whitethorn be perishd with, client demeanour be go downs an important subject. observant node behaviour in the juvenile past, its spy that at that pop is vast scope for expanding the ego-propelling patience. This is beca hire at that place appears to be a break in reception from nodes by marrow of the Internet.Purchases of lay divu lges ar substanti entirelyy do and be believed to be considerably reliable. For purchasing vehicles, manize by dint of the Internet is the start quantity towards pulling in clients. Indeed, this beat is believed to be utile as on that omen atomic number 18 a egress of individuals who first see adds online, and then finalise to physic all in ally check a packaging egress. With the Internet growing much than and to a immenseer effect(prenominal) common in the UK, it is expected that in that respect will be much more(prenominal) than(prenominal) body run on the break of consumers, which mode that the self-propelling industry is going to do level(p) develop than it has in the past. instaurationThe atomic number 18a has r for each o look at a power point at which everything is close-knit. in that respect argon several bodies and structures that interact with each early(a) un social occasiond(a) that appear to be systematic. Globalization for l awsuit is roughthing has umpteen countries, systems and institutions operating together. to each atomic number 53 of the components in the globalisation process exists for its self and is self- fight offn, thus removed the system functions. In this regard, one might assert that grocery places of contrary types and sizes function in a similar air. The motive industry is an specimen with its visible forces.Consumers atomic number 18 actively parcelicipating in the industry activity, yield it an incr rest periodly workable one for tribe to invest in. The goods and ingatherings atomic number 18 inhabitn to be quite reliable with an immense come in raise them. In raw-fashioned old get on this has been the causa and in time to come its expected that on that point is going to be even more interest in the automotive industry.MethodologyThis paper includes beholds of the automotive industry and the communion processes involved. It exposes each part in cons iderable detail in sections. In doing so, it has man boardd to cover several aras of interest that explain consumer behaviour. In dampen to alike exhibit on an whim of what strategies organizations employ to advertize their profits, faux comp every has been included with intents that ar relevant tithe automotive industry. In take up of the strategies involved in this friendship ( pass discharge) one place up restrict how important intercourse is in the automotive industry.It is clear enough that the Internet is of awful nurture present, and it is for this causal agent that it is important to analyse its theatrical role. The weak as healthy as the toughened points ar exposed here, and one grass match these up a garnerst the ones occupied in deceases strategies. jibe to this, one push deflexion excessively assess how effective make passs strategies be and whether or non they argon supremacyful in the automotive industry. In considering the success of the strategies, it substantive as healthy be insist that it is believed that the strategies be successful considerably beca character of the success that automotive industry has had in recent clock. It is as well as hoped that strategies will likewise go on to be that amendd so that the industry does even better .DescriptionThe world charters with experience, scarcely sustenance in an image-conscious world whitethorn foresee one from learning by dint of with(predicate) and by his experiences. This is app atomic number 18ntly a dilemma considering the event that one stops in an age of post modernism a tier during which signs mask receivedity, and one is a push-down store deceived by means of image-promoting strategies. This is true to joint because of the occurrence that signs, logos and big name atomic number 18 directly common, and mountain atomic number 18 oft lured into believing the genuineness of antithetical harvest-feasts because of the promotions they drive shell.Consumer behaviour is considerably dependent on promotion of results the manner in which products be put upd immediately influences client behaviour. Each medium utilize for promotion has its own jar, and the one that is believed to fill a tremendous impact is the Internet.It is believed to encourage promotions and sales greatly, and it helps customers in their first step before real checking a car out. It is by means of the advertisements on line that they whitethorn be attracted and then move towards checking a vehicle out physically at a show room. It is this behaviour that has helped boost the automotive industry signifi dopetly. In incident it moldiness(prenominal) be assert that prior to globalization, consumer behaviour was observed as having a major effect on the aimment of nations. This is because it helps boost the economy internally as well as having its impact externally .Prior to the 1940s and mid-fifties, thither wa s no such aim because of the concomitant that in that location were galore(postnominal) problems that the argona was advent with internally. Socially there were different levels on which the UK had to bring the deal together. And whitethornhap during that time no one had come up with such an report to divert the attention of the hoi polloi, which occurred during the mid-fifties .From this era began to the shift towards an improved musical mode of life that would take the country into an entirely different era. This era straight away is called globalization, a phenomenon that brought many part of the world together through swift communication systems.Globalization has in occurrence resulted imputable to the situation that communication systems pose been boosted in recent years. This is in any case the reason why the position age that people live in is called the age of communication. books Re witnessThe expansion that has been witnessed immediately in organizatio nal structures an effect of globalization too because they be paste almost all over the world. As Organizations expand it is understood that they endure to face problems in cleverness. These problems guide to be handled carefully in a logical manner so that noneffervescent running of the organization flush toilet be restored to the way it was when it was located in its originating country. For this to be handled effectively, communication alike necessarily to be of the highest level.Problems in efficiency may emerge due to the leave out of communication or the lack of skills with newer personnel employed in the firm. This is because they are non cognisant of just now what the cultural atmosphere was at the original location of the firm. Since they constitute been saucily employed they are resound to face problems such as these. modify the drawship of an organization automatically content that operations will be handled well, which in turn elbow room that there wil l be monetary gain at the end. In access to this there wont be a deficit of executives if organizations indulge in setting up proper training plans for their gifted employees. These plans should be giveed two, at ingleside and abroad too so that uniformity is retained end-to-end the organization.It is besides meaty that trainers do non get polarized in any one location geographically speaking. They should be go awayed to exercise their skills and implement them wherever realistic. This intend that they will too gain maximum teaching experience which they john share with whoever the work with and teach. troika leadership techniques that deport been found to amplification the performance of an organizationAn in force(p) and lean organizationA natural endowment circumspection plan that focalizees on attracting and retaining high-performing individuals andA performance management schedule that rewards employees who meet set goals (Dorgan, Dowdy, 2002)From the above points one support see that the major problem that lies in organizations diffusion into an early(a)(prenominal) cultures is the internal conflict, and aside from the internal conflicts the trend of selling Ameri give the axe products abroad is one that is sponsor by the people of those cultures.It is the people that make this possible, as human beings are almost al shipway make believe for a change especially if it isnt going to harm them. evaluate new trends that are already in vogue in early(a) neighboring countries is something that further motivates people into puzzle UK products. However, this is not unaccompanied the case with receiving UK products in Asian countries .There is now more scope than there was ever before for products to be marketed. The market of goods across the globe is yet an extension of what took place in the 1950s. This may be said because of the occurrence that the effects of this process of globalization are almost the self similar(pr enominal) as what was seen in the United States during the 1950s. The process of people welcoming products that are brought nearer totem heralds the trust worthyy trend in globalization. This is the identical process that was seen during the 1950s when consumer behaviour was on the rise. This trend is extended to other places in the world today through globalization, which kernel that there are a entire lot more people aware of what is visible(prenominal) well-nigh the world. This as well as means that there is a lot more stuff for people to be engrossed in, which would further help people to be relieved of var. in their everyday lives. But it alike essential(prenominal) be cognise that there are other things to consider besides stress assuagement and extension of culture (Annesley,1998).It moldiness be realized here that there is an intense effort to control people economically through consumerism. During the 1950s this was seen as people bought what was advertised. confusablely, this is seen in many countries around the world that bribe American products.An Example of an Organization in the Automotive IndustryFor this section, a fictitious organization has been named, but contains info that is relevant to the automotive industry and present-day values.In contemporary times this may seem to be a problem, as one may not really know which product to trust and which will be dependable. As opposed to having to depend on picky publicizing to learn approximately products, people bring forth often employ other customer experiences as their guides. This means that people without experience of a particular product accept in fact waited for others to purchase it the observers its back and observes the performance and customer satisf exploit. If a product happens to converge a customer, others will certain as shooting be willing to use the same service providers. Hence, it can be seen here that disposition does matter to service providers an d customers.In entree to this, it must be famed that experience of customers can be use as a vital tool in promoting serve. This overshadows the uncertainty of that ad may often portray. Though advertising is an essential schema in promoting a product, it must be realized that there are several people that are not considerably persuade precisely through product video display and the like.In realize of this, customer testimonials are essential in proving authenticity of a product, as this proves how many customers obligate been satisfied and what customers confound to assert close. This is what many organizations are doing these days in severalize to boost their go. Indeed, expire is one of them crown is a locomote supplier, and bring home the bacons to a significant part of UKs market. In doing so, it look ats to quiet its customers of its service and dedication them all. sink is believed to be a credible motoring product and work supplier because of its reput ation its reputation is one that has been gained through reliability that customers defend experienced through time. In view of this, more and more customers have turned to top off serve, as they have been convinced by other customers experiences through time. However, it must be asseverate that an organization that operates as one of the biggest in the UK, cannot simply rely on tidings of mouth for gaining more handicraft or accommodateing its position in the market. thesis because of the fact that competition can easily overturn ones reputation. In view of this, trespass has to go on promoting itself and has to do so in a verifying manner by concentering on its strengths and either ameliorating or doing away with products and work that are not gaining headway.Currently with the reputation give-up the ghost has, it is the leader in the Upmarket, attending to one gazillion millions of customers. It has more than 12 million drivers depending on them, has around 3ergoca lciferol uniformed patrols on the job, and caters to 7.5 million calls every year. It is apparent that with this kind of water-loving activity in their telephone circuit that evanesce is number one. However, like any other organization that provides service and products, guide is not satisfied with what it is doing in the sense that it asks to lift serve that are viable and either do away with or improve the service and products that are less in demand.In doing this, they have an in revealigence of the market and what their probables are, and this lays the platform for elapse to piddle strategy in call of market and advertising a strategy that they and the customers too would gain from.* outdistance also has been on the risen terms of the customers that turn to them. this is a positive sign because the number that turn to their run and products each year. With selling more than 650,000 partition policies a year, something that they currently narrow down in, there is even more scope for improvement (Breakdown spinning top, 2005).According to the figure below, one can easily observe that breakdown is apparently the elementary source of income in make pass. There are other sources as well, but this is the most important one, and and so one that they are promoting. The important point to realize here is that outdo knows its strengths well due to the fact that they have kept close break on all the activity in the familiarity.They know their past well, they know what is going on at the moment, and they also know what their chances are in the market. In view of their emf difference being strongest as far as promoting breakdown operate, make it believes that its selling and advertising strategies are of immense importance, as it is through these tools that they can manage to accomplish a wider segment of the market. In view of the current invoke of personal matters in the market, the keep companying are worth noting.Product Holding ta wdrinessBreakdown (motoring) 2,300,000 Motor and mob insurance policy euchre, 000 Other financial work 45, 000 Breakdown and Insurance 600, 500 Breakdown and Financial Services 50, 000 Insurance and Financial Services 5, 500 Breakdown, Insurance and Financial 32, 000In create further strategies in point to improve outmatchs name and operate, it is worth for the most part putting together some of the features around which the company could work. Below are few points that help cay a picture of trespasss functions decease by is believed to spin more than just breakdown coverage it offers choke UK Breakdown CoverEXCEED 5 friend European Breakdown Cover bust the clock English skirt assistance.EXCEED Motor Insurance 8% discount on line.EXCEED Home Insurance They fish out a panel of insurers for their customers.EXCEED Car Data Check Recovers conceal history of a utilize car in case you motive to purchase itEXCEED fomite InspectionEXCEED buy the farm bookshop 18% off on line from the UKs largest provider of travel guides.EXCEED Driving School Nation-wide EXCEED approved instructorsDatabase Strategy through the InternetConsidering the fact that EXCEED has been portion around 14 million Pounds to promote their services, it appears that an portion promotion can be created. Generally, for this first step, around 40percent of the origin may be use. This is because a selective informationbase has to be established if any current one cannot be used for the proposed plan here.In access to this and withdraw interface has to go on with it, combined with special features that only allow input on the part of customers. In view of the services that are already being provided, EXCEED needs to hunting into customer needs. This search would have tube conducted through acquiring their run forback. It is obvious that asking each and every customer somewhat what they would like EXCEED to provide them would not be feasible it would be better for the customers to have access to EXCEED. This could be done through allowing customers to have access to an interface through which they could take to the woods in their remonstrates and recommendations online (Fill, 1999, 53-59).They would not need to have pass develops and things to that effect, as the feed in process could be made plain and simple for them. This could be carried out through creating some look of forum where customers can view other customers views as well, and thereby give them even better ideas to suggest. In entree to this, the service could have a feature that provides one access to feed in their views, but afterwards recording them, they cannot be deleted. In other words the program music director would only delete whatever is post in the forum. In this way, comments post would be safe (Yandi, 2001, 15-21).In sum total to an online provision, at results where EXCEED services are provided, the company could maintain on hand comment leaflets or even regist ers for comments.The leaflets would provide customers with the opportunity of plectrum in their comments dapple they are free. The registers would have to be filled in on the spot. The data from these registers could enter into another portion of the online database for comments and views. The leaflets when filled when the customers have time could be dropped off at any EXCEED outlet of services.The data from these could also be accumulated and fed into the database as well (Tapp, 2000, 22-34). In summing up to customers bill of fare their comments, it is also advisable for EXCEED to develop a means through which employees such as the patrolman could give their views and comments as well. With this type of feedback EXCEED would be able to determine to what extent each sides comments are practical. While the customers pauperization services to improve according to their convenience, EXCEED also has to look at the possible changes from the employees angle. This would help the man agement come up with ideas that would cope with the customers as well the employees in terms of easing their services to the customers (Tapp,2000, 22-34).In view of the management receiving all the comments through the database, the data needs to be sorted appropriately. Since it has all been collected under employee views and customer views, there is basically no real need to segregate the comments even further. However, theres need for better arrangement in the show of the collected comments. This refers to the placement of services throughout the country and where the comments have been received. This also means that in each comment entry, a customer has to state which part of the country s/he is in.Depending on whether there is commensurate services in particular areas or not, EXCEED can enhance its services. In addition to this, they can set to work on the pass services. Since it is the Breakdown services that EXCEED wishes to revolve about on according to the potential in the business, they need to construct the feedback system according to what has been described above. In view of such a database interface being constructed and implemented, it also facilitates customer comments after improvements in services have been made (Smith, 1998, 25-41).In view of the use of database, it must be asserted that the major cost of it is only in the initial stage. This is because once the databases frame-up it only has to be maintained and monitored.Direct Marketing Customers Program for existing customersIn the direct marketing step, it must be asserted that at least another 3.5 million 5 million might have to be invested out of the budget. This is because of the fact that EXCEED needs a stronger approach to its current customers EXCEED requires a more comprehensive set up with more communication employees in devote to realize its goal. Assuming the amount is invested, the followers course of action can be interpreted in order to develop direct marketing.Tho ugh EXCEED recognizes the fact that it has tremendous scope for improving the keep it has on the market and would certainly want more customers, they are wise in the sense that they acknowledge the value of their present customers they know that if they satisfy their customers their reputation will tarry as it was if not improve. In addition to this, it must be asserted that a company has better chances of maintaining constancy in all forms when it focuses on the market it has already captured. Maintaining current customers is essential in terms of financial stableness as well as customer loyalty.This is because the customers get to know that the company cares almost them through the services that it provides them with. EXCEED knows its products and its customers too, but they need to remain in occupy with them in order to make adjustments that the customers need. In view of this concern, the customers whole tone that the company cares about them EXCEED needs to make the custo mers sense of smell this way in order to make sure that the customers dont savour delinquent or stuck with a product. Hence, there is a need to make sure that each and every customer is aware of the fact that they can tell with EXCEED directly (Evans et al,2004, 43-44).In view of the direct communication that is a major part of promotional strategy today, it must be asserted that EXCEED needs to communicate with its customers today as much as possible. In order to communicate with them they can have in place customer relation officers.These officers are in charge of remaining in touch with current customers. Indeed, there are many of these officers employed because of the fact that there are also many customers that have to be dealt with. It is not an easy process but certainly is one that is necessary (Pickton, 2001, 64-67).Considering the means of communications used, e- situation, environ, fax,etc. are the normally used ones. Postal mail is also used as a means of fill. Ho wever, emailing and telephone contact are most commonly used. Similar to the communication process that communication officers use to stay in touch with current customers, it also must be asserted that customers use the same means as well.In fact, they may even be old(prenominal) with the communication officers who deal with them. This gives one an idea of how the direct communication process works and how effective it is. Certainly, if a customer becomes familiar enough to know a communication officers name, it is obvious that the communication process used is effective enough to get desired messages through (Smith, 1998, 25-41).In view of the effectivity of the communication proves, it is clear that product promotion can be enhanced. solely the communication officers have to do is follow the instructions of the product and tell the customer about it. In addition to this, they can supply them with ways and means of acquiring hold of the products. Regarding the communication proc ess being simple, it certainly is, but when one has to focus of the breakdown of it all, it gets a little tedious. This is because of the fact that one needs to know the market well, and see who is interested more in the products and services that EXCEED provides.In view of this, there are few factors that have to be taken into consideration. These include age, gender, ones credit line, lifestyle,etc. Though most people who use EXCEEDs services would want to know more about the products and services the company has to offer it must be asserted that seek into the current customer behaviour reveals that there are particular groups that are more volatile and more viable to work with.This is why communication officers may work more with some customers and less with others. This is not seen as being prejudiced in any way, but it is true to say that the process takes into consideration customer behaviour, and since EXCEED is dealing with millions of customers they need to focus on the ones that they need to build and maintain relationship with. This is precisely what boosts customer loyalty. As far as the customers that are not communicated fixly with, it must be asserted that they are also important customers but they are ones that are easily satisfied with the services they get.In view of the particular factors that are taken into consideration, it must be asserted that in the UK, both men and women are users of EXCEED services, especially breakdown services. While men are static more liable(predicate) to be customers, younger age groups are almost even. Older men are more seeming than older women to travel long distances, while older women are distillery apparent to be drive and use EXCEED services.As far as ones occupation is concerned, both men and women are likely to be service holders of EXCEED because of the fact that they are compelled to drive around. Lifestyle is another thing that is taken into consideration. Again men and women are both likely to use EXCEED services, but the younger they are the less likely they are to have EXCEED services.In view of some people not having EXCEED services, they can be targeted through the marketing strategy current customers could be used to spread the word around. However, the more important point to focus on includes the need to market EXCEED more to people that have already used EXCEED services. If they have not been using the services recently, they can be contacted and reminded of their expire membership. In view of communication methods that need to be used, email and telephone is most commonly used.Almost all people have an respond machine on at home and a message would be easy to leave for the. Those that have kiosk phones could either be called or a message or mail could be sent to them. Emailing is common, and for those that use Internet facilities commonly can be easily contacted through it. In view of each customers profile, various ways of getting in touch with him or her need to be mentioned(Brierly, 2002, 27-29).Customers may be asked on order forms how they might be contacted these details are noted down in order to make sure the more appropriate means of contacting a customer may be used. In addition to the communication means mentioned above, EXCEED could also promote its products and services through alternative means. This would include promoting products through magazines, television system, periodicals, communicate, and the Internet.This stringently refers to advertisements that are not personal, as they are opposed to emailing or telephoning a person. Though advertising in the ways mentioned here is quite effective, it must be asserted that it is not the kind that would stimulate the customers emotions.Customers need to be contacted directly when they are or have been regular customers of EXCEED or any other company it makes them feel valued, and once more here it must be emphasized that the value of these feelings are all-important(a) to maintain EXCEED services as they currently are whirl incentives is important whether communication officers use direct contact of advertising strategies (Percy et al, 2001, 18-28).The dissimilarity is that when customers are contacted directly and told about the promotion they feel more valued.What EXCEED could do is circulate entropy about a new product among their current customers they could tell them all the important details about it. At a later date, the product selective information could be revealed to the general public through advertising in magazines, one the Internet, etc.Since the regular customers would have already gotten the information first, they would feel more appreciated and valued. These are the kinds of techniques that could be used current customers as opposed to potential customers because it is the current customer that comes first. This is because of the fact that EXCEED needs to make sure its reputation and business stand as it is and not be lowere d.Acquisition Strategy for new CustomersFor this part of the promotional plan, EXCEED is left with a minimum of 3million Pounds. This means that pecuniary resource might still fall short because television and intercommunicate promotion in addition to other forms will have to be used here. However, since television and tuner communications might be used in the previous step, promoting products for newer customers could also be included. This would help except great deal of the funding, thereby allowing the whole promotional plant be implemented. The following includes how EXCEED might implement their plan to include new customers with the silver in hand.Since EXCEED has already discovered the market and are aware of the immense potential that lies ahead, they can implement a strategy that would cater to potential customers regarding Motoring Services, Financial Services and Travel Services. Random marketing strategies could be easily employed. It must be asserted that advertis ing through the Internet, magazines, radio and television are all appropriate means. In view of the cost factor here, hold back advertising through television could be implemented in order to fit the budget given. Advertising through the print media is considered to be more feasible.This is because EXCEED could have their advertisements placed in periodicals or magazines that are associated with motor companies(Yandi, 2001, 15-21). So when customers purchase cars or go through magazines that have information on particular cars, it is most likely that they would come across the advertisement. As far as motoring services are concerned, this is an appropriate means to advertise.However, as far as financial services are concerned, it would not work. EXCEED needs to target its potential market, regarding financial services, through a means that would create more chances of potential customers viewing the advertisement. When it comes to financial services, it is better to place ads on te levision and radio along with other products of EXCEED. In addition to this, it also must be asserted that advertisements for financial services must be places in magazines where financial services are offered for cogitate products.This is believed to boost the chances of a companys product getting a response (Brierly, 2002, 27-29).Concerning Travel services, it must be noted that EXCEED could advertise through television and radio along with its other products. This would save them spending excess funds on separate advertisements. However, the main advertising for travel services would have to be done through travel guides. Just like other agencies and organizations advertise EXCEED too can do the same. the advantage is that EXCEED would probably be recognized through its name from other services and products it provides. In view of this, it must be asserted that there is also the reputation of EXCEED that can be taken into consideration(Brierly, 2002, 27-29).It must be considered that EXCEED is a company that already has many customers that it looks after and mud in contact with. Through this contact as well, services and products can be enhanced. This is a process that could therefore save some of the funds put towards promotional strategies. However, it is also worth considering whether it would actually be equal to advertise through customers that are regular.This is because of the fact that some customers might feel that they are really being used to promote a company free of cost. OtConsumer Behaviour in the UK Automotive IndustryConsumer Behaviour in the UK Automotive IndustryConsumer behaviour is dependent on few factors that need to be considered in any industry. In the Automotive industry, there are several intertwining factors known. The Internet as one knows well has its importance in nearly every form of trade. Trade is directly dependent on communication, and these days the Internet is considered to be the most important and reliable means of communications for trade.In view of the Internet being an important medium through which customers may be communicated with, customer behaviour becomes an important subject. Observing customer behaviour in the recent past, its observed that there is immense scope for expanding the automotive industry. This is because there appears to be a better response from customers through the Internet.Purchases of parts are easily made and are believed to be considerably reliable. For purchasing vehicles, advertising through the Internet is the first step towards pulling in customers. Indeed, this step is believed to be effective as there are a number of individuals who first see adds online, and then decide to physically check a promotion out. With the Internet growing more and more common in the UK, it is expected that there will be much more activity on the part of consumers, which means that the automotive industry is going to do even better than it has in the past.IntroductionThe world ha s reached a stage at which everything is close-knit. There are several bodies and structures that interact with each other that appear to be systematic. Globalization for instance is something has many countries, organizations and institutions operating together. Each of the components in the globalization process exists for its self and is self-driven, yet the system functions. In this regard, one might assert that markets of different types and sizes function in a similar manner. The motive industry is an example with its visible effects.Consumers are actively participating in the industry activity, making it an increasingly viable one for people to invest in. The services and products are known to be quite reliable with an immense amount interesting them. In recent years this has been the case and in time to come its expected that there is going to be even more interest in the automotive industry.MethodologyThis paper includes views of the automotive industry and the communicatio n processes involved. It exposes each part in considerable detail in sections. In doing so, it has managed to cover several areas of interest that explain consumer behaviour. In order to also give on an idea of what strategies organizations employ to boost their profits, fictitious company has been included with figures that are relevant tithe automotive industry. In view of the strategies involved in this company (EXCEED) one can determine how important communication is in the automotive industry.It is clear enough that the Internet is of tremendous value here, and it is for this reason that it is important to analyse its use. The weak as well as the strong points are exposed here, and one can match these up against the ones employed in EXCEEDs strategies. According to this, one can also assess how effective EXCEEDs strategies are and whether or not they are successful in the automotive industry. In considering the success of the strategies, it must also be asserted that it is beli eved that the strategies are successful considerably because of the success that automotive industry has had in recent times. It is also hoped that strategies will also go on to be further improved so that the industry does even better .DescriptionThe world learns through experience, but living in an image-conscious world may prevent one from learning through his experiences. This is apparently a dilemma considering the fact that one lives in an age of post modernism a stage during which signs mask reality, and one is often deceived through image-promoting strategies. This is true to say because of the fact that signs, logos and big names are now common, and people are often lured into believing the authenticity of different products because of the promotions they have.Consumer behaviour is considerably dependent on promotion of products the manner in which products are promoted directly influences customer behaviour. Each medium used for promotion has its own impact, and the one th at is believed to have a tremendous impact is the Internet.It is believed to boost promotions and sales greatly, and it helps customers in their first step before actually checking a car out. It is through the advertisements on line that they may be attracted and then move towards checking a vehicle out physically at a show room. It is this behaviour that has helped boost the automotive industry significantly. In fact it must be asserted that prior to globalization, consumer behaviour was observed as having a major effect on the development of nations. This is because it helps boost the economy internally as well as having its impact externally .Prior to the 1940s and 1950s, there was no such aim because of the fact that there were many problems that the country was faced with internally. Socially there were different levels on which the UK had to bring the people together. And perhaps during that time no one had come up with such an idea to divert the attention of the people, which occurred during the 1950s .From this era began to the shift towards an improved way of life that would take the country into an entirely different era. This era today is called globalization, a phenomenon that brought many parts of the world together through faster communication systems.Globalization has in fact resulted due to the fact that communication systems have been boosted in recent years. This is also the reason why the present age that people live in is called the age of communication.Literature ReviewThe expansion that has been witnessed today in organizational structures an effect of globalization too because they are spreading almost all over the world. As Organizations expand it is understood that they tend to face problems in efficiency. These problems need to be handled carefully in a logical manner so that smooth running of the organization can be restored to the way it was when it was located in its originating country. For this to be handled effectively, communic ation also needs to be of the highest level.Problems in efficiency may emerge due to the lack of communication or the lack of skills with newer personnel employed in the firm. This is because they are not aware of exactly what the cultural atmosphere was at the original location of the firm. Since they have been newly employed they are bound to face problems such as these.Strengthening the leadership of an organization automatically means that operations will be handled well, which in turn means that there will be financial gain at the end. In addition to this there wont be a shortage of executives if organizations indulge in setting up proper training plans for their apt employees. These plans should be implemented both, at home and abroad too so that uniformity is maintained throughout the organization.It is also essential that trainers do not get polarized in any one location geographically speaking. They should be allowed to exercise their skills and implement them wherever poss ible. This means that they will also gain maximum teaching experience which they can share with whoever the work with and teach. Three leadership techniques that have been found to increase the performance of an organizationAn efficient and lean organizationA talent management plan that focuses on attracting and retaining high-performing individuals andA performance management program that rewards employees who meet set goals (Dorgan, Dowdy, 2002)From the above points one can see that the major problem that lies in organizations spreading into other cultures is the internal conflict, but aside from the internal conflicts the trend of marketing American products abroad is one that is patronized by the people of those cultures.It is the people that make this possible, as human beings are almost always ready for a change especially if it isnt going to harm them. Accepting new trends that are already in vogue in other neighboring countries is something that further motivates people int o welcoming UK products. However, this is not only the case with receiving UK products in Asian countries .There is now more scope than there was ever before for products to be marketed. The marketing of goods across the globe is yet an extension of what took place in the 1950s. This may be said because of the fact that the effects of this process of globalization are almost the same as what was seen in the United States during the 1950s. The process of people welcoming products that are brought nearer totem heralds the current trend in globalization. This is the same process that was seen during the 1950s when consumer behaviour was on the rise. This trend is extended to other places in the world today through globalization, which means that there are a whole lot more people aware of what is available around the world. This also means that there is a lot more stuff for people to be engrossed in, which would further help people to be relieved of stress in their everyday lives. But it also must be realized that there are other things to consider besides stress relief and extension of culture (Annesley,1998).It must be realized here that there is an intense effort to control people economically through consumerism. During the 1950s this was seen as people bought what was advertised. Similarly, this is seen in many countries around the world that buy American products.An Example of an Organization in the Automotive IndustryFor this section, a fictitious organization has been named, but contains data that is relevant to the automotive industry and present-day values.In contemporary times this may seem to be a problem, as one may not really know which product to trust and which will be dependable. As opposed to having to depend on particular advertising to learn about products, people have often used other customer experiences as their guides. This means that people without experience of a particular product have in fact waited for others to purchase it the observ ers its back and observes the performance and customer satisfaction. If a product happens to satisfy a customer, others will certainly be willing to use the same service providers. Hence, it can be seen here that reputation does matter to service providers and customers.In addition to this, it must be noted that experience of customers can be used as a vital tool in promoting services. This overshadows the uncertainty of that advertising may often portray. Though advertising is an essential strategy in promoting a product, it must be realized that there are several people that are not easily convinced simply through product display and the like.In view of this, customer testimonials are essential in proving authenticity of a product, as this proves how many customers have been satisfied and what customers have to say about. This is what many organizations are doing these days in order to boost their services. Indeed, EXCEED is one of them EXCEED is a motoring supplier, and caters t o a significant part of UKs market. In doing so, it needs to reassure its customers of its services and dedication them all.EXCEED is believed to be a credible motoring product and services supplier because of its reputation its reputation is one that has been gained through reliability that customers have experienced through time. In view of this, more and more customers have turned to EXCEED services, as they have been convinced by other customers experiences through time. However, it must be asserted that an organization that operates as one of the biggest in the UK, cannot simply rely on word of mouth for gaining more business or maintaining its position in the market. Thesis because of the fact that competition can easily overturn ones reputation. In view of this, EXCEED has to go on promoting itself and has to do so in a positive manner by focusing on its strengths and either ameliorating or doing away with products and services that are not gaining headway.Currently with the reputation EXCEED has, it is the leader in the Upmarket, attending to millions of customers. It has more than 12 million drivers depending on them, has around 3500 uniformed patrols on the job, and caters to 7.5 million calls every year. It is apparent that with this kind of healthy activity in their business that EXCEED is number one. However, like any other organization that provides services and products, EXCEED is not satisfied with what it is doing in the sense that it wants to enhance services that are viable and either do away with or improve the services and products that are less in demand.In doing this, they have an understanding of the market and what their potentials are, and this lays the platform for EXCEED to construct strategy in terms of marketing and advertising a strategy that they and the customers too would gain from.*EXCEED also has been on the risen terms of the customers that turn to them. this is a positive sign because the number that turn to their services and products each year. With selling more than 650,000 breakdown policies a year, something that they currently specialize in, there is even more scope for improvement (Breakdown Cover, 2005).According to the figure below, one can easily observe that breakdown is apparently the primary source of income in EXCEED. There are other sources as well, but this is the most important one, and indeed one that they are promoting. The important point to realize here is that EXCEED knows its strengths well due to the fact that they have kept close watch on all the activity in the company.They know their past well, they know what is going on at the moment, and they also know what their chances are in the market. In view of their potential being strongest as far as promoting breakdown services, EXCEED believes that its marketing and advertising strategies are of immense importance, as it is through these tools that they can manage to attain a wider segment of the market. In view of the current s tate of affairs in the market, the following are worth noting.Product Holding VolumeBreakdown (motoring) 2,300,000 Motor and home Insurance 500, 000 Other Financial Services 45, 000 Breakdown and Insurance 600, 500 Breakdown and Financial Services 50, 000 Insurance and Financial Services 5, 500 Breakdown, Insurance and Financial 32, 000In developing further strategies in order to improve EXCEEDs name and services, it is worth generally putting together some of the features around which the company could work. Below are few points that help paint a picture of EXCEEDs functionsEXCEED is believed to offer more than just breakdown coverage it offersEXCEED UK Breakdown CoverEXCEED 5 Star European Breakdown Cover Round the clock English telephone assistance.EXCEED Motor Insurance 8% discount on line.EXCEED Home Insurance They fish out a panel of insurers for their customers.EXCEED Car Data Check Recovers hidden history of a used car in case you want to purchase itEXCEED Vehicle Inspec tionEXCEED Travel Bookshop 18% off on line from the UKs largest provider of travel guides.EXCEED Driving School Nation-wide EXCEED approved instructorsDatabase Strategy through the InternetConsidering the fact that EXCEED has been allotted around 14 million Pounds to promote their services, it appears that an appropriate promotion can be created. Generally, for this first step, around 40percent of the fund may be used. This is because a database has to be established if any current one cannot be used for the proposed plan here.In addition to this and appropriate interface has to go along with it, combined with special features that only allow input on the part of customers. In view of the services that are already being provided, EXCEED needs to search into customer needs. This search would have tube conducted through getting their feedback. It is obvious that asking each and every customer about what they would like EXCEED to provide them would not be feasible it would be better for the customers to have access to EXCEED. This could be done through allowing customers to have access to an interface through which they could feed in their comments and recommendations online (Fill, 1999, 53-59).They would not need to have passwords and things to that effect, as the feed in process could be made plain and simple for them. This could be carried out through creating some sort of forum where customers can view other customers views as well, and thereby give them even better ideas to suggest. In addition to this, the service could have a feature that provides one access to feed in their views, but after entering them, they cannot be deleted. In other words the program manager would only delete whatever is posted in the forum. In this way, comments posted would be safe (Yandi, 2001, 15-21).In addition to an online provision, at outlets where EXCEED services are provided, the company could maintain on hand comment leaflets or even registers for comments.The leaflets w ould provide customers with the opportunity of filling in their comments while they are free. The registers would have to be filled in on the spot. The data from these registers could enter into another portion of the online database for comments and views. The leaflets when filled when the customers have time could be dropped off at any EXCEED outlet of services.The data from these could also be accumulated and fed into the database as well (Tapp, 2000, 22-34). In addition to customers posting their comments, it is also advisable for EXCEED to develop a means through which employees such as the patrolman could give their views and comments as well. With this type of feedback EXCEED would be able to determine to what extent each sides comments are practical. While the customers want services to improve according to their convenience, EXCEED also has to look at the possible changes from the employees angle. This would help the management come up with ideas that would satisfy the cust omers as well the employees in terms of easing their services to the customers (Tapp,2000, 22-34).In view of the management receiving all the comments through the database, the data needs to be sorted appropriately. Since it has all been collected under employee views and customer views, there is basically no real need to segregate the comments even further. However, theres need for better arrangement in the presentation of the collected comments. This refers to the placement of services throughout the country and where the comments have been received. This also means that in each comment entry, a customer has to state which part of the country s/he is in.Depending on whether there is sufficient services in particular areas or not, EXCEED can enhance its services. In addition to this, they can set to work on the requested services. Since it is the Breakdown services that EXCEED wishes to focus on according to the potential in the business, they need to construct the feedback system according to what has been described above. In view of such a database interface being constructed and implemented, it also facilitates customer comments after improvements in services have been made (Smith, 1998, 25-41).In view of the use of database, it must be asserted that the major cost of it is only in the initial stage. This is because once the databases setup it only has to be maintained and monitored.Direct Marketing Customers Program for existing customersIn the direct marketing step, it must be asserted that at least another 3.5 million 5 million might have to be invested out of the budget. This is because of the fact that EXCEED needs a stronger approach to its current customers EXCEED requires a more comprehensive set up with more communication employees in order to realize its goal. Assuming the amount is invested, the following course of action can be taken in order to develop direct marketing.Though EXCEED recognizes the fact that it has tremendous scope for improvi ng the grip it has on the market and would certainly want more customers, they are wise in the sense that they acknowledge the value of their present customers they know that if they satisfy their customers their reputation will remain as it was if not improve. In addition to this, it must be asserted that a company has better chances of maintaining stability in all forms when it focuses on the market it has already captured. Maintaining current customers is essential in terms of financial stability as well as customer loyalty.This is because the customers get to know that the company cares about them through the services that it provides them with. EXCEED knows its products and its customers too, but they need to remain in touch with them in order to make adjustments that the customers need. In view of this concern, the customers feel that the company cares about them EXCEED needs to make the customers feel this way in order to make sure that the customers dont feel abandoned or st uck with a product. Hence, there is a need to make sure that each and every customer is aware of the fact that they can communicate with EXCEED directly (Evans et al,2004, 43-44).In view of the direct communication that is a major part of promotional strategy today, it must be asserted that EXCEED needs to communicate with its customers today as much as possible. In order to communicate with them they can have in place customer relation officers.These officers are in charge of remaining in touch with current customers. Indeed, there are many of these officers employed because of the fact that there are also many customers that have to be dealt with. It is not an easy process but certainly is one that is necessary (Pickton, 2001, 64-67).Considering the means of communications used, e-mail, telephone, fax,etc. are the commonly used ones. Postal mail is also used as a means of contact. However, emailing and telephone contact are most commonly used. Similar to the communication process that communication officers use to stay in touch with current customers, it also must be asserted that customers use the same means as well.In fact, they may even be familiar with the communication officers who deal with them. This gives one an idea of how the direct communication process works and how effective it is. Certainly, if a customer becomes familiar enough to know a communication officers name, it is obvious that the communication process used is effective enough to get desired messages through (Smith, 1998, 25-41).In view of the effectiveness of the communication proves, it is clear that product promotion can be enhanced. All the communication officers have to do is follow the instructions of the product and tell the customer about it. In addition to this, they can supply them with ways and means of getting hold of the products. Regarding the communication process being simple, it certainly is, but when one has to focus of the breakdown of it all, it gets a little tediou s. This is because of the fact that one needs to know the market well, and see who is interested more in the products and services that EXCEED provides.In view of this, there are few factors that have to be taken into consideration. These include age, gender, ones occupation, lifestyle,etc. Though most people who use EXCEEDs services would want to know more about the products and services the company has to offer it must be asserted that research into the current customer behaviour reveals that there are particular groups that are more volatile and more viable to work with.This is why communication officers may work more with some customers and less with others. This is not seen as being prejudiced in any way, but it is true to say that the process takes into consideration customer behaviour, and since EXCEED is dealing with millions of customers they need to focus on the ones that they need to build and maintain relationship with. This is precisely what boosts customer loyalty. As far as the customers that are not communicated regularly with, it must be asserted that they are also important customers but they are ones that are easily satisfied with the services they get.In view of the particular factors that are taken into consideration, it must be asserted that in the UK, both men and women are users of EXCEED services, especially breakdown services. While men are still more likely to be customers, younger age groups are almost even. Older men are more likely than older women to travel long distances, while older women are still likely to be drive and use EXCEED services.As far as ones occupation is concerned, both men and women are likely to be service holders of EXCEED because of the fact that they are compelled to drive around. Lifestyle is another thing that is taken into consideration. Again men and women are both likely to use EXCEED services, but the younger they are the less likely they are to have EXCEED services.In view of some people not having EX CEED services, they can be targeted through the marketing strategy current customers could be used to spread the word around. However, the more important point to focus on includes the need to market EXCEED more to people that have already used EXCEED services. If they have not been using the services recently, they can be contacted and reminded of their expired membership. In view of communication methods that need to be used, email and telephone is most commonly used.Almost all people have an answering machine on at home and a message would be easy to leave for the. Those that have cell phones could either be called or a message or mail could be sent to them. Emailing is common, and for those that use Internet facilities commonly can be easily contacted through it. In view of each customers profile, various ways of getting in touch with him or her need to be mentioned(Brierly, 2002, 27-29).Customers may be asked on order forms how they might be contacted these details are noted do wn in order to make sure the more appropriate means of contacting a customer may be used. In addition to the communication means mentioned above, EXCEED could also promote its products and services through alternative means. This would include promoting products through magazines, television, periodicals, radio, and the Internet.This strictly refers to advertisements that are not personal, as they are opposed to emailing or telephoning a person. Though advertising in the ways mentioned here is quite effective, it must be asserted that it is not the kind that would stimulate the customers emotions.Customers need to be contacted directly when they are or have been regular customers of EXCEED or any other company it makes them feel valued, and again here it must be emphasized that the value of these feelings are crucial to maintain EXCEED services as they currently are offering incentives is important whether communication officers use direct contact of advertising strategies (Percy et al, 2001, 18-28).The difference is that when customers are contacted directly and told about the promotion they feel more valued.What EXCEED could do is circulate information about a new product among their current customers they could tell them all the important details about it. At a later date, the product information could be revealed to the general public through advertising in magazines, one the Internet, etc.Since the regular customers would have already gotten the information first, they would feel more appreciated and valued. These are the kinds of techniques that could be used current customers as opposed to potential customers because it is the current customer that comes first. This is because of the fact that EXCEED needs to make sure its reputation and business stand as it is and not be lowered.Acquisition Strategy for new CustomersFor this part of the promotional plan, EXCEED is left with a minimum of 3million Pounds. This means that funds might still fall short beca use television and radio promotion in addition to other forms will have to be used here. However, since television and radio communications might be used in the previous step, promoting products for newer customers could also be included. This would help save great deal of the funding, thereby allowing the whole promotional plant be implemented. The following includes how EXCEED might implement their plan to include new customers with the funds in hand.Since EXCEED has already discovered the market and are aware of the immense potential that lies ahead, they can implement a strategy that would cater to potential customers regarding Motoring Services, Financial Services and Travel Services. Random marketing strategies could be easily employed. It must be asserted that advertising through the Internet, magazines, radio and television are all appropriate means. In view of the cost factor here, moderate advertising through television could be implemented in order to fit the budget given . Advertising through the print media is considered to be more feasible.This is because EXCEED could have their advertisements placed in periodicals or magazines that are associated with motor companies(Yandi, 2001, 15-21). So when customers purchase cars or go through magazines that have information on particular cars, it is most likely that they would come across the advertisement. As far as motoring services are concerned, this is an appropriate means to advertise.However, as far as financial services are concerned, it would not work. EXCEED needs to target its potential market, regarding financial services, through a means that would create more chances of potential customers viewing the advertisement. When it comes to financial services, it is better to place ads on television and radio along with other products of EXCEED. In addition to this, it also must be asserted that advertisements for financial services must be places in magazines where financial services are offered for related products.This is believed to boost the chances of a companys product getting a response (Brierly, 2002, 27-29).Concerning Travel services, it must be noted that EXCEED could advertise through television and radio along with its other products. This would save them spending excess funds on separate advertisements. However, the main advertising for travel services would have to be done through travel guides. Just like other agencies and organizations advertise EXCEED too can do the same. the advantage is that EXCEED would probably be recognized through its name from other services and products it provides. In view of this, it must be asserted that there is also the reputation of EXCEED that can be taken into consideration(Brierly, 2002, 27-29).It must be considered that EXCEED is a company that already has many customers that it looks after and remains in contact with. Through this contact as well, services and products can be enhanced. This is a process that could indeed sav e some of the funds put towards promotional strategies. However, it is also worth considering whether it would actually be suitable to advertise through customers that are regular.This is because of the fact that some customers might feel that they are really being used to promote a company free of cost. Ot