NYU The Dodge Nitro Impact On The Automobiles Market Case Study Please read case Dodge Nitro in attached file. Please use 300-400 words, 3-5 paragraphs, to

NYU The Dodge Nitro Impact On The Automobiles Market Case Study Please read case Dodge Nitro in attached file. Please use 300-400 words, 3-5 paragraphs, to discuss,How to make Dodge Nitro more successful by applying a concept or several concepts from chapter 13 Product and Brand StrategyI gave u the concepts in chap 13,u can google these concepts if u need Chapter 13
Product and brand strategy
Introduction
The products developed by an organisation provide the means for it to generate
income. But there are many factors to consider in order to maximise the
product’s chance of success in competitive environments. For many
technology-intensive firms, their approach is based on exploiting technological
innovation in a rapidly changing market. Research by Talay et al. (2014)
suggests that a firm’s ability to keep up with the competition in the innovation
arms race is the most significant driver of survival in the market in the
automotive industry. Other firms, especially those involved in fast-moving
consumer goods (FMCG), will be more focused on meeting and supplying
products to meet the rapidly changing needs of their customers. All firms have
to consider the market in which they are competing, the nature of the
competition and how their capabilities will enable their products to be
successful. The positioning of the product and the brand strategy selected are
of particular importance and also reflect the subject of this chapter. The case
study at the end of this chapter tells the story of how an innovative new umbrel
challenged the dominance of the existing product.
Chapter contents
Capabilities, networks and platforms
Product platforms
Product planning
Product strategy
Competitive strategy
Product portfolios
The competitive environment
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Differentiation and positioning
Differentiation
Product positioning
Competing with other products
Managing brands
Brands and blind product tests
Brand strategy
Brand extensions
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Market entry
Launch and continuing improvement
Withdrawing products
Managing mature products
Case study: Umbrella wars: GustBuster® and Senzº
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Learning objectives
When you have completed this chapter you will be able to:
• explain how product strategies contribute to a firm’s performance:
• recognise that new products serve a variety of purposes, depending upon
what is seen to be the strategic imperative;
• examine the concept of platforms in new product development,
• assess the importance of brand strategy in product development;
• explain how differentiation and positioning contribute to a product’s success
in the market place; and
• recognise the importance of marketing research for the effective
development of new products.

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