The Australian Automobile Market Essay Example | Topics and Well Written Essays - 2000 words

The Australian Automobile Market - Essay Example Videos of new launches and product features should be hosted on YouTube which would draw an attractive viewership. Traditional mass media advertising has to be maintained through TV, radio, Billboard advertising and outdoor advertising. Distribution channels should be both direct and indirect. The direct channel should be through the internet which would allow the customers to place orders, make suggestions, see the presentations, and customize their own vehicles. The indirect channel through the dealers is necessary as many would first like to physically see the product before ordering it. Thus a change in the marketing mix can help the company to face the challenge of the downturn. The car sales in Australia have been steadily decreasing throughout 2008. Recorded sales of the automobile industry in November 2008 were lowest for five and half years. As such the current position of Holden SS Ute would help to suggest recommendations for its future marketing mix. The Holden SS Ute was launched in Australia in August 2007. It is a coupe utility built by Holden, the Australia subsidiary of General Motors. This car-truck hybrid range has a number of models in its series and is a sports utility vehicle. It comes with 6-Disc CD Audio system with MP3 compatibility and its safety and security system are in place. It also has side curtain and side-impact airbags for the safety of the passengers and the crew. The vehicles have 17† alloy wheels and Sports Suspension. Customers find the interiors extremely comfortable and the service costs are very cheap (Product Review, 2009). Overall it is a premium performance product with high-end performance. Customers have more choice, more flexibility, and more features. The vehicle integrates sports car performance, ride, and handling, together with a functional load carrying capability.