Abstract
The Smart car brand has seen great success in France over the last several years. Through our research, we have found that Smart has enormous potential in the United States' automobile industry. Thus, we have created a marketing plan that outlines the strategies and tactics that Smart brand should take, beginning at the end of 2007. If implemented effectively, these strategies will create strong brand image and a clear and unique position in the United States' automobile market within a short span of time.
To begin with, we will implement a market skimming pricing strategy prior to the official launch of the Smart car in the United States. This will allow consumers to purchase the Smart car before it becomes too mainstream. However, as we have identified our primary target market to be sensible, reasonable, and practical, we will lower the price at the time of the official launch.
