Providing Marketing Solutions Focused on the "Product" for the Entrance of Miniature Car to Irans Market Via Saipa Corporation

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Mohammadi, Elham | 2010

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Type of Document: M.Sc. Thesis
Language: English
Document No: 40795 (54)
University: Sharif University of Technology, International Campus, Kish Island
Department: Management and Economics
Advisor(s): Beirjandy, Heshmat
Abstract:
Miniator car is the first Iranian car that its platform is utterly produced in Iran and would be introduced to the market soon. One of the most important matters for this car’s entrance to the market is considering and responding to the customer needs and requirements. In this thesis the customer needs are identified using the conjoint analysis and Kano method. Using the Kano method the installable elements in introduction phase on Miniator car are classified based on the customers’ point of view. Via conjoint analysis the optional elements of type two of Miniator are identified and then the desirability of each type of Miniator is specified. At last appropriate marketing solutions are presented for the Miniator car’s arrival to the Iran’s market.
Keywords:
Marketing Mix ; Customer Needs ; Kano Model ; Conjoint Analysis ; Miniator Vehicle

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