Major Projects: Competing for market share in the UK small family car sector

Situation: Sales were 33% down on projections for a newly launched model in the UK market.

Mission: Create a competitive product positioning strategy in relation to key customer utility values along existing product and service attributes in order to maximize market share? How did the market segment along preference structure lines? What attributes should not be competed on to avoid competitor strengths? What were the interactions between brand and product attributes?

Methods: Included focus groups, customer interviews, choice-based conjoint latent class analysis and simulation.

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