Dissertation Outline_x000D_
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Aim_x000D_
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Mercedes – To find out whether Mercedes’ investment in F1 and the strategy with the new A class model is_x000D_
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shaking off its image as a worthy, but rather boring, brand which appeals to 45+ year old but with little_x000D_
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appeal to younger consumers, 25 -44._x000D_
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Research questions might include :_x000D_
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What are the stand alone salient image characteristics of the Mercedes brand?_x000D_
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What are the salient image characteristics of the Mercedes brand compared to BMW?_x000D_
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Would BMW drivers consider buying a Mercedes?_x000D_
Why? Why not?_x000D_
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What do BMW drivers think about Mercedes’ investment in F1? (positive/negative perceptions)._x000D_
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Is the new A class look as exclusive as other mercedes models?_x000D_
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Methodology:_x000D_
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Qualitative, exploratory research among BMW drivers. Mix of short questionnaire (30 – 60 interviews?) and mini depth interviews( 6 -8)._x000D_
Conducted at or near BMW showroom or public car park or internet._x000D_
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Literature Review_x000D_
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Would focus on branding, the Mercedes & BMW brands; concept of positioning/repositioning._x000D_
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Chapter 1_x000D_
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In addition to all the usual Ch. 1 content, would present statistics of BMW’s and Mercedes’ market shares. Alternatively, these stats could be appended._x000D_
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Background_x000D_
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The success of brands such as Audi and BMW is attributed to their sporty image which appeals to car_x000D_
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buyers in the 25 – 44 age group compared to Mercedes which traditionally has appealed to men aged 45+._x000D_
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To fend off rivals such as Audi and BMW Mercedes has done two things: launched the A class and sport_x000D_
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versions of the C and invested heavily in Formula 1 motor sport._x000D_
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