Indicative Project Title

Marketing strategies for positioning the brand of startups: a case study of Cazoo, UK

Main academic areas and sub-areas

The main area of research will be the development of suitable marketing strategies for a start-up car manufacturing company in the UK. The study will focus on the positioning of the brand in the market and recommend appropriate strategies for serving this purpose.

Context and rationale

According to some of the literary studies, it has been found that car companies try to capture markets through four different strategies. A paper written by Steve Blank analyses these positioning strategies in a particular way (Blank 2020). One of these strategies includes gaining a deep understanding of the needs of the customers and aligning those needs in the iterative process of product development. This process helps in increasing the odds of bringing new products in the market and ultimately leads to the success of the company.

Aims and objectives

1) To research on the marketing strategies of car manufacturing companies.

2) To find out suitable positioning strategies for the car manufacturing companies of the UK in the light of Cazoo Company (Gonzalez 2017).

3) To provide recommendations for applying these strategies in the current market environment.

4) To provide solutions for enhancing customer base and becoming successful in the market.

5) To develop strategies for aligning the needs of the customers with the process of iterative product development.

Indicative Research Approach

The methodology for this research will comprise of qualitative and quantitative techniques of data collection. To develop the positioning strategies for the car manufacturing start-ups, data and information must be collected from the customers to understand their needs and preferences (Damangir et al. 2018). A sample of 200 customers will be analyzed for this research. The techniques will include interviews with a list of questions, focus group discussions, questionnaires, and surveys. Focus group discussions will consist of an analysis of individuals with common interests. As a part of quantitative techniques, questionnaires and surveys will be used to gather suitable data, which will be analyzed through appropriate software.

Potential Ethical issues

Some of the ethical issues, which are associated with developing suitable positioning strategies, can be lying from the part of marketers, striking the right balance, and presence of controversial products (Ye and Grant 2017). Lying is a serious offense, which takes place when the marketers go for an illicit and unethical branding. The marketers should use the adverse effects of the products to support the message conveyed to the customers. The companies should also omit controversial products from their product lists; otherwise, they might create a false image in the minds of the customers.

References

Blank, S., 2020. The startup owner’s manual: The step-by-step guide for building a great company. John Wiley & Sons.

Damangir, S., Du, R.Y. and Hu, Y., 2018. Uncovering patterns of product co-consideration: A case study of online vehicle price quote request data. Journal of Interactive Marketing, 42, pp.1-17.

Gonzalez, D.J.D., 2017. A NOVEL BUSINESS MODEL FRAME FOR INNOVATIVE STARTUPS. Research Journal of Business and Management, 4(2), pp.126-137.

Ye, H. and Grant, B., 2017. An investigation of the appropriate marketing strategies to attract more customers, more repeat business, and to launch a new organic product Product.