Business Game

In: Business and Management

Submitted By pangphet
Words 1793
Pages 8
Albion Motorcars Year 1 Decisions & Rationale
Mission Statement
Our mission mainly aims to satisfy all stakeholder especially customers and employees. For our customers, European market, we provide them a superior product by implementing focus on luxury features in all our car models with affordable price and superior service by always listening to ours customers’ voices. For our employees, we offer a higher salary and provide a skills training to increase their performance. Thus, keeping employees’ satisfied with their careers and directly related to a lower turnover rate.
Objectives
Financially we must look at profit figures as this is important at all companies. Based on current figures we should aim to break even by the end of year 2 and make a profit overall of £300million by the end of year 4.
In terms of the market we should aim to have an overall market share of around 5% in the European car industry, based on the fact that year one forecasts around 0.5% market share overall if all target production is made and sold. Provided growth ensues it’s an entirely possible market share to hold.
Socially, as a notoriously British based car manufacturer we should look to provide 4000 jobs for the people of Britain by the end of year 4.
Chosen Market Segments – Description of the target customer and marketing strategy:
Albion Motorcars’ brand is built around it being notoriously British. The word ‘Albion’ is the former name of the United Kingdom and we thought what makes a brand more notorious than its origin. Entering a European market, while being based in Britain, we focused on a quality, luxurious product meeting the need of two different age demographic segments, people between the ages of 25 – 40 and those between the ages of 41 – 55. We’ve specifically targeted those between 25 and 40 with our medium cars (Certa) and those between 40 and 55 with our luxury…...

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