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Preparing for the future of personal mobility

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Reference no: EM132090457

Read the Holden Commodore online launch case

Case: Holden Commodore Online Launch

ALL-NEW, NEXT-GENERATION COMMODORE AVAILABLE TO BUY AHEAD OF LAUNCH AT THE CLICK OF A BUTTON

- Holden launches online store, Australia's first of its kind, full end-to-end online car buying experience.
- All-new, next-generation Commodore available to buy online now, ahead of official on-sale date.
- Simple as click - trade-in - buy - drive, with your new car delivered straight to your door.
- Customers can choose their car, organise trade-in and online finance and book home delivery at a time that's convenient.
- Holden's continues its evolution to a sales, engineering, design and technology company.

Holden continues its tradition of offering Australian automotive first of its kind initiatives, with the launch of the Holden online store, allowing customers to click their way to a new Holden, at the touch of a button on any device and from the comfort of their own couch.

As it continues its transformation to a sales, engineering, design and technology company, Holden brings the full end-to-end car buying experience online, with customers able to pick their car and specify its build, trade-in their existing car, organise finance and select a home delivery date that's convenient for them.

"Holden's always been at the forefront of the Australian industry, this is the latest in a long line of customer-focused initiatives we're excited and proud to offer Australian drivers," said Chairman and Managing Director Mark Bernhard. "And what better car to purchase online than the all new, next-generation Commodore - a truly sensational car."

Recent research suggests that up to 30% of consumers would consider buying a car entirely online without entering into a dealership.

"Ten years ago, we were tentatively buying clothes online and it was inconceivable to buy big ticket items like TVs through the internet, but as consumer tastes change and confidence in online commerce has grown, so too has Australian consumers desire to purchase at a time and location that is convenient to them. It's only a matter of time before the digital revolution reaches automotive retailing.

"A car can't deliver or service itself. Our dealers are the backbone of our online store and have been involved in creating the online shopping experience since its inception. Their guidance on how to optimise the experience has been excellent.

"Although the online car buying experience finishes at the click of a button, the car owning experience is a long-term relationship, that's where the dealers step up, home delivering the car and providing exceptional customer care for the lifetime of the car."

The Holden online store operates in much the same way as other traditional bricks and mortar retailers have evolved online in Australia, designed to provide a great customer experience no matter which way they buy. Our dealer base will be the foundation of our online store by providing their invaluable logistics and sales support capabilities, as well as building a relationship with the customer, providing ongoing maintenance and warranty services for the life of the car. Whichever way a customer chooses to buy their new car, Holden will continue to provide a great customer experience.

This new way of purchasing the latest car will by no means replace the traditional way but in much the same way online retailing has shaped consumer expectation in other industries, Holden is thinking ahead as the future of personal mobility, technology and automotive retailing evolves at a fast pace. The Holden online store joins our ride-sharing start-up Maven and connectivity platform OnStar, as just a few examples of how Holden is preparing for the future of personal mobility.

"Will online car buying be for everyone? No, or maybe not yet, for us it's about offering the choice. Consumer buying habits continue to evolve and we're constantly anticipating what's coming so that we are ahead of the game and how we can offer the best customer experience alongside our dealer partners.

"We put this country on wheels and we'll continue to lead personal mobility for Australian drivers and passengers well into the future with the best products, the best technology and the best people, to provide our customers with an unparalleled experience," said Mark.

Starting first with a pilot in metro Melbourne, Holden's online store will offer most of the Holden passenger vehicle range including the new 2018 Commodore, Equinox, Astra and Trax and will expand to more metropolitan markets and additional car lines in time, depending on customer response.

A key feature of this online store is the trade-in valuation which is transacted online (trade-in is collected at time of delivery). Also the breadth and depth of range combined with direct finance referral at checkout makes the Holden offer unique in Australia. The Holden online store is truly a mobile experience, available on any device.

Verified Expert

The task is based on a case study on Haldon - a car manufacturing company. The questions are based on a market research that the company is likely to undertake for its new launch of the online store what will sell cars. This is a unique approach to car selling and the company wants to know whether this will have any impact on its Commodores sale. The answers provide the detailed research methods.

Reference no: EM132090457

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inf2090457

10/24/2018 3:45:45 AM

Thank you for such hard work. I have received my solution file. Amazing job dear experts and thanks a lot to expertsmind to avail me such expert who followed every units instruction perfectly. I really amazed with the grades I received with your help. I am really thankful. I have passed the class with A grade. You are true lifesaver.

len2090457

8/20/2018 5:12:18 AM

CR • offers critical insights and shows evidence of critical thinking; • shows a good understanding of the major factual and/or theoretical issues, and addresses the relevant literature on the topic; • develops a focused and clear argument and articulates a sustained train of logical thought; • shows clear evidence of planning in the formulation of the written answer and includes a judicious choice of sources and methodology. P • shows some understanding of relevant major theoretical and/or factual issues; • shows evidence of planning in the formulation of the written answer, makes selective use of appropriate sources, and demonstrates some knowledge of the literature; • shows, at various points if not throughout the entire text, examples of a clear train of thought or argument; • presents basic models / diagrams, where appropriate; • provides an appropriate conclusion to the textual argument(s). FAIL • fail to answer the question or develop an argument; • fail to demonstrate knowledge of the key issues or arguments; • contain clear conceptual or factual errors or misunderstandings; • are poorly organised and/or poorly written.

len2090457

8/20/2018 5:12:11 AM

Marking Guide [based on the written report (20 marks) and the presentation (10 marks)] HD • shows clear evidence of wide and relevant reading and an engagement with the conceptual issues; • develops a sophisticated and intelligent argument; • shows a rigorous use and a confident understanding of relevant source materials; • achieves an appropriate balance between factual detail and key theoretical issues; • provides evidence of original thinking. D • engages closely with the case study; • shows some evidence of wide and relevant reading and an engagement with the conceptual issues; • shows some sophistication of argument; • shows an intelligent use and a good understanding of relevant source materials.

len2090457

8/20/2018 5:11:59 AM

In your group discuss how you will manage the completion of the assignment. Note who will do which part of the assignment. Everyone should discus all the elements of the assignment. An appendix should be attached to the assignment which will contain material from each of the participants Suggested process for effective groupwork: • Each member of the group to find two journal articles on issues relevant to this research. • Each member to present their selected journal articles to a group meeting and discuss how they might influence the research – in this meeting you should demonstrate your grasp of a wide range of ideas and you capacity to discuss these ideas. • Build your report around the ideas contained in the journal article with comment and evaluation by the group.

len2090457

8/20/2018 5:11:52 AM

Form a group consisting of 4 members. Read the Holden Commodore online launch case (see page 2 and 3) The outputs of this assignment will be: 1. A discussion of the target market alternatives for the new Commodore. Recommend one. 2. A discussion of the alternative ways of defining the ‘Population’ for a research study on the Commodore target market. Recommend one. 3. A discussion of the alternative ways of defining the ‘Sampling Frame’ for the research on the Commodore. Recommend one. 4. A discussion of the alternative ways of defining the sampling approach for the research on the Commodore. Recommend one.

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