Designing a marketing plan focused on the re-branding and turnaround strategy for a leading car brand
- Business Dilemma:
A leading car brand was facing a decline in brand awareness and consumer perception that competitive pricing was its main advantage. The official Israeli importer of the brand sought TASC’s assistance in developing a turnaround strategy
- Process:
The project was based on thorough research and analysis including: mapping competition in the Israeli automotive industry; identifying the brand’s most attractive vehicle segments; and analyzing the main factors influencing customer preference in the Israeli automotive market. Following the analysis, the team formulated possible positioning alternatives for the turnaround strategy.
- Strategic solution & impact: Management adopted and implemented the recommended turnaround strategy, which included a comprehensive marketing plan resulting in a significant increase in market share.
