High-end used car Assignment ESSAY

A High-end used-car business
1. Proposal Section
1.1 proposed opportunity, product, service, process; Identify Innovative technology and
potential.
Proposed opportunity: A High-end used car business in China.
Product Services: Used car selling, Auto parts sales, Auto beauty and decoration servics,
Automobile Information Consultation, Exhibition Service, Auto Maintenance, Car rental,
Agent for motor vehicle registration.
Innovative technology including: Online viewing, Transparent price, Door-to-door service,
Club privilege
1.2 Analyzing needs & opportunities, potential customer & market analysis, SWOT
analysis
First, the total sales of luxury cars in Chinese market are increasing steadily due to
developing of economics. Thus, the ownership of all high-end vehicles in China has
became bigger. Second, according to Souhu news, the middle class, post-90s and 00s
become the main force of consumption, and the concept of “light consumption” and
second-hand transactions have been preferred by millennials.
Automobile as Consumables Products do not remain its value as gold, and according to
the Forbbes, bigger and luxury cars tend to depreciate more than smaller and cheaper
cars because they cost more to run and have higher cost for parts and maintenance.
The popularity of social platforms brought diversified information to people, these in
cluding high-end products like luxury, and it usually attracts millennials more.
Thus, buying a used luxury car gives you same experience while offortable price.
SWOT analysis
Strength:
Transparent price
Quality guarantee
One-stop service
Weakness:
High upfront cost: Storehouse, Exhibition hall, building website, promotion,
Low profit: Transparent price
Opportunities:
Meet the market demand
The trend of “Light consumption”
Threats:
Short-run pressure by competitors
Regional cultural differences
2. Strategy & analysis
2.1 Product strategy- goals, segments targeted.
Targeting to the middle class and post 90, 00s.
2.2 Competition, present market. obstacles, similar products/services

Competitiores are local dealers, 4s shop, and other used car sellers or dealers.
2.3 Protection of Ideas, Intellectual Property
Direct selling business model and quality assurance.
Showroom
Club privilege

3. Costs & Benefits
Possible benefits of new product, Costs, resources
cost;Automobile repacking
Storehouse
Services & Labor cost
Website development
Promotion
Technology support
Benefits:
Direct income
High-end experience
Well-equipped facilities
Trust from customer
Dominate the market
New experience about VR driving

4. Development
4.1 How will the innovation/product be developed- or ac
Expanding to middle-range and low-end market while keep same quality of services.
Expanding brand awareness and unify used-car market
New technology –VR and 3D technology
Improving customer experience by study feedbacks
4.2 Schedule and milestones
A storehouse/Exhibition hall
Service & Decoration
Own website and apps / vr and 3D technology
Testing the direct-selling model (Tesla)
Study feedbacks

Cooperation with a well-known detection organization to supervise the product.
Promotion through social media(tiktok, wechat)

5. Implementation
5.1 How will the innovation/product be introduced? Distribution, etc.
5.2 How the product will be marketed- advertising, promotion etc.?
Integrate existing market resources
Optimizing and screening, Repacking
Promoting by social media and optimizing keyword and landing page on search
engine(SEO score)
Get a high SEO score on searching web so that our customers could find us easier
Do the tiktok advantage and invite some famous star to share their experience about it
put more ads on wechat
Decoration
 Own website and apps / vr and 3D technology
 Testing the direct-selling model (Tesla)
 Study feedbacks
 Cooperation with a well-known detection organization to supervise the product.
 Promotion through social media(tiktok, wechat)

5. Implementation
5.1 How will the innovation/product be introduced? Distribution, etc.
5.2 How the product will be marketed- advertising, promotion etc.?
1. Integrate existing market resources
2. Optimizing and screening, Repacking
3. Promoting by social media and optimizing keyword and landing page on search
engine(SEO score)

Get a high SEO score on searching web so that our customers could find us easier
Do the tiktok advantage and invite some famous star to share their experience about it

High-end used car Assignment ESSAY

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