This project is intended to encourage you to apply the concepts presented in this class to a real marketing issue. A recent Wall Street Journal article (“Cadillac subscription plan: GM tries a Netflix for cars at $1,500 a month”) tells about an interesting marketing effort within the automobile industry. Your group assignment is to write a paper discussing this program, and analyzing the various strategic choices which have been made, and the strategies you would recommend going forward.
The following list addresses specific elements of the assignment:
1. Research the topic. Develop a realistic understanding of the issues associated with pricing and promoting this type of business, and the advantages of various strategies.
2. Make strategic recommendations to at least one firm, particularly with regard to pricing and public relations efforts, and support those recommendations with good arguments.