Market Report: 2005 VW Jetta :: essays research papers

Environmental Scan Nature of Demand: Some of the key target markets for the new 2005 Volkswagen Jetta, include a younger demographic that are looking for a high quality brand name with a tradition of reliability. The new Jetta is breaking ties from its old image of the family car that highlighted safety features and family values, and in turn is being marketed as the new generation Jetta. This Jetta is more high-tech, with a sleek and stylish design, and is being portrayed as an exciting car, as to grasp a younger and trendier target market. Aside from the special features, the most noticeable change in the Jetta is the look. Volkswagen has even gone with a more â€Å"Japanese look†, comparable to the Acura’s and the Honda’s in the market. This is also a reflection of Volkwagen’s attempt to aim at a younger target market, as cars such as the Acura Integra, and the Honda Civic are very popular among younger people. Extra accessories have also been added to this Jetta to give it a more youthful appearance. Some of these accessories include a sporty rear spoiler, 18† VisionV wheels, silver tail lamps and a rear valance. Another key feature to this Jetta is the steering wheel. The steering wheel alone allows you to accomplish up to eight different things, including scrolling through CD tracks and answering your cell phone. This is a great feature to target towards a younger market, as younger people demand a lot out of their cars and are often trying to do many things at once. This makes multitasking that much easier. As far as the 2005 Volkswagen Jetta meeting a consumer need/demand, it satisfies a unique niche that has yet to be filled. This Jetta should satisfy consumers who demand the longstanding history, tradition and performance of a classic European car but who also desire a new generation style of car that meets the criteria of features needed for today’s driver. As mentioned earlier, Volkswagen’s new design is a first of its kind. This is the first serious European threat against the many of the new favourable Japanese cars. As already mentioned, the key target market for the 2005 Volkswagen Jetta is a younger group of drivers.