5.

Evaluate the possible fit of the different positioning iterations in the case Exhibit 12 in terms
of their attractiveness

Ans.

Factors that affect customers' automotive need are:

·0 Price

- Pricing is the most important factor which influence the customers' decision

- The individual workshop always has a edge over all the OEMs as they don't have any
particular pricing chart and they can adjust the prices based the service and agreement
between them.

·1 Trust

- Trust is build with the quality of the work provided by the service provider.

- In this case OEMs are ahead of independent workshop as they have proper skilled
workers.

- There is inventory issue in independent workshops and they have to order specially
which creates delay in servicing.

·2 Speed

- Most people don't like to wait long for their vehicle servicing.

- OEM-owned workshops, OEM-authorized workshops and OES-owned workshops

will be able to predict the time needed to tackle a client problem. This is going to be for
these workshops. Parts delay will be minimal since all the required parts are anticipated
to be in inventory or have the means to acquire these components as quickly as possible.

- In the case of independent workshop if there is a new issue or unique issue with
vehicle the local mechanic will take time to understand it first and find a solution for it
and delays in the parts will also be there which eventually creates extra delay in service.

·3 Convenience

- OEMs offers flexibility to the customer and exact drop off time of their vehicle and
with huge capital they try to cover all the major and minor places so its easy for customer
to reach out to them which is not in the case of independent workshops.
In the exhibit 13; customer are more focused/inclined to price, quality and on time delivery.

Iterations Description
`1 Iteration 1 generally covers the convenience , speed and quality assurance by the Top
Gear service point
2 Iteration 2 showcases Trust as one of the major components in terms of its imagery and
impact.
3 Iteration 3 focuses on skilled workforce and equipments which shows the quality of
work they do in their workshops. This also helps in building the trust in the customer.
Speed is also one of the major parameters.
4 The Tagline in iteration 4 gives a sense of Transparency to the customers which in turn
help in building trust towards the company.

5 Efficiency, Speed and Convenience are the major attributes which are showcased through
the Tagline .The Tagline depicts that they have a good amount of inventory with them,
which usually not present in Independent Workshops.