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Emergent Strategy and Focus Groups

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"The Caravan and Voyager were introduced to the recently developed Mini-Van Market in 1984. The Mini-van had 3 models, The basic was a five-passenger minivan, with AM radio, five-speed stick, and power steering; the SE Model had an improved interior and options such as seven passenger seating; and the LE had a standard woodgrain exterior treatment, better seats and other interior trim, and standard features. The most notable features of the minivanââ?¬â?¢s were the large interior, compact exterior; seating flexibility and comfort; handling; visibility; and gas mileage (Zatz, 2011). The first Dodge Caravan and Plymouth Voyager were welcomed to the public car world in 1983, but Chrysler had started working on minivan concepts the early 1970s but full development did not begin until 1980 (Zatz, 2011).

Cars in Todayââ?¬â?¢s market offer a huge list of possible modifications from heated seats to DVDs some models even accommodate a ponytail in the headrest (Charmer, 2009). Most new ideas get presented but at international car shows breaking ground. However, there is usually nothing too out of the ordinary. No Tesla, no Aptera, no flying cars that start to creep into the possibility of ââ?¬Ë?realityââ?¬â?¢. The auto industry ââ?¬Ë?innovationââ?¬â?¢ rarely has highly visible changes in design or effects which shift the worldââ?¬â?¢s view of cars (Charmer, 2009) . In fact the basic design of a car is still the same as it was 100 years ago with a frame on 4 wheels running on fossil fuel based motor. Unlike other industries such as the music and technology industry that has been hugely changed even in the past 10 years.

The way to get over the lack of innovation or relying on professional designers such as Car Design Research companies would be to use focus groups. However, rather than using the age old version of focus groups sitting around a table discussing a product with a leader a new focus group is needed (Vega, 2011). The new method advertisers are experimenting with can range from making collages, using mobile applications that track group membersââ?¬â?¢ purchases, Facebook, or text messaging. This can allow the traditional focus group problems such as influence from the marketerââ?¬â?¢s presence or having a groupthink situation (Vega, 2011). As far as gathering your participants would be the individuals that have purchased a new minivan within the past 5 years. The incentive for the research participants would be a $50 gift card for about 40 Participants. The quickest way to get the focus group gathered will be to visit local Chrysler dealership for contact information for individuals that have recently purchased the mini-van.

Charmer, M. (2009, July 1). Going. Retrieved December 2, 2011, from Spark Designs and Awards:

Tanzina Vega. (2011, May 30). Focus Groups That Look Like Play Groups :[Business/Financial Desk]. New York Times (Late Edition (east Coast)), p. B.1. Retrieved December 2, 2011, from ProQuest Central. (Document ID: 2360857991)

Zatz, D. (2011). Chrysler minivan development and history, 1977-2008. Retrieved December 2, 2011, from Allpar Minivans:"

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An emergent strategy can assist in overcoming a lack of innovation. This strategy is a pattern of action that develops over time in an organization in the absence of a specific mission and goals, or despite a mission and goals.

Emergent strategy is sometimes called realized strategy. An emergent strategy or realized strategy differs from an intended strategy, where the company sets out specific goals and intends to do something with those goals. Emergent strategy can be particularly useful to the automobile industry as changes tend to happen slowly and over time. H. Mintzberg argues that strategy emerges over time as intentions collide with and accommodate a ...

Solution Summary

Explains how innovation and strategy are related to focus groups and organizational behavior.