Trading-down strategy for luxury automobiles
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For years, Ferrari has been known as the manufacturer of expensive luxury automobiles. The company plans to attract the major segment of the car-buying market who purchase medium-priced automobiles. As Ferrari considers this trading-down strategy, what branding strategy would you recommend? What are the trade-offs to consider with your strategy?
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Solution Summary
The solution examines trading-down strategy for luxury automobiles. The branding strategy recommended is determined.
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The best way to position this trading=down strategy would be to market this new medium-priced automobile as a value priced version of an exclusive brand. You would still use the Ferrari brand but market it as ...
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