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    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 Preview

    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 ...

    Solution Summary

    The solution examines trading-down strategy for luxury automobiles. The branding strategy recommended is determined.