BUSINESS RESEARCH METHODOLY

Bayu Adji Aritedjo, S.E, M.M. M.Si, Ph.D

Tugas Kasus

LEXUS SC 430
(Video Case)

Disusun Oleh:

Eksekutif 38 AB

Adisty Pratama 15/387214/PEK/20764

Annisa Shabrina
Bella Jayanti 15/390226/PEK/21008
Dela Anjani 15/387246/PEK/20796
Devi Aryandini

PROGRAM MAGISTER MANAJEMEN

FAKULTAS EKONOMIKA DAN BISNIS
UNIVERSITAS GADJAH MADA
JAKARTA
2017
1. What role did the Detroit Auto Show play in the research?
The Detroit Auto Show was the place the company announced that they
will launched the Lexus SC in March 2001
2. What motivates people to buy cars and how did Toyota discover this?
There are two types of motivations; the emotional reason (real reasons)
and the rational reason (right reasons). Toyota found out from consolidated
dynamic research.
3. What do the motivators affect?
Why they want to buy a Toyota car. The rational reasons: quality,
dependability, and reliability, workmanship, and manufacturer reputation.
The emotional reasons are; conservative, traditional.
4. What cars were the primary competitors for the luxury coupe market?
Corvette, Jaguar, Mercedes, and Porsche
5. How did Lexus use syndicated research?
They employ Allison Fisher Llc to assess the 25+ coupe or convertible
body styles vehicle in the luxury coupe segment. The data was compiled
and assessed through three trademark research tools; The Automotive
Intentions and Purchase Study; its results can be linked to brand equity as
well as to actual shopping and purchase behavior, The automotive
shopping study; results provides a behavioral basis for automotive market
segmentation, The Advanced Automotive Features Study; serves for
tracking instrument for existing options and a means for evaluating new
automotive features and technologies.
They also employ another research company to track sales trend in the
luxury coupe and convertible cars. They also use their own Toyota
consolidated research data to compare on how people compare its Lexus to
Corvette, for Jaguar.
They found out that styling and performance were the primary motivators,
in which the cars in the automotive segment had not addressed those
attributes. Hence, Lexus want to address those motivations through Lexus
SC 430 to secure its success in repositioning the brand image.
6. How did Toyota use qualitative research?
7. How was the advertising that was ultimately created tested before it was
aired?
8. What did post-advertising tracking studies reveal?
9. Did the Web play role in the research?
10. Was sales tracking included in the research?