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Analysis Of The Automotive Marketspace Within Australia

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1 Executive Summary
Motorfinder is a start-up, aiming to become a market leader in the automotive marketspace within Australia, with a key focus of connecting buyers with sellers. In a highly competitive market, we aim to do this by offering innovative, value-adding tools for buyers and sellers alike.
The company orientation was initially toward the Product Concept, where it was thought that a good product, with attractive features and correct market placement would attract buyers. Since a better understanding of marketing concepts has been gained through this subject the company will be shifting to the Holistic Marketing Concept as it looks to build brand equity.
Motorfinders’ primary marketing objective will be to gain a 5% market share …show more content…

Motorfinder will look to break into the ‘used car’ segment in its second year of operation, once it has sufficient traffic to its website. Used car dealers will be targeted first and subsequently private sellers.
2.1. Market Summary
The automotive marketspace is characterised by two distinctive markets, the new car market and the used car market, which is further segmented by different vehicle types as shown in Figure 1. A geographic segmentation is also represented in Figure 2.
Although Motorfinder will cater for all geographics represented in Figure 2, due to limited funding and its goal of building brand equity, the company will concentrate its marketing efforts on the Passenger vehicle & Light commercial vehicle segment (Figure 1), which have similar attributes and can be serviced by a single product, and the eastern state (NSW, VIC & QLD) geographic (Figure 2), representing a target market of 72% of the potential market. All demographics within the selected segments and geographic will be targeted – these are persons aged 17 and above.

Figure 1: Australian vehicle registrations by vehicle type
Source: Australian Bureau of Statistics 2014
Figure 2: Sales by State Source: Australian Bureau of Statistics 2014
2.2. SWOT Analysis
The following SWOT analysis lists the key strengths and weaknesses within the

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