Engineering Strategy Essay Example | Topics and Well Written Essays - 1000 words

Engineering Strategy - Essay Example New product introduction strategies play a vital role in the success or failure of a new product in the market (Schneider & Yocum, 2004: 15). The Rover 75 was produced by the British automobile manufacturers, the Rover Group and the MG Rover. This model of vehicles was produced from 1998 to 2005. The compact executive car was introduced to the public in 1998 Birmingham Motor Show and the sales began in February 1999. Notably, it was the first rover to be sold in North America. As the vehicle was being introduced to the public, the manufacturers aimed at establishing a larger and more profitable market compared to the existing BMW series that were already a favorite to many. They had this factor in mind even during production and they had to make a car that was far much better than the BMW series. During the launch of the Rover 75, there was a speech that was meant at demeaning to financial standing of the British government to support the production of the Rover 75. The public took this to mean that the vehicle was substandard and would not match up to the BMW series. This thought definitely scared off many potential buyers and the manufacturers had to come up with better strategies to market their product (Jex, 2006: 98). The first introduction strategy they devised was introducing the model to the staff of the manufacturing company. These would be the immediate people who would get first-hand experience in what the car had to offer. From there, the staff and members of their family would extend information on the experience to those around them. This strategy worked as the car was soon embraced by the staff, their families and friends who created a good base for the market. The embrace that the Rover 75 got from this people eventually spilled over to the rest of the country and British as well. As early as 2000, the company recorded tremendous increase in sales