Enhancing Market Presence and Brand Recognition for GM Mobility in the UK Wheelchair Accessible Vehicle Market: A Strategic Marketing Plan
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Date
2024
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University of Exeter
Abstract
This report investigates GM Mobility's current standing within the UK Wheelchair Accessible Vehicle (WAV) market and presents a strategic marketing plan designed to boost brand awareness, strengthen market presence, and drive sales. Using the SOSTAC framework, alongside PESTEL and SWOT analyses, the study identifies key external factors impacting GM Mobility’s market positioning, including opportunities and challenges related to digital visibility and community engagement. Findings reveal that, while GM Mobility holds a 25% share in the UK WAV market, it faces barriers such as limited marketing resources and low social media impact. The proposed strategy prioritizes enhanced brand positioning, community involvement, and targeted digital marketing initiatives. Key tactics include launching social media campaigns, improving search engine optimization (SEO), and partnering with influencers to expand reach. Objectives are set to increase brand awareness by 50% within 24 months, achieve a 25% boost in sales within one year, and enhance GM Mobility’s website performance to improve customer experience and online visibility. Through these strategies, GM Mobility is positioned to overcome current challenges, strengthen its market share, and achieve sustained growth in the UK WAV sector.
Description
This report provides a comprehensive analysis of GM Mobility's position in the UK Wheelchair Accessible Vehicle (WAV) market, highlighting the challenges and opportunities that shape its marketing strategy. Employing the SOSTAC model, the report begins with an evaluation of the external environment through PESTEL and SWOT analyses, revealing critical insights into the competitive landscape and market dynamics.
Despite holding a 25% market share, GM Mobility faces obstacles such as limited marketing resources and an underwhelming social media presence. To address these issues, the report proposes a strategic marketing plan that focuses on increasing brand recognition, enhancing customer engagement, and driving sales. Key initiatives include targeted social media campaigns, SEO improvements, and influencer partnerships.
The report outlines specific, measurable objectives aimed at boosting brand awareness by 50% over the next two years, increasing WAV sales by 25% within one year, and enhancing the company's website performance for better online visibility. Overall, this strategic plan serves as a roadmap for GM Mobility to navigate the challenges of the WAV market and achieve sustainable growth.
Keywords
GM Mobility, Wheelchair Accessible Vehicles, Brand Awareness, Digital Marketing, SEO, Market Share
Citation
Waznah, M. (2024). Enhancing Market Presence and Brand Recognition for GM Mobility in the UK Wheelchair Accessible Vehicle Market: A Strategic Marketing Plan.