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Discussion Question:



Alax Corporation - a sports cars manufacturer is in the field of manufacturing racing car for the last 120 years.  6 years back, it introduced a very expensive new sports car – CX09. The target market of this car was determined as very rich non-professional racers who want to enjoy speed and thrill on city roads. The distinctive feature of this car was that it could also be used for normal drives.  Due to this feature, with the passage of time, CX09 has become a successful brand in the local market. Now, CX09 has successfully entered into the growth stage of its life cycle. Owing to rapid growth in the sales and its popularity, other local car manufacturers have also entered in this niche market. This has alarmed Alax as the competition may be intense in the days to come.


To cope with this situation, the Marketing Division of Alax is planning to organize a small conference to devise strategies. In the conference, the company is planning to invite a few students from local business universities. If you are invited there then what strategies at this growth stage of CX09, with reference to pricing and advertising, would you suggest to the company?

(Note: You must give your suggestions supported with logical arguments, only in bulleted form)


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Replies to This Discussion

thnx alot for ideas.

i think price skimming strategy will be used here

Please see my points and give comments


Farhan Karim Shaikh  gud keep it up 

solution is attach here plz prayer for me


the company should offer attractable product prices. > the advertisement should not only be for the richest people, all the classes which can afford should be offered with attracted prices and qualities. > the difference between the CX09 should be cleared, off course, in a positive way so that choosing the product could be made easy for the customer. >company should also work for the betterment of the product as there is always a space for the betterment.

junaid gud keep it up 

GDP # 2 MGT211 Introduction To Business


Student ID#: mc120200074

Marketing Mix Strategy of CX09 Alax Corporation

  • Applying promotion strategies in many ways, by ads, giant billboards at bypass and super highway, participation in exhibitions, display centers.
  • Display in big public market and introduce with a new trend that the car in space that will be a unique way of promotion.
  • The Development of top quality logo and photography which can be used in ads, brochures, name cards, etc.
  • CX09 can take advantage through advancement of technology in which, they promote via emails, web banners on famous and expensive sites of internet.
  • One new creative idea is to make introductory entry of new CX09 in video games as advertisement.
  • Participate as a part of Pakistani society in this aspects open institutes, establish Hospitals, social walk and many aspect which Alax Corporation contribute shoulder to shoulder in these social activities which will also support to Alax  to promote its Product.
  • Provide more and more information to customers about CX09 to achieve attractiveness.
  • Waste elimination is given top priority which reduces cost and by continuously reducing these types of costs, it will result in persevering the company's profit growth.
  • Built a Marketing strategy which keep close to customers and try to overcome the distance between them and make product more conveniently available for customer.
  • Alax Corporation can facilitate its loyal customer and overcome customer’s ambiguity, buying conflict by providing them maximum information before purchase.
  • Provide the facility of genuine part just from Alax Corporations’ authorized dealers that will provide the guarantee of their spare parts.
  • The CX09, is the customer's solution to the current spike in gas prices, and lack of alternative fuels to enhance gas mileage and reduce emissions.


  • Alax Corporation dealers to build an exclusive sales facility for the CX09 including a showroom, sales offices, and a customer waiting and accessory display area. The dealers were required to dedicate minimum of two service stalls to CX09, which had to be operated by CX09-trained mechanics.


  • The company should follow the selective distribution (close to exclusive distribution) It allowed the company to achieve higher profitability, dealer loyalty, greater sales support and also higher degree of control over the retail market.


  • Give target to dealers to sell approximately 7-15 CX09 per month to cover its investment and operating expenses.


  • For a fresh approach for the company's new product CX09 give the responsibility to that advertising agency which had no experience in developing campaign for automobiles. As a first challenge they can bring up with new ways of advertisement at cheap rates.
  • The Un-positioning strategy can also be helpful. Each person can define the product in his or her owns way and can rationalize the purchase decision in his or he owns terms.


  • As un-positioning will target a larger customer segments, it will definitely increase sales and thus add larger profit to the company's income statement also. Thus this strategy is perfectly compatible with company's goal that is to establish Alax as a major car company in the country.


  • Un-positioning will serve the purpose of versatile transportation. The broader appeal of the car can reduce its competitors' sales and thus can guarantee sales more than expected units in the first targeted months and in the mean time, competitors' sales might deteriorate.



thanxx for sharing

MGT211 Introduction To Business

Some Suggestions are  by me




As per my understanding following points needs to be highlighted

1)  Focus on innovation & creativity on the same product or develop new products

2)  Focus on quality to keep customer satisfied

3) Security of own assets due to competition in the market!

4) Introduction of new economic version for other different market segments etc e.g. economy class

Following are my suggestions:-

a. Never compromise on quality to keep good name in market.

b Introduce new features and innovation this will help us to attract more customers.

c. Provide better/free after sale services for good customer relationship.

d. Introduce new market/sale strategy to attract more customers like "new offers", "lucky draws".

e. Efforts to introduce new version having similar features for lower economy class this will help us to save our assets.

thank u so much for the help :)


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