CASE #$1$: Google Self$-$Driving Car

$1)$ Describe the Google Self$-$Driving Car brand marketing mix during the last year or two. What marketing $$P$$s$$ or $$P$$ does the Google Self$-$Driving brand focus on$?$

$2)$ Where would you place the Google Self$-$Driving Car brand in the BCG Growth Share Matrix and the Product Life Cycle? Why?

$3)$ Using Porter$$s Industry Competitive Model, what forces are determining long$-$term industry attractiveness in the self$-$driving car marketplace? Discuss in depth.

$4)$ Using an article to support your problem statement, write a research problem statement and at least two research objectives you would advise Google to investigate related to consumer buyer behavior and the Google Self$-$Driving car.$*$

$5)$ With respect to question #$4,$ how would you ensure reliability and validity? Make sure to review online unit $5$ Lecture Notes before answering this question.

$*$Writing problem statements and research objectives:

The first step in the marketing research proposal is to identify the problem statement. The problem statement includes $($a$)$ the organization$$s name that the study is being prepared for, and $($b$)$ the general problem under study. Problem statements differ slightly from a hypothesis. A problem statement tends to be interrogative $($having the form of expressing a question$),$ whereas a hypothesis is essentially an unproven statement that often includes relationships of variables. $($more on next page...$)$

Example of problem statement $($use this format$)$: Research is necessary to determine if there is demand for a new full$-$service advertising agency in Cheshire County, New Hampshire. Note that this statement refers to an opportunity.

Example of hypothesis $($do not use this format$)$: There is a positive relationship between on$-$time arrival$/$departures of United Airlines and loyalty among customers.

Once the problem statement has been crafted, the researcher should focus on research objectives. Continuing with the problem statement from the above example, research objectives could include $($use this format$)$:

Identify advertising services that perspective clients would find useful.

Identify service deficiencies of existing ad agencies.

Determine the appropriate target market.

Try to use verbs such as identify, determine, collect, define, describe, explain, compare, evaluate, measure, rank, rate, etc. as a first word in a research objective statement. Note that research objectives can also be stated as research questions. All of the above statements could be reworded as research questions:

What are the advertising services that perspective clients would find useful?

What are the service deficiencies existing ad agencies?

What is the appropriate target market?