Marketing Strategies

Liberty University

Marketing Final Paper

BUSI520

May 10, 2012

Executive Summary

This paper will discuss the 2014 Chrysler Aspen Hybrid to be released in the fall of 2013. The paper will discuss the features of the vehicle and the marketing plan to be utilized by Chrysler. The Chrysler Aspen Hybrid is a luxury class sport utility vehicle that will provide many upgrades in the standard features package offered to the consumers. Chrysler will introduce the 2014 Chrysler Aspen Hybrid as a fuel efficient, environmentally friendly answer to the requests of today’s consumers.

Chrysler Aspen Hybrid SUV

The product to be discussed for this report is the Chrysler Aspen Hybrid for 2014. The vehicle will be introduced as a luxury crossover hybrid. In an era when fuel efficient vehicles are in demand, Chrysler will introduce a vehicle that will meet the demands of the energy conscious without compromising style and comfort.

Chrysler Aspen Hybrid SUV Description

The 2014 Chrysler Aspen Hybrid offers a wide range of standard features in other vehicles considered upgrades and numerous upgrade options, to include, has 40/20/40 split heated bucket seats in the second row with enough room for eight to travel comfortably with adequate cargo space. The Aspen also has upgrades to the safety features as standard equipment options. The features include an Electronic Stability and Roll Mitigation and a Park Sense system (Chrysler Aspen, 2011).

Chrysler’s History

Walter Chrysler introduced the first vehicle in 1924, followed by his founding of the company in 1925. After many highs and lows over the years, Chrysler was purchased in 1987 by American Motors. After another series of financial hardships the company was purchased by Daimler-Benz in 1998. Daimler sold 100% of its stake to Cerberus creating Chrysler LLC, which was the first privately held American Auto Company in 50 years. (Ashmalla, Camp & Able, 2011, p. 164). Unable to overcome the financial...