The Influence Of Women In Tailoring Their Products (Essay Sample)

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A Car by Women for Women
Case Summary
Your Concept Car (YCC) is a design by women with feminine aspects in their minds. This car is a product of Volvo designed such that all four corners of the outside body of the car can be seen from the inside. The design eliminates the hood as captured by other models. The engine is only accessible by lifting the car. The YCC model has features appealing to women including a place for a trash can, purse, cooler and changeable fabric covers and carpets. The ergo vision the user's body and allows for automatic adjustments to seats mirrors steering and pedals for specific body needs. The product is likened to a sitting room type of comfort. This is as a result of brainstorming amongst groups of hundreds of women for ideas. The car is customized to minimize driver demands.
1 Does the YCC project illustrate the value of understanding consumers? How?
Consumer understanding is illustrated by the YCC product in different ways. The crucial step that opens up avenues for consumer understanding is the set panel for women to help come up with the design of the car. Considering that Volvo was targeting a women product, the panel is arguably a crucial starting point for both competitive advantage and consumer satisfaction (Baker, 2015). Similarly, the ideas taken from the group were channeled to the audience through manifestations in the concept of the car. Women have different thinking than men, different tastes, are built differently a have different preferences and choices when it comes to products than men. Giving the vehicle features such as easy visibility and ability to run on flat tires for sometime assist women drivers to reach repair points without having to wait for two trucks. Using this panel, Volvo understood the target audience and consumers in the best ways possible.
2 Which of the 4 values (USER) will this car satisfy for women consumers who may buy it?
The product satisfies four user values for all the women who purchase it namely; utilitarian, social, recreational or hedonic and ego-identity. The functional aspect is fulfilled in that the YCC achieves the user's needs of transportation by providing a safer and more reliable car. Volvo is known quality and luxury car brand which is rated among the fastest automobile manufacturers. It is arguable that their product provides all practical aspects needed for the YCC car.
Socially Volvo and the automobile industry can be likened to Prada and the fashion industry (Baker, 2015). The YCC product projects a good image to others this forms the basis of successful relationships. Secondly, the vehicle brings about some form of prestige and uniqueness allowing for the existence of harmonious relationships. As mentioned, the YCC is a prestigious vehicle, therefore owning a luxury, quality and expensive car feeds into the owner's desire of prominence and classic aura. Lastly, the car was built for fun purposes as well as useful. For a right consumer, there is a level of recreation value if they enjoy automobiles oriented to a sport or collector sense.
3 Is the idea of designing a car specifically for women a sound one, especially in this age of equality among the sexes?
The idea of designing a car for women is both good and bad. It is depended on factors such as target market demographics and reception. The market scene for Volvo should be in consideration. Is their primary consumer female? If so the yes it is a good idea to design a car for women. Having a product that is customized to satisfy customer needs is not a bad thing for the company. If the predominant consumers of Volvo are males, then the idea is not only bad but also a waste of time because it results in no benefit (baker, 2015). Secondly, the reception of the product, the product excludes one gender in the process. Gender equality is still a debate. Therefore, careful consideration should be taken not to offend the target market.
4 Will the car appeal to women's motives and emotions? How likely will they want to buy this car compared to other cars they might be considering? Why?
The car appeals to a woman's emotions and motives. This is because the car was designed by women with women in mind to create a product that enhances their experience...