Scenario 5.2
Volkswagen developed an 18-month-long project to gain a better understanding of the North American culture so it could develop cars more appealing to this market. The research project was called Moonraker. Volkswagen lost more than $1 billion in its North American operations in both 2004 and 2005.
-Refer to the scenario. In which step of the marketing research process would the Volkswagen engineers have realized the issue was that they were not designing cars for North Americans who use their cars like a second office?

Question

Quizplus · Accepted Answer

The realization that they were not designing cars for North Americans who use their cars like a second office would have come during the problem formulation step of the marketing research process. This step involves identifying and defining the problem or opportunity, which in this case was understanding the specific needs and preferences of the North American market.

Scenario 5.2 Volkswagen Developed an 18-Month-Long Project to Gain a Better Understanding