Market Research: The launch of a hybrid diesel engine by PSA group
Summary :
Table of Contents
- Context.
- Research design.
- Method advantages.
- Disadvantages.
- Data collection.
- Structure level.
- Disguised/undisguised.
- Administration of the survey.
- Sampling issues.
- Target population.
- Sampling frame.
- Sample size.
- Sampling procedure.
- Budget evaluation.
- Our suggestions.
- Reference list.
Abstract
In 2004, Toyota launched a hybrid car: Prius. The principle of this car is the addition of an electric motor to the traditional petrol engine. The objective is to request the electric motor with starting and low speed and to request the petrol engine at higher speeds. The goal of this technology is to decrease the fuel consumption (economy of money) and thus to decrease the greenhouse gas' emissions. The report is this one: the profit in consumption is not significant compared to an equivalent car using a diesel engine. The development of this technology has a real impact on the purchase price of the car. Indeed, according to tariff grids' of the current market, the recourse to hybrid technology involves a rising of prices of sale from approximately 20%. This additional cost is not negligible because a non-hybrid car is already a significant investment. French psa automotive group (Peugeot/Citröen) decided to adapt this technology to a diesel engine to obtain a significant gain in consumption and to have a really ecological car.
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