Design In Business

Design In Business: Assignment 3

Individual Report

Introduction

When starting this module, the group decided to design new parts for BMW vehicles, and individually, I decided to design new headlights for the BMW M5.

I decided that the headlights would be able to be purchased as a spare part from BMW dealers, for those wanting a change from the current look of the car.

Design Business Case

The price of the headlights will be Ј350 for a pair, for a single customer requiring a spare part. This is excluding fitting and all other costs, i.e. VAT and other taxes. The price has been set taking into account the car they are being designed for and the Xenon bulbs being used in the lights. Also, because of the great name of BMW around the world, the price also reflects brand value of the company. I have also checked prices of existing headlights available on the market and also existing products from the distributor.

Headlights will be manufactured on order, therefore only headlights which have been ordered will be manufactured.

Consumer

The headlights I am designing will be aimed at males between the age of 25 and 35, who want to 'stand out from the crowd' by improving the look of their BMW M5. The occupation type for a buyer would be something like a young city worker, with a salary of between Ј30,000-Ј50,000. This segment of the market would, in my opinion, be able to afford the product I am designing and also be interesting in purchasing it. Typical interests and hobbies for potential buyers would include sports such as football and Formula 1, as well as a keen interest in car modification.

The benefits the consumer would want from purchasing the headlights would be:

 better looks than standard models,

 better technology being used for their headlights,

 their car would be more recognisable to others.

Brand Value

There are many reasons why BMW are a very successful automobile maker in the industry and why many people choose to buy BMW's. Some of the benefits sought by customers are that it is seen as a very prestigious brand name within the industry. Also, their cars have technological advances that other manufacturers do not provide. Many people also see BMW's as great looking cars which provide great performance. Also, the durability and longevity of many of their cars is a major benefit to the customer.

Business Strategies

Questionnaires

Before the manufacture of the first headlights, BMW will be sending out questionnaires to all European registered owners of the M5, to find out how many people will indeed be interested in new headlights for their vehicle. From these results, brochures would be sent out to any interested parties, giving more information

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