Role of media play in marketing mix:
A. The article discusses the market prospects for automotive technology for producing driverless cars with the potential to reduce road accidents, ease congestion and revolutionize transportation. Although an extensive consumer market for driverless cars is perhaps a decade away, the business market has already emerged. Identify the business market that you believe will develop for this technology, profiling at least two emerging segments with contrasting value propositions. Describe the value propositions and indicate what you feel are key environmental factors that may affect how this value perception evolves.
B. Take the perspective of Komatsu (a current player in some segments of this evolving market). From this perspective, develop a profile of the competition likely to emerge in each of the two segments that you identified and the likely bases on which they may compete. What are the bases on which Komatsu can create a sustainable differential advantage against these potential competitor(s)?
C. Outline the key elements of the marketing program that Komatsu should use to develop and secure their market position in their targeted segment(s). What role might the new media play in your marketing mix?