Disclaimer: This is an example of a student written assignment.
Click here for sample essays written by our professional writers.

Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com.

Holden Company Critical Analysisand Strategic Recommendations

Paper Type: Free Assignment Study Level: University / Undergraduate
Wordcount: 2598 words Published: 1st Dec 2020

Reference this

Executive Summary

Consumer behaviour entails "all activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities.The term, consumers can refer to individual consumers as well as organisational consumers, and more specifically, "an end user, and not necessarily a purchaser, in the distribution chain of a good or service.  Buyer conduct is the investigation of people, gatherings, or associations and every one of the exercises related with the buy, use and transfer of merchandise and ventures, including the purchaser's passionate, mental and social reactions that go before or pursue these exercises.

Purchaser behavior is concerned with:-

  • Purchasing exercises: purchasing goods or administrations ; how clients safe items and administrations ; and each of the exercises that pave the way for purchasing choices, including information search, product and enterprise assessments and payment methods, including purchasing knowledge
  • Use or use exercises: concerns who, where, when and how of use and knowledge of use, including emblematic affiliations and how products are disseminated within households or units of use,
  • Transfer exercises: concerns how clients discard items and bundling ; may also include exchange exercises, such as eBay and recycled markets.

This assignment is about Holden Company and its new products. These analyses are showing the challenges and opportunities faced by the association, and the marketing strategy the association is using in order to capture the greatest market share.

Product/Service Overview

Today's vehicle world is evolving and the pace of advancement is accelerating. Aggressive weights and growing multi-faceted nature have motivated vehicle organizations to seek out an advantage wherever they might find it. Improved knowledge of the shopper in car shopping and buying behavior can offer that lucrative bit of leeway. Vehicle manufacturers and vendors are creating and executing progressively effective methods in areas such as dealing, promoting and advertising, administrative deals, board customer relationships and coordinated effort by manufacturers.

Get Help With Your Assignment

If you need assistance with writing your assignment, our professional assignment writing service is here to help!

Assignment Writing Service

In settling on their formal conclusion about which car to buy, buyers focus on elements such as unwavering quality, well-being, price and mileage. Money back motivations are at the foundation of the rundown, named by less than half of the clients. For as long as a while, the importance of motivating forces as a major factor has decreased, demonstrating that today's buyers seem to be less motivated by contradictions about their car purchases. Where clients are in the buying process, by the manner they rank the factors that affect their car choice can have any kind of effect.

Holden incorporation is having unlimited products in the previous many years its product range consists of:

  • Holden Commodore
  • Holden Astra
  • Holden Trax
  • Holden Trailblazer
  • Holden Equinox
  • Holden Acadia
  • Holden Colorado, etc.

These all cars are having distinct and up to date features and are till 2018.

Critical Analysis

Shopper behavior can be widely identified as the decisions and activities that affect a customer's purchasing behavior. What drives shoppers to select a particular item as for others is an investigation that advertisers frequently dissect and consider. The vast bulk of the acquisition-related selection procedure relies on emotions and reasoning. Customer behavior inquiry understands the past and even predicts what is to come.


Holden, once known as General Motors-Holden, is an Australian vehicle brand and previous car maker which imports produced autos and identification built them under Holden brand. It is headquartered in Port Melbourne, Victoria.

The organization was established in 1856 as a saddlery manufacturer in South Australia. In 1908 it moved into the car field, turning into an auxiliary of the United States-based General Motors (GM) in 1931, when the organization was renamed General Motors-Holden's Ltd. It was renamed Holden Ltd in 1998, and General Motors-Holden in 2005.

In 1852, James Alexander Holden emigrated to South Australia from Walsall, England and in 1856 set up J.A. Holden and Co, a saddlery business in Adelaide. In 1879 J A Holden's oldest child Henry James (HJ) Holden, turned into an accomplice and viably dealt with the company. In 1885, German-conceived H. A. Ice joined the business as a lesser accomplice and J.A. Holden and Co moved toward becoming Holden and Frost Ltd. Edward Holden, James' grandson, joined the firm in 1905 with an enthusiasm for automobiles.  From there, the firm developed through different organizations and, in 1908, Holden and Frost moved into the matter of minor fixes to vehicle upholstery. The organization started re-body more seasoned undercarriage utilizing engine bodies created by F T Hack and Co from 1914. Holden and Frost mounted the body, painted and cut it. The organization started to create total cruiser sidecar bodies after 1913.  After 1917, wartime exchange limitations drove the organization to begin full-scale generation of vehicle body shells. H.J. Holden established another organization in late 1917, and enlisted Holden's Motor Body Builders Ltd (HMBB) on 25 February 1919 spend significant time in vehicle bodies and utilizing the previous F T Hack and Co office at 400 King William Street in Adelaide before raising a huge 4 story industrial facility on the site.

The critical analysis of the Holden Incorporation is carried out under the following internal and external factors:-

Internal Factors

Inward impacts allude to both individual and relational components. Social hypothesis proposes that people have both an individual character and a social personality. Individual personality comprises of remarkable individual attributes, social personality comprises of the person's impression of the focal gatherings to which an individual has a place and may allude to an age gathering, a way of life gathering, religious gathering, instructive gathering or some other reference gathering.. Purchasing conduct is in this way affected by an expansive scope of interior factors, for example, mental, financial, statistic and character factors. Statistic elements incorporate salary level, psychographics,  age, occupation and financial status. Character components incorporate information, frames of mind, individual qualities, convictions, feelings and emotions. Mental elements incorporate a person's inspiration, frames of mind, individual qualities and convictions. Social personality elements incorporate culture, sub-culture and reference gatherings.


The buyer's hidden inspiration drives shopper activity, including data search and the buy choice. The purchaser's frame of mind to a brand is portrayed as a connection between the brand and a buy motivation. These inspirations might be pessimistic - that is to keep away from torment or repulsiveness, or constructive - that is to accomplish some kind of remuneration, for example, tactile gratification.In the promoting writing, the shopper's inspiration to look for data and take part in the buy choice procedure is once in a while known as involvement. Purchase choices are delegated low association when buyers endure just a little psycho-social misfortune if the settle on a poor choice. Then again, a buy choice is named high association when psycho-social dangers are seen to be moderately high.


The observation procedure is the place people get, compose and decipher data so as to property some importance. Recognition includes three unmistakable procedures: detecting data, choosing data and translating data. Sensation is likewise part of the observation procedure, and it is connected direct with reactions from the faculties making some response towards the brand name, promoting and bundling. The procedure of observation is particularly individual and may rely upon a blend of inside and outside components, for example, encounters, desires, needs and the flitting set.When presented to a boost, buyers may react in totally different ways because of individual perceptual processes. various procedures conceivably support or meddle with discernment. Specific presentation happens when purchasers choose whether to be presented to data inputs. Specific consideration happens when shoppers center around certain messages to the avoidance of others. Particular perception is the place the purchaser deciphers data in a way that is reliable with their own convictions. Particular maintenance happens when buyers recollect some data while quickly overlooking other information. Collectively the procedures of specific introduction, consideration, appreciation and maintenance lead singular purchasers to support certain messages over others. The manner in which that customers join data contributions to land at a buy choice is known as integration.

Previous experience

The buyer's related knowledge with the class, item or brand can have a noteworthy bearing on buy basic leadership. Experienced customers are progressively advanced shoppers; they will in general be increasingly able data searchers, peddle a more extensive scope of data sources and utilize complex heuristics to assess buy choices. Learner shoppers, then again, are less proficient data searchers and will in general see more elevated amounts of procurement hazard because of their newness to the brand or classification. At the point when purchasers have related knowledge, they have less inspiration to look for data, spend less exertion on data search yet can process new data all the more productively.

External Factors

Purchasing behaviour can also be affected by external influences, such as culture, subculture, social class, reference groups, family and situational determinants.


Culture alludes to the multifaceted nature of learning implications, qualities, standards, and traditions shared by individuals from a society.Research studies have reliably demonstrated that culture impacts pretty much every part of obtaining: it influences fundamental mental spaces, for example, self-character and inspiration; it likewise influences how data is prepared and the manner in which that promoting messages are interpreted.


Subcultures might be founded on age, geographic, religious, racial, and ethnic contrasts. All the more regularly, notwithstanding, a subculture happens when individuals with shared interests structure a free sew bunch with a particular personality. Subcultures are imperative to advertisers for a few reasons. Right off the bat. given that subcultures can speak to sizeable market portions which are gainful and persuasive, there are clear points of interest in creating and selling items and administrations that address the issues of subculture individuals. Furthermore, and maybe less clearly, numerous new prevailing fashions and molds rise unexpectedly from inside these ancestral gatherings.

Reference gatherings

A reference gathering is characterized as "a gathering whose assumed viewpoints or qualities are being utilized by a person as the reason for his or her judgment, sentiments, and activities." Reference gatherings are significant on the grounds that they are utilized to manage a person's frames of mind, convictions and values. Insights into how buyers secure a given worth framework can get from a comprehension of gathering impact and gathering socialization forms.

Strategic Recommendations

Over and over again, showcasing experts are let well enough alone for deals preparing activities. It's when deals and showcasing cooperate that the organization's commercial center intensity can hit larger amounts.

By building up a typical language, Holden’s advertising group can pick up a superior comprehension of its business procedure. By getting the two groups to cooperate, advertising can fundamentally improve the adequacy of its merchants. Acquiring an outside viewpoint can reclassify the departmental relationship and assemble a vital establishment for future achievement.

Holden advisors assemble the scaffold that interfaces the game-changing propensities for its group with advertising. By carrying everybody to the table, they can specialty worth informing that is deft and responsive for use crosswise over groups.

Making an aggressive separation examination for its promoting and deals technique can help change them whole association's exhibition.


  • Barney, J. (1991) “Firm resources and sustained competitive advantage,” Journal of Management, 17(1), pp. 99-121
  • Belch, G. E., & Belch, M. A. (2015). Advertising and promotion: an integrated marketing communications perspective. McGraw-Hill
  • Belk, R. W., & Clarke, T. K. (1978). The effects of product involvement and task definition on anticipated consumer effor
  • Bhattacharya, C. B., Rao, H., & Glynn, M. A. (1995). Understanding the Bond of Identification: An Investigation of Its Correlates among Art Museum Members. Journal of Marketing, 59(4), 46
  • Dimitrios Nikolaou Koumparoulis (2013), PEST Analysis: The case of E-shop, International Journal of Economy, Management and Social Sciences, 2(2).
  • Essays, UK. (November 2018). GM Holden Ltd Analysis. Retrieved from https://www.ukessays.com/essays/marketing/determining-market-segmentation-targeting-and-positioning-of-gm-holden.php?vref=1
  • Evans, M. (2010). Consumer behaviour. Wiley
  • General Motors (2016). About GM. Available at: http://www.gm.com/company/about-gm.html Accessed December 8th, 2016
  • General Motors (2016). Annual Report 2015. Available at: https://www.gm.com/content/dam/gm/en_us/english/Group4/InvestorsPDFDocuments/2015AnnualReport.pdf Accessed December 8th, 2016
  • https://www.holden.com.au/offers#?showall=true
  • Jansson-Boyd, C. V., & Zawisza, M. J. (2017). Routledge international handbook of consumer psychology. Routledge, Taylor & Francis Group
  • Kardes, F. R., Posavac, S. S., & Cronley, M. L. (2004). Consumer Inference: A Review of Processes, Bases, and Judgment Contexts. Journal of Consumer Psychology, 14(3), 230–256.
  • Kaur, M., & Sandhu, H. (2004). Factors Influencing Buying Behaviour-A Study Of Passenger Car Market. Paradigm, 8(2), 26–30
  • Lee, A. Y., & Soman, D. (2008). Advances in consumer research. Association for Consumer Research
  • Neal, C., Quester, P. G., & Hawkins, D. I. (2006). Consumer behaviour: implications for marketing strategy. McGraw-Hill Irwin
  • Ramsøy, T. Z., & Skov, M. (2014). Brand preference affects the threshold for perceptual awareness. Journal of Consumer Behaviour, 13(1), 1–8


Cite This Work

To export a reference to this article please select a referencing stye below:

Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.

Related Services

View all

DMCA / Removal Request

If you are the original writer of this assignment and no longer wish to have your work published on UKEssays.com then please: