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Discussion Questions
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10-16. What is Smart’s competitive advantage? Brand promise?
Positioning?
10-17. How does the Smart compare to the Honda Element, Scion
1Q. Kia Soul, or Fiat 500? Are these models targeting the same consumers as the Smart? In view of the success of these brands, do you think the Smart’s U.S. launch is too late?
10-18. As noted in the case, Penske Automotive Group is no longer the distributor for Smart USA. How will this affect Smart’s fortunes in the United States?
10-19. Evaluate Smart USA’s social media strategy. Discuss what additional channels or tactics you would recommend.
