Lexus marketing research

Author
Sedani, Sujay
Koski, Jack
Mayers, Jordan
Roman, Andrei
Faculty Advisor
Angulo-Ruiz, Fernando
Date
2019
Keywords
email marketing , automobile industry , luxury car markets
Abstract (summary)
Lexus of Edmonton is the leading luxury car dealership in Edmonton and currently seeking to optimize and improve their email marketing campaigns. At the beginning of the semester, our group was tasked with finding the right email marketing frequency, and ways to improve their email marketing efficiency. We specifically focused on the luxury car owner segment and how they responded to email marketing. In addition, we had a target demographic of 18-65-year olds. Throughout the three months of the research, our report garnered the inefficiencies of email marketing practices and most importantly how they could be improved. The report also shows how newsletter subscribers interact, what times they are likely to open an email, and what device they view the email on. The research project included a literature review, four in depth interviews, and 146 participants from our questionnaire. The questionnaire included twelve structured questions that would produce data that could be extrapolated and lead to our main findings.
Publication Information
DOI
Notes
Presented on April 23, 2019 at Student Research Day held at MacEwan University in Edmonton, Alberta.
Item Type
Student Presentation
Language
English
Rights
All Rights Reserved