1
Contents Page Introduction …………………………………… Page 3 Research; • Primary……………………………………...Page 4 • Secondary……………………………...........Page 8 5’S; Audi………………………………........………Page 10 Ford……………………………………............Page 12 Volkswagen………………………………...….Page 14 Vauxhall……………………………………….Page 16 User centre design and usability……………....Page 18 Own Investigation……………………………..Page 33 Navigation……………………………………..Page 34 Search engine optimization………………..…..Page 45 Web design…………………………………….Page 47 Web analytics………………………………….Page52 Legal requirements…………………………....Page 60 Social media…………………………………..Page 62 Google Ad words………………………….......Page 74 Source code / Meta tags………..……………...Page 75 Financial Reports………………………………Page 80 Conclusion…………………………………….Page 84 References…………………………………….Page 86 2
Introduction The first car was invented in 1860 around the same time the internal combustion engine was born. Over the centuries the auto-mobile or “car� has gone through various changes. With inventions such as satellite navigation and more efficient engines, vehicles have evolved to carry individuals over long distance comfortably, making the auto mobile a necessity and a luxury in the times we live. The automotive market has grown immensely over the last decades from 1997 to the year 2010 the rise in global production of motor vehicles has risen by 26% from 54 million to almost 78 million. With companies such as Toyota, GM and Volkswagen leading the way in production in the year 2010. The internet was on the way in the year 1971, to-date the internet is used to advertise, connect and share data. Car manufactures being no different. All major and minor car manufactures and retailers use the internet to showcase and advertise their products. Volkswagen’s website allowing its customers to create and customize their own cars from trimmings to engine types. The internet has allowed the automotive industry to reach a wider audience.
By viewing data on the UK car market by Mintel and TGI it is easy to identify the companies with the greatest market share and number of sales. Therefore being the most popular and dominating car brand in the UK. New car sales for 2010 according to Mintel are 2,031 million. With Vauxhall and Ford owning the largest shares at 9.9 % and 12.8% of the car most recently obtained market. Contents Page
3
Primary Research Here is the survey we produced and distributed to collect information on the major car manufacture’s websites.
4
Survey We distributed the survey individually to gather information from different segments and class. The methods of distribution were one to ones with people in the university. Facebook events were also made to get more people to answer the survey online.
5
The first question of the questionnaire was a close ended question, do you use car manufacturing websites when first purchasing a car? All the results for the questions was yes. Meaning everyone who was asked always looked at the car manufactures websites before making a choice.
Another question that was asked was "Is it easy to access the car your looking for in the website mentioned?" From the reply's Ford and Audi's websites were the easiest to navigate and locate a car. ` While Vauxhall and Volkswagen websites were somewhat more challenging than the other two: according to the data. The data for website most accessible to the least: Ford, Audi, Volkswagen and Vauxhall.
6
Another question enquired if the individual would engage with the social networking websites listed on the webpage. Volkswagen - 40% said yes Audi - 40% said yes Vauxhall - 60% said yes Ford - 80% said yes
Another question on rating of the websites on usability and appeal. A rating of 1-5. The websites attained the following scores Volkswagen - 3 Audi - 2.8 Vauxhall - 3.8 Ford - 3.4
A question involving ease of access to the car configuration was asked. Manufacture websites ordered by most easy to access to least Vauxhall, Audi, Ford, Volkswagen.
Contents Page
7
Secondary Research Mintel
Here is some research from Mintel. From this research we decided to use these four major car manufacturers above to review.
8
TGI
We used these fours major car manufacturers as they were they highest visited sites by people aged 16+ over the internet.
Contents Page
9
5’S Sell Audi: the company according to its financial analysis has made a gradual improvement on its sales. And over the years has developed their website to meet the needs of the changing world. The company needs to find other ways in which the company can present itself on the web as a ‘silent salesman’ for the company. Car manufactures use websites as one of the many methods in their arsenal of drawing customers in. Therefore a website that appeals to an individual with its aesthetics and webpage layout.
Serve The company should add more values to its websites. For example the company’s website does not have a search bar which is a negative aspect of the website. Therefore the company should introduce the search bar option which would help the visitors locate the specific data they have in mind. The latest news and updates are posted on the main page. For instance the latest car to roll off the production line is listed.
Speak The company should provide some contents which can be accessed from home, PC’s, mobile phones. For example according to the current trend more and more users access the internet via smart device such as smart phones and tablets. The company has designed their websites so that the content doesn't overwhelm the smaller screens. The company uses the social networking site Facebook to keep uses up-to-date with the current events taking place within the company. Information included on Facebook include test drives of the latest cars and social events sponsored by Audi .
10
Save
The company can reduce their costs by introducing the information systems to improve efficiency. The company provide online brochures and booking test drives of cars online, therefore saving both paper and time.
The customer can either order a hard copy or a digital copy.
Sizzle
As the company itself is a well known brand, and their website is simple but attractive. The website makes itself distinctive by providing easy navigation to the different aspects of the webpage. Providing very easy navigation, by listing the vehicle models on sale on the navigation bar.
Contents Page
11
Sell The company’s financial analysis shows that the company has been improving itself over the past couple of years which means that the company is able to achieve its overall target customers. Like Volkswagen Ford utilities a used car search, vehicles which are not at the local dealership. Therefore increasing the audience reach, and therefore increasing the chances of a sale.
•
Serve • •
•
The ford website has created many additional benefits for its customer which are as follows: Keep me informed is a aspect of the website where the customer hands out his/her geographical details and Ford sends out periodic updates and reminders of the vehicle you selected. The above aspects keeps the customer informed and up to date along with the social media websites.
Speak •
•
The company has introduced the contents of their website on different mobile devices such as the iPad and smart phones. With this help, the customers are easily able access the website at any place and at any time. Ford uses social media sites not used by the other websites. Sites such as Linked-In and MySpace along with Google share. This should draw extra traffic.
12
Save Like other manufactures Ford uses iBrochure and Online test drive facilities saving time and money. If a customer is registered with the company's social media the company does not need to send advertisements and reminders through the post therefore saving postage, print and labour costs.
• •
Sizzle • •
The websites differentiates itself by providing a section of the webpage on social events, events where individuals can enter and compete. Ford also offer information on sponsored motorsport events and shows, therefore ford is trying to engage with its customers on a personal level. These events tends to have supporters who attend year after year, loyal fans. brand Loyalty!
Contents Page
13
Sell
Volkswagen offer a used car locator function on their webpage, therefore vehicles that are not offered at the official Volkswagen dealership can be tracked down if requested by the buyer.
Serve
The website is easy to access, this is mainly dude to the style in which it was designed. The design of the webpage is to get to your objective seamlessly by guiding the user. The company also use social networking to keep in-touch with its customers.
Speak
Like other car manufacturing companies Volkswagen use Facebook and Twitter to keep their customers engaged.
14
Speak
A website feedback button is used so that the viewer can provide constructive criticism, a sign that a company cares what its customers think, and is willing to change based on their recommendations.
Save
Like all car manufactures Volkswagen provided the option of a digital brochure to save printing and postage costs. The company provides special layouts for smartphone and tablet uses for browsing on the move.
Sizzle
Volkswagen has the easiest layout to follow of all the manufactures websites, and one can appreciate the simplicity, in the way the websites guides you to your objective the moment you enter Volkswagens webpage.
The car configurator tool the website utilities is very effective in engaging the user, with its modern design and simple layout with easy to follow steps the user is compelled to create their dream car.
Contents Page
15
Sell Vauxhall company has targeted most of the customers through its website with its attractive colours and its designs. The company needs to go more in detail for its sales and find out different other ways to increase its sales through online marketing with its customers.
Serve The companies website has shown many different services to offer to its customer which are like ‘to configure the car’ and many more. The company has shown many innovative ideas but need to go more in detail and develop more additional benefits for its customers and increase more time on the internet.
Speak
The Vauxhall company has got closer to its customer by introducing its website on different gadgets like the smart phone and ipad and many more. The companies website can be accessed easily on the smart phones which helps the customer to visit the website at any point and from any place.
16
Save
The company can save and cut its cost down by increasing more of its sales online and making their website more innovative. The company can reduce its cost by using the information system to improve its efficiencies. Looking at the website it can be said that the company has been focussing on this point and looking more forward to make its most of the sales online.
Sizzle
The company currently is promoting itself by introducing the warranty scheme on its web page which becomes a ‘eye catching’ element for the customers. The company can moreover launch a new landing page which would highlight the benefits which the customer can get with the Vauxhall.
Contents Page
17
User – Centred Design and Usability Configure your car The configure your vehicle selection is on the home page, for the user to have easy access as the enter the Audi website. There is a drop down window, when scrolling over explore models. It is a one click process to proceed to the configure your car system.
After opening a new tab or window the configuring can begin.
18
The first stage is to select the vehicle’s model line and the body style. Then select model of the specific vehicle.
On the fourth step you can configure your own interior from the materials provided by Audi.
There are six steps to configure your vehicle on Audi’s website. The user of this website, may prefer this as the search for his/her ideal car may be defined quicker.
19
Audi's website highlight their vehicle range on the top of the web page, prioritising them. As one of the main objectives of the website is to highlight and promote their range.
The car configuration tool, a major part of a car website is highlighted in the front page.
20
The drop down tabs provide further links to the different sections of the website.
The three main links found on all car manufactures websites.
The website lacks a search bar to identify specific material.
21
Arranging a test drive There is a quick links selection bar on the home page of the website.
There is three simple steps to arranging a test drive with Audi from their website. Firstly the user has to select their model of the vehicle. Followed by personal details which lead to confirmation of the booking.
22
The configure your vehicle selection is on the home page, for the user to have easy access as the enter the Ford website.
One click from the side bar to proceed with the task. 23
Using the provided specification, you can custom you car, for example colour.
Also change the body style of the car, to prefer the user. From a three door to a five door.
24
Car selecting tool easy and simple to understand
For each vehicle in Fords range a full overview of the cars are displayed with 360 animated images. With further images provided.
25
Arranging a test drive This is also on the home page of the website for easy access for the user.
There are only three simple steps to book your test drive with Ford. This is a benefit as a user may be attracted to a vehicle Ford are offering, the user can book a test drive to actually undertake the feeling of the car.
Step one: Select up to two vehicles Step two: Personal details such as address Step three: Select a ford dealer in your area
26
The configure your vehicle is at the top of the website. This would enable the user to select their specific models of Vauxhall.
27
Firstly the user/users select the model of the Vauxhall.
There are six steps in order to configure your car on the Vauxhall website. Step one is to select the trim following the engine/transmission then the colour and style of the vehicle. Step four is other options following accessories and then finally the summary.
28
Arranging a test drive On the home page of the website the is a request a test drive selection for the user/users . This is on the home page of the website, which makes it easier for the user/user on the website.
On Vauxhall’s website they are different when it comes to booking a test drive. As they have 1 simple step for the user/users the book a test drive. After filling in your contact details, Vauxhall gets in contact with you to arrange a test drive.
29
When selected to view the full range of Volkswagen vehicles the next window allow the user to filter the vehicles to the preference.
By click on different icons additional details can be added to configure the vehicle to get a closer result to your preference. 30
Here shows the final outcome which is a Golf GTI after being through the configuration.
31
Arranging a test drive
On the homepage of the Volkswagen website, there is a button for book a test drive. This is on the home page to allow it to become easier for the user to access it.
There are four simple steps to complete the Volkswagen’s test drive booking. What, where, when and who are the headings which need to be completed.
Contents Page
32
Own Investigation
We conducted an experiment using the configurators from the four major car manufacturers. After a couple of students conducted their search’s, we asked which configurator they preferred.
The preferred the Audi’s configurator as they could choose and customise their chosen vehicle further than the other configurators.
Contents Page
33
Navigation Audi’s home page is simple for the users to navigate through their site.
On the home page, when the user scrolls over the relevant heading, there is a drop down window in order for the user to select a specific model. This reinforces the 1 click rule for the home page for Audi.
34
Audi have chosen to go with a simple approach for their configuration.
The preferred model can be chosen by either selecting the image that represents the car in mind or by selecting from the model line. Having both options allows the user to select the model if for example the customer knows the model but not how it looks visually.
35
Provides information on the engines efficiency and co2 output so the customer can gauge as to how much the car will cost to run and the cost of road tax from the co2 output figure.
An example of a model being chosen, and the body types listed as a result.
The various options(engines in this instance) displayed to the user.
36
Once an user has selected a option, for example a specific colour or interior trim the Audi website allows interior view option to observe the changes made after selecting the option.
An example of the images provided.
37
On the home page, when the user scrolls over the relevant heading, there is a drop down window in order for the user to select a specific model from Ford. This reinforces the 1 click rule for the home page for Ford.
38
When first entering the web-page the user is presented with a survey, therefore one of the objectives of the site is to gather information about the user.
The first point to notice is unlike the other car manufactures ford chooses to highlight its history within the UK.
The main navigation bar allowing ease of access to sections of the webpage. Keeping the clicks to a minimum.
39
An imbedded showroom postcode locator, reducing clicks needed to reach the objective The three main links found on all car manufactures websites. The user can select their preferred image, Vauxhall's webpage did not provide that option
A large slide show advertising their current products and information on the company.
Animated Images with text for highlighting one of the main objectives of car manufacturing websites, expose and advertise their products. In this case their vehicles.
40
Ford uses a 3D model of the car in question, using the Java platform's 3D engine to display a 3D image. The image can be rotated a full 360 degrees.
A 3D model of the interior is also provided.
A useful camera angel tool to display the area of car being observed, highlighted by the blue beam.
41
A 2D image option is also provided for those with slower internet connections.
Using the navigation menu provided the user can select the optional extras for their vehicle.
42
On the home page, when the user scrolls over the relevant heading, there is a drop down window in order for the user to select a task which would be needed to be fulfilled. This reinforces the 1 click rule for the home page for Vauxhall. But here the user would need to click on ‘showroom’ in order to see the fleet of vehicles by Vauxhall.
43
On the home page, when the user/users scrolls over the headings, there is a drop down window in order for the user to select a specific model for their preference. This reinforces the 1 click rule for the home page for Volkswagen.
Contents Page
44
Search Engine Optimization Audi appear as the 9th result on the front page of Google searches, While Vauxhall appear on the second page. The sponsored links are also of some of the car websites displayed by Google search.
The pay per click ads also appear on the Google search.
When searching for the car manufactures themselves such as Audi the manufactures website is the first result. This holds true for all the their car manufactures websites.
Search engine optimization is defined as achieving the highest position or ranking practical in natural or organic listings on the search engines results page after a specific combination of keywords by (Chaffey and Smith, eMarketing excellence, 2008)
45
Pay Per Click Pay Per Click is defined as “ A relevant text add with a link to a company page is displayed when the user of the search engine types a specific phrase, and the cost is only incurred when the ad is clicked on and a visitor is directed to the advertisers website” (Chaffey and Smith, eMarketing excellence, 2008)
Examples of PPC’s
Contents Page
46
Web Design
According to the pr smith (2002) web design means function+ content+ form+ organisation+ interaction.
Or
Web Design is the art and process of creating a single Web page or entire Web sites and may involve both the aesthetics and the mechanics of a Web site's operation although primarily it focuses on the look and feel of the Web site - the design elements.
47
Official Web Page
The company gives out a better option of booking a test drive to its customer which would help in making a better choice to the customer also the company help its customer in finding a nearest dealer which would help in easy access to do a test drive.
The companies page has recently had a change to their website and have reorganised it in a simpler way and highlighted the basic questions which are asked by the visitors.
48
The company helps the customer to create their account with VW which would help them in knowing about any new models coming up and the VW news.
The company gives the search engine option to its customer to make their easy search.
49
Bottom highlights
The company highlighted the option of getting access to the website through mobile or by downloading apps of VW in smart phones. This would help in customer more easy and flexible access to the site.
The company has shown the contact us and site map option which helps the visitors to contact them freely and also help them in knowing about the USED and NEW cars and also gives a buying guide to them.
The company has highlighted about the legal policies of using the VW website and also the company has shown the VW 2011 which highlights what the companies website is up to dated. 50
The company answers come of the FAQs which are asked by the customer which are regarding a particular model or the price but on the other hand the same thing can be observed above also
Contents Page
51
Web Analytics Alexa is a website where information can be found upon a site. For example where did the user of the website come from, and how long was the user on the site?
You can see from Alexa, the average time of the users of the Audi website is 4 minutes and 38 seconds. Most user come from Google’s search engine to the Audi’s website.
52
You can see regional traffic ranking for the website. The UK is ranked 1,458.
As you can see most users who are active with the Audi website, mostly go onto configure your car while on the website.
53
From Alexa, I can see how much time users spend on the Ford website. An increase on the 28th November from the 21st November 2011.
54
The percentage for the visitors on the site in the highest overall from other international sites which Ford use.
Here you can see the audience of the user/users of fords website. This makes it easier to target a specific gender or age when promoting.
55
I had a look on www.alexa.com, to see the websites ranking for Vauxhall.
You can see from Alexa, the average time of the users of the Audi website is 3 minutes and 09 seconds.
56
This shows how much the Vauxhall site has been visited from different search engines.
57
You can see from Alexa, the average time of the users of the Audi website is 3 minutes and 51 seconds.
58
Contents Page
59
Legal Requirements For Any Website The U.K legal requirements to set up an online business according to The U.K. Ecommerce Regulations of 2002 are that any U.K. business with a website, including online businesses, to include the following information: 1. The name, physical address, and e-mail address of the service provider ("SP"). The SP"s name must be the trading name and the name under the SP contract. P.O. Boxes or just e-mail addresses is not enough to comply with this rule; 2. The company's registration number and the place of registration; 3. Membership details, if applicable. This must be provided when the company is associated to any professional or trade organization. The membership number must also be provided; 4. The company must clearly and unambiguously display prices of goods or services offered. The company shall also mention if the price includes tax and delivery costs; 5. The VAT number of the company, if any. Companies with website for ecommerce transactions, and even those who do not electronically transact but which possess a VAT number, must make this number available.
60
Also ,U.K. businesses that send commercial communications either by e-mail or direct text message, whether solicited or unsolicited, must identify the following information, 1. The person on whose behalf the commercial information is sent; 2. That the message is a ‘commercial communication;' 3. Any conditions applicable to the offer, including time, discounts, promotions, etc; 4. Text messages or SMS are limited to 160 characters; 5. Unsolicited commercial communication can be sent previous consent form a consumer and provided that the sending company complies with data protection laws and the terms and conditions set by their respective Internet Service ProvidersISP. Additionally, Opt-out options must be provided.
Contents Page
61
Social Media Facebook You can see there are many ‘likes’ on the Vauxhall’s Facebook site.
62
You can see there are many ‘likes’ on the Audi’s Facebook site. There are 30,844 likes. This is just under 6,000 like than Vauxhall.
63
You can see there are many ‘likes’ on the Volkswagen’s Facebook site. There are 72,282 likes. This is over 40,000 like than Audi through Facebook.
64
You can see there are not many people who like the Facebook site of Ford. They only have 212 likes, which shows that they have a poor link with social media and their product.
65
You can see here how many people are following and the followers on Vauxhall’s Twitter page.
66
You can see here how many people are following and the followers on Audi’s Twitter page. There are 60 followings and 10,082 followers on twitter with Audi.
67
You can see here how many people are following and the followers on Volkswagens Twitter page. There are 608 followings and 3,371 followers on twitter.
68
You can see here how many people are following and the followers on Fords Twitter page. There are 2,955 followings and 6,379 followers on twitter. Even though Ford has the lowest ‘likes’ on Facebook it seem to have the second highest amount of followers on twitter.
69
Applications For Phones
The VW company has given access to its customer to visit their website on different platforms which include the smart phones, ipad and many more. The next slide also highlights the image which shows that the company has got a free app for the smart phone users. THE COMPANY HIGHLIGHTS THAT IT HAS GOT AN APP FOR THE IPHONE CUSTOMER WHICH WOULD HELP THEM IN MORE EASY ACCESS TO THE SITE AND MOREOVER IT WILL GIVE OUT PUSH NOTIFICATION ON ANY NEW UPDATE.
ACCESS ON IPHONE APP FOR V.W WEBPAGE.
70
THE COMPANY IS MAKING MORE IMPROVEMENT IN ITS WEBPAGE AND HIGHLIGHTS THAT IT WILL BE INTRODUCING APP FOR THE BLACKBERRY AND ANDROID USERS.
THE COMPANY HIGHLIGHTED THAT IT HAS GOT A APP FOR IPHONE USER WHICH COME WITH PUSH NOTIFICATIONS WHICH WOULD HELP THEM MORE EASY ACCESS TO THE WEB PAGE AT ANY TIME AND AT ANY TIME
The company has also given easy access to its customers by providing apps to all the smart phone users which helps the customer to get a quick glace on the website at any point and at any time. Moreover the company is innovating its website and will be introducing apps for android and blackberry users as well. The next slide shows the images of the above statement.
71
The ford website also allows the customer to make their choices on their different gadgets like the smart phones or the i pad. The following image is that how the web page opens in the i phone.
THE RIGHT IMAGE IS THE ACCESS TO THE FORD PAGE ACCESSED THROUGH THE SMART PHONE PAGE. THE IMAGE ARE CLEAR AND EASILY READABLE ON A SMART PHONE WHEREAS ON THE OTHER HAND THE OTHER PART OF THE WEBPAGE CAN ALSO BE ACCESSED EASILY AND THE OPTION CAN BE SEEN WIDE CLEAR AND EASY.
72
The Audi company can be accessed through the different mediums which includes as follows: Smart phones Other gadgets (ipad) The company does not have a specific app on it but the website can be accessed on the mobile version any time.
THE IMAGE ON THE RIGHT HIGHLIGHTS THE WEB PAGE ACCESSED ON A SMART PHONE WHICH SHOWS CLEAR IMAGES AND THE OPTIONS ON THE PHONE WHEREAS ON THE RIGHT SIDE IMAGE APPEARS WHEN THE USER SELECT A SPECIFIC MODEL AND IN THE END IT ALSO HIGHLIGHTS THAT IF THE USER WOULD LIKE TO ACCESS THE MAIN AUDI WEBPAGE.
Contents Page
73
Google Ad Words
From the results below the company most searched on Google globally is Ford, and for UK searches it is also Ford.
Contents Page
The search for "UK car manufactures is small when compared with the searches for the manufacture names themselves such as Ford
74
Source Code Meta tags are a great way for web masters to provide search engines with information about their sites. Meta tags can be used to provide information to all sorts of clients, and each system processes only the meta tags they understand and ignores the rest. Meta tags are added to the <head> section of your HTML page. (Google, 2010)
75
Meta Tags Audi have chosen to use the largest number of keywords out of the four websites for the search engine both to pick up.
<meta name="description" content="View Audi new cars and approved used cars, features and finance or request a brochure. Arrange an Audi test drive today."/> <meta http-equiv="keywords" content="approved used audis, approved used audi, approved audis, approved audi, used audis, used audi, used cars, used car, approved used car, approved used cars"/> <meta name="author" content="Audi.co.uk" /> <meta name="description" content="View Audi new cars and approved used cars, features and finance or request a brochure. Arrange an Audi test drive today."/> <meta http-equiv="keywords" content="approved used audis, approved used audi, approved audis, approved audi, used audis, used audi, used cars, used car, approved used car, approved used cars"/> <meta name="author" content="Audi.co.uk" />
Audi have chosen to use the largest number of keywords out of the four websites for the search engine bot to pick up. 76
<title>The Official Website for Volkswagen UK : Volkswagen UK</title> <meta name="Description" content="The official website for Volkswagen UK.Explore new Volkswagens. Find used Volkswagens. Advice on Volkswagen fleets."> <meta name="keywords" content="volkswagen uk"> <title>The Official Website for Volkswagen UK : Volkswagen UK</title> <meta name="Description" content="The official website for Volkswagen UK.Explore new Volkswagens. Find used Volkswagens. Advice on Volkswagen fleets."> <meta name="keywords" content="volkswagen uk">
77
<meta name="keywords" content="" /> <meta name="description" content="Discover the full range of new cars, vans and commercial vehicles offered from Vauxhall Motors. Build your own Vauxhall to specifications of your choosing." />
78
<meta name="description" content="Enter the Official Ford.co.uk homepage to find more information on all models of Ford cars. Pricing, Specifications, Promotions &amp; more can be found here."> <meta name="keywords" content="Ford, Ford ka, small cars, city cars, Ford fiesta, small cars, city cars, Ford fusion, hybrid cars, hybrid vehicles, Ford focus, hatchbacks, hatchback cars, hatchback vehicles, hatch backs, hatch back cars, Ford focus cc, Ford focus coupe-cabriolet"> <meta name="description" content="Enter the Official Ford.co.uk homepage to find more information on all models of Ford cars. Pricing, Specifications, Promotions &amp; more can be found here."> <meta name="keywords" content="Ford, Ford ka, small cars, city cars, Ford fiesta, small cars, city cars, Ford fusion, hybrid cars, hybrid vehicles, Ford focus, hatchbacks, hatchback cars, hatchback vehicles, hatch backs, hatch back cars, Ford focus cc, Ford focus coupecabriolet">
Like Audi, Ford has also used a large number of meta tags, possibly a reason why they achieve the largest volume of searches on Google.
Contents Page
79
Financial Reports The financial analysis for the Audi company highlights that the company has increased its overall sales in terms of cars by 23.4% and their engines sales by 19.1%. Moreover the company has been very successful in selling its products within the Germany and outside the Germany as well. Within a year the company has got a huge amount of profits written on its financial statements.
80
The financial chart clearly shows that Volkswagen has improved a bit in its car sales from 2008 to 2009. the company has gone high by 0.6% within a year which highlights that the company is putting its all efforts to improve its market. Also the company has got its environmentally friendly model which would help in more benefits to the company.
81
The financial analysis of the Ford company shows that the company total revenue had been in a good position in the year 2006 and 2007 whereas in the year 2009 it came a bit down and by 2010 it has slowly and gradually started reaching to the top again.
82
Contents Page
83
Conclusion After having a brief analysis of all the four major car manufacturers companies, it can be said that according to the company, Vauxhall, their website is one of the best among the four. The companyâ&#x20AC;&#x2122;s website is very innovative and very attractive in all the ways. The colours which are used in the websites are very â&#x20AC;&#x2DC;eye catchingâ&#x20AC;&#x2122; to the user/users of the site which makes it unique and makes user/users get drawn into a particular aspect. The company has made itself best in all the ways. The company has showed that how much it has been working on the development of its website. The SEO and the other key elements can be observed in the web page. More over the companies website highlights some of the key elements like the warranty display, which enables a customer feel more secure and have more trust in Vauxhall. The company also looks after their customers preferences and focuses mainly on the customer as they feel this should be their main priority in not facing any difficulty while in using the website. According to the digital prospective, the company has shown and given application to its customers which helps in a easy access to its customer. Moreover, introducing the applications for blackberry and android users to keep them an active user. This enables the group to know that the company is focussed on grabbing more customer digitally and is focussing on trying to maintain a certain amount of sales through digital world.
Contents Page
84
On comparison with the other car manufacturers websites, the company Vauxhall has shown the search bar which Audi’s website does not have. The company’s website is colourful to look attractive to their user/users. On the other hand Volkswagen’s website and Audi’s website are very straight forward. The company has gone more digital as compared to the Ford by introduced itself in all the ways in terms of introducing the free apps and working easily in compatible modes to their users. According to Vauxhall here are some elements they feel makes them successful; •Passion •Enthusiasm is contagious. People who are really passionate about what they do, can motivate others to feel the same. At Vauxhall, this enthusiasm in the dream cars of the future. Because the best ideas are the ones that come from the heart. •Innovation •Imagining the impossible. Always looking for a better way. For the company, it’s a never-ending search to find new ways to surprise and delight their customers and make their motoring world better in every way. •Quality, the company states that ‘If you don’t look to be the best, you’ll never find the perfect solutions’. Seeking out the highest quality in their products and their service is the bedrock of Vauxhall’s promise to their customers. •Responsibility and everything the company does has an effect on others. And their ideas will determine how future generations live. That’s why they consider their actions as a part of a solution for all. The social media has also played an important role in the success of the organisation. The company has got the a high number of ‘likes’ on Facebook. They received more than 36,000. This shows that how much Vauxhall has been able to push it up to a higher grade and appreciated by majority of their user/users and the public.
85
References Research Links •Anon. (n.d) Alexa the web information company [online] Available from: http://www.alexa.com/ [Accessed 27th November] •Anon. (n.d) Vauxhall [online] Available from: http://www.vauxhall.co.uk/flash.html [Accessed 27th November] •Anon. (n.d) Volkswagen [online] Available from: http://www.volkswagen.co.uk/?ppc=vw [Accessed 28th November] •Anon. (n.d) Ford [online] Available from: http://www.ford.co.uk/ http://www.audi.co.uk/ [Accessed 28th November] •Anon. (n.d) Survey Monkey [online] Available from: http://try.surveymonkey.com/?gclid=CMbD0tvw86wCFZQhtAodhgvjSQ [Accessed 29th November] •pr smith (2002). e marketing e excellence. London: the chartered institute of marketing. 162. •Yahoo. (2008) Legal requirements for a website [online] Available from: http://uk.answers.yahoo.com/question/index?qid=20090124112035AAicOFD. [Accessed 28th December 2011] •Audi. (2010) Financial report [online] Available from: http://www.audi.com/com/brand/en/company/investor_relations/financial_reports.ht ml. [Accessed 3th December 2011] • Just auto. (2010) Volkswagen best year till yet [online] Available from: http://www.just-auto.com/news/2010-volkswagens-best-year-yet_id109374.aspx [Accessed 5th December 2011] •ford. (2009). Financial analysis [online] Available from: http://moneycentral.msn.com/investor/invsub/results/statemnt.aspx?symbol=f [Accessed 28-11-2011] •Lga consultants. (2010) UK car market [online] Available from: http://www.lgaconsultants.com/blog/?p=729. [Accessed 6 December 2011]
Contents Page
86