Global Motors
Nick Thomas is a CEO of Global Motors, a new division of a large automobile manufacturer, ZEN Motors. ZEN is a multinational manufacturer headquartered in the United States, which has multiple divisions representing several auto and truck brands. ZEN's divisions have been slowly losing market share to other competitors. Global Motors was created to revive the aging ZEN automobile brands by developing totally new models that are more in tune with today's changing automobile market.
Nick Thomas knows he must come up with some innovations in automobile design and engineering, but he is not certain in which direction he should guide his division. Nick realizes that he needs to find out what consumers' attitudes are toward fuel prices and global warming. This knowledge will help him determine a direction for the company in terms of automobile design. Nick also needs more data on consumer preferences. Will they want to stay with today's standard compacts or hybrids, or might they be interested in radically different models that promise much higher fuel economies?
1. Should Nick Thomas use marketing research?
2. What components of ZEN's MIS will Nick need?