MKT 435 Week 4 Team Assignment External and Internal Influences Paper
In 1914, the Dodge Brothers began building their own automobiles after opening their machining shop in 1901 and contracting with such notable companies as Ford and Oldsmobile. Since that time, the company, now Chrysler Group LLC, has been through many name changes and ownership changes, and, of course, the vehicles have changed since the first Dodge car. In 2009, the Chrysler Group underwent further changes, dividing the Dodge and Ram brands, allowing Dodge to focus on the car segment, and allowing Ram to go full throttle for an all-pickup portfolio (Chrysler Group LLC, 2011). With this move, Chrysler Group will need to examine its target market and predict consumer behavior to maximize marketing strategies. External, internal, and environmental factorscan impact consumer behavior, which will help the company determine how to direct its marketing message for the Ram brand.
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