4.06.2003-Temba Weekend #3

Last weekend was another filled with academia and as the workload mounts not only does it mean less time to play with cars and motorcycles, but I've also less time to write about not having time to play with cars and motorcycles. I'm a few days late in updating the website for this reason.

I've been trying, in a tongue-in-cheek manner, to draw parallels between the curriculum studied in my MBA program and Alfas, or the Italian car business in general. This past weekend's coursework was "Research Methods and Forecasting for Global Business". Part of conducting research for busines decisions is the necessity to quantify buyer behavior and preferences. Often times this data is collected by survey, the results of which are then collected, analyzed and used to fine-tune a product so that it matches buyer's preferences more accurately. Companies spend millions of dollars annually trying to determine what consumers want in the products they buy. Data from the surveys is collected and analyzed. If the analysis renders enough significant evidence, decisions are made with regard to whether or not the product should be changed to meet buyer demand. Of course, the way the surveys are written, and the content within, are of supreme importance. Questions which are leading, or unclear, can have a deleterious effect on the results, painting an unclear picture of buyer preference. Culling information in such a way that you've not influenced the answers is very important, and crucial toward designing a survey that meets its intended objective.

With this in mind, I've come up with my own survey that I believe was probably close to the one used by Alfa Romeo in the early 1960s to determine what the main characteristics of new GTV should be. It has been written in what I believe was probably the spirit of the original, with questions exactly like, or similar to, those used by the Marketing staff at Alfa.

Dear citizen of Italy, the greatest country on earth (at least as far as shoes, clothes, food, actresses, art, design, architecture, cathedrals, motorcycles and automobiles are concerned). We appreciate your wililngness to respond to this survey and to answer all the questions accurately and honestly, paying no attention to the fact that we, and Antonio "The Bull" Guglielmo knows where you live and work. If you answer this survey and return it with the obvious answers, we'll make sure you and your family are entitled to an additional week of vacation every year as well as all the Chianti, espresso, and grappa you need to ensure your 7 week summer holiday is as enjoyable as possible. Employees and the families of the employees of Alfa Romeo are warmly encouraged to respond to this survey. If your job is important to you, you'll know that there is strength in numbers. Responding more than 5 times will be seen as an expression of your undying devotion to the greatest car company in world, and we'll make sure you have a job when you return from your 7 week vacation which you enjoyed thoroughly thanks to Alfa Romeo's provision of Chianti, espresso, and grappa. Your cousin at the Opel plant should be so lucky. Thanks again for your help. Forza Alfa Romeo!

Official Alfa Romeo New Model Features Survey

Please circle the most appropriate answer to the questions below.

The most important feature of the new Alfa should be:

The color Red The shape of the cam cover The grille

2. Who should design the new Alfa Romeo GTV?

Bertone Bertone Bertone

3. Which country's buyer preferences are most important in deciding what features the new Alfa Romeo GTV should have?

Italy, the greatest country on earth (at least as far as shoes, clothes, food, actresses, art, design, architecture, cathedrals, motorcycles and automobiles are concerned)

U.S-makes of the Studebaker, Oldsmobile, and Cadillac

4. Circle the feature-set you feel is the most important for the new Alfa Romeo GTV.

Lightweight, fast, agile, and sexy

Good air-conditioning, ventillation, and creature comforts

Reliability, safety, utility

5.True or false, Sports cars, coupes and sedans should weigh less than a Panzer (which is German by the way, and is made in Germany)

True

False

Thank you for taking the time to respond to this survey. We're grateful that Antonio's servics will not be required for you or your family.

Ciao!