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Buick will have to take up heavy advertising to come out of its pervious image of a luxury car for senior citizens. Proper advertising highlighting its trendy image, both through electronic and print media, to touch upon the awareness of beginners and repeat purchasers would be very essential.
The primary channel of distribution would definitely be franchisee dealers. Company owned dealers may be too costly to justify. However, dealers/sales force would have to be appropriately educated to change their promotional style as compared to the other Buick lines and highlight its important features...
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