A car company advertises its new luxury car as more exciting and fun to drive than its competitors' cars - HSC - SSCE Business Studies - Question 12 - 2013 - Paper 1

The car company is using the strategy of Positioning. Positioning involves establishing a brand or product in the mind of consumers relative to competitors. By advertising its luxury car as more exciting and fun to drive than those of its competitors, the car company is clearly attempting to create a distinct image and association in the marketplace. This strategy effectively differentiates their product from others, aiming to attract consumers who value excitement and fun in their driving experience.