Marketing Strategies In The European Car Industry
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Marketing Strategies In The European Car Industry
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Author : Marie-Raphaele Petit-Rafer
language : en
Publisher:
Release Date : 1996-01-01
Marketing Strategies In The European Car Industry written by Marie-Raphaele Petit-Rafer and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996-01-01 with Automobile industry and trade categories.
Marketing Innovations In The Automotive Industry
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Author : Elena Candelo
language : en
Publisher: Springer
Release Date : 2019-04-09
Marketing Innovations In The Automotive Industry written by Elena Candelo and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-04-09 with Business & Economics categories.
This book proposes that, within the automotive industry, revised marketing principles and innovative marketing strategies are needed to address more effectively the unprecedented challenges posed by the modern digital revolution. The starting point for these proposals is a thorough analysis of the evolution of marketing in the industry across three ages of technological innovations – the mechanical, the electronic, and the digital. The main objectives are first, to illustrate how study of the past can help carmakers as they move forward into the unknown, and second, to identify the main choices that they will face. The central premise is that unusual times call for unusual strategies. By mining the past in order to foresee likely future developments regarding competition and marketing strategies within the car industry, the book will appeal both to researchers and to present or future managers in the automotive and other innovation-driven sectors.
Marketing Plan Bmw 1 Series In Germany
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Author : Andreas Klein
language : en
Publisher: GRIN Verlag
Release Date : 2007-02-26
Marketing Plan Bmw 1 Series In Germany written by Andreas Klein and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-02-26 with Business & Economics categories.
Seminar paper from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, University of Bradford, course: MBA, language: English, abstract: Terms of Reference This marketing plan for the BMW 1-series aims to outline and analyse the market environment in Germany. Also, an evaluation of the strategic and operational orientation as well as the strength and weaknesses of the product should be given. Based on this, recommendations for the future direction and implementation of the marketing-mix will be given. Executive Summary In the competitive compact segment (short: C-segment) with increasingly demanding customers, BMW with its newly launched product clearly builds on its premium image as a sports car manufacturer. Although this is generally a good strategy, certain parts of the marketing mix need to be adjusted. Especially the high price of the product in comparison with its competitors is a potential problem. The following suggestions can be given to successfully built up a sustainable leading position in this segment, which is very important in terms of Customer-Lifetime-Value (CLV): - Reduction of quality problems - New technology development through increased R&D measures - Increased promotional measures focused on the target group - Strengthening of the dealer relationship - Development of new distribution channels
Marketing Strategy Of New Beetle
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Author :
language : en
Publisher: GRIN Verlag
Release Date : 2005-05-18
Marketing Strategy Of New Beetle written by and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-05-18 with Business & Economics categories.
Seminar paper from the year 2005 in the subject Business economics - Miscellaneous, grade: 1.0, Robert Gordon University Aberdeen, language: English, abstract: The automobile industry is a very dynamic and exciting example of the development of new products. Against the background of the legendary Beetle, who sold over 21.6 million times, Volkswagen decided to build a new, modern version of the car. The target market for the New Beetle was defined as the Baby Boomers and the Young Generation which declares a main difference between the two cars. As the old one was a car for the people, the new one was for the chosen people who earn enough money. With total costs of $ 590 million the product development process ended in 1998 when the car was launched to the American market first. It met with success there but costumers in Europe reacted differently when it was introduced a few months later. The unique design of a fun car was not the main attraction for Europeans to buy the car and the price was not accepted over here as in America. But accompanied by a huge marketing strategy, with the main goal of arousing emotions, Volkswagen achieved their objectives altogether. Volkswagen sold over 600,000 New Beetles from 1998 to 2003 and raised the brand awareness at the same time. Due to the crisis on the automotive market at the moment and the market caution I would recommend Volkswagen reconsider the price level of the car and they may be able to achieve higher sales outside America.
International Marketing Plan For Volkswagen
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Author : Christian Baumann
language : en
Publisher: GRIN Verlag
Release Date : 2009-08-20
International Marketing Plan For Volkswagen written by Christian Baumann and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-08-20 with Business & Economics categories.
Seminar paper from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,2, , language: English, abstract: In 2007 the Volkswagen group with its headquarters in Wolfsburg, Germany sold 6,191,618 vehicles worldwide and 329,305 employees generated a sales revenue of 108,897,000€ with an operating profit of 6,151,000€ which in turn resulted in a profit after tax of 4,122,000€.1 The group is divided into two divisions, namely the automotive one, accounting for 91% of total revenues plus the financial one, contributing 9% to the total turnover. Within the automotive sector, the company markets its vehicles under brands like, VW passenger cars, Audi, Bentley, Bugatti, Lamborghini, Seat and Skoda. In 1984, Volkswagen as the first western auto maker, began its operational activity in China. When it entered the market it had to form a joint venture with a Chinese company to produce cars. By now the group has thirteen representative companies. Due to its early engagement in the biggest Asian market, it reached a leading position which despite some previous challenges lasted until today. For example, the corporation sold 910,000 vehicles (VW + Audi) in Hong Kong as well as in the mainland of China which resulted in a market share of 17.8% in 2007.2 Therefore, China is (yet) after Germany the second most important market for Volkswagen, representing almost 15% of the company car sales. In the following international marketing plan, the author will describe how to increase car sales and boost market share up to 20% over the next 2 years with the introduction of a new small light weight hybrid car, the Volkswagen Cotha. [...]
Tesla S Market Entry Strategy In Germany Foreign Market Entry And Cross Cultural Business
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Author : Simon Glandien
language : en
Publisher: GRIN Verlag
Release Date : 2020-11-18
Tesla S Market Entry Strategy In Germany Foreign Market Entry And Cross Cultural Business written by Simon Glandien and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-11-18 with Business & Economics categories.
Academic Paper from the year 2020 in the subject Business economics - Business Management, Corporate Governance, grade: A+, , course: Cross-Cultural Business, language: English, abstract: The purpose of this paper is to analyze and evaluate the market entry of Tesla Inc. in Germany. In November 2019, Tesla revealed to build a European production plant on the outskirts of Berlin in Germany. The aim of this paper is to give account to the foreign market entry of Tesla Inc. in Germany. This leads to the following research question that guides this paper: What could be business success factors and threats of Tesla's strategy to enter the German automotive industry market? Tesla Inc. (former Tesla Motors Inc.) is a car manufacturer and sells fully electric vehicles, energy storage systems as well as installs, operates and maintains solar and energy storage products (Reuters, n.d.). The company was founded in 2003 by a group of engineers. In 2008 Tesla launched their first electric vehicle to the market (Tesla, n.d.). “Tesla’s mission is to accelerate the world’s transition to sustainable energy”, so the car manufacturer. So far most of the Tesla vehicles are produced and assembled in the United States at its main Tesla Factory in Fremont, California. To that Tesla operates other, multiple production and assembly plants, named Gigafactory, such as in Fremont, California (Giga Nevada) and in Buffalo, New York (Giga New York). Recently, in 2019, Tesla opened its first Gigafactory outside the American region in Shanghai, China (Giga Shanghai). A strategic step to internationalize the company and to enter the Chinese market. This strategic action can be explained by the fact that China is the largest car market in the world and the government is speeding up the expansion of electric mobility. Furthermore, manufacturing in Shanghai saves Tesla from having to transport its vehicles overseas and avoids import duties incurred in China for cars from the United States. However, the company is not just expanding its manufacturing into China.
Market Entry Proposal For Automotive Companies
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Author : Kathy Morgan
language : en
Publisher: GRIN Verlag
Release Date : 2014-01-20
Market Entry Proposal For Automotive Companies written by Kathy Morgan and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-01-20 with Business & Economics categories.
Seminar paper from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, Western Illinois University, language: English, abstract: Since the time of the bankruptcy and the government bailout Chrysler group LLC has made a lot of strides in the revitalization of the main brand and product line. This meant a reorganization of its financial operations, which includes reinvesting into the brand name and the operations to the tune of 23 billion dollars. However, this is not the only thing that the company has done. In the year, 2009, the company entered into an agreement with automaker Giant Fiat as its bankruptcy protection. Fiat had been looking at the situation for some time and some analysts’ state that it was actually waiting in the wings to take over in case of such a bankruptcy occurred. I would suggest that the companies use the appeal of Chrysler as much as possible and various technical attributes of Fiat in order to exploit their presence within France.
Europe S Automotive Industry On The Move
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Author : Oliver Heneric
language : en
Publisher: Springer Science & Business Media
Release Date : 2006-03-30
Europe S Automotive Industry On The Move written by Oliver Heneric and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-03-30 with Business & Economics categories.
The automotive industry is a major pillar of the modern global economy and one of Europe’s key industries. There can hardly be any doubt about the important role of this sector as an engine for employment, growth and innovation in Europe, and there are crucial challenges and opportunities ahead. The authors shed light on a broad range of issues – globalisation and restructuring, trade and foreign direct investment, innovation, regulation, and industry policy – and put a special focus on the new member states. While change may be inevitable, progress is not. This book shall serve as a map to all stakeholders: business executives and policy makers, investors and scholars.
Mercedes Benz S Marketing Strategy In Mexico
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Author : Joannis Paul Schweres
language : en
Publisher: GRIN Verlag
Release Date : 2015-01-16
Mercedes Benz S Marketing Strategy In Mexico written by Joannis Paul Schweres and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-01-16 with Business & Economics categories.
Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, EGADE Business School, language: English, abstract: The automobile industry is famous for being ahead of the curve in most areas. Automotive companies cannot rely on a one-time announcement or word-of-mouth chatter to keep a steady stream to customers. These companies have to have well developed advertising strategies in their marketing processes, in order to sustain a profitable growth in all the markets they serve throughout the world. Mercedes-Benz (MB) is a German high-class automobile company. Its products stand for luxury, reliability and dependability. The company belongs to the multinational division of the German manufacturer Daimler AG and has its headquarters in Stuttgart, Baden-Württemberg, Germany. The company has 274,616 employees and gained a profit of 10,887 billion U.S. dollar with revenue of 147,257 billion U.S. dollars. Mexico is very important for the company’s North American strategy, which can be proved by the fact that Mercedes-Benz produces its cars in Monterrey, Nuevo Leon, Mexico. According to the McKinsey Global Media Report 2013 Latin America provided the highest growth in expenditure for advertising, in 2012 the increase was 13.3 percent. The increasing investments of automotive companies are a reason for it - in 2011 the industry expanded its expenditures in advertising by 101 percent. A critical analysis of the MB’s marketing strategy in Mexico is the purpose of this research paper. Since we are not able to cover all aspects of the marketing of MB due to the limitation of 10 to 15 pages for this paper, the study will be focusing on the following areas: sponsoring, social media, TV advertisements and magazine commercials. Thus, other areas of marketing like brand management or viral marketing will not be addressed. The products and services the company offers in Mexico will be mentioned. The marketing strategy of Mercedes-Benz México will be described and target groups will be defined. At the end of this paper we will state how MB can use its marketing in Mexico more efficiently in order to gain higher profits.
Digital Marketing Strategy Of Porsche Ag
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Author : Jakob Maas
language : en
Publisher: GRIN Verlag
Release Date : 2022-02-01
Digital Marketing Strategy Of Porsche Ag written by Jakob Maas and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-02-01 with Business & Economics categories.
Seminar paper from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 93/100 Punkte, Linneaus University (University), course: Kurs, language: English, abstract: This paper provides an analysis of the current situation of Porsche within the market and on social media. Porsche needs to develop their social media to the next level for appealing to a new generation with different expectations. Forecasts have predicted a fourfold growth by 2050 in the car industry. With the development of Porsche's digital marketing strategy, in addition to supporting the achievement of the company's overall goal, the target audience will be attracted. With multichannel marketing and channel integration, leverage effects can be created, and the defined marketing objective can be achieved. Special attention is given to social media in this paper, with specific strategies for Instagram and YouTube. On these two platforms, Porsche’s target audience overlaps with the user groups.