| Author | Govil, Sonu |
| Call Number | AIT RSPR no. SM-99-77 |
| Subject(s) | Automobiles--Marketing
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of
Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | This research study is an analysis of the marketing strategies in the automobile industry in the European market. A case wise approach has been followed to critically study and analyse the marketing practices and strategies of some of the major players in the automobile industry in Europe. The factors affecting strategic decisions and the environment in which the automobile companies exist have also been examined. It was found that the most important criteria for success in the automobile market were contingent upon Distribution, Logistics, Pricing, Sales, and After Sales strategies - all of which pertain to the domain of marketing strategies. It was also found that due to the changing environment in the automobile industry, the manufacturers have to be extremely customer focused and work towards the achievement of customer loyalty with the help of dealers. Dealers were identified as crucial determinants of manufacturers' success and the development of long lasting partnerships is imperative for the manufacturers to succeed in the highly competitive industry. As the customers have become more demanding, manufacturers can no longer afford to differentiate on the basis of the product alone but rather have to meet consumer expectations and satisfy their needs by providing them value for their purchase decision. The manufacturers will have to rethink their marketing strategies to attain their objectives in parallel with the satisfaction of their dealers' interests. |
| Year | 1999 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Paul, Himangshu |
| Examination Committee(s) | Tang, John C.S.;Truong, Quang |
| Scholarship Donor(s) | Asian Institute of Technology (Partial Scholarship); |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1999 |