Best fitting marketing strategy for automotive precision tubes in the European Market

Topics: Automotive industry, Marketing, Volkswagen Group Pages: 20 (3444 words) Published: October 30, 2013

Title of the paper: Corus Tubes: Advice on the marketing strategy in the automotive market

Advice on Corus automotive marketing strategy
Table of contents
Subject

Page

Table of content

2

Introduction

3

The competitive advantage of corporate image

3

The identification factor

3

Image

3

Research

5

Conclusion and advice

6

References

7

Appendices
Appendix A: Research question, sub-questions and hypothesis

9
9

Appendix B: Survey questionnaire
Appendix C: Answers survey questionnaire
Appendix D: Competitor analysis

10
11
13

Advice on Corus automotive marketing strategy
Introduction
The aim of this assignment is to advice the board of Corus on their marketing strategy based on identity / image concerning the automotive market. In the previous two assignments the segmentation, positioning and competitors were analyzed. Based on the data from the survey and the literature research, results are interpreted. A company does not always have the same image as the preferred identity. Three image perspectives have to be identified and managed together, namely: Self image, projected image and perceived image. The research question and hypotheses are attached in appendix A for reference.

The competitive advantage of corporate image
According to Christie (2002), the main reason to invest in the management of corporate image, is to gain competitive advantage. A good image of Corus would attract and retain shareholder investment, loyal customers and well educated personnel. According to Himmelstein (1997) is establishing positive relationships with the society, a way to gain credibility and ensuring that Corus’ interests are taken in account when decisions in society are made. Corus has a lot of competitors which are analyzed in appendix D. A good corporate image is a way to gain an advantage with respect to them. Damage to the corporate image can be very costly and can take a very long time to recover from. The identification factor

The following definition of identity is used:
The quality or condition of being a specified person or thing (company like Corus), individuality; personality; absolute sameness.(The Australian Oxford Dictionary, 1999) According to Goldsmith et al (2002) it was found that consumers perceptions of an organization and it’s products are influenced by both the corporate credibility of the organization (defined as belief in the company’s trustworthiness, expertise and ability to deliver the products and services customers want) and by the credibility of the endorser. The preferred identity of Corus (answer on subquestion 2 in appendix A): Corus wants an image of a good price versus quality steel supplier, with taking care of the environment. A reliable supplier that keeps in mind the wishes of the customer, through continues dialogue with the customer. On-time delivery; an innovating company that continually improves his products with keeping in mind the safety of the products and the workers; and a good financial and technical service.

Image
The following definition of image is used: The character or reputation of a person or thing (like Corus) as perceived by the public. (The Australian Oxford Dictionary, 1999) In the corporate image management of companies there are three image perspectives that have to be taken in account. Namely: Self image, projected image and perceived image. According to Ferrand & Pages (1999) is facilitating the development of strategies for an organization, the way to make optimal use of image capital. According to Gray (1986) corporate image is formed in the minds of employees, customers, investors, the media, government and citizens

Advice on Corus automotive marketing strategy
and is a composite of attitudes and beliefs about that corporation, but also says that corporate reality and public perceptions are far apart.
Corus’ self image
Self image (= corporate identity) is the image that Corus’...

References: Performance Implications (Miller, 1988)
-
Kimberly Wylie, in Depth Analysis of Corus Group PLC, University of Phoenix, 2003
-
Webster & Watson, analyzing the past to prepare for the future: Writing a literature
review (2002).
Autosteel. (n.d.). Retrieved November 21, 2009, from
-
Businessball. (n.d.). Retrieved December 7, 2009, from http://www.Businessball.com
-
Corus Automotive. (n.d.). Retrieved December 3, 2009, from
http://www.corusautomotive.com/en/
OCSA. (n.d.). Retrieved December 3, 2009, from
http://www.gabrielli.it/html/themes/gabrielli/images/intro-EN.swf
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Marketing Strategy Essay
  • Essay about Market And Marketing Strategy
  • Essay about marketing strategy
  • Marketing Strategy Essay
  • Essay about event marketing strategy
  • marketing strategy Research Paper
  • A study on the marketing strategies of apple Essay
  • Marketing Strategy Essay

Become a StudyMode Member

Sign Up - It's Free