Subject Code: MKTG10001
This essay critically analyses the article “Volvo eyes 'responsible' car buyers” written by Jorn Madslien for BBC News (2013). This essay will outline how the marketing concept Customer Orientation, as well as other concepts such as Competitor Orientation, Brand Associations and Targeting Markets have been actively used by commercial car-maker Volvo in an attempt to increase their customers in Asia, differentiate itself as a brand from other competitors in the market, sell its new product the 'Volvo V60' and “reach its goal of selling 800,000 cars per year by 2020”(Volvocars.com, 2012). Finally, this essay will also consider the degree of effectiveness expected from the use of these particular marketing concepts in actively contributing to positive brand equity for Volvo as a commercial business. Originating in Sweden as a part of the Swedish Volvo group, April 14th, 1927 marks the date that Volvo’s first car was produced. Now owned by the Zhejiang Geely Holding Group of China, the Volvo Car Group used to be owned by the Ford Motor Company from 1999 until 2010 (Volvocars.com, 2012). Since the appointment of new Chief Executive, Haakan Samuelsson, the company has promoted their new brand strategy ‘Designed Around You: putting people at the centre of all operations in the company’ (Volvocars.com, 2013). As reported by Madslien at the 83rd International Geneva Motor Show, Volvo have just launched their product the 'Volvo V60', “the world's first dieselelectric plug-in hybrid in production” and while also promoting Volvo’s renewed aim “no one should be killed or injured in a Volvo by 2020”(Madslien, 2013). Citing that safety features developed by Volvo included in the V60 such as their new City Safety and Active High Beam Systems ‘will protect you in a fast moving world’, Volvo is using the marketing concept Customer Orientation, focusing on adding value for the customer in order to increase its corporate value; both intangible assets,...
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