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Marketing Management
1st semester 2011

The report has been prepared by group 4 – 1MFE:

Dominika Dojčáková
Hristina Prosenikova
Sofiya Molchanova
Veronika Novikova
Khuong Nguyen Dang
Gabriel Oprendek
Simeon Naydenov


This project is addressed to the people who have an interest in the future of the car industry, and more specifically the future of Volvo in the North American Market.

After reading our project the reader will find himself / herself more knowledgeable about the challenges many car-manufactures face in the near future. The reader will have a better understanding of how Volvo has a plan to overcome these challenges.

We would like to thank Volvo for giving us the chance to visit their headquarter in Gothenburg, and giving us a better understanding of how Volvo function as a company in the global market. Much valuable information was given to us during our tour at the Volvo factory, and we have taken some of this information into consideration, and used in our project.

Table of Contents:
1. Introduction3
1.1 Background3
1.2 Rules on CO2 and Emission Regulation3
1.3 North America4
1.4 Hybrid car5
2. Problem Statement6
3. Delimitation6
4. Methodology7
4.1 Economy7
4.2 The image of Volvo in USA8
4.3 The hybrid-car market in USA8
4.4 Advertisement9
4.5 Marketing Strategy10

1. Introduction
1.1 Background

As everybody knows Volvo is a big company known with its mass production of unique, powerful and smart cars. The brand “Volvo” was born on April 14th in 1927.The first car called “Jakob” had left the factory in Gothenburg, Sweden. The whole company was formed on foundation of safety and quality, a concept that still works for the Volvo cars today. The main focus for Volvo is safety. “Cars are driven by people. The guiding principle behind everything we make at Volvo, therefore, is and must remain safety”- Assar Gabrielsson and Gustav Larson. Even though Volvo Car...
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