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