Global marketing for US auto makers

Term Paper , 2011 , 8 Pages , Grade: A

Business economics - Offline Marketing and Online Marketing

There was a tendency by the U.S auto makers to consolidate the organization of their companies to only suit the local markets and this was done by the differentiation of products to local markets and ended up even purchasing parts and materials from the local market without considering the external market. This paper seeks to examine the mistakes made by U.S auto makers, how they could adapt to global markets and the strategies they could apply.

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Mistakes the U.S. automakers have made in the past
• How they need to adapt to market changes
• Strategies to adopt in the global market

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This paper examines the mistakes made by U.S. automakers in the past, specifically in their global marketing efforts, and outlines how they can adapt to global markets and implement successful strategies. The key themes of the paper are:

• The impact of focusing on local markets and neglecting global customer needs.
• The importance of fuel efficiency and customer affordability in a global market.
• The significance of tailoring products and strategies to specific international markets.
• The need for thorough research and market analysis before entering new global markets.
• The role of cultural sensitivity and market-specific customization in global marketing.

Zusammenfassung der Kapitel (Chapter Summaries)

Introduction

The paper explores the challenges faced by U.S. automakers in the global market, particularly their struggle to compete effectively with international brands. It highlights the importance of global marketing, which involves crafting products and strategies that cater to diverse international markets.

Mistakes the U.S. automakers have made in the past

This section analyzes the key mistakes made by U.S. automakers, focusing on their failure to prioritize customer needs. It criticizes the production of fuel-inefficient vehicles, unsuitable for many global markets, and the lack of customization to cater to diverse consumer preferences. The decline of U.S. car sales, exemplified by the drop in General Motors' market share, is attributed to these shortcomings.

How they need to adapt to market changes

This section emphasizes the importance of prioritizing customer interests over organizational ones for long-term success. The paper highlights the decline in fuel accessibility, the rising cost of fuel, and the need for fuel-efficient cars as major factors impacting the U.S. auto industry.

Strategies to adopt in the global market

This section underscores the importance of customization and tailoring cars to specific markets, rather than solely focusing on domestic needs. It criticizes the localization strategy, which failed to consider international markets and resulted in cars with features and pricing unsuitable for global audiences. The importance of thorough research and market analysis before entering new markets is emphasized, along with the need for cultural sensitivity and adaptation to local preferences.

Schlüsselwörter (Keywords)

This paper focuses on the key themes of global marketing, internationalization, customer needs, fuel efficiency, customization, market analysis, cultural sensitivity, and localization strategies as they apply to the U.S. auto industry.

• College: University of Sheffield
• Grade: A
• Author: Angela Moore (Author)
• Publication Year: 2011
• Pages: 8
• Catalog Number: V270022
• ISBN (eBook): 9783656613374
• ISBN (Book): 9783656613336
• Language: English
• Tags: global