| Title |
Managing Success: The Benefits of Marketing Effectiveness and Strategic Plan Adaptation in Automotive Industry |
| ID_Doc |
68537 |
| Authors |
Turi, A; Mocan, M; Ivascu, L; Goncalves, G |
| Title |
Managing Success: The Benefits of Marketing Effectiveness and Strategic Plan Adaptation in Automotive Industry |
| Year |
2017 |
| Published |
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| Abstract |
The paper emphasizes the changes that have realigned the automotive industry business strategy in recent years on short-, medium- and long-term. Overall market growth, the complexity of electronic equipment constantly being added to the cars and reduction of product life cycle have further challenged manufacturers to maintain their operations competitive. The pressure on quality, costs and deadlines has significantly increased and needs to be unitarily integrated into a high extent in the carmakers' supply chains. The paper conducts a comparative case study upon the results of the low-cost Romanian car brand Dacia on both the international and its local market. Data from the last 15 years provides an overview on car market dynamics and emphasize the importance of decision-making in strategic management, outlining the most important factors to properly adapt within the automotive industry's complex market dynamics. The present research conducts an extensive analysis upon the evolution of the Dacia brand's car models and their outstanding competitiveness which urged Renault to pursue developing the brand's image and also provided a long-term competitive advantage on this market segment. The success of the Romanian brand would not have been possible if management had decided to strictly follow the initial strategy drawn up for the purpose of the Dacia Logan model. This proves that adaptation is one of the key success factors in probably the most complex and dynamic industries worldwide and that continuous improvement is the source of car manufacturer's, their multi-tier supply chains and the entire automotive industry's sustainable development. |
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