Introduction and Research Problem
Motor vehicle industry is rapidly growing. The demand for new car models is on the rise thus forcing major car manufactures to strategize their business to enhance their market share and global presence. Concurrently, there are emerging markets for major car manufactures. It is evident that such manufacturers strive to enhance the sales of their automobiles, augment revenues, and realize remarkable profitability. It is from this context that the entire business prospects lie. Businesses require appropriate marketing strategies (Norcliffe 2006, p. 56). Vehicles are demanded internationally despite the competition; thus, manufactures must enhance their production rates, cost effectiveness, supply chain, and customer satisfaction to meet the changing market demands. This will augment their competitiveness and increase their market share in different countries globally. The need to have appropriate business strategies cannot be assumed in this context. Various automobile companies must realize the increasing demands for cost effective vehicles in the realms of fuel consumption, performance, and other environmental concerns. Nonetheless, there are special marketing strategies that chief motor vehicle manufacturers must establish, ratify, and embrace in order to capture and retain clients in emerging markets. These range from the production of cost effective cars to intensive promotions. Contextually, providing customers with variety (from which they can select their preferences based on their taste) is equally important. It is important to agree that the motor vehicle industry is quite competitive. This is shown by the emergence of new manufactures, distributors, and variety of products from which clients can choose from. It is crucial to consider such facts when developing appropriate business strategies in order to remain competitive and relevant in such markets. Additionally, major companies like General Motors, Nissan, Peugeot, Toyota, Mitsubishi, and others have formulated appropriate business strategies in order to enhance their competitiveness, market visibility, and customer services (Appiah-Adu 1998, p. 118). Producing vehicles that address customers’ demands and preferences is paramount in the concerned business strategies. This proposal intends to precede the ultimate dissertation on the matter. The components discussed in this context incorporate the objectives of the proposal, research questions, literature review on the matter, methodology, and other viable provisions with regard to this research.
Hypothesis
Due to challenges fronted by emerging markets in the automobile industry, it is important to investigate further on the matter. This considers how different automobile organizations are handling their businesses and marketing strategies in the emerging markets. Firstly, it is hypothetical that emerging markets (in the automobile industry) such as Turkey have fronted various challenges to the major car manufacturing companies. Hence, they require special attention in order to meet the demands of such markets. If this is true, then, there must be viable marketing strategies assumed by these companies in order to remain competitive in such markets (Khanna, 2010). It is crucial to recognize such provisions in the marketing contexts so as to remain relevant and uphold competitiveness. The questions provided are of some concern when considered critically and can be subjected to investigations as mandated by this research proposal. It is crucial to consider various aspects of this provision due to their criticality in the business aspects (McDonald 1992, p. 54). Additionally, it is debatable whether there are similarities and differences of the marketing strategies assumed by the automobile companies endeavouring to grasp a considerable market share and global presence with regard to the emerging markets. Additionally, enacting proper business and marketing strategies in such contexts is considerable and proper. It is evident that investigating such matters can actually help in knowing the exact marketing strategies assumed by major motor vehicle companies in the emerging markets (Bandyopadhyay 2001, p. 13). Additionally, it is crucial to elaborate on such matters with due precision and other mattering concerns. Numerous organizations in the automobile manufacturing industry have managed to grasp considerable market share and vitality in their businesses by attaining remarkable customer satisfaction. This is quite crucial when considered critically in the business context. Precisely, it is debatable and researchable whether the major car manufacturing companies use special marketing strategies in order to conquer emerging markets with their products. Additionally, what are the peculiar business provisions assumed by such organizations? This has made every business efforts to be quite lucrative when considered decisively (Chilisa 2012, p. 2). From such provisions, it is apparent that businesses consider the aspects of prosperity, customer-focus, and practicality in order to capture virgin markets for the automobile products. It is important to investigate the marketing strategies assumed by the major automobile companies to help them enhance their market presence in the new markets as indicated earlier. This is with respect to Turkey (as the case study). Investigating on the differences and similarities assumed by such strategies can equally help in illuminating the matter considerably (Colwell 2006, p. 68).
Aims and Objectives
The objectives of this study are numerous. Accordingly, the intended research will unveil the marketing strategies that major can manufacturers in emerging markets assume in order to remain competitive in such markets. As indicated before, automobile industry is quite competitive hence require appropriate business strategies that would allow its players to attain competitiveness. Since there are numerous players in this industry, every company must strategize appropriately in order to outdo the rest and remain aggressive in the similar industry (Carson & Hine 2007, p. 23). This is a considerable fact as indicated before. It is important to enact viable production, marketing, and distribution strategies in order to conquer emerging markets with the required novelty and appropriateness. This objective incorporates Turkey as one of the emerging markets in the automobile industry. Illuminating this objective with respect to Turkey forms a credible foundation from which the argued facts lie. Automobile manufacturers have to venture into the new markets so as to enhance their market divides, sales, and profitability as indicated before. It is important to recognize the strategies that such companies will use to storm the prospected markets in future (Marshall 2006, p. 1). Such strategies might vary from one company to the next depending on the country involved, business objective of the concerned company, and the available competition in the region.
Another objective of this research proposal is to unveil the patterns of marketing strategies in the realms of their success and appropriateness. The concerned pattern will consider the differences and similarities of the business strategies assumed by automobile companies. The whole business prospects lie on this perspective. It is crucial to consider various aspects of these business prospects in order to remain relevant and aggressive in the market. Contextually, there are similarities noticeable amidst the business strategies used by the involved companies (Dunn & Halsall, 2009). Such tactics are meant to enhance the market visibility enjoyed by the involved companies. The differences that exist in such context relates to the objectives of each and every company. Evidently, every car manufacturer has established unique marketing mechanisms in order to grasp considerable number of clients in a given region. Precisely, the research aims at unveiling the differences and similarities in the business strategies used by different automobile manufacturers in the emerging market. Turkey is included in this context since it forms one of the emerging markets considered by major car manufacturers.
Another objective is to know whether car manufactures have a considerable stake in the emerging market and what they can do to enhance their presence and profitability in such markets. It is important to consider such aspects in the realms of business. Since globalization has boosted the prosperity of numerous businesses, adopting viable business strategies is important (Ferguson 2006, p. 351). This is applicable in the automobile industry where business has been globalized both economically and in the distribution channels. It is from this perspective that the whole prospective arguments lounge. Since the automobile market is challenging (fluctuates in response to fuel cost, technology, and performance), it is proper to convince customers with appropriate products that will serve their varying demands with appropriateness. This relates to the similarities and differences that occur amidst the business strategies employed by the motor vehicle manufacturers in order to capture reasonable market share in the emerging markets (Semple 1992).
Contextually, it is considerable to enhance the business prospects in various organizations in order to emerge with appropriate conclusion with regard to marketing tactics. Since automobile manufacturers are competing for global market share and other viable competitive advantages, they have established both internal and external business practices that will allow them attain such goals. Emerging markets are tricky to handle hence demanding appropriate business prospective in order to remain relevant and competitive in the entire market (Noble 2005, p. 83). It is from this case that the entire business prospects lie with precisions. Following the aspects of corporate social responsibility (CSR), various organizations have assumed this provision to enhance their market appropriateness and global presence. This constitutes the mandates of this proposal as mentioned earlier. Identifying the business strategies used by the car companies in order to handle the emerging market is important when considered critically (Czinkota & Ronkainen 2007, p. 88). Such strategies are able to dictate the success of a given company in such markets as indicated before. Additionally, it is crucial to consider the viability of such business strategies with respect to the market involved in the entire business contexts.
Central Research Question
The research questions assumed in this context relates to the mentioned marketing strategies applied by the major automobile manufacturers to enhance their market presence in the emerging markets with respect to Turkey. There is a critical business provision in this context due to numerous influences created by varying market strategies. Evidently, the ability to apply considerable market prospects and marketing tactic can actually help in grasping and retaining potential customers in the automobile industry (Gillespie 2011, p. 34). Due to competition evident in the entire context, it is appropriate to draft viable research questions meant to trigger the extraction of remarkable marketing options. Precisely, the central research question is; what are the marketing strategies applied by major car manufacturers in the emerging markets. It is from such strategies that the whole business scenarios related to automobile dealers rely. It is proper to consider various aspects of this concern before rendering everything inconsiderable in various contexts. Ability to manage the business prospects in such circumstances is considerable (Miller 1998, p. 2). Additionally, unveiling the similarities and differences assumed in such situations is important. Another important issue in this scenario relates to the demanded business prospects in the entire set-up. It is from this consideration that the entire business provisions lie as indicated earlier.
Precisely, another research question in this context relates to whether there are similarities and differences within the strategies assumed by various automobile manufacturers in the emerging markets (Neergaard 2007, p. 67). This is helpful in solving various business prospects when considered critically. Ability to discern the differences and similarities assumed in this circumstance is important and considerable. Virtually, it is the mandate of the concerned organization to grasp the required business prospects so as to attain a remarkable market share and global presence in the realms of marketing, sales, and profitability. It is crucial to recognize such research questions following their ability to elicit the required responses to the concerned topic. Such questions help in redirecting the research objectives and help in executing a focused study on the concerned topic. This is quite interesting when scrutinized critically due to its ability to provide viable business prospects for the concerned automobile organizations (Majumdar 2001). This occurs with respect to the emerging markets and other business provisions in the entire business scenario. The research questions mentioned above are critical in writing the final dissertation with respect to other viable research provisions. This is quite substantial in various circumstances. The ultimate dissertation will answer the mentioned research questions with precision.
Literature Review
Accordingly, emerging markets have presented lucrative business opportunities to the automobile industry and its players. This has forced major car manufactures to device novel methods that would augment their marketing strategies in such regions. This occurs with respect to Turkey as one such market. Since such emerging markets are unique and demand various firms to strategize appropriately, it is important to illuminate the kind of strategies that such organizations employ with respect to marketing (Özerdem 2009, p. 23). This is helpful in determining the fates of such firm in the emerging markets mentioned earlier. From the studied sources, one of the marketing strategies employed by automobile firms to grasp the emerging markets incorporate improved marketing techniques used by such firms. The marketing aspects have improved in the recent past due to the emergence and embracement of technology among other market provisions. Additionally, some firms have employed the use of internet to enhance their marketing endeavours and reach numerous customers at once (Rosa 2001, p. 445). It is possible to reach potential clients globally by using internet marketing strategies and other viable mass media provisions in various contexts.
Additionally, it is important to agree that the emergence of technological aspects in the production sectors, transactions, distribution, and marketing has allowed numerous organizations to expand their businesses. This is critical when considered in the marketing and business realms. Every major car manufacturer has employed unique and distinctive marketing methods in order to outdo other players. It is evident that almost every firm has a distinctive technique. The major similarity in the entire context is that all tactics are meant to enhance the market share, global presence, sales, revenues, and profitability. Additionally, they are targeted to storm the emerging markets with novelty and distinctiveness. This is meant to enhance competitive advantages assumed by such organizations (Leingpibul 2006, p. 97). These factors relate to the aspects of similarities and differences illuminated by this proposal. From these arguments, it is important to study the marketing strategies employed by the concerned firms further as alleged by this proposal.
Another evident tactic shown by numerous sources is the production of diverse range of products (automobiles) that serve the varying interests of customers as indicated earlier. This is an imperative provision in various contexts. It is from this concern that the whole business prospects lie with precisions. Additionally, it is important to enhance the variety of vehicles so that every customer can have a choice (Czabke 2008, p. 75). Since emerging markets present diverse customer tastes, major car manufacturers have strategized to provide variety of vehicles that will handle the situation with the desired precision. Contextually, it is important to consider such marketing strategies due to their ability to lure numerous customers into buying the desired products. Additionally, it is crucial to consider the significance of diversity in the realms of products. This marketing strategy tries to provide customers with alternatives. Thus, customers will continue to satisfy their needs with regard to automobiles. Almost every automobile organization produces several motor vehicle models for different class of people and with different tastes (Doole & Lowe 2008, p. 6). This is a crucial provision in this context due to its viability and other considerable provisions. It is crucial to consider such viable market trends with precision. Additionally, managing to consider business provisions is important in the marketing context. There are varying concerns that relate to varieties in the motor vehicle context. Additionally, considering various business aspects has been critical to car manufacturing organizations (Weihrich 2010, p. 4). These provisions (discussed previously), have allowed major motor vehicle manufactures to launch and embrace their businesses in the emerging markets. It is through this consideration that the entire business prospects with regard to automobile industry lie.
Additionally, some manufactures have adopted the production of hybrid cars to meet the demands of the emerging markets’ customers with satisfaction. This marketing strategy has enhanced performance of most vehicles, cost effectiveness, and elegance in various contexts. This factor makes a considerable business provision in the emerging markets. Since most of the emerging markets have average earners, producing cars that can meet their financial budgets is important. This relates to the factors of cost effectiveness, viability, and other relevant business concerns in the entire context. Additionally, production of cars that would serve customers with the demanded quality and viability is crucial (Koontz & Weihrich 1990). This is an evident phenomenon in various organizations, which strive to grasp remarkable market share. It is through this consideration that the concerned marketing strategy attains its novelty. The ability to produce quality cars with reduced fuel consumption, enhanced comfort, and augmented performance has helped various organizations to market their products with subsequent profitability. This is a considerable aspect in various circumstances. Viable vehicles are able to market themselves since they are appropriate to clients (Sprenkle 2005). Clients will obviously recommend them to other potential buyers. This has contributed to the mentioned business prospects.
Another marketing strategy evident in this context is the use of local mass media provisions in the emerging markets. This is helpful in localizing the marketing aspects to match the demands of the concerned market. It is crucial to vary the marketing methods from one region to the next in order to enhance the penetration of the concerned product in a given market. This matter has been relevant in the automobile context where major car manufacturers have employed the use of local mass media provisions in order to regionalize the marketing options (Batra 1999, p. 29). The ability to understand the demands of a given market is helpful in this context. Using appropriate, marketing methods will actually help when such factors remain relevant and considerable. It is through this provision that the entire business prospects can actually emerge. Major car manufacturers must consider various marketing provisions applicable in various countries. This necessitates the concerned companies to also manufacture vehicles that suit a given market. It is important to study the demands of the emerging market in order to produce vehicle that meet such demands with exactness. It is from such arguments that the whole marketing provisions lie (Sengupta & Chattopadhyay 2006). Additionally, the need to have a wider market share and global visibility has influenced the application of other considerable marketing mechanisms meant to storm the emerging markets. Turkey is relevant in this context (as an emerging market for the motor vehicle industry).
Another considerable strategy (noticeable from various sources) is the erection of new factories in the emerging markets. This is meant to enhance production, promote instant services, and saturate emerging markets with novel products. It is from this provision that the entire marketing strategies employed by such companies lie (Batra 1998). Major car manufactures have plans to expand their businesses to other regions in order to enhance distribution and alleviate the costs fronted by the circulation challenges. Emerging markets require adequate and proficient supply of commodities within regions. This is an important provision in various contexts. There is a considerable need to cease various business opportunities fronted by the emerging markets (Clarke & Flaherty 2003). This is s a critical prerequisite when considered critically. It is crucial to recognize the importance of efficient distribution mechanisms with regard to this concern. It enhances the market presence and global visibility as indicated earlier. Such provisions are crucial in various contexts. They help in managing various business provisions.
Research Methodology
The need to investigate further on the marketing strategies used by major car manufacturers in emerging markets has necessitated the development and ratification of a viable research methodology helpful in the illumination of this phenomenon. It is fundamental to consider such provisions following their significance in this research. Accordingly, the research started by formulating a research question that would trigger the explorations. This move considered the provisions of marketing strategies within the entire organization at the emerging markets. Precisely, the research endeavours to illuminate various aspects of marketing strategies (Kumar, 2005). Marketing tactics are crucial phenomena in various contexts. They follow numerous stipulations meant to render them successful. At this stage of methodology (formulating the research question), the research defines its mandates with regard to the chosen topic of study. There are various stipulations regarding the aspects of marketing tactics indicated earlier (Sarvary & Parker 1997, p. 24). This stage of the methodology relates to the formulation of the research hypothesis, which configures a claim rendered for further investigation.
Next in this methodology is the formulation of research objectives with regard to the chosen topic. Contextually, the research investigates extensively on the marketing strategies used by major car manufacturers in emerging markets to ensure that such organizations remain relevant and competitive in the market. Additionally, the process endeavours to unveil how those organizations have strategized to enact viable marketing provisions to enhance their market presence. The objectives in this research incorporate knowing how such strategies are set, their variability, application, and appropriateness in various emerging markets (Creasey & Jeffrey 2003, p. 27). It is through the constructively set objectives that the research finds its direction and obligation in the entire processes. Well designed objectives help the research to stay focused on its mandates and provide the desired results with regard to marketing strategies used by major car manufacturers in emerging markets.
The next crucial stage in this context is the formulation of a viable research design to help in achieving the desired study results. A constructive research design simplifies the research endeavours since it clarifies the objectives, formulates schedules, and pushes for the desired achievements as indicated earlier. Accordingly, marketing strategies have numerous stipulations following their significance and frequent application in various organizations and among individuals who aspire for novelties in their marketing careers (Kumar 2005, p. 57). Marketing strategies applied by principal car manufacturers in emerging markets are critical as indicated earlier. Researching more on its aspects provides a viable chance to understand its fundamentals. Research design ranges from the research plans to the aspects of data collection and analysis. Precisely, the design relates to how the research will be carried out and analyzed. All these contribute to the demand of the research methodology mentioned earlier.
The next step in the methodology is the literature review concerning the study topic. Understanding the chosen topic extensively is critical in the in identifying the knowledge gaps, setting appropriate objectives, and formulating a viable study design that will relate to the knowledge attained from the literature review. It is through the literature review the entire arguments regarding the matter emerge (Cameron & Mike 2009, p. 42). Since it provides the background information on the topic under study, it forms a critical component of the research methodology. From the literature review, it is evident that the marketing strategies used by major car manufacturers in emerging markets require vital expertise to render the concerned organizations successful. Adopting viable marketing tactics to capture emerging markets is crucial (Anast 2001, p. 13). Change pushes for the required transformations within the human life. This translates to the organizational context where the aspects of marketing strategies are evident. Considering such provisions in the methodology is necessary. Precisely, literature review is a vital component of the research methodology with regard to the studied topic. From the literature review it is evident that major car manufacturers establish, ratify, and embrace changes in the realms of their missions, business strategies, operations, technologies, culture, and behaviours of employees. Understanding these marketing provisions is helpful in designing a viable research methodology (Creasey and Jeffrey 2007, p.57). Precisely, literature review with regard to this study topic requires books, journals, documentaries, electronic publications, valid websites, and other lucrative publications in this context. These sources contain valid information concerning the marketing strategies used by major car manufacturers in emerging markets.
After the literature review, it is crucial to organize and structure how the research will progress. Concurrently, it is from the literature review that some of the objectives of the research might emerge. Additionally, the provisions of knowledge gaps only emanate from an intensified literature review (Ferrell & Hartline 2011). The marketing efforts in an organization must be managed and critically evaluated for promptness and success. Setting precise objectives for the research is a critical necessity as indicated earlier. The methodology applied in this context is important following its ability to unveil the marketing strategies used by major car manufacturers in emerging markets.
The next viable step in this study is the data collection. Evidently, data collection in this research methodology is a critical component since it relates to the validity, reliability, and authenticity of the concerned study. It makes the ultimate findings reliable for consumption by the concerned entities. It is vital to note that this research relies on the secondary data emerging from key contacts in the industry on the marketing strategies used by chief motor vehicle manufacturers in emerging markets. Evidently, there are numerous publications that clarify this phenomenon (Kumar 2005, p.55). It is decisive to consider such factors as lucrative following their ability to provide valid information needed in this context. It is the mandate of the researcher to use valid sources that give reliable information on the matter. As indicated earlier, the sources from which the data emerged with regard to this research incorporated books, peer reviews, web publications, articles, and most importantly; key contacts in the sector, which could give constructive information concerning the matter.
It is vital to recognize the disparities that exist despite the concurrences noticeable at several points. Additionally, the fact that most books, journals, and peer articles have been verified and the authors concerned are qualified enough to make such claims renders their opinions valid and consumable by the public and researchers intending to proceed with investigations (Paas 2009, p. 92). Concurrently, the peer journals also provide up to date information regarding the marketing strategies used by major car manufacturers in emerging markets. Additionally, the fact that such authors are qualified in their concerned fields hence executed reliable researches on the matter, the information they provided were reliable. This trend equally continues to other sources used to discern extensively on the provisions of marketing tactics.
Ultimately, there is analysis of the data collected. The retrieved data from the studied books and interviews must be analyzed and synthesized into a coherent knowledge based on the findings of the research. In this section of the methodology, the data was compiled and assorted such that relevant, similar, and coherent information were put together. Concurrently, conflicting views were equally grouped separately (Sheth 1992, p. 57). This precisely means that the findings, which concur in their viewpoints, serve the same purpose with regard to the mentioned study. Study analysis employs the aspects of qualitative and quantitative aspects. Qualitative analysis considers particular variables and inferences under investigation while quantitative analysis considers the aspects of numbers, volume, degrees, and levels at which the studied variable occurred.
Analysis of the data involves numerous provisions meant to extract the exact information from the collected data. The move provides an easy way of emerging with reliable information while considering the findings deducted. Precisely, the data from the selected publications and interviews will be compounded and concentrated into remarkable findings on the marketing strategies used by major car manufacturers in emerging markets. An important provision in this context incorporates the aspects data analysis as indicated earlier (Arnold & Quelch 1998, p. 34). It is possible for the analysis to use descriptive mechanisms to help in expounding on the achieved findings and relating them to the concerned research question. It is with vitality that the mentioned research activity will materialize and have its data analyzed for viable findings.
Task
Duration
Start Date
End Date
Identifying Viable Research Topic
7 Days
24.04.2012
01.05.2012
Indentifying research problem statement
5 Days
02.05.2012
07.05.2012
Research Proposal
28 Days
08.05.2012
05.06.2012
Setting Research Questions, Objectives, and significance of the Study
15 Days
15.06.2012
30.06.2012
Theoretical Framework
10 Days
01.07.2012
10.07.2012
Formulating the Research Methods / Data Collection methods / Data Analysis practices
12 Days
11.07.2012
23.07.2012
Ethic issues
8 Days
24.07.2012
01.08.2012
Research Strategies
4 Days
02.08.2012
06.08.2012
Research Methods
4 Days
07.08.2012
11.08.2012
Data Collection
28 Days
12.08.2012
09.09.2012
Analysis, results and conclusions
20 Days
10.09.2012
30.09.2012
Research Timetable
Ethical Issues
This study embraces ethics in its entire contexts. This is quite important when considered critically. Observing morals and preserving the dignity of the concerned regions targeted by the marketing strategies are crucial (Omar & Nwankwo 2011, p. 224). Additionally, the authors of the mentioned publications must be recognized for their contributions in this study. It is ethical to do so despite the legal requirements guiding such issues.
Summary and Conclusion
The aim of this study is to unveil the marketing strategies used by major car manufacturers in emerging markets. It is crucial to agree that the automobile industry is rapidly growing. The industry is quite competitive due to new technologies and the changing market demands (Harris 2004, p. 97). This has forced various organizations to revisit their marketing strategies and other business operations so as to remain buoyant in the market. Major car manufactures have formulated various strategies that can allow them grasp and retain considerable market share in the emerging markets. Contextually, there are freshly emerging markets for the motor vehicle industry. It is crucial to understand the marketing strategies used by major car manufacturers in emerging markets so as to determine their fates and prosperity in such markets. Turkey exists among such markets due to various opportunities it offers to the major car manufacturing organizations. Nonetheless, such organizations require appropriate marketing tactics to enhance their market divide and global visibility. The marketing strategies employed in this context range from improved marketing ventures to production of various types of vehicles that would meet the varying customer demands. The use of other novel marketing options is equally considerable in this context. The expected contribution of this study is vast and considerable as indicated in its objectives. The aspects of research questions, literature review, methodology, and ethical concerns equally matter in this context.
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