Global Marketing

Paper Summary:

This paper looks at the importance of a global marketing strategy which has hit the automobile industry. By focusing on one specific campaign, this paper sees how the company adapts its focus depending on the culture of the country and the perceived needs of the customer. The campaign examined is that of the Mini being promoted in America by pushing the concept of "motoring."

From the Paper:

"For people in the United States and United Kingdom alike, automobiles are much more than just a way to get around. They are objects of fashion, status, wealth, success and power. Global car manufacturers strive to meet international aspirations, while competing with others through price, volume and quality. One important key strategic priority for a global car manufacturer is to develop a desirable, quality brand that would increase its market share. Through promotional tools, car manufacturers aim to increase brand recognition and the company's reputation."

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