Concept of Marketing Strategy

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Table of contents

1. Introduction
1.1 Background of study
1.2 India and its culture
1.2.1 Indian economy and liberalization
1.2.2 Automobile sector and its growth in India
1.3 Purpose of study
1.4 Research question
1.5 Significance of the study
1.6 Limitations
1.7 Structure of the Thesis
2. Theoretical Framework
2.1 International marketing
2.2 Marketing entry concepts
2.2.1 Special problems in international marketing
2.2.2 Motives for international marketing
2.3 Concept of marketing strategy
2.3.1 Key elements of marketing strategy formation
2.4 Concept of marketing mix
2.5 Continuum of adaptation
2.6 Culture and its concept
2.6.1 Culture in brief
2.6.2 Culture defined
2.6.3 Culture and international business
2.6.4 Elements and characteristics of culture
2.6.4.1 Eight characteristics of culture
2.7 Cultural differences
2.8 Cultural dimension models
2.8.1 Hofstede’s model
2.8.2 Trompeenars model
2.9 Halls high/ low context approach
2.10 Cultural influence on marketing mix
2.10.1 Impact of cultural differences on marketing mix
2.11 Conclusion of theoretical framework
3. Research Methodology
3.1 Introduction
3.2 Research strategy
3.3 Research design
3.4 Case selection
3.5 Data collection
3.5.1 Data collection of secondary materials
3.5.2 Empirical data collection
3.5.3 Interviewees
3.6 Quality criteria
3.6.1 Reliability
3.6.2 Validity
3.7 Ethical consideration
4. Empirical findings
4.1 Introduction
4.2 Company background
4.3 Corporate logo
4.4 Corporate vision and values
4.4.1 Values
4.5 Volvo in India
4.5.1 Corporate values of company
4.6 Volvo and Indian culture
4.7 Marketing strategy of Volvo cars in India
4.8 Volvo adaptation to local culture
4.8.1 Volvo products in Indian market
4.8.2 Volvo pricing in Indian market
4.8.3 Volvo distribution in Indian market
4.8.4 Volvo promotion in Indian market
4.8.5 Volvo branding in Indian market
4.8.6 Volvo personal selling process
4.8.7 Volvo after sales service
4.9 Overall comments
5. Analysis
5.1 Cultural influences on Volvo car company in India
5.2 Adaptation of controllable factors with respect to culture
5.2.1 Adaptation of product
5.2.2 Adaptation of price
5.2.3 Adaptation of distribution channels
5.2.4 Adaptation of promotion
5.2.5 Adaptation of brand
5.2.6 Adaptation of personal selling
5.2.7 Adaptation of service
5.3 Influence of culture on controllable variables
6. Final discussions and recommendations
6.1 Final discussion
6.2 Conclusion
6.3 Recommendations
6.4 Future investigation
References