Scholarly record
AN ANALYSIS OF THE MARKET POTENTIAL REGARDING CAR SALES RE-LAUNCH
Abstract
Despite all measures taken from the onset of the crisis in 2008, including the financial support offered by some countries, the automobile market has not recovered yet, and in 2014 sales are still well below market expectations. Analysing the automobile market after 2010, this paper aims at discovering the tools necessary for sales increase, and the challenges automakers will have to face in the coming years. Through comparative analysis of statistical data and of the trends in demand identified in the last year, through market research and considering carmakers' strategies, we intended to obtain genuine information, which, if applied under uniform programmes, would determine the formulation of policies for sale ready to meet the new requirements of the automotive market. The auto industry has a huge impact in the economies of those countries where governments find ways to create a legislative framework, thus encouraging such business not only for manufacturers, but especially for buyers who are the only ones able to sustain sales recovery. The demand for cars is not to be treated only in general. It requires a structural analysis, due to all the transformations undergone in recent years which must be taken into consideration when designing specific products followed by adequate sales policies. In this paper we found that marketing and sales traditional tools were still used, products were generally still classic, with a range of "gadgets" adapted and attached, but without the necessary "sparkle" which to increase market's appetite for automobiles. It is now the time for new marketing strategies, for smart products with absolute technical novelties not only at an optional level, but also at the level of the automobile's structure.
Publication Impact Profile
Publication details
References10
Scrappage scheme data analysis. Press release. Retrieved from http://lib.smmt.co.uk/articles/news/News/Detailed%20scrappage%20scheme%20data%20-%20October%202009.pdf
http://www.oecd.org/economy/outlook/
www.oecd.org/crisisresponse
www.acea.be/
Brian D. Biro, Dincolo de succes (original title "Beyond Success"), Business Tech Publishing House, Bucuresti, Romania, 2011
Johan A. Lybeck, Istoria globala a crizei financiare (original title "A Global History of the Financial Crash"), Polirom Publishing House, Iasi, Romania, 2012
Sylvia Nasar, Geniul economic (original title "Economic Genius"), All Publishing House, Bucuresti, Romania, 2014
Herman Simon & Frank Bilstein & Frank Luby, Profit nu cota de piata (original title "Manage for Profit, not for Market Share"), All Publishing House, Bucuresti, Romania, 2011
http://www.economist.com/blogs/schumpeter/2013/10/global-car-industry
http://www.rri.ro/en_gb/the_romanian_car_market-12989
View or Download full articleAccess options
SWS access login
Login as SWS Scientific CommitteeLogin as SWS Scientific PartnerLogin as SWS AuthorAuthors and approved SWS contributors will read and export their own linked papers after identity matching by SWS profile, email and SGEM GlobalID.
For librarian assistance: [email protected]
Purchase Instant Access
- Article can be downloaded after successful payment.
- Article may be used according to SWS library access terms.
- Article cannot be redistributed.
