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The Psa Group . Peugeot & Citroen

3598 words - 14 pages

THE MARKETING STRATEGY"Marketing is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of enterprise."(Peter Drucker, 1954)International marketing is becoming more important to companies as the world shifts from distinct national markets to linked global markets. Globalization brings homogenization of consumer needs, liberalization of trade, and competitive advantages of operating in global markets. Companies are forced to think and act globally in order to survive in such a dynamic environment.The rapidly changing environment is affecting all automotive industry players. The industry is being reshaped as never before by environmental issues, legislation, market fragmentation, new technologies, new materials, advanced manufacturing techniques, new selling methods, emerging markets and, above all, by consolidation and collaboration.PSA: Marketing Oriented?The PSA group certainly showed a lot of 'ambition' and in keeping with this theory, they unveiled many new plans and formed alliances. In effect, marketing cannot be looked at on its own as it involves many different stages before the final product reaches the customers.How to develop marketing oriented business:It is useful to revisit Peters and Waterman (In Search of Excellence) [4]. They identified the following characteristics of high performing companies1.Closeness to the customer - intimacy and a profound understanding of their needs.2.Productivity through people - Recognizing that employees are the most important internal customers of a business.3.A bias for action - Doing- as opposed to talking about doing4.Value driven - Providing continuous value to customers through products and service offerings.5.Simple form lean staff - organization structures that facilitate customer interaction.The marketing strategies of companies are looked at not only by the internal factors as stated above but are also looked upon by many external factors too. It is seen in the case of the PSA Group, their plan, as announced by Jacques Calvet, to "become the leading car manufacturer in the European Market" was unexpectedly shelved. The external factors such as the rise of German competitors coupled with the recession of the Western Market due to the opening of the Eastern European Market lead to the PSA Group having to change its outlook. This 'external environment' took a turn for the worse as recession continued to grow and lasted right upto 1993.The other factors which affected the performance of the automobile manufacturers was the effect on the currencies of the countries as at that time Europe had not adopted the single currency system. Infact it was this single currency system that Jacques Calvet thought would be the major defining moment for the PSA group and the industry in general. One...

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