The PSA Group . Peugeot & Citroen

THE MARKETING STRATEGY

Marketing is not a specialized performance at all. It encompasses the entire business. It is the whole business seen from the point of stance of its final result, that is from the customers point of view. Concern and responsibility for marketing essential therefore permeate all areas of enterprise.

(Peter Drucker, 1954)

International marketing is becoming more than important to companies as the world shifts from distinct national markets to link up global markets. Globalization brings homogenization of consumer needs, liberalization of trade, and competitive advantages of operating(a) in global markets. Companies are forced to think and deed globally in order to survive in such(prenominal) a dynamic environment.

The rapidly changing environment is alter all automotive industry players. The industry is being reshaped as never before by environmental issues, legislation, market fragmentation, sassy technologies, new materials, advanced manufacturing techniques, new selling methods, emerging markets and, preceding(prenominal) all, by consolidation and collaboration.

PSA: Marketing Oriented?

The PSA root certainly showed a lot of ambition and in keeping with this theory, they expose many new plans and formed alliances. In effect, marketing cannot be looked at on its own as it involves many several(predicate) stages before the final product reaches the customers.

How to develop marketing orientated business:

It is useful to revisit Peters and Waterman (In Search of Excellence) [4].



They determine the following characteristics of high performing companies

1.Closeness to the customer - intimacy and a profound understanding of their needs.

2.Productivity through people - Recognizing that employees are the about important internal customers of a business.

3.A bias for action - Doing- as opposed to talking about doing

4.Value driven - Providing continuous entertain to customers through products and service offerings.

5.Simple form lean staff - organic law structures that facilitate customer interaction.

The marketing strategies of companies are looked...

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