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Essay / Research Paper Abstract
The car manufacturer Daewoo launched in the UK in 1996. The company had a rapid success due to the marketing strategy that was developed. This 9 page paper examines the way the company used integrated communications marketing, IMC, to gain market share. The bibliography cites 8 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEdaewooIMC.rtf
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Unformatted sample text from the term paper:
did not have a well known name, and in 1996 when Daewoo entered the UK market this was already mature, arguably the market was saturated. The cars being sold were
seeing prices drop as the demand was lower than the supply which resulted in gluts and the need to drop prices in line with the usual supply and demand (Nellis
and Parker, 2000). However, within three years from a standing start the company had managed to gain a market share of 1% in the UK (Hooley et al, 2003).
This was an amazing achievement, and in hindsight it was a crowning glory as not long after this the sales started to decline due to the parent
companys bankruptcy and the failure of the initial talks with General Motors. However when with this later failure the marketing achievement of the company cannot be denied, without the
success of the integrated marketing communications strategy it is unlikely Daewoo would have received this success, and the later failure in the UK may be attributed other factors outside of
marketing (Darby, 2002). The sale of cars is a competitive market, most car manufacturers at the time relied on television marketing was the main form of
communication (Campaign, 1997). Television takes a large budget and needs ongoing expenditure. New companies are limited in terms f budgets, especially in a marketing where there were already many promotional
offers are being used to sell cars and there is a high level of existing competition. However if we consider Daewoo then the real innovation was the clever way in
which the marketing was developed as an integrated marketing communication (IMC) strategy and effectively managed to find a gap in the market which it levered to its advantage.
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