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Essay / Research Paper Abstract
Daewoo entered the UK marketing in 1996 and by 1998 had managed to gain a 1% share of a very competitive market. This 8 page paper looks at how the company used an integrated marketing communication model in order to develop a unique position to sell cars in the UK automotive industry. The paper also consider he the same approach has been successful for other companies. The bibliography cites 6 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEdaewoo.rtf
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Unformatted sample text from the term paper:
a 1% share of the market competing against large powerful companies such as Ford and General Motors (Hooley et al, 2003). If we consider the way that this was achieve,
especially when it is considered that the cars were in no way new or innovative, the designs the company launched with; the Nexia and Espero, were old General Motors designs
that the company gained a license to use (Hooley et al, 2003). The strategy and advantage that they gained was the perception that was created in the minds of the
potential target market. This was achieved with the single voice approach, also known as integrated marketing communication (IMC). To consider how and why Daewoo were so successful we will look
at the concept of IMC and the benefits is can bring and then look at how it was applied in the Daewoo case, We can then look at how it
is still used today with may other brands and continues to create value where used correctly. Integrated marketing communication has been defined
by Nichols (et al, 2001; 703) in a broad manner as; "technique that combines all the promotional tools into one comprehensive and unified promotional strategy". the American Associations of Adverting
Agencies where it is stated the integrated marketing communications; "is a concept of marketing communications planning that recognises the added value of a comprehensive plan. Such a plan evaluates the
strategic roles of a variety o communication disciplines" (Kotler, 2003; 583). These are broad definitions, but both are very similar, the
second definition has the need for the tools of communication to be used in a strategic manner. However they may both bee seen as approaches that may fit in more
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