External environmental considerations in the planning of strategies of car dealerships
-
DOIhttp://dx.doi.org/10.21511/ee.08(1).2017.09
-
Article InfoVolume 8 2017, Issue #1, pp. 83-92
- 1925 Views
-
1777 Downloads
This work is licensed under a
Creative Commons Attribution-NonCommercial 4.0 International License
This paper focuses on the external environmental factors that have an impact on the planning of organizational strategies from car dealerships perspective. The paper argues, that the organization`s failure to consider and analyze external environmental factors could render strategies, particularly, marketing communication strategies and campaigns ineffective. It is pertinent to note that the external environmental factors of consideration during the environmental analysis may vary amongst different industries and sectors of the economy. In effective planning of strategies organizations, including car dealerships, in theory are expected to conduct external environmental analysis with more emphasis on market and macro-environments. The purpose of this paper is to test this theory by exploring on market and macro environmental factors that are of consideration in planning marketing communication strategies and campaigns of car dealerships in practice. In order to achieve the purpose of the paper, a qualitative research approach using semi-structured in-depth interviews with marketing personnel of different car dealerships in Gauteng, South Africa was implemented. The paper utilizes a qualitative content analysis in analyzing primary data using Atlas ti version 7 computer software. The results revealed that the economic, season factors and technological advances that might lead to environmental conservation and the target audiences serve as key factors of consideration in the external environment during the planning of marketing communication strategies and campaigns. The results of this paper can be used as a basis for recommendations to stakeholders in the motor vehicle industry. Finally, future research directions are provided.
- Keywords
-
JEL Classification (Paper profile tab)Q55, M31
-
References20
-
Tables0
-
Figures0
-
- 1. Batra, R. and Keller, K.L. (2016). Integrating Marketing Communications: New Findings, New Lessons and New Ideas, Journal of Marketing.
- 2. Bosdriesz, J.R., Witvliet, M.I.,Visscher, T.L. and Kunst, A.E. (2012). The influence of the macro-environment on physical activity: a multilevel analyzis of 38 countries worldwide, International Journal of Behavioral Nutrition and Physical Activity, 9(1), p.1.
- 3. Buil, I., de Chernatony, L., and Martínez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation, Journal of Business Research, 66(1), pp. 115-122.
- 4. Caemmerer, B. (2009). The planning and implementation of integrated marketing communications, Marketing Intelligence and Planning, 27(4), pp. 524-538.
- 5. Caluschi, C. (2013). Improving a Car Dealership’s Communications through the Comunicom Direct Active Communication System, Revista de Management Comparat International, 14(3), pp. 473-480.
- 6. Cheong, Y., Kim, K. and Kim, H. (2013). Advertising and promotion budgeting during volatile economic conditions: Factors influencing the level of decentralization in budgeting and its relations to budget size and allocation, International Journal of Advertising, 32(1), pp. 143-162.
- 7. Crespo Cuaresma, J. and Stöckl, M. (2012). The Effect of Marketing Spending on Sales in the Premium Car Segment: New Evidence from Germany (No. 2012-2). University of Salzburg.
- 8. De Craecker, F. and De Wulf, L. (2009). Integration of Green Marketing within the Automotive Industry - A case study of four car manufacturers on the Belgian market.
- 9. Fulgoni, G. and Lipsman, A. (2014). Numbers, please: Digital game changers: How social media will help usher in the era of mobile and multi-platform campaign-effectiveness measurement, Journal of Advertising Research, 54(1), pp. 11-16.
- 10. Kiran, A.H. (2012). Technological presence: actuality and potentiality in subject constitution, Human studies, 35(1), pp. 77-93.
- 11. Kirtiş, A.K. and Karahan, F. (2011). To be or not to be in social media arena as the most cost-efficient marketing strategy after the global recession, Procedia-Social and Behavioral Sciences, 24, pp. 260-268.
- 12. Kliatchko, J.G. (2009). Revisiting the IMC construct, International Journal of Advertising, 27(1), pp. 133-160.
- 13. Lamprecht, N. (2009). Analyzis of the motor industry development programme (MIDP) as a promotional tool for the South African automotive industry in the global automotive environment, Master’s dissertation, University of South Africa, Pretoria.
- 14. Malhotra, N.K. (2010). Marketing research: an applied orientation. 6th global ed. Upper Saddle River, NJ: Pearson.
- 15. Mangold, W.G. and Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix, Business horizons, 52(4), pp. 357-365.
- 16. Retail Motor Industry. (2014). Members.
- 17. Thomas L.M. (2010). Sending marketing messages within social networking, Journal Of Internet Law, July: 3-4.
- 18. Rollins, M., Nickell, D., and Ennis, J. (2014). The impact of economic downturns on marketing, Journal of Business Research, 67(1), pp. 2727-2731.
- 19. Shearman, S. (2011). Proving social media's ROI, Haymarket Business Publications Ltd, London.
- 20. Singh, S., Sharma, G.D., and Mahendru, M. (2011). The jugaad technology (indigenous innovations) (A case study of indian origin), Asia Pacific Journal of Research in Business Management, 2(4).