Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 596-049-1
Subject category: Marketing
Authors: John Saunders (Loughborough University); T C Melewar (De Montfort University)
Published in: 1996
Length: 8 pages
Data source: Published sources

Abstract

The European car market has seen many changes in the last 50 years, not least in the UK, where the formation of British Motor Holdings in 1952 subsequently led to the formation of British Leyland and then to the Rover Group. Rover itself has had several owners/partners. The latest change took place recently with BAe selling its 80% stake in Rover to BMW, an action which completely and utterly bewildered Rover''s other shareholder, Honda. Through the clever acquisition of Rover, BMW has repositioned itself in the European car market. By gaining valuable market share and significantly broadening its product base, without affecting its core business and brand identity, it has become a major force to be reckoned with in the European car market. Consequently this has left Honda to ''lick its wound'' and to ponder its future in the European car market. The teaching objectives are: (1) to allow students to apply ideas presented in the customer satisfaction and competitive analysis chapters; (2) to give students an opportunity to analyse a small-share competitor''s marketing strategy and its attempt to revise that strategy; (3) to provide students with practice in developing marketing strategy recommendations.
Location:
Industry:
Size:
DEM7 billion
Other setting(s):
1994

About

Abstract

The European car market has seen many changes in the last 50 years, not least in the UK, where the formation of British Motor Holdings in 1952 subsequently led to the formation of British Leyland and then to the Rover Group. Rover itself has had several owners/partners. The latest change took place recently with BAe selling its 80% stake in Rover to BMW, an action which completely and utterly bewildered Rover''s other shareholder, Honda. Through the clever acquisition of Rover, BMW has repositioned itself in the European car market. By gaining valuable market share and significantly broadening its product base, without affecting its core business and brand identity, it has become a major force to be reckoned with in the European car market. Consequently this has left Honda to ''lick its wound'' and to ponder its future in the European car market. The teaching objectives are: (1) to allow students to apply ideas presented in the customer satisfaction and competitive analysis chapters; (2) to give students an opportunity to analyse a small-share competitor''s marketing strategy and its attempt to revise that strategy; (3) to provide students with practice in developing marketing strategy recommendations.

Settings

Location:
Industry:
Size:
DEM7 billion
Other setting(s):
1994

Related