Standardization potential within the marketing mix in the central European region : analyzing the subsidiaries of Kia Motors Central Europe / von René Petzner
VerfasserPetzner, René
Begutachter / BegutachterinSpringer, Reiner
Umfang121 Bl. : Ill., graph. Darst., Kt.
HochschulschriftWien, Techn. Univ., Master Thesis, 2010
URNurn:nbn:at:at-ubtuw:1-59850 Persistent Identifier (URN)
 Das Werk ist frei verfügbar
Standardization potential within the marketing mix in the central European region [0.91 mb]
Zusammenfassung (Englisch)

The subsidiaries of the KIA Motors Europe GmbH in Austria, Czech Republic, Hungary and Slovakia are forming the company internal KIA Motors Central Europe business division, while all four parties are single legal entities lead by local management. Looking at current macroeconomic facts and figures of these countries, it becomes clear that KIA is operating in four completely different markets but also cultures and peoples. Analyzing further the concept of standardization in international marketing and addressing standardization respectively differentiation approaches within the marketing mix policies, similarities or differences in the marketing mix execution of the four subsidiaries are claimed. In order to research concrete standardization potentials for the KIA Motors Central Europe business division expert interviews are held with managers of the four subsidiaries and analyzed accordingly. Consequently the achieved results are presented and depending on the marketing mix area common functional approaches or even completely different functional approaches are identified. Based on the researched findings recommendations are addressed per marketing mix policy in order to realize business advantages for the subsidiaries such as cost advantages through common production of point of sale material, raising quality standards in logistics when focusing on one supplier, improving company internal coordination and controlling of marketing activities or building a corporate consistent brand image across the markets when following the pan European advertising guidelines. However for certain areas a differentiated approach is necessary when different local purchase power or local automotive competitive situations request different market selling retail prices and sales promotion activities or local target group behaviours and local media landscapes result in country specific media plans for advertising.