Petrescu Nicolae Daniel, Petrescu Mariana, Marketing Environment Particularities Of Automobiles Manufacturers, Analele Universitatii Din Oradea, St…. [617654]

1082 MARKETING ENVIRONMENT – PARTICULARITIES OF
AUTOMOBILES MANUFACTURERS
Petrescu Nicolae-Daniel
Academia de Studii Economice Bucuresti, Scoala Doct orala, Domeniu Marketing, Str. Nicolae
Titulescu, Nr 17, bl. I5ab, sc. b, ap. 5, Craiova, Dolj, [anonimizat], [anonimizat]
Petrescu Mariana
Universitatea din Craiova, Facultatea de Economie s i Administrarea Afacerilor, Master Managementul
si Dezvoltarea Resurselor Umane, Str. Nicolae Titu lescu, Nr 17, bl. I5ab, sc. b, ap. 5, Craiova, Dolj ,
[anonimizat], [anonimizat]

In the marketing concept an important place is occu pied by the environment where organizations are
developing their activities. Technology occupies th e most important place in automobile manufactures
industry, and we can even says that if you have not a product in compliance with technology developmen t
you disappear or you will be buy by which is most a dapted to “new”. For the automobiles manufacturers
the globalizations means the fusion between importa nt companies like Renault-Nissan group or Daimler-
Chrysler group (that functioned till recently) Phil ip Kotler defines the internal marketing environmen t
”The actors around the organization that influence the capacity to serve the customers: the organizati on
itself, the marketing intermediaries, customers mar kets and public categories.”

Cuvinte cheie: marketing, enviroment, technology , globalizations

In the marketing concept an important place is occu pied by the environment where organizations are
developing their activities.
At the beginning of the third millennium an importa nt change rate is recorded, the companies must obse rve
that the marketing environment is changed in just a few years The economic environment of our times is
shaped by two great forces: globalizations and technology.
For the automobiles manufacturers the globalization s means the fusion between important companies like
Renault-Nissan group or Daimler-Chrysler group (th at functioned till recently), therewith the globali zation
also means the buying of smaller brands by the bigg er once, as Renault done with our traditional car
manufacturer from Pitesti, Dacia Automobile. For th e example we can talk of one of the most success ca r
manufactures of the moment the Volkswagen group, wh ich own the following brands Skoda, Seat, Audi,
but also the luxury sport car Lamborghini.
The best response to the globalization effects come s from Asia cars manufacturers, for example Toyota
was the biggest manufacturer of year 2008, modifyin g the tradition of the first place where the Americ an
giant General Motors was situated not very long tim e ago. Even the Asian manufacturers have moments
when they were in the time of collapse, the Korean car manufacturers in the recent period becomes bigg er,
Hyundai become one of the great manufacturer of the world the own another important brand KIA..
Hyundai is struggle with American brands on their o wn territory in US, (they have there plants). Not the
same thing we can talk about Daewoo Korean brand wi tch can be considered “a Korean disaster” as Jack
Trout said in his book “ Diferentiaza-te sau mori”.
Daewoo was the second conglomerate in South Korea, from his size. The company was involved in no less
than twenty five activities (automobiles, telecommu nications, pc, hotels, electronics, shipyards,
constructions, security systems, armament, etc).
This is the worst example of economic grow, because the chaebol expansion (Korean jokes saying that the
chaebol specification is: “from needles to satellit es”) was based on government backing who also was
based on financial institutes who give funds to thi s desires of expansion. With 50 billions of debt it is no a
wander that the company was put for sale. One of th e most profitable parts of the company the car
manufacturer was bought by the America giant Genera l Motors, wearing now the Daewoo brand for Asia
market and Chevrolet brand for the other markets of the world. However GM decided to buy only the plan s

1083 from Korea the other once letting them to utilize t he Daewoo brand and give the components to carry on
their business. The Daewoo plant from Craiova was b ough by Ford in the spring of 2008.
Technology occupies the most important place in aut omobile manufactures industry, and we can even says
that if you have not a product in compliance with t echnology development you disappear or you will be
buy by which is most adapted to “new”
An example of last generation technology is the las t generation of Volkswagen group TFSI engines, whic h
have the most reduce carburant consume at this time .
It is also important to mention that the devise of Audi factories is “Progress by technology Discover your
Audi model “or “Your progress is our motivation”
Audi definition for “Progress by technology “is: “t echnological innovation is experience in this domai n –
and a permanent search and attempt of find and impl ement new and revolutionary technologies. A belief
which involve sportive, perspective reflection and high quality and which is find again in each car ho w
have Audi logotype. Also Audi group says, “Words an d imagines can not equal the intensive experience o f
“Progress by technology “, “the real pleasure of dr iving an Audi. Have a pleasant time in choosing you r
own Audi!”
Also in development and technology market growing s trategy, Audi have devices your dynamism is our
passion – The dynamism is a factor of our progress –in this way the innovations in development of engi ne
are very important. Our absolute performance may be better observed at Le Mans 24 Hours racings. After
many victories obtained in this completion with mot or engine FSI technology, we succeed in making
another big salt by equipage for first time a racin g car with a diesel engine (TDI).
Audi also declare Our innovation spirit is Your adv antage- However good are already our products, we
constantly make efforts to make them better Quattro , the integral traction Quattro, Audi Space Frame A SF
and the magnetic suspense system which have adapted are all products of this approach. This entire are
create for one single tendency –which you can live by driving the real “Progress in technology”.
Also technology means progress and progress means u nless pollution- The cleanest Diesel in the World; In
the middle of the 2008 year, Audi will start the c leanest turbo diesel engine in the world. The new T DI
propellers will use the last common rail generation , with
Injectors and 2000 baric injection pressure a recal culation system very efficient and optimize extra f elling.
For the first time in the world, for a good manage of burning process, were put on sensors in burning
room. The new Diesel versions, witch will respect E uro 5 norms above it will be enforce, will have a
reduction of nitrogen oxide emission with 90%.
In 2/07 Audi Magazine, to accentuate the top of the range of technology involve in its automobiles, Au di
make compare in time between the best planes of the time and his products.
In ’30 years compare is Audi Imperator and Junkers, the parallel auto-air in ’80 years put face to fac e Audi
100 and Boeing 707, in ’80 Audi quarto fight with F -18 Hornet, and in our days Audi A8 is placed near
Learjet -45 XR.
Those are only few ideas about technology that Audi try to use to promote his products, and we can say
they succeed to do this thing, Audi has in this mom ent Mercedes and BMW the main competitors on the
European market and also Romania, let’s remained ou r self that in ’70-’80 years Audi was not a high cl ass
automobile how it is in the present days, its main competitors were Fiat, Renault, Peugeot, Citroen an d
Opel.
The technology, changes and progress are presented by Mercedes in his start promotion of his new A cla ss:
FOLLOW YOUR OWN WAY – Each generation is different. Each generation has h er own dreams and
whishes .The tendency for our days is respect no te ndency. People wishes to follow their own way. For this
people we built an automobile: A class .
Toyota company also, which became the biggest car m anufacture in the world put the accent on
innovation, improvement and car technology improvem ent, as senior manager Takeshi Yoshida says: ”The
capacity of currently acquire and apply new knowled ge for evolution and innovation is the lead force i n
finding the excellence.
We can say that without adapting yourself at enviro nmental changes and applying the new technology
development …safety, environmental pollution, lower user and service costs, quality and reliability yo u
can not survive on the market and then you will dis appear.

1084 Philip Kotler defines the internal marketing enviro nment “The actors around the organization that infl uence
the capacity to serve the customers: the organizati on itself, the marketing intermediaries, customers
markets and public categories.”
Marketing managers must create relations with clien ts by creating the value and customer satisfaction. For
realizing a good marketing activity it must by acco mplish a good communication and interdependence
between different departments of company, customers , intermediaries, concurrency and those witch
formatted the network of value.
For creating the marketing plans the marketing mana gers must take in consideration other groups from t he
company (the top management, the finances, the acco unting department, the development-research
department, the logistics and production or exploit ation department). The top management establishes t he
strategies, the policies, and the objectives and fi rms mission. The finances department of automobile firm
is concerned with finding the most advantage source of finance for development some new projects. The
account department has to calculate the incomes and the costs in order to establish how the marketing
department accomplishes its role. The logistics dep artments establish materials, subsets, utilities su pply in
order to create competitive products. The productio n department have an important role in create high
quality automobile witch will be sell then using th e strategies establish by the marketing department.
The supplier
The suppliers are an important part of firm global system. The suppliers supply all that the firm need s to
manufacture automobile (parts supply, landmarks, su bsets, projects, software, utilities). The problems with
suppliers can severe affect firm’s activity and als o the marketing department. Because the automobile
production is very complex is important to study ev ery time the level of supply resources, the strikes and
scarcity periods. This entire situation can influen ce in the short or medium run sales activity. Is a necessary
to monitor prices tendency of products and services delivered. The appreciation of products and servic es
used in automobile production cause the appreciatio n of final products prices and this cause selling
depreciation.
The intermediaries
The intermediaries help firm to promote its automob ile, to sell automobile and to distribute its produ cts to
final customers. The special intermediaries for aut omobile domain are firms witch resell cars, marketi ng
services agencies and financial intermediaries. Aut omobiles dealers and distribution channels help
company to find its customers and sell the products to the final customers. The selection of business
partners help automobiles promotion, distribution a nd selling, is not an easy thing because it had to
accomplish some demands and standards.
Marketing services agencies are firms specialized i n marketing research, publicity agencies, firms
specialized in marketing consulting witch help auto mobile company to manage products to proper markets
and promote products.
The category of financial intermediaries takes bank s, credit companies, assurance societies, and other kinds
of companies witch are associated with automobile b uying and selling. Now days we can say that
automobile market can not function without financia l intermediaries. An conclusive example for Romania n
market in Renault company witch development its own financial intermediaries firm RCI leasing, witch
contribute to credit its automobile and also establ ish partnership to other intermediaries firms (BRD)
The customers
The automobile organization had to study five types of markets for developing its business in good
condition.
The consumer market –is compose by individuals, fam ilies, households which buys automobiles for them
own use.
The business markets (organizational)-buy automobi le for other processing for example auto tuning fir ms
and we can specify the partnership between Mercedes and tuning firm Brabus.
The reselling markets –buy automobile witch will be than resell with later profit, on this market we c an
include firms or private persons witch buy and rese ll later, automobiles limited or collection edition s.

1085 The governmental markets are composing by governmen tal agency which buy automobile for producing
public services.
The international markets are represented by all th ese markets, all markets placed on other countries
territory.
Each of these markets has their own particularities which are indicate to be study by the sellers.
The competitors
In order to succeed the automobiles firm had to del iver value and more satisfaction than its competito rs, for
this reason the marketers had to adapt themselves t o customers needs and requires. Is important to obt ain a
concurrencies advantage by placing the penetrate ma rket automobile in customer mind. “Chevrolet is one
of the most promote products in the world. In last years General Motors spent 178 million dollars for
promote Chevrolet brand in United States. This sum of money equate to 487 000 dollars spent on day or
2000 dollars on hour.”(Al Ries, Jack Trout,Pozition area lupta pentru un loc in mintea ta,pag.29)
We can not speak about optimal concurrencies market ing strategy for all the competitors. The important
companies use strategy witch small company can not afford.
Jack Trout in his book “Trout despre strategie” presents different aspects of Leader positions:
“Leader position in selling, Toyota Camry is the bes t sold car in America. But also other companies can
pretend that they have the Leader position in selli ng, if calculate the spellings in different ways. F or
example Chrysler Dodge Caravan is the best sell van . Ford Explorer is the best sell all terrain vehicl es.
This approach function because people buy what othe r people buy. (Jack Trout,Trout despre strategie)
“Leader position in technology. Some company witch have a long history of technological realization ca n
use this leader position aspect for making the diff erence.(Jack Trout,Trout despre strategie pag.53)
“Leader position in what means performance. Some co mpanies have very big performances even if they do
not sell very well. (Jack Trout,Trout despre strate gie pag.53)
We can affirm that exist victorious strategy and al so strategy which do not have the best result, and not
always a bigger car manufacturer will has a better strategy than a smaller car manufacturer.
Public Categories
In marketing environment are included also differen t public categories. Public category – “Any group that
have an effective interest or potential in capacity of one organization to fulfill objectives or an ef fective or
potential impact over this capacity” (Kotler, Amstrong – Principiile Marketingului Edit ia a-III-a, pag 161)
Public categories that influence organizations from auto domain are:
Financial groups which influence the obtaining of found; here are e ntering banks, investment
organizations and shareholder.
Media groups, which are formed by magazines, newspapers, TV, rad io, which make ideas, comments and
news about auto industry.
The civically groups they can contest the marketing decisions of auto m anufacturers. In this part enters
consumers organizations, ecologists etc.
General public must be taken in care by the auto manufacturer beca use the attitude of public will influence
the organization image.
Local public groups are represented by community, the bigger car manufa cturers have managers to
communicate with community for sustaining some caus es of company.
Internal public groups are formed by employers, managers, board administra tors. The firms make internal
notes because when internal groups are informed a m otivated, and have a good opinion about the company ,
will be very good for the company.
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