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    Volvo's Heart Will Remain in Sweden'

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    Giang Đinh
    Volvo's headquarters and manufacturing plants will remain in Sweden even after being purchased by a Chinese automaker. The chairman of the new owning company believes Volvo's strong brand reputation for safety and technology will help it succeed in new global markets. While the brand was attractive for expanding into China and other markets, the manufacturing roots in Sweden provide important brand differentiation from other automakers. Maintaining this differentiation through clear targeting, customer relationships, brand credibility, and unique products will help preserve Volvo's competitive advantage.

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    Volvo's Heart Will Remain in Sweden'

    Uploaded by

    Giang Đinh
    158 views1 page
    Volvo's headquarters and manufacturing plants will remain in Sweden even after being purchased by a Chinese automaker. The chairman of the new owning company believes Volvo's strong brand reputation for safety and technology will help it succeed in new global markets. While the brand was attractive for expanding into China and other markets, the manufacturing roots in Sweden provide important brand differentiation from other automakers. Maintaining this differentiation through clear targeting, customer relationships, brand credibility, and unique products will help preserve Volvo's competitive advantage.

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    Volvo

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    Volvo's headquarters and manufacturing plants will remain in Sweden even after being purchased by a Chinese automaker. The chairman of the new owning company believes Volvo's strong brand reputation for safety and technology will help it succeed in new global markets. While the brand was attractive for expanding into China and other markets, the manufacturing roots in Sweden provide important brand differentiation from other automakers. Maintaining this differentiation through clear targeting, customer relationships, brand credibility, and unique products will help preserve Volvo's competitive advantage.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    158 views1 page

    Volvo's Heart Will Remain in Sweden'

    Uploaded by

    Giang Đinh
    Volvo's headquarters and manufacturing plants will remain in Sweden even after being purchased by a Chinese automaker. The chairman of the new owning company believes Volvo's strong brand reputation for safety and technology will help it succeed in new global markets. While the brand was attractive for expanding into China and other markets, the manufacturing roots in Sweden provide important brand differentiation from other automakers. Maintaining this differentiation through clear targeting, customer relationships, brand credibility, and unique products will help preserve Volvo's competitive advantage.

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    Volvo’s heart will ‘remain in Sweden’

    1. Differentiation refers to the unique characteristics that are present in a product or


    marketer which differs it from other products or competitors in the market. The
    market can differentiate its product from that of its competitors in any ways. This
    differentiation helps marketers in taking pricing decisions.
    The facts of the case show that the car is able to make a good reputation in the
    motor vehicle market. This can be clearly seen that the benefits and satisfaction
    offered by the car are different from the other cars that are present in the market.
    The differentiation that achieved with the car are:
     Product differentiation: the car is able to make a difference and good
    reputation in the motor vehicle market, thus differentiating itself from the
    similar cars offered by other marketers.
     Brand differentiation: the car has made its brand in the market as the best or
    superior in terms of safety and technology, thus differentiating it from other
    vehicles.
    2. Volvo car was manufactured by a company from Sweden. However, the brand was
    purchased by a company from another country. The plants of the car were not to be
    changed from their correct place.
    The company was prepared to position the car in bigger markets and because of the
    car’s brand in the market, company chairman was sure that the car will do well.
    By purchasing Volvo, chairman company was able to enter into the global brand
    vehicle market.
    The brand was purchased by the company because of the position of the brand in
    the market. The brand was able to create a competitive advantage image in the
    market. It was one of a marketing strategy decision. This will help the company in
    making new customers and will itself become a competition with other companies
    operating in China.
    3. The differentiation of the car must be sustained to enjoy a competitive advantage.
    Few suggestions that can be used by the company for exploiting the market and
    maintaining its comparative advantage:
     Defining of target market clearly
     Enhancing relations with customers
     Creating brand credibility
     Launching valued and unique products

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