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| Author: | Meade, N. |
| Title: | Strategic positioning in the UK car market. |
| Journal: | European Journal of Marketing
1987 : VOL. 21:5, p. 43-56 |
| Index terms: | PRICE POLICY PRODUCT POLICY CAR INDUSTRY UNITED KINGDOM |
| Language: | eng |
| Abstract: | The strategic positioning practice of the manufacturer active in the UK car market is discussed. The statistical background of the study is described. The relative market position of cars is examined with the aid of multivariate statistical techniques. The method of making comparisons within and between manufacturing ranges is analyzed. Pricing policies are identified and the marketing mix is discussed. The elaborated pricing policy model is used as a predictive tool to estimate the prices of a newly introduced range of cars. The proposed methods and models can be used in any competitive market. |
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