Introduction

Martin Beck-Burridge and Jeremy Walton

Chapter 1 in Sports Sponsorship and Brand Development, 2001, pp 3-10 from Palgrave Macmillan

Abstract: Abstract THE world’s automobile industry has, for at least the last two decades, been characterized by over-capacity of production in all sectors, an excess supply of products to all market segments and intense competition within the industry. Manufacturers have been constantly pursuing strategies and policies that will provide them with opportunities for escaping the dominance of price competition, which is still limiting the profit margins of even the largest mass manufacturers. However, for lower volume manufacturers the problem is compounded, because they are unable to pursue the same economies of scale production and cannot compete against the major mass manufacturers on price alone. They are forced to pursue more selective and aggressive policies of differentiation and originality in order to succeed, and therefore avoid facing the mass manufacturers head-on.

Keywords: Price Competition; Brand Image; Premium Prex; Small Niche; Economic Research Working Paper (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50822-4_1

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DOI: 10.1057/9780230508224_1

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