MARKETING MIX AND CORPORATE SOCIAL RESPONSABILITY IN AUTOMOTIVE INDUSTRY – CASE STUDY: MAZDA MOTOR CORPORATION

Stefan Catana and Sorin-George Toma
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Stefan Catana: FACULTY OF ADMINISTRATION AND BUSINESS, UNIVERSITY OF BUCHAREST, BUCHAREST, ROMANIA
Sorin-George Toma: FACULTY OF BUSINESS AND ADMINISTRATION, UNIVERSITY OF BUCHAREST, BUCHAREST, ROMANIA

Annals - Economy Series, 2021, vol. 1, 205-209

Abstract: In the automotive industry - a highly competitive environment in which is difficult to gain substantial competitive advantages-it has become harder to differentiate from the restof the competitors. In order to scientifically manage the customer’s needs, a compnay should carry out a rigorous marketing mix: product, price, place and promotion. The corporate social responsibility actions are also determinant. The aim of this paper is to highlight the importance of marketing mix and corporate social responsabilityin automotive industry and to underline the way in which Mazda Motor Corporation relates to the components of the mix. The research methodology was based on quantitative method. The paper presents the main components of the marketing mix in the case of the Japanese corporation. The results show that Mazda Motor Corporation managed to use the components of the marketing-mix and to implementthe CSR philosophy in a unitary and modern way adapted to its profile.

Keywords: Mazda Motor Corporation; marketing mix; automotive industry; competitivity (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (19)

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