The internationalization of Volvo Car Corporation: The choice of marketing mix components in the international marketing
Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
This thesis concerns adressing difficulties in conducting business internationally and in which way a multinatonal company go about doing that and how it is done in the three different countries Spain, Sweden and the U.S. This thesis answers questions like why and what underlying components for product, promotion, price and distribution Volvo has used in its marketing mix strategy, when entering the three different markets. An understanding of whether the company standardizes marketing mix or if it adapts marketing mix across countries is also generated.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:su:diva-4697OAI: oai:DiVA.org:su-4697DiVA: diva2:194282