The author concluded that the success of the brands in the country was largely due to the fact that they employed an effective marketing communication strategy. The success of this strategy was due to the fact that both these companies effectively studied the mindset of the customer while framing the marketing communication strategy.In order to understand the dimensions of the concept of marketing communications, a comparative analysis of the marketing communication strategy has been conducted. The companies selected for this study are Skoda Motors and Ford motors. The choice of the companies has been done on the basis of the targeted customer base of both the firms. The choice of Skoda motors has been deliberately done as the company used an effective marketing communication program to shed its image of being a low quality car manufacturer. Ford on the contrary has a good brand image and its marketing communication is targeted mainly towards enhancing its market share and reinforcing its brand image.The study has been carried out using secondary data sources, consisting of research reports and other research work done on the topic. The study has the limitations of not conducting any primary research hence there is no account of the first hand market data. Moreover statistical analysis cannot be carried out due to lack of primary data over the topic.Skoda was perceived as one of Europe’s most prestigious car makers until the outbreak of the Second World War. The communist regime and other political changes had a negative effect on the company. Skoda came to be perceived as a company. Mix for Consumer Vehicle Brands in the UK.
Kurtz, D L. 2008. Contemporary Marketing. Cengage Learning.
Shimp, AT. 2008. Advertising Promotion, and Other Aspects of Integrated Marketing Communications. Cengage Learning.
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