Volvo Marketing Strategy

36220 Words Nov 2nd, 2010 145 Pages
Bachelor Thesis (15pt)

Does Volvo Cars’ marketing strategy differ according to consumer behavior in Sweden and in France
A study of how Volvo Cars adapts its marketing strategy in France compared to Sweden Deborah Samama Jessica Vega
Supervisor : Owe R. Hedstrom Spring Semester 2010 Umeå School of Business

Acknowledgments
We would like to thank our supervisor Owe R. Hedstrom who, with his experience, has helped and guided us in the writing process of our Bachelor thesis. Our thanks also go to our Swedish acquaintances who have helped us translating some of our sources concerning Volvo Cars from Swedish to English. They also gave us precious information about the Swedish culture and values and allowed us to understand better the
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..................... 3 1.2. Theoretical background........................................................................................................... 4 Brand image..................................................................................................................... 4 Consumer perception ...................................................................................................... 6 Adaptation ....................................................................................................................... 7

1.2.1. 1.2.2. 1.2.3. 1.3. 1.4. 1.5. 1.6. 2.

Research question ................................................................................................................... 7 Purpose.................................................................................................................................... 7 Scope ....................................................................................................................................... 8 Limitations ............................................................................................................................... 8

Methodology chapter.......................................................................................................... 10 2.1. Practical preconceptions
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