Marketing Management Using Digital Communication

Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Student’s Name
University Name
Author note

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MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Introduction
There are continuous changes in the all the industries especially in the automobile
industry due to rapid advancement of technology, emergence of new firms with new innovations.
With the advancement of technology and continuous innovations in the world, there are huge
opportunities for the existing players in the market (Bloomfield, 2017). There are increasing
trends in terms of urbanization, digitalization, and environmentalism. These trends and changes
in the automobile industry have impacted the consumer views and opinions about cars and their
ownership. The report identifies and analyzes the issues faced in the automobile industry. It
explains the importance of the issue and its implications from the marketing perspective and
concludes the report.
Discussion
Summary of the issues
I believe that there are huge advancement in technology due to the macro trends such as
digitalization, urbanization, and environmentalism. These trends has been impact the consumer
needs and preferences. There has been an increasing trend of car sharing in the industry. The
overall interest in car sharing by companies Uber, Airbnb and WeWork is growing at a rapid
rate. The car sharing has several benefits such as easing congestion, financial and environmental
benefits (Extreme disruption in the automotive industry: a look at the road ahead. 2019). The
increase in car sharing trend has changed consumer preferences of owing a car. The companies
and business organizations operating in the automobile industry have reinvested themselves as
mobility providers rather than car sellers. The changes in the industry have radical impact on the
company’s business models (Delhi, 2016).. This trend of car sharing in the automobile industry

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MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
has reduced the sales of cars and vehicles. However, it has been predicted that the sales of cars in
the automobile industry will outpace shared mobility (Ferràs-Hernández et al., 2017). As
suggested by research, the shared mobility and the trend of sharing cars will partially replace car
ownership by the consumers. It can be said that there are dramatic change in the industry
triggered by development of emerging markets, rise in technologies and changes in consumer
preferences. The diverse mobility, electrification of cars, connectivity, and autonomous driving
are some of the trends in the industry. In my opinion, the rapid increase in connectivity, latest
autonomous technology, and innovation require the business organization and the cars to be
upgradable. The life cycles have become shorter and customers are increasingly aware of the
advances in technology. This will further increase the demand for upgradability in the
manufactured cars and vehicles. These are some of the issues that disrupt automobile industry.
Importance of the emerging issues
The Australian automobile industry has been planning to position itself in the market
amidst the flux. The current wave of disruptions in the industry requires the business
organizations improve or rebuild their strategic planning for the future. However, in the
Australian automobile industry, the individual firms and organizations have undergone little
strategic change (Lee, Woo & Roh, 2017). Dominant firms in the industry like BMW, Toyota,
and Ford have invested millions of dollars in order to position themselves in the market for the
future. However, it is important for the other players in the market to analyze the industry and
it’s shifting foundations to sustain itself. I think that it is important for the firms operating in the
automobile industry to contribute towards the environment and position itself in the market as
the industry take steps towards mass marketing. The emerging issues in the automobile industry