Issue Faced by Automotive Manufacturers in E-Marketing Strategies and its Influence on Business Performance: A Case Study on Audi
Added on 2023-01-13
44 Pages16342 Words99 Views
Research Methods and
Ethics
(To investigate the issue faced by automotive
manufacturers while using E-marketing strategies
and its influence on their business performance. A
secondary research on Audi")
Ethics
(To investigate the issue faced by automotive
manufacturers while using E-marketing strategies
and its influence on their business performance. A
secondary research on Audi")
Abstract
The present study basically aim to analyse the issue faced by automotive manufacturers
while using E-marketing strategies and its influence on their business performance. Therefore,
the present study is all about eliminating the issues which are faces by the manufacturing
businesses while implementing E-marketing strategy. However, businesses are facing issue in
effectively cooperating up with the customers, inappropriate selection of tools, wrong
implementation of resources and so on. Despite from this, the study also creates value for the
researcher in terms of enhancing business as well as academic knowledge. The potential
intention for developing this analysis is that e-marketing is majorly considered area for
investigation and helps in analysing the suitable challenges faces by the business and how
performance can be developed effectively. In this present analysis study is based over Audi
which is a large German auto mobile manufacturer that designs, engineers, produces, markets
and distributes luxury vehicles. Therefore, the company is significantly concern over
implementing effective e-marketing strategy for the intention to enhancing the operations of
Audi and also gaining the attention of large number of buyers. In the project the section of
literature mainly defined the conceptual framework of e-marketing and which sources are
applied by the business to attain higher growth and success. This part of evaluation is imperative
in creating in-depth theoretical framework which aid in the direction to determining the suitable
strategy implemented by Audi to improvise its operations and also helps the evaluating the
interconnection among e-marketing strategy and the business performance. Furthermore, the
methodology is imperative in providing support to literature and in this qualitative analysis has
been applied by the researcher. It is supportive for conducting detailed analysis with the
guidance of theoretical framework as in this analysis is based over concepts, theories, models
and so on. Therefore, It basically offers visions to different issues and also aid in developing
concepts or theories for potential quantitative studies. Therefore, with analysis to look deeper
into a specific, the qualitative approach helps to discover new thoughts and individual views.
However, in the context to the present study, qualitative study is effective in conducting detailed
analysis over the issue faced by automotive manufacturers while using E-marketing strategies
and its influence on their business performance, via the support of analysing multiple views. In
addition to this, secondary approach has been applied to conduct entire investigation effectively
as it is effective in supporting the work via gathering information from books, academic writings,
The present study basically aim to analyse the issue faced by automotive manufacturers
while using E-marketing strategies and its influence on their business performance. Therefore,
the present study is all about eliminating the issues which are faces by the manufacturing
businesses while implementing E-marketing strategy. However, businesses are facing issue in
effectively cooperating up with the customers, inappropriate selection of tools, wrong
implementation of resources and so on. Despite from this, the study also creates value for the
researcher in terms of enhancing business as well as academic knowledge. The potential
intention for developing this analysis is that e-marketing is majorly considered area for
investigation and helps in analysing the suitable challenges faces by the business and how
performance can be developed effectively. In this present analysis study is based over Audi
which is a large German auto mobile manufacturer that designs, engineers, produces, markets
and distributes luxury vehicles. Therefore, the company is significantly concern over
implementing effective e-marketing strategy for the intention to enhancing the operations of
Audi and also gaining the attention of large number of buyers. In the project the section of
literature mainly defined the conceptual framework of e-marketing and which sources are
applied by the business to attain higher growth and success. This part of evaluation is imperative
in creating in-depth theoretical framework which aid in the direction to determining the suitable
strategy implemented by Audi to improvise its operations and also helps the evaluating the
interconnection among e-marketing strategy and the business performance. Furthermore, the
methodology is imperative in providing support to literature and in this qualitative analysis has
been applied by the researcher. It is supportive for conducting detailed analysis with the
guidance of theoretical framework as in this analysis is based over concepts, theories, models
and so on. Therefore, It basically offers visions to different issues and also aid in developing
concepts or theories for potential quantitative studies. Therefore, with analysis to look deeper
into a specific, the qualitative approach helps to discover new thoughts and individual views.
However, in the context to the present study, qualitative study is effective in conducting detailed
analysis over the issue faced by automotive manufacturers while using E-marketing strategies
and its influence on their business performance, via the support of analysing multiple views. In
addition to this, secondary approach has been applied to conduct entire investigation effectively
as it is effective in supporting the work via gathering information from books, academic writings,
journals, published articles. Past investigation, website of business, online sources and so on.
Therefore, secondary analysis is effective in generating valuable results via determining the
views of others and conducting descriptive theoretical framework which helps in enhancing
individual understanding in relation to a specific study. Conclusion is effective in determining
the outcome in the form of finalising the suitable sources of e-marketing implemented by the
business to enhance the overall operations. Therefore, this section initiates that e-marketing
strategy is an imperative aspect in today's modern business era as it is widely approachable by
each size of business to enhance the operations and progression of the business. Furthermore,
recommendations are developed for Audi to make improvisation in their operations and the way
of implementing e-marketing strategy for increasing the operations of business at market.
Therefore, Audi should have improvising the quality of videos and adding information with a
perspective action of driving the car and so on, therefore this will more supportive for Audi in
enhancing the operations of business within the global level. The business should also
recommend for developing personalised relation with customers for effectively fulfilling the
desires of the buyers.
Key Words: E-marketing, social media, e-marketing strategy, SEO, PPC, PR, Press release,
business performance etc. \.
Therefore, secondary analysis is effective in generating valuable results via determining the
views of others and conducting descriptive theoretical framework which helps in enhancing
individual understanding in relation to a specific study. Conclusion is effective in determining
the outcome in the form of finalising the suitable sources of e-marketing implemented by the
business to enhance the overall operations. Therefore, this section initiates that e-marketing
strategy is an imperative aspect in today's modern business era as it is widely approachable by
each size of business to enhance the operations and progression of the business. Furthermore,
recommendations are developed for Audi to make improvisation in their operations and the way
of implementing e-marketing strategy for increasing the operations of business at market.
Therefore, Audi should have improvising the quality of videos and adding information with a
perspective action of driving the car and so on, therefore this will more supportive for Audi in
enhancing the operations of business within the global level. The business should also
recommend for developing personalised relation with customers for effectively fulfilling the
desires of the buyers.
Key Words: E-marketing, social media, e-marketing strategy, SEO, PPC, PR, Press release,
business performance etc. \.
Table of Contents
Abstract............................................................................................................................................2
Chapter 1: Introduction....................................................................................................................1
1.1 Background of the Research.............................................................................................1
1.2 Research Focus.................................................................................................................2
1.3 Research aim....................................................................................................................3
1.4 Research Objectives.........................................................................................................3
1.5 Research Question............................................................................................................4
1.6 Sub-Questions of Research...............................................................................................4
1.7 Value of the Research.......................................................................................................4
Chapter 2: Literature Review...........................................................................................................6
2.1 Concept of E-marketing in context of Audi.....................................................................6
2.2 The E-marketing strategies that has been employed by Audi........................................13
2.3 The relationship between E-marketing and business performance................................16
Chapter 3 Research Methods.........................................................................................................21
3.1 Research Philosophy:.....................................................................................................21
3.2 Research Approach:........................................................................................................21
3.3 Methodological Choice:.................................................................................................22
3.4 Research Strategies:........................................................................................................23
3.5 Data Collection and Analysis:........................................................................................23
3.6 Ethical Concern:.............................................................................................................24
3.7 Limitations:.....................................................................................................................24
3.8 Reliability and Validity:.................................................................................................25
Chapter 4: Findings and Analysis..................................................................................................26
Theme 1: Concept of E-marketing in context of Audi?.......................................................26
Theme 2: Types of E-marketing strategies have been employed by Audi?.........................27
Theme 3: Relationship between E-marketing and business performance?..................28
Chapter 5: Conclusion and Recommendations..............................................................................30
Chapter 6: References....................................................................................................................34
Abstract............................................................................................................................................2
Chapter 1: Introduction....................................................................................................................1
1.1 Background of the Research.............................................................................................1
1.2 Research Focus.................................................................................................................2
1.3 Research aim....................................................................................................................3
1.4 Research Objectives.........................................................................................................3
1.5 Research Question............................................................................................................4
1.6 Sub-Questions of Research...............................................................................................4
1.7 Value of the Research.......................................................................................................4
Chapter 2: Literature Review...........................................................................................................6
2.1 Concept of E-marketing in context of Audi.....................................................................6
2.2 The E-marketing strategies that has been employed by Audi........................................13
2.3 The relationship between E-marketing and business performance................................16
Chapter 3 Research Methods.........................................................................................................21
3.1 Research Philosophy:.....................................................................................................21
3.2 Research Approach:........................................................................................................21
3.3 Methodological Choice:.................................................................................................22
3.4 Research Strategies:........................................................................................................23
3.5 Data Collection and Analysis:........................................................................................23
3.6 Ethical Concern:.............................................................................................................24
3.7 Limitations:.....................................................................................................................24
3.8 Reliability and Validity:.................................................................................................25
Chapter 4: Findings and Analysis..................................................................................................26
Theme 1: Concept of E-marketing in context of Audi?.......................................................26
Theme 2: Types of E-marketing strategies have been employed by Audi?.........................27
Theme 3: Relationship between E-marketing and business performance?..................28
Chapter 5: Conclusion and Recommendations..............................................................................30
Chapter 6: References....................................................................................................................34
Chapter 1: Introduction
1.1 Background of the Research
This report discusses the details of conducting a long-term comparison and analysis of
the Automotive industry, specifically focusing on Audi. The key intention of this comparison
and analyses is to examine e-commerce strategies used by Audi to develop organisational
performance. Audi is one of the leading premium car brands, famous worldwide for its stylish
vehicles, innovative technology and luxurious driving experience (Audi - Advancing Worldwide
Though Technology, 2020). Auto-mobile sector is a key constituent of overhead transport and
performs an effective role in economic development of the country (Siakalli, Masouras and
Papademetriou, 2017). Thus, the sector mainly paves the path for reforms in foreign trade,
invites foreign investment and facilitates exposure of a region on a very broad international
platform. Auto-motive is widely growing sector which has its major concern over capturing a
wider market and making effective use of e-marketing strategy. Thus e-marketing is defined as
the process of planning and implementing the conception, distributions, promotions and pricing
of goods and services within net-workers or computerized environment likewise internet and the
world wide web to effectively facilitates the exchanges of goods or the fulfilment of buyers
needs and demands (GAIKWAD and KATE, 2016). The 20th century was recognised as the
shape provider through the industrial revolution and become the age of the auto-mobile industry.
The 21'' century effectively moulded through the Technological advancement, and has become
the age of economic process. In this century, electronic marketing is no longer defined as the
option for businesses whether, become a necessity for the businesses to grow and attain
advancement effectively (Bolos and et.al., 2016). According to Belyh (2019), the component of
e-marketing is defined as the mix of modern communication aspects and traditional principles
which marketers usually apply to establish effective communication processes with customers at
global level (E-Marketing: Definition, Tips, and Best Practices, 2019). Thus, it also initiates
online marketing of business through direct of indirect processes which helps the business to
connect with new buyers, retain existing customers and exploring brand recognition (E-
Marketing: Definition, Tips, and Best Practices, 2019). E-marketing is encompasses over
assorted tools like Search Engine Optimisation, Pay Per Click, Personal Relation, social media
marketing, content marketing, affiliate marketing, paid advertising, influencer marketing etc. that
1
1.1 Background of the Research
This report discusses the details of conducting a long-term comparison and analysis of
the Automotive industry, specifically focusing on Audi. The key intention of this comparison
and analyses is to examine e-commerce strategies used by Audi to develop organisational
performance. Audi is one of the leading premium car brands, famous worldwide for its stylish
vehicles, innovative technology and luxurious driving experience (Audi - Advancing Worldwide
Though Technology, 2020). Auto-mobile sector is a key constituent of overhead transport and
performs an effective role in economic development of the country (Siakalli, Masouras and
Papademetriou, 2017). Thus, the sector mainly paves the path for reforms in foreign trade,
invites foreign investment and facilitates exposure of a region on a very broad international
platform. Auto-motive is widely growing sector which has its major concern over capturing a
wider market and making effective use of e-marketing strategy. Thus e-marketing is defined as
the process of planning and implementing the conception, distributions, promotions and pricing
of goods and services within net-workers or computerized environment likewise internet and the
world wide web to effectively facilitates the exchanges of goods or the fulfilment of buyers
needs and demands (GAIKWAD and KATE, 2016). The 20th century was recognised as the
shape provider through the industrial revolution and become the age of the auto-mobile industry.
The 21'' century effectively moulded through the Technological advancement, and has become
the age of economic process. In this century, electronic marketing is no longer defined as the
option for businesses whether, become a necessity for the businesses to grow and attain
advancement effectively (Bolos and et.al., 2016). According to Belyh (2019), the component of
e-marketing is defined as the mix of modern communication aspects and traditional principles
which marketers usually apply to establish effective communication processes with customers at
global level (E-Marketing: Definition, Tips, and Best Practices, 2019). Thus, it also initiates
online marketing of business through direct of indirect processes which helps the business to
connect with new buyers, retain existing customers and exploring brand recognition (E-
Marketing: Definition, Tips, and Best Practices, 2019). E-marketing is encompasses over
assorted tools like Search Engine Optimisation, Pay Per Click, Personal Relation, social media
marketing, content marketing, affiliate marketing, paid advertising, influencer marketing etc. that
1
are widely implement by automotive manufacturers industry for marketing and promoting their
products or service to the customers at wider level. The above mentioned e-marketing strategies
helped overall manufacturing industry by increasing customer base and maximising sales and
revenue (Frost and Strauss, 2016). In this existing analysis the study is based over the case of
Audi, however, it is a large automotive industry, which has its headquarter is in Ingolstadt,
Germany. The company was founded in the year of 1909 by the potential efforts of August
Horch and the company is having 91477 employees who are putting their significant efforts in
the growth and development of the business. In the year of 2019, Audi reported an operating
profit and operating return on sales reached €4.5 billion and 8.1% on revenue of €55.7 billion
(Audi Profits Rise in 2019 Due to SUV, High-End Vehicle Sales, 2020). The company is mainly
operated through its 5000 stores which are located in different places. The company has owns the
Ducati and Lamborghini brands and itself as a part of Volkswagen group. In the modern digital
era, there are some of the focused areas where Audi will focus in the near future which involves
electric cars, autonomous driving and digital technology. Therefore, for the intention of
betterment of the business performance Audi has its major concern over implementing electronic
marketing for the intention of building effective interconnection with the customers at global
level. The brand is also having the plans to investing millions in the specific areas within the up
coming years. However, it has preserved its effective position within the premium vehicle
market of China. Thus, as a portion of its strategic evaluation the business has also included its
regional distributors and dealers whose role is critical to the fast growth and expansion of the
Audi group (Labanauskaitė, Fiore and Stašys, 2020). With the help of implementing the digital
advancement mainly in the context to marketing, it has attained opportunity to spread out the
business operations and creating awareness in relation to its brand at global level. Hence,
executing investigation on this business, will help in increasing knowledge in relation to the
usage of digital platform, as well as its significance in automotive industry more effectively.
1.2 Research Focus
The research into consideration is based on determining the issues faced by Audi while
using E-marketing strategies and its influence on their business performance, therefore, it is a
wide area of investigation which has its major focus over determining the key issues which are
arises through e-marketing strategy and influences the performance of auto-motive industry
(Chong and et.al., 2016). The primary focus of this study is that it is the major concerned area of
2
products or service to the customers at wider level. The above mentioned e-marketing strategies
helped overall manufacturing industry by increasing customer base and maximising sales and
revenue (Frost and Strauss, 2016). In this existing analysis the study is based over the case of
Audi, however, it is a large automotive industry, which has its headquarter is in Ingolstadt,
Germany. The company was founded in the year of 1909 by the potential efforts of August
Horch and the company is having 91477 employees who are putting their significant efforts in
the growth and development of the business. In the year of 2019, Audi reported an operating
profit and operating return on sales reached €4.5 billion and 8.1% on revenue of €55.7 billion
(Audi Profits Rise in 2019 Due to SUV, High-End Vehicle Sales, 2020). The company is mainly
operated through its 5000 stores which are located in different places. The company has owns the
Ducati and Lamborghini brands and itself as a part of Volkswagen group. In the modern digital
era, there are some of the focused areas where Audi will focus in the near future which involves
electric cars, autonomous driving and digital technology. Therefore, for the intention of
betterment of the business performance Audi has its major concern over implementing electronic
marketing for the intention of building effective interconnection with the customers at global
level. The brand is also having the plans to investing millions in the specific areas within the up
coming years. However, it has preserved its effective position within the premium vehicle
market of China. Thus, as a portion of its strategic evaluation the business has also included its
regional distributors and dealers whose role is critical to the fast growth and expansion of the
Audi group (Labanauskaitė, Fiore and Stašys, 2020). With the help of implementing the digital
advancement mainly in the context to marketing, it has attained opportunity to spread out the
business operations and creating awareness in relation to its brand at global level. Hence,
executing investigation on this business, will help in increasing knowledge in relation to the
usage of digital platform, as well as its significance in automotive industry more effectively.
1.2 Research Focus
The research into consideration is based on determining the issues faced by Audi while
using E-marketing strategies and its influence on their business performance, therefore, it is a
wide area of investigation which has its major focus over determining the key issues which are
arises through e-marketing strategy and influences the performance of auto-motive industry
(Chong and et.al., 2016). The primary focus of this study is that it is the major concerned area of
2
the businesses and in today's modern scenario appropriate recognition about the study is needed
for the businesses and the individuals to resolve the challenges in the manner of attaining higher
growth and success (Chong, Bian and Zhang, 2016). The main focus of this analysis is to resolve
the challenges that are faced by the business while implementing e-marketing as the business
strategy to attain growth and success, with the assistance of gathering valuable information that
are significant for the investigation. The key purpose of this study is that it enhance recognition
in relation to the aspect of e-marketing and its significant strategies which are imperative in
nature to explore business performance (Agüera, 2019). The study is significant in terms of
exploring individual skills and knowledge which helps in guiding them in their future
perspective to attempt project based on similar area more effectively. The investigation is also
recognised for the individual interest of the researcher as the investigator wants to explore own
knowledge and ability within the similar field to attain good records in academic studies and also
implement the knowledge within the professional fields. The research is mainly focuses towards
the growth and advancement of Audi, via implementing e-marketing as their key strategic source
to enhance business operations (Kracht, 2017). Despite from this, the present study is also
valuable for the businesses which are also deals in similar filed.
1.3 Research aim
Research aim is defined as the predetermined statement which is imperative in determining
the key intention of the research to be continued in the right direction (Tantsurina, 2017). An
investigation aim is effective in providing a significant direction to the entire project to generate
valuable outcome. The key aim of this research project is “To investigate the issue faced by
automotive manufacturers while using E-marketing strategies and its influence on their business
performance”. A study on Audi".
1.4 Research Objectives
The objectives of this investigation which are interconnected with the aim of the research
are evaluated as under:
To gather an understanding on concept of E-marketing in context to auto motive industry.
To determine E-marketing strategies that has been employed by Audi.
To ascertain the relationship between E-marketing and business performance of auto
motive industry.
3
for the businesses and the individuals to resolve the challenges in the manner of attaining higher
growth and success (Chong, Bian and Zhang, 2016). The main focus of this analysis is to resolve
the challenges that are faced by the business while implementing e-marketing as the business
strategy to attain growth and success, with the assistance of gathering valuable information that
are significant for the investigation. The key purpose of this study is that it enhance recognition
in relation to the aspect of e-marketing and its significant strategies which are imperative in
nature to explore business performance (Agüera, 2019). The study is significant in terms of
exploring individual skills and knowledge which helps in guiding them in their future
perspective to attempt project based on similar area more effectively. The investigation is also
recognised for the individual interest of the researcher as the investigator wants to explore own
knowledge and ability within the similar field to attain good records in academic studies and also
implement the knowledge within the professional fields. The research is mainly focuses towards
the growth and advancement of Audi, via implementing e-marketing as their key strategic source
to enhance business operations (Kracht, 2017). Despite from this, the present study is also
valuable for the businesses which are also deals in similar filed.
1.3 Research aim
Research aim is defined as the predetermined statement which is imperative in determining
the key intention of the research to be continued in the right direction (Tantsurina, 2017). An
investigation aim is effective in providing a significant direction to the entire project to generate
valuable outcome. The key aim of this research project is “To investigate the issue faced by
automotive manufacturers while using E-marketing strategies and its influence on their business
performance”. A study on Audi".
1.4 Research Objectives
The objectives of this investigation which are interconnected with the aim of the research
are evaluated as under:
To gather an understanding on concept of E-marketing in context to auto motive industry.
To determine E-marketing strategies that has been employed by Audi.
To ascertain the relationship between E-marketing and business performance of auto
motive industry.
3
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