Exploring the Competitive Strategies from the Advertising Copy in Automobile Industry
The contents of the copies in an effective advertisement must include various appropriate incentives to trigger the need and expectation of consumers. Traditionally, the thinking of marketing management follows the top-down process of strategic management; that is, “Competitive Strategy → Marketing Strategy → Advertising Strategy”. However, this study reverses the strategy management process; that is, explores the implied competitive strategy from the contents of advertising copy. This study invited three scholars, who have practical management experience and high academic research reputation, to participate in the content analysis. We analyze the contents and coordinate competitive strategy through content analysis method from 133 automotive advertisings magazines of “Taiwan Motor” from 2010～2014. The strategies are used in this study include Porter’s “Cost Leadership”, “Differentiation” and Kim and Mauborgne’s “Blue Ocean Strategy”. After reviewing the related works of literature, analyzing the secondary data, conducting the content analysis, and verifying through interviews, there are some following major findings. First, the most common strategy implemented, which derived from the automotive brand copies in past five years, is differentiation strategy. Second, the seven strategy trends for the automotive industry showed the stability of industry structure in the strategic group, and which may effectively predict the opportunity of competitive advantages for the companies adopting the blue ocean strategy. Last, based on the classification of market position in 2014, the strategy category was also very centralized.
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