MARKETING MIX AND CORPORATE SOCIAL RESPONSABILITY IN AUTOMOTIVE INDUSTRY – CASE STUDY: MAZDA MOTOR CORPORATION

• Main Authors: ȘTEFAN CATANĂ, SORIN-GEORGE TOMA
• Format: Article
• Language: English
• Published: Academica Brâncuşi 2021-02-01
• Series: Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie
• Subjects: mazda motor corporation; marketing mix; automotive industry; competitivity
• Online Access: https://www.utgjiu.ro/revista/ec/pdf/2021-01/30_Catana.pdf

t In the automotive industry - a highly competitive environment in which is difficult to gain substantial competitive advantages- it has become harder to differentiate from the rest of the competitors. In order to scientifically manage the customer’s needs, a compnay should carry out a rigorous marketing mix: product, price, place and promotion. The corporate social responsibility actions are also determinant. The aim of this paper is to highlight the importance of marketing mix and corporate social responsability in automotive industry and to underline the way in which Mazda Motor Corporation relates to the components of the mix. The research methodology was based on a quantitative method. The paper presents the main components of the marketing mix in the case of the Japanese corporation. The results show that Mazda Motor Corporation managed to use the components of the marketing-mix and to implement the CSR philosophy in a unitary and modern way adapted to its profile.