Abstract
This study explores marketing strategies and organizational culture for a large, USA based automotive parts distributor. Organizational goals are evaluated and include: Industry positioning, target customers, mission statement, market trends, brand activity, and marketing mix. The researcher offers several suggestions to organizational leaders in order to help bring the brand up to spec and effectively target a growing millennial customer base, newly positioned gen-z shoppers, and resist a nationwide decline of the of do-it-yourself car repair industry. Limitations are addressed, and discussion focuses on trends at the national level that necessitate organizational change.
Presenters
Isaiah DeMarcoAssistant Professor, Communication Studies, Taylor University, Indiana, United States
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Organizational Studies, Social Change, Consumer Preference, Technology
