Assessment of online marketing communications of an automotive company - A case study of Jaguar Cars, Sweden

Abstract: Over the years, the traditional face of marketing has changed. Companies need to adopt ongoing marketing strategies to stay ahead of their competitors; the design and content of their strategies continue to evolve. In this thesis a case study has been conducted on one company within the automotive industry in Sweden. The case study was performed on Jaguar Cars in Sweden and an assessment of their use of Online Marketing Communication (OMC) as a marketing tool was made. The case study indicated that Jaguar Cars in Sweden only invest moderately in Online Marketing Communication activities. The thesis indicates that it is important for Jaguar to invest more economic resources into OMC and to be well educated on the subject. The focus for Jaguar should be on creating the perfect synergy between online vs. offline marketing by deploying a more involved Integrated Marketing Communication (IMC) approach in order to utilize the internet most effectively. Moreover, the marketing communication decisions should focus on the marketing communications channels that offer the highest benefit for all the stakeholders. Further suggestions for Jaguar were to increase the paid search engine optimization, create a forum, develop an RSS function and also have portal representation. Key words: Online marketing communications, Integrated marketing communications, internet marketing, automotive industry, OMC channels.