TWO COUNTRIES - ONE MARKETING MIX? HOW TO ADOPT COMPANY’S MARKETING MIX TO FOREIGN MARKET - CASE STUDY OF VOLVO

Abstract: The discussion about 4P’s marketing mix covers two aspects. On the one hand, marketing mix activities are used to apply product into market and attract customers. Its activities are matched with every single market in different way. Managers are focused on country specification, customers’ demands and potential competitors. They analyse all factors, which can influence on future product’s adaptation. Enterprise’s success is measured by amount of selling as well as customer satisfaction and behaviour. On the other hand, it is not obviously that companies need to change their marketing strategies every time, when they want to expand their market to being more international. From this point of view differentiation among marketing mix activities are useful for at first gain new target group and meet their requirements. Subsequently, product can be customized. This thesis concludes theories about marketing mix components and its practical application.