Scania in the Swedish Truck Market : A study of how themanagement conducts the marketing according to the MarketingMix

Detta är en Kandidat-uppsats från Akademin för hållbar samhälls- och teknikutveckling

Författare: Daniel Sjögren; Liselott Holmstedt; [2009]

Nyckelord: Marketing Mix; Development of the Marketing Mix; Shortcomings of the Marketing Mix; Four P’s; Four C’s; Scania; The financial crisis affect on Scania; Financial crisis; The truck industry;

Sammanfattning: Scania is an old and well established company within itsindustry, thus the company has understood, through experience, that it is simply not enough to be product oriented in the truck industry, instead the company has to focus on what is of value to the customer. To know and understand the customer’s business or area of business is a key success factor which develops trust for the company, this trust and knowledge of the customer’s area of operation is of critical importance during economic slowdowns.

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