How does the automotive sector position itself with regard to the current environmental constraints and how does it communicate about its position? / Juliette GODARD / 2022

Titre : How does the automotive sector position itself with regard to the current environmental constraints and how does it communicate about its position? Type de document : Mémoire Auteurs : Juliette GODARD, Auteur Année de publication : 2022 Importance : 29 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management AUTOMOBILE SECTEUR ; ECOLOGIE ; STRATEGIE Résumé : The automotive industry is facing new environmental constraints and has to adapt their vehicles to them but also their communication because at the end of the chain it is the customer who must be convinced to buy a more ecological vehicle. Vehicle models are gradually being transformed to make room for electric or hybrid vehicles. However, customer requirements are also changing as they are more concerned about their consumption and the environment but want to keep quality and comfort. The automotive industry must therefore opt for a well-defined marketing strategy to correctly convey the message of sustainable development to consumers while proving the quality and reliability of their vehicles. However, the automotive industry still has a long way to go in defining its marketing strategy. The objective of this essay is to understand how the automotive industry is taking sustainability into account but also how it is making consumers want to buy a more environmentally friendly vehicle and therefore what its new marketing strategies are and if they are effective. Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562231