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Title: Competitive marketing strategy : an integrated investigation of the formulation process, implemented strategy and business performance of car manufacturers in the UK.
Author: Ibrahim, Essam Eldin Bakr Mohamed.
Awarding Body: University of Huddersfield
Current Institution: University of Huddersfield
Date of Award: 2000
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The main objectives of the present research were to investigate the formulation process and implementation of competitive marketing strategy and identify their integrated influence on business performance. The outcome of such investigations was interpreted and discussed with reference to the generic competitive strategies adopted by the firms of study. Specifically, five objectives were developed and eight hypotheses were tested in the UK passenger car market. Six car manufacturers participated in the field work where the primary data was collected via a postal questionnaire and structured interviews. The secondary data, on the other hand, were assembled from different sources including the UK national statistical reports, the S:M1vIT annual reports and the financial statements of the six car manufacturers. A variety of statistical techniques were used in data analysis including cluster analysis, time series analysis, step-wise regression and the econometric procedures of simultaneous estimation. The study was carried out over three phases and the five research objectives were completely fulfilled. In the first phase, a process-oriented approach was adopted to investigate the appropriateness of the formulation process. In terms of the extent of emphasis that is placed on canying out the various activities of strategy formulation process, the six car manufacturers were clustered into two main groups, the firms which have appropriately formulated strategies and those which have not. In this phase the results revealed that the extent of emphasis that is placed on analysing the internal environment was the only activity of the strategy formulation process that showed an explicit distinction between the members of the two groups and similarity within each group members. In the second phase, a SWOT -oriented approach was adopted to investigate the effectiveness of the implemented strategy. Using the output of the multiplicative regression model, the six car manufacturers were classified into two different groups, the firms which have effectively implemented strategies and those which have ineffectively implemented strategies. In this phase the results indicated that the external variables, in total, contributed significantly to the extent of effectiveness of the implemented strategy in comparison with the internal variables. In the third phase, the above findings were integrated and the firms of study were finally classified into three groups. Comparing performance differences between the three groups, the results supported the importance of the quality of strategy implementation rather than strategy formulation. Furthermore, the results indicated that it could be possible to conclude that differentiation as a strategy is more likely to be appropriately formulated and effectively implemented than the focused differentiation strategy. However, the results indicated that it would not be accurate to claim that adopting differentiation strategy rather than focused differentiation strategy lead to a superior business performance. It was also not accurate to claim the inverse. Thus, the idea that the specific type of generic competitive strategy will contribute to explaining the performance differences between the investigated firms was rejected. Finally, three limitations of the study affecting the possibility of generalising the findings were specifically acknowledged and areas for future research were suggested.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: Management & business studies