Globalization vs Localization : En fallsstudie om Scanias marknadsföringsstrategier i Sydamerika och Asien

Problem formulation • Are there any factors affecting the choice of marketing strategy? • What is it that determines the degree for the company to use a standardized or a adapt marketing strategy? • How profitable is Scania's marketing strategy in each country? Objective: The overall aim of this study is based on local adaptation and global standardization to compare the degree to which the company Scania chooses to adapt or standardize its marketing to the South American and Asian markets. We also aim to compare and describe any factors that affect the countries' differences in marketing strategies and to evaluate and measure the profitability of marketing strategies in each market. Methodology: The study is limited to Scania's marketing in the truck market in Argentina, Brazil, Malaysia and Singapore from 2006 to 2010. In order to answer the study's problem formulation and purpose we have chosen to combine a qualitative and quantitative approach. Four interviews were conducted with marketing executives from Argentina, Brazil, Malaysia / Singapore and Sweden. We have also chosen to examine Scania's annual report and include figures on the market shares of Scania in the respective countries and the number of sold Scania truck which is then compared against the number of registered vehicles by country. The theories that have been raised is Globalization vs. localization, marketing mix / Relationship Marketing, diffusion theory, and profitability indicators to measure the profitability of marketing. Conclusions: We conclude that both Scania applies a custom and standard marketing strategy depending on the country. They choose to combine these two approaches. Furthermore, we have concluded that external factors have a major impact of the choice of marketing strategy. We may also find that marketing in Argentina and Brazil has been more profitable. The profitability in Singapore has been profitable, while in Malaysia it has been less profitable