international marketing SEAT a Case Study

International Marketing





Coursework: SEAT A CASE STUDY


























SEAT


Introduction

Purpose

The purpose of this report is to analyse and critizise, SEAT’s situation in 1982, and consider strategic alternatives available to them at that time. In particular I am going to look at their Econosport concept and their move into the Foreign Market, including their breakthrough into the French Market.

Methodology

As this is a report based on a case study most information will involve secondary research, however it will be backed up by, analytical tools of marketing.

Profile

SEAT was formed in 1950 as a joint venture between the Spanish Government and Instituto Nacional de Industria. SEAT operated as an independent company producing cars under licence to Fiat. This agreement allowed SEAT to enter the market at significantly reduced set up costs, which in turn reduced their level of risk. However, there were limi...