DIVERSIFICATION STRATEGIES ANALYSIS BY BRANDS IN THE AUTOMOTIVE SECTOR: AN EMPIRICAL CASE

Authors

  • Mariano Ubé-Sanjuán ESGHT/Universidade do Algarve
  • Manuel A. Espitia-Escuer Universidad de Zaragoza, España

Keywords:

Automobile, diversification, brands, strategy, industry

Abstract

The aim of the present paper is to find a relationship between the results of car´s brands by sales and their strategies with regard to the number of segments served and his dedication, in the Spanish market. So, the new tourism vehicles supply is considered in the year 2010 and we use a two-dimensional conceptualization of diversity in companies to distinguish employed strategies, in order to contrast the new categorization with the situation with respect to sales through an ABC analysis. In conclusion, a high number of brands can be cataloged of low diversity, with a small number of segments and low product/segment ratio, and the unrelated diversification marks are usually marks protagonists, with high share of sales

Author Biography

  • Mariano Ubé-Sanjuán, ESGHT/Universidade do Algarve
    PhD, Adjunct Professor, ESGHT/University of Algarve Web Manager of the Journal Encontros Científicos - Tourism & Management Studies  Director of the undergraduate Course in Hotelmanagement, ESGHT/University of Algarve

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Published

12.04.2013

Issue

BOOK - PROCEEDINGS TMS ALGARVE 2012: Strategic Management, Entrepreneurship, Innovation

Section

Strategic Management

License

The journal retains published articles’ copyrights, but they are simultaneously licensed under the Creative Commons Attribution License (CC BY-NC-ND), which allows individuals’ to share the relevant papers as long as authorship and publication in this journal are duly acknowledged.

How to Cite

Ubé-Sanjuán, M., & Espitia-Escuer, M. A. (2013). DIVERSIFICATION STRATEGIES ANALYSIS BY BRANDS IN THE AUTOMOTIVE SECTOR: AN EMPIRICAL CASE. Tourism & Management Studies, 1183-1193. https://tmstudies.net/index.php/ectms/article/view/528