The Impact of Marketing Strategies on Branding Development Case Study of Komatsu Heavy Machinery Spare Parts

The Impact of Marketing Strategies on Branding Development Case Study of Komatsu Heavy Machinery Spare Parts

The Impact of Marketing Strategies on Branding Development: CaseStudy of Komatsu Heavy Machinery Spare Parts

The Impact of Marketing Strategies on Branding Development: CaseStudy of Komatsu Heavy Machinery Spare Parts

Branding is one of the key drivers of organizational success. Acompany’s brand is its marketing identity, as it represents whothey are, the nature of their business and market reputation. Goodmarketing strategies positively influence the position of a givenbrand in the market. This paper proposes a study to investigate themarketing strategies that Komatsu Heavy Machinery Spare Parts uses inmarketing its brand image, and the effectiveness of these strategies.

Researchobjectives and question

The main objective is to conduct a case study to assess the marketingstrategies that Komatsu Heavy Machinery Spare Parts uses in marketingits brand, and the effectiveness of these strategies. The researchquestions are

  1. Which marketing strategies does Komatsu Heavy Machinery Spare Parts use in advertising its brand?

  2. How effective are the marketing strategies that Komatsu Heavy Machinery Spare Parts uses in marketing its brand?

  3. What are the marketing recommendations that can help Komatsu Heavy Machinery Spare Parts improve its marketing strategies to boost its brand image?

Researchmethodology

The proposed research methodology for this particular study is casestudy approach. Noor (2008) describes this approach as an empiricalstudy that examines a certain phenomenon within the real-lifeapplication. This study is often an in-depth investigation of aparticular situation, without necessarily depending on a statisticalsurvey.

Academicpapers related to study

The following peer-reviewed articles contain crucial informationthat is of significance to this study:-

  1. Srinivasan, S, and Hanssens, D, M, (2009) ‘Marketing and firm value: Metrics, methods, findings, and future directions’,&nbspJournal of Marketing research,&nbsp46(3), 293-312.

  2. Krasnikov, A, and Jayachandran, S, (2008) ‘The relative impact of marketing, research-and-development, and operations capabilities on firm performance’, Journal of Marketing,&nbsp72(4), 1-11.

  3. Casaló, L, V, Flavián, C, and Guinalíu, M, (2008) ‘Promoting consumer`s participation in virtual brand communities: A new paradigm in branding strategy’, Journal of Marketing Communications,&nbsp14(1), 19-36.

  4. Cayla, J, and Arnould, E, J, (2008) ‘A cultural approach to branding in the global marketplace’,&nbspJournal of International Marketing,&nbsp16(4), 86-112.

  5. Brennan, R, and Croft, R (2012) ‘The use of social media in B2B marketing and branding: An exploratory study’,&nbspJournal of Customer Behaviour,&nbsp11(2), 101-115.

References

Noor, K. B. M. (2008). Case study:A strategic research methodology. Americanjournal of applied sciences,&nbsp5(11),1602-1604.