Affiliation:
1. Independent Researcher, Turkey
Abstract
In the postmodern world, marketing has become a phenomenon that cannot be reduced to the sales management and customer relations because brands are individuals of the society. As a result, brands need to create an image and a holistic structure. The aim of this study, which is based on this reality, is to criticize the marketing strategy of Volvo Cars in accordance with practice, then to develop a model that is compatible with the brand's image and develop a marketing mix for it. In this study, the current marketing policy of Volvo Cars and especially the R Design and Polestar models were examined in comparison with the top models of its competing brands. As a result of these examinations, it was determined that Volvo Cars' R Design and Polestar models are not compatible with the image and positioning strategy of the brand. As a solution, the SS (Super Safe) model was proposed as the top model for Volvo Cars' S90 and XC90 models, and a marketing mix was developed for this model.
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