El sector automotriz en México y el impacto en ventas de las estrategias multi-marcas
Resumen
The automotive sector in Mexico and the impact on sales of multi-brand strategies
Abstract This paper describes and evaluates the characteristics of the market structure of the Mexican automotive industry from a generalized and particular perspective, based on market segments, specifically its objectives are to comparatively analyze the automotive concentration in Mexico, and evaluate the effects of differentiation in market share. Through correlational techniques for small samples (Spearman's correlation), linear regression and mean difference, it is found that product differentiation is essential as an indicator of competitiveness in the industry because it deconcentrates the market. However, correlation and regression analysis, the differentiation of products by multiple brands with an analysis approach by segments that contain large sales and a large number of competitors, is an important strategy to get higher market share and monopolize the mentioned segments. In conclusion, product differentiation and segmentation strategies translate into competitive advantages; the second allows companies to maximize their strengths and specialize in their market share, either to win greater market share or preserve it, as the case may be. Key words: market segmentation, brand capital, multi-brand strategy, market power, automotive industry.
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PDFP-ISSN 1317-8822 E-ISSN 2477-9547
DOI: https://doi.org/10.53766/VIGEREN
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