Development Process of the Structure of Many Manufacturers Coexisting in Japan's Automobile Industry : In the 1960s

概要

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In this paper, the conditions of Japan's automobile market in the 1960s will be observed first. Next, auto manufactures' marketing strategies will be examined in the following three aspects; 1)product and price strategies, 2)publicity and advertising activities and 3)creation of distribution and sales systems. Then, variations in business strategies employed by various manufactures will be compared and contrasted, and the reorganization of the industry that resulted from those variations will be discussed. The most important objective of this paper is to approach the heart of “competitive coexistence of many manufacturers", which is one of the structural features of Japan's automobile industry, through a series of examinations with manufacturers' marketing strategies main concerns.