Successful Marketing Strategies in the Changing Machine Tool Market

Believes that, as the conditions for doing business in Europe change, it is interesting to study successful marketing strategies in the UK market for the benefit of both local and overseas companies; selects the machine tool industry for study because of its strategic importance, and provides statistics relating to world share of production and exports and major sources of UK imports. Reviews literature on successful marketing strategies and, from interviews with US, German, Japanese and UK manufacturers, investigates strategic objectives, customer/competitor targets, competitive advantage and the marketing mix. Suggests that findings indicate ways in which success in the UK market can be pursued in the broader European market through, for instance, a higher degree of market orientation and a sounder understanding of the competitive nature of the marketplace.