Marketing of Cars Depending on Affinity Groups in America and the Middle East - Literature review Example

The paper "Marketing of Cars Depending on Affinity Groups in America and the Middle East" is an outstanding example of a management literature review.  The automobile industry is perceived to be one of the leading business sectors all over the world. The industry manufactures a wide variety of vehicles which comprises several facilities and requires additional costs to purchase. The industry can be observed to be an oligopoly depicting the dominance of a few large-sized car companies such as Rolls Royce, BMW, Mercedes and Porsche among others.

Similar to any other industry, the products manufactured by global brands can also be categorized as luxury goods and necessity goods. In the present business scenario, it has been observed that there are few potential customers for luxury vehicles offered by a handful of global brands which creates steep competition amid the existing luxury car manufacturers. The potential luxury car buyers can be primarily identified to belong from affinity groups or the elite members of the economy possessing unique purchasing behavior, high spending capacity and high preference to expensive products owing to their wealth and riches.

Another feature constituting the group of potential buyers of luxury cars can be identified in terms of their sensitivity regarding product quality as well as features rather than its financial value (Standard & Poor's Financial Services LLC, 2013; Forbes.com LLC, 2013). Contextually, it can be observed that certain luxury car companies primarily tend to implement affinity marketing strategies by creating mutual partnerships with their rivals or other brand possessing high value in the global market.

Through this marketing strategy both the companies are able to increase the demand for the products offered creating brand awareness among the affinity group of customers (Forbes.com LLC, 2013; Lindheim, 2009). As can be observed from the above description, the market segment of luxury products can be identified as quite distinct from the industrial contexts of various other consumer goods. Hence, studying this particular market segment can be expected to reveal various new facts regarding marketing conceptions and luxury product marketing challenges in the contemporary scenario.