EFFECTS OF INDUSTRY 4.0 ON MARKETING STRATEGIES, AN APPLICATION ON TURKISH AUTOMOBILE INDUSTRY: A RESEARCH AMONG AUTO EXECUTIVES IN TURKEY

Authors : Mehmet Korhan Hasmet, Ali Murat Ferman

Pages : 223-231

Doi:10.17261/Pressacademia.2020.1298

View : 20 | Download : 11

Publication Date : 2020-09-30

Article Type : Research

Abstract :Purpose - The study investigates the effects of Industry 4.0 on automobile marketing strategy in Turkey. It attempts to show whether a significant relationship among Industry 4.0 and market growth and cost reduction of auto brands in Turkey via IoT (Internet of Things). Methodology – The study employed 37 automobile brands as sample from Turkey. 61 participants have responded the questionnaire. The research method utilized in the study was analyzed by sampling using the questionnaire as a data collection tool. Findings - First, supported a summary of Industry 4.0 and auto marketing, it was found out the conception and behavior changes in several sorts of automobile brands, awakening stakeholders to the transforming forces that are reshaping their business and organization. Second, these quite reshaping organization changes marketing strategy deeply. The usage rate of digital channels has increased positively in automobile marketing strategies. Third, the usage rate of one-to-one marketing has increased positively in automobile marketing. And, the number of dealerships has affected negatively such a way that transforming sales points to delivery points. It is understood that government policies and sales points have a significant effect on market size. Conclusion - The study contains valuable information and managerial implications for marketing professionals who want to implement different marketing strategies in the enlightening of Industry 4.0. First, supported a summary of Industry 4.0 and automobile marketing, it was found out the conception and behavior changes in several sorts of automobile brands, awakening stakeholders to the transforming forces that are reshaping their business and organization. Second, these quite reshaping organization changes marketing strategy deeply.
Keywords : Industry 4.0, marketing strategies, automobile marketing, IoT, auto brands