ANÁLISIS DE LAS ESTRATEGIAS DE DIVERSIFICACIÓN POR MARCAS EN EL SECTOR DEL AUTOMÓVIL: UN CASO PRÁCTICO DIVERSIFICATION STRATEGIES ANALYSIS BY BRANDS IN THE AUTOMOTIVE SECTOR: AN EMPIRICAL CASE

The aim of the present paper is to find a relationship between the results of cars brands by sales and their strategies with regard to the number of segments served and his dedication, in the Spanish market. So, the new tourism vehicles supply is considered in the year 2010 and we use a two- dimensional conceptualization of diversity in companies to distinguish employed strategies, in order to contrast the new categorization with the situation with respect to sales through an ABC analysis. In conclusion, an high number of brands can be cataloged of low diversity, with a small number of segments and low product/segment ratio, and the unrelated diversification marks are usually marks protagonists, with high share of sales.

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