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This document discusses market segmentation and positioning for BMW's 3 Series model. It begins with defining market segmentation as dividing a heterogeneous market into homogeneous subgroups. The key benefits of segmentation are being more efficient, finding niche markets, and simplifying marketing strategy. Common criteria for segmenting include geographical, demographic, psychographic, and behavioral factors. The report then analyzes how BMW segments and positions the 3 Series market, targeting males aged 30-39 in Europe and the US who value self-expression. It concludes that BMW's positioning focuses on emotion and status but must further differentiate from competitors like Audi to remain competitive as market trends change.
This document discusses market segmentation and positioning for BMW's 3 Series model. It begins with defining market segmentation as dividing a heterogeneous market into homogeneous subgroups. The key benefits of segmentation are being more efficient, finding niche markets, and simplifying marketing strategy. Common criteria for segmenting include geographical, demographic, psychographic, and behavioral factors. The report then analyzes how BMW segments and positions the 3 Series market, targeting males aged 30-39 in Europe and the US who value self-expression. It concludes that BMW's positioning focuses on emotion and status but must further differentiate from competitors like Audi to remain competitive as market trends change.
This document discusses market segmentation and positioning for BMW's 3 Series model. It begins with defining market segmentation as dividing a heterogeneous market into homogeneous subgroups. The key benefits of segmentation are being more efficient, finding niche markets, and simplifying marketing strategy. Common criteria for segmenting include geographical, demographic, psychographic, and behavioral factors. The report then analyzes how BMW segments and positions the 3 Series market, targeting males aged 30-39 in Europe and the US who value self-expression. It concludes that BMW's positioning focuses on emotion and status but must further differentiate from competitors like Audi to remain competitive as market trends change.
Core Module 3 Management in International Companies
Group 2: Ferry Stevens Koldobika Mardaraz Matthias Heiser Tutor: Prof. Dr. H. Seider Hand in date: 26.01.2004
1 MSc - International Automotive Engineering Core - Module 3, Management in International Companies Executive Summary
The base of every marketing policy is the segmentation of the market. Segmentation is to divide a market which exists of heterogeneous products into homogeneous parts. The advantages of segmentation for a company are to be more efficient, to be able to find a niche market and to have a more simplified marketing policy.
The segmentation process starts with defining the total market. After dividing the market in segments a profitable market segment should be chosen. The last two steps are the positioning of the product in the market and adjusting the right marketing mix. According Kotler, the next criteria are applicable to segment a market:
Positioning refers to the place a product occupies in consumers minds regarding important attributes relative to competitive products. To position a product a company needs to be well informed about the competitors, target group and the own company. When there is enough knowledge acquired, a positioning matrix can be made.
The BMW 3 series is situated in the medium-size car middle class. Looking at the geographical segmentation criteria, the 3 series is focused on the United States and the European Market. Demographically, the customers are mainly male, in an age between 30-39 years, living in a small household with an income a bit over average. Considering the Psycho Graphical segmentation criteria the customers of the 3 series are ambitious hard working, successful people who wants to distinguish themselves. The behaviour of the customers is described with loyal, determined and passionate.
The segment where the BMW 3 series is located is going to change. The middle income class will become smaller so that should change the strategy decisions for the 3 series in the future. BMW is situated between the middle and upper middle class so it is important to move away up out of this middle class. This can be done by showing more exclusivity, reliability and other car preferences.
The positioning of the BMW 3 series is related to express emotion and social affirmation in consumers minds but it took a lot of effort to move away from the Audi A4. In these aspects BMW should try to improve even more its image, positioning itself more away from the competitors. Furthermore it is important to answer the wants and needs of female potential customers because female are getting more and more important in the purchase process of a vehicle.
2 MSc - International Automotive Engineering Core - Module 3, Management in International Companies Table of Content
1. INTRODUCTION................................................................................................................................... 3 2. DEFINITION OF SEGMENTATION AND POSITIONING (THEORY) .......................... 3 2.1 WHAT IS SEGMENTATION AND HOW TO SEGMENT?......................................................................... 3 2.2 WHY MARKET SEGMENTATION............................................................................................................ 3 2.3 SEGMENTATION CRITERIA.................................................................................................................. 4 2.4 POSITIONING....................................................................................................................................... 6 2.5 SEGMENT STRATEGIES........................................................................................................................ 6 3. SEGMENTATION OF A MEDIUM-SIZE CAR............................................................................ 8 3.1 SEGMENTATION IN AN EXAMPLE ........................................................................................................ 8 3.1.1 The BMW 3 series..................................................................................................................... 8 3.1.2 The market segmentation of BMW 3 series.................................................................... 8 3.1.3 Comparison BMW 3 series to its Competitors ............................................................... 9 3.2 FUTURE DEVELOPMENTS IN THE MIDSIZE-CAR SEGMENT................................................................ 9 4. POSITIONING OF A MEDIUM-SIZE CAR .............................................................................. 11 4.1 MARKET POSITIONING BMW 3 SERIES.......................................................................................... 11 4.1.1 Clarity.......................................................................................................................................... 13 4.1.2 Consistency............................................................................................................................... 13 4.1.3 Competitiveness...................................................................................................................... 13 4.1.4 Credibility................................................................................................................................... 13 5. CONCLUSIONS.................................................................................................................................... 15 6. REFERENCES........................................................................................................................................ 16
3 MSc - International Automotive Engineering Core - Module 3, Management in International Companies 1. Introduction
The Marketing lectures of the fourth module of the MSc course International Automotive Engineering are about the marketing concept for the introduction of a passenger car realized by a German car producer. The marketing topics are about marketing research, marketing segmentation & positioning, launching new products and managing products through their product life cycle, pricing strategies and price decisions and the designing of a communication strategy. This report will deal with segmentation and positioning. The assumption is made that the topics refer to a passenger car producer which offers a medium size car to a broad consumer market. Within this report the brand is Bayersche Motor Werke (BMW). To be more specific; the BMW 318 series.
In the first chapter the theory of segmentation and positioning is explained. The second chapter is reserved for the segmentation of the BMW 318 series in the medium size vehicle market. The last part of this report is about the positioning of the BMW 3 series, and if it is recommendable to change the positioning of the BMW 3 series. As usual, this report will end with conclusions.
2. Definition of segmentation and Positioning (Theory) 2.1 What is Segmentation and how to segment?
Most Car manufactures operates in a broad market normally cannot serve all the customers with one product. The customers are too numerous, dispersed, and varied in their buying requirements. The OEM (original Equipment Manufacturer) should, instead of competing everywhere with one product, identify the most attractive market segments to serve it effectively. Segmentation is to divide a market which exists of heterogeneous products into homogeneous parts. Segmentation is the base of the marketing policy of a company. The segmentation process (figure 1) starts with defining the market. After dividing the customers over the homogenate segments, the OEM can choose one or more target group and position his product. Because there is competition is most of the segments de OEM has to give his vehicle certain features to differentiate from the other vehicles. The positioning follows out of the characteristics of the product and the other marketing instruments.
Figure 1: The Segmentation Process
2.2 Why market segmentation
The primary reasons for dividing the market into smaller segments are:
1. Easier marketing: It is easier to address the needs of smaller groups of customers, particularly if they have many characteristics in common.
2. To find niches: When under-served or un-served markets are identified, segmentation can allow a new company or new product to target less contested buyers and seek new buyers.
Divide in Segments Choose a (profitable) target segment Position the product in the segment Adjust the Marketing Mix Define Total Market
4 MSc - International Automotive Engineering Core - Module 3, Management in International Companies 3. Be more efficient: More efficient use of marketing resources by focusing on the best segments for your offering product, price, promotion, and place (distribution). Segmentation can help you avoid sending the wrong message or sending your message to the wrong people.
2.3 Segmentation Criteria
The consumers can be divided in many ways. Within this report there is chosen for the classification of Kotler, namely:
Geographical criteria Geographic segmentation calls for dividing the market into different geographical units such as nations, states, regions, counties or neighbourhoods. The company can decide to operate in one or a few areas or operate in all but pay attention at to local variations in geographical needs and preference.
Demographical criteria Demographical segmentation consists of dividing the market into groups on the basis of demographical variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race and nationality. Demographical variables are the most popular bases for distinguish customer groups. One reason is that consumers wants, preferences, and usage rates are often highly associated with demographical variables. Another is that demographic variables are easier to measure than most other type of variables and the data is easy to acquire at certain agencies and give a concrete indication of the size of the segment and the position were the segment is located. The demographical and the geographical criteria are most of the time used in combination with the other two criteria.
Psycho graphical criteria In psychographic segmentation buyers are divided into different groups on the basis of social class, life style and personality. People within the same demographic group can exhibit very different psychographic profiles.
Behaviour criteria In behaviour segmentation, buyers are divided into groups on the basis of their knowledge, attitude towards the product, the user status, the usage rate, the loyalty status or response to a product. In the table below shows the major segmentation variables for consumer markets. It also shows a typical breakdown.
5 MSc - International Automotive Engineering Core - Module 3, Management in International Companies
Variable Typical Breakdown
Geographical
Region Pacific, Mountain, West, North, Central, South, East, South Atlantic, Middle Atlantic City or Metro size Under 5000, 5000-20000, 20000-50000, 50000-100000 etc. Density Urban, Suburban, Rural Climate Northern, Southern
Demographical
Age Under 6, 6-11, 12-19, 20-34, 35-49, 50-64, 65+ Gender Male, Female Family Size 1-2, 3-4, 5+ Family life cycle Young, single; young, married, no children; young, married, youngest child under 6; older married, with children; older, married, no children under 18; older, single; other Income Under 10000, 10000-15000, 15000-20000, 20000- 30000, 50000-100000, 100000 and over. Occupation Manager, officials, craftspeople, foremen, farmers, students, retired, housewife, unemployed. Education Grade school or less, some high school, high school graduate, college graduate. Religion Catholic, Protestant, Jewish, Muslim, Hindu, other. Race White, black, Asian Nationality American, Dutch, Spanish, Italian, Japanese.
Psychographic
Social class Lower lowers, upper lowers, working class, middle class, upper middles, upper uppers. Lifestyle Straight, swingers, longhairs. Personality Compulsive, gregarious, authoritarian, ambitious.
Behavioural Occasions Regular occasion, special occasion. Benefits Quality, service, economy, speed. User status Non user, ex-user, potential user, first time user, regular user. Usage rate Light user, medium user, heavy user. Loyalty status None, medium, strong, absolute. Readiness stage Unaware, aware, informed, interested, desirous, intending to buy. Attitude towards product Enthusiastic, positive, indifferent, negative, hostile.
6 MSc - International Automotive Engineering Core - Module 3, Management in International Companies 2.4 Positioning
Positioning is the technique in which marketers try to create an image or identity for a product, brand, or company. It is the 'place' a product occupies in a given market as perceived by the target market. Positioning is something that is done in the minds of the target market. A product's position is how potential buyers see the product and is expressed relative to the position of competitors. To position a product a company needs a lot of knowledge about the competitors, target group, competition and the strength and weakness of the own company. When there is enough knowledge acquired, a positioning matrix can be made shown in chapter 3.1.3.
2.5 Segment strategies
When the market is segmented, the company has to develop a segmentation strategy how to approach the different segments. The most extreme form is the individual approach. That means that every segment consists out of one customer. The other extreme form is the mass approach, were the market is not segmented and all the consumers are treated with the same marketing policy. In between is the group- approach where the market is segmented in different consumer groups with the same recognizable wants and needs. In practise the three strategies are:
1. Undifferentiated marketing
2. Differentiated marketing
The company will approach the total market with one marketing mix. The undifferen- tiated marketing is the mass approach where the product is adjusted to the average taste of the consumers.
The company will treat some or all segments in the total market with for each segment his own marketing policy. The customer is served better so the market penetration will be better and the revenues higher than with the undifferentiated marketing policy however the costs of this strategy are higher.
7 MSc - International Automotive Engineering Core - Module 3, Management in International Companies
3. Concentrated marketing
Concentrated marketing means that a company the marketing policy concentrates on one or some carefully chosen segments. This is most of the time used by small or new entering companies. It is an efficient way to achieve a lasting position in the market but the risks are higher than with the other segment strategies.
8 MSc - International Automotive Engineering Core - Module 3, Management in International Companies 3. Segmentation of a medium-size car 3.1 Segmentation in an example
A task for this report is to show the segmentation and positioning process for a car producer which offers a medium-size car to a broad consumer market. Therefore BMW and its BMW 3 series were chosen. It is a medium-size car which fits to the given requirements. How it matches will be shown in the following chapters.
3.1.1 The BMW 3 series
The chosen BMW 3 series model is just an economy model which is sufficient for the executed investigations. This car is about 4,5 meter long, costs about 26.000,- and offers enough space for five adult persons. As already mentioned it is medium-size car which is situated in the middle class. Its competitors are:
Audi A4 Volkswagen Passat Mercedes Benz C-Class Opel Vectra Volvo V40 Ford Mondeo Mazda 6 Renault Laguna etc.
3.1.2 The market segmentation of BMW 3 series
Geographical Segmentation The geographical segmentation is for the BMW 3 series an important factor. The main markets are the United States and Europe. Namely it doesnt matter where a car producer sell its cars, the important thing is to sell cars at all. Limitations are mostly given by the legislation. Laws differ from country to country, especially between countries from different continents. Once adapted to the according laws, factors like city size or living density are very important to reach the broadest customer shift as possible. The more potential customers can be found in a certain area the more cars can be sold. In the globalisation manner nowadays the assimilation of laws moves forward. This disadvantage could be negated in a few decades.
Demographical Segmentation
The typical customer or also the target group of the BMW 3 series are mainly male people in an age about 30-49 years. They live in households of two persons (not very often they have children) and have an average income of ca. 40.000 - 70.000 a year. They have mostly a good education with a college graduation, are academics working up to a middle management position and search for a company car or just a car to feel with. The religion, nationality or even the race doesnt matter; their way of life is their impulse to force for such a car.
Psycho graphical Segmentation
BMW 3 series customers distinguish themselves from the mass by their personal distinction. They are ambitious, hard working and successful and meet their common needs of sportive and dynamical driving for example in a BMW 3 series. They want to be as sporty as their car. Therefore they live very healthy, go to gymnastics and do a lot
9 MSc - International Automotive Engineering Core - Module 3, Management in International Companies activity for keeping fit. Socially they fit to the etiquette of the middle, middle upper and the upper class.
Behavioural Segmentation
BMW 3 series customers are regular buyers. They estimate the presence of a new car. The benefits are easy to define: quality, dynamic, passion and speed are only a few to be mentioned here. BMW customers or potential customers know what they want. They are very loyal. Once decided for a BMW 3 series, most of them buy the successor, too. They know about the quality and the advantages of such a car. As mainly heavy users they enjoy the comfort provided by these cars, thats why their attitude towards the product is mostly enthusiastic and positive.
3.1.3 Comparison BMW 3 series to its Competitors
The following positioning matrix shows the current situation in the midsize-car market. The x-axis exposes the social behaviour of the target customers, the y-axis the way of how they react and live their emotions. It can be seen, that customers of a BMW 3 series try to express their emotions by buying such a car. They want a car which fits most to their way of behaviour. But that is not the only important factor. These customers want to show their social affirmation. It is significant to show the society their status.
Figure 2: Positioning matrix of BMW 3 series to its main competitors
3.2 Future Developments in the midsize-car segment
The development of life-style and society are for car producers very important factors in the meaning of how to segment and position their products. Changing nowadays will influence the strategy decisions for the future cars. This is why marketing analysis and researches have to be taken very serious.
BMW 3 1 2 3 4 6 7 5 8 Sportive cars Functional/ Expressive cars Functional cars express emotions social affirmation social integration control emotions 1. Audi A4 2. Volkswagen Passat 3. Mercedes Benz C-Class 4. Opel Vectra 5. Volvo V40 6. Ford Mondeo 7. Mazda 6 8. Renault Laguna Class/Status cars
10 MSc - International Automotive Engineering Core - Module 3, Management in International Companies In our throwaway and fun society, life-style becomes more and more important. Unfortunately results this in a growing gap between the rich and poor society shift, shown in the figure below.
Figure 3: Future changes in income classes (Source: Volkswagen)
In a few years the middle income class will become smaller. To reach as much customers as possible the car producers have to align their strategies and to define their new targets. BMW is situated between the middle and upper middle class. Not to be put aside, BMW has to move more into the upper middle income class. This can be done by showing more exclusivity, reliability and other car preferences. Each OEM has to define its new segment to sell its cars. Skda for example will move its Oktavia more to lower middle income class, the Audi A4 thereagainst will, because of its generally better image, try to move into the upper middle income class as well.
11 MSc - International Automotive Engineering Core - Module 3, Management in International Companies 4. Positioning of a medium-size car 4.1 Market Positioning BMW 3 series
As told before Positioning refers to the place an offering occupies in consumers minds on important attributes relative to competitive offerings. Furthermore, the market positioning constitutes the last step in the marketing process:
Figure 4: Process of market segmentation, targeting and positioning.
After the segmentation of the market and the selection of the target segment, in this case the target segment is the medium-size car segment, the question is:
How can we convince consumers in this segment to choose our offering?
In general the consumers have to be convinced that the products, in this case the BMW 3 series:
1. Meets, or even exceeds, their expectations. 2. Does it better than competitive offerings.
The segment of medium-size cars is a wide segment with different consumer shift. Many different brands are involved in this segment, as well as, many different kind of needs take part in it. As already been seen before BMW 3 series is a car related to express emotion and social affirmation in consumers minds.
However, in the last years BMW has been focused on environmental issues. Consistently, at the moment, the BMW 3 series sets the standards for recycling-optimised vehicles in the future. This car can be virtually 100% recycled in compliance with economic and environmental guidelines. The recycling concept is integrated into the design of many of the cars components and assemblies. This way, the positioning strategy of the BMW 3 series is not changing; the company is adding a new message for the consumers not only from the BMW 3 series but also from the BMW Group, BMW Group recycling.
In the following picture all the recyclable plastics of the BMW 3 series can be seen:
Market Segmentation 1. Identify bases for segmenting the market 2. Develop segment profiles Market Targeting 3. Develop measure of segment attractiveness 4. Select target segments Market Positioning 5. Develop positioning for target segments 6. Develop a marketing mix for each segment
12 MSc - International Automotive Engineering Core - Module 3, Management in International Companies
Figure 5: BMW 3 series recyclable plastics.
The main reason why BMW made a big effort in reasserting the BMW 3 series as an expressing emotions car suitable for social affirmation is that the team wanted to make sure that the new 3 series would surpass the Audi A4 and compete head-on with the Mercedes C-class in buyer satisfaction.
At this point, it can be important to mention that when BMWs new 3 series prototype was about to be completed, Audi, one of its major competitors, introduced its new benchmark model for 1996, the Audi A4. Car and Driver magazine named the A4 one of the Ten Best 1996 cars. In fact, Car and Driver gave the new A4 a one-point higher rating than BMWs 3 series of 1996, which continued to set the benchmark for styling in its class. This model was central to Audis strategy of directly attacking BMWs product line. Having hired away several of BMWs marketing executives, Audi was now introducing series with numbering systems similar to BMW but always symbolically one number higher. The Audi A4 was targeting the BMW 3 series, the Audi A6 was targeting the BMW 5 series and the A8 was doing the same with the BMW 7 series.
The Audi A4s design was very competitive with the BMW 3 series. So when the new 3 series was 24 months from launch, BMW group saw a new competitor, the A4 that was a well-developed car, apart from its original benchmarks Mercedes C-class and Lexus CS300.
Because of these reasons BMW Group made an extra effort when positioning the third generation 3 series trying to differentiate itself from Audi, which was trying to overlap BMWs position in the market.
The ABCs of the BMW 3 series positioning strategy have been, first, understanding the attributes of the product (Attributes); secondly, strong differentiation from its competitors (Benefits); and finally, developing effective advertising message, channels of distribution, etc. (Communication of Value). The main attributes, benefits and perceptions of the BMW 3 series are identified by the consumers because of its positioning strategy.
13 MSc - International Automotive Engineering Core - Module 3, Management in International Companies
Figure 6: Attributes, Benefits and Perceptions of BMW 3 series.
When developing a positioning strategy for a new product/service, there are always some important points to fulfil for every kind of market or segment. These concepts compose the key to a successful positioning: Clarity, Consistency, Competitiveness and Credibility.
BMWs success in the medium-size car segment can be explained by studying these four points: 4.1.1 Clarity
The message must be clear and understandable. Concerning the BMW 3 series, it is a medium-size car that is directly linked to social affirmation by everybody. In addition, the relation between the BMW 3 series and the emotions is also very close. So it can be defined as a high level medium-size car for those who are fascinated in driving. 4.1.2 Consistency
The company must be coherent in all its decisions and strategies. The BMW 3 series models are all perfectly coherent with BMWs brand image, as well as the positioning strategy and marketing strategy always appealing to the sporty spirited performance. 4.1.3 Competitiveness
The product must be competitive in its segment. This is one of the best strength of BMW. BMW cars are always competitive in the way that they provide best quality, excellent reliability and safety. 4.1.4 Credibility
The message must be credible. In this point a brand like BMW always have the competitive advantage of its brand image, and the consequent strong position of the brand in the market and in consumers minds.
14 MSc - International Automotive Engineering Core - Module 3, Management in International Companies Changes for the Future
Finally, some ideas looking forward, the future positioning strategy of the BMW 3 series will be studied. Furthermore, the necessity of some changes in BMW 3 series current positioning strategy will be discussed. About the current positioning strategy, BMW principal objective is identifying the 3 series with express emotions and social affirmation. In these aspects BMW should try improve even more its image, positioning itself further away from cars like for instance Mazda-6.
Figure 7: Future positioning of BMW 3 series
On the other hand, the typical BMW 3 series buyers are not women. This results in one of the most important weaknesses of its positioning strategy. Women dont usually base their needs in purposes like social affirmation as much as men do; they are usually more interested in the design, safety, reliability and utility.
In the recent years, women are becoming an important car buyers group and their needs also have to be met. The modern and fashionable car designs are at the moment one of the principal interests of young women when buying a car; designs such as the Renault Twingo and the new Megane are fulfilling women needs. About this topic, BMW 3 series should try to improve its conservative design not only with the Compact model as theyve done but also with the Convertible, Touring, Coup and especially with the Sedan. The BMW 3 series Sedan has a quite conservative design. In the future, BMW should remodel it like theyve already done with the 5 series and 7 series; this way, trying to identify the 3 series into a more fashionable design in their future positioning strategy.
Another important concept that BMW should try to emphasise more in its positioning strategy is the environmental issue. Although in the last years BMW has been focused on the environment when developing new models, unfortunately it is not really clearly explained in its positioning strategy. At the moment even if BMW cars, in this case the BMW 3 series, are provided with ecological equipment, the consumers do not identify this car as an environmentally friendly car.
BMW 3 1 2 3 4 6 7 5 8 Sportive cars Functional/ Expressive cars Functional cars express emotions social affirmation social integration control emotions Class/Status cars 1. Audi A4 2. Volkswagen Passat 3. Mercedes Benz C-Class 4. Opel Vectra 5. Volvo V40 6. Ford Mondeo 7. Mazda 6 8. Renault Laguna etc.
15 MSc - International Automotive Engineering Core - Module 3, Management in International Companies
Therefore, one important objective for the future positioning strategy of the BMW 3 series should be to identify it as an environmentally friendly car in consumers minds.
Finally, for concluding this section it is important to underline the overall achievement of its objectives by the BMW 3 series positioning strategy. For the future, some additions to the strategy (the ones mentioned in the previous paragraphs) should be enough to maintain BMW 3 series strong position in the medium-size car market.
5. Conclusions
A successful launching of a new product into a market needs to give the product its own identity in this market. For this, first the segmentation of the market has to be done, then chosing the target segment and finally developing the positioning strategy of the product.
Refering to the BMW 3 series, it is situated in the medium-size car market. Its segmentation has to be covered in several different criterias. The customers of the 3 series are ambitious, hard working and successful, and mainly between 30-49 year old men with an income a bit over average. The reason for this is the positioning strategy of the BMW 3 series, which has been focused on giving the car the identity of expressing emotion and social affirmation. This message has been clear, consistent, competitive and credible; which compose the key for a successful positioning.
However, some important social changes are going on in the near future, due to this fact BMW 3 series should try to adapt its positioning strategy for the future needs. The most important topics that the BMW Group should cover when developing a positioning strategy for the future are:
BMW should emphasize even more the 3 series identity as expressing emotions and social affirmation.
BMW should try to fulfil women needs with its BMW 3 series.
BMW should improve its conservative design and try to turn it into a modern and fashionable design.
The last important objective for BMW 3 series future positioning strategy should be to try to identify this car as an environmentally friendly car.
16 MSc - International Automotive Engineering Core - Module 3, Management in International Companies 6. References