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The Results of the Relationship

In: Sports Sponsorship and Brand Development

Author

Listed:
  • Martin Beck-Burridge
  • Jeremy Walton

Abstract

The logic behind Subaru’s foray into the World Rally Championship was formulated and driven by the fact that, as a niche player in an intensely competitive global industry, they had to find a differentiating factor. Poor profit and sales performance in the mid-1980s (see page 58) had convinced the Board and management of the company that in order to stay an independent player the company had to ‘raise its image and build on its nonreplicable strengths’. Furthermore, whilst at the end of the 1980s the company had a well established reputation as a manufacturer of all-wheel-drive vehicles their model sales profile was low volume low profit. Therefore, their decision to pursue a policy of image and brand building through motorsport to alter that profile was formulated on a clear set of strategic goals. That is not in itself particularly innovative or new, but what was unique amongst the Japanese manufacturers in the 1990s, was the clarity and persistence with which they formulated their plans.

Suggested Citation

  • Martin Beck-Burridge & Jeremy Walton, 2001. "The Results of the Relationship," Palgrave Macmillan Books, in: Sports Sponsorship and Brand Development, chapter 5, pages 69-82, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50822-4_5
    DOI: 10.1057/9780230508224_5
    as

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