...ACCOUNT PLANNING MANAGEMENT MCC2543 ASSIGNMENT 1 CONTENTS Part 1: Research Background 1. Company/Product Background 2. Research Problem 3. Research Question 4. Research Objective 5. Methodology Part 2: Finding and Recommendation Report 1. Problem Identification 2. Identification of Consumer Behavior 3. Demographics and Regional Subcultures 4. Consumer Expectations 5. Consumer Motivations 6. Brand Loyalty 7. Creative Recommendation PART 1 1/ Company Background History of VW Volkswagen AG is a Germany-based automobile manufacturer. The Company develops vehicles and components, and also produces and sells vehicles, in particular Volkswagen brand passenger cars and commercial vehicles. The Company consists of two divisions: Automotive and Financial Services division. The Automotive division is responsible for the development of vehicles and engines, the production and sale of passenger cars, commercial vehicles, trucks and buses, and the genuine parts business. The Financial services division's portfolio of services includes dealer and customer services in the field of financing, leasing, direct bank, insurance and fleet business. The Company's brands include Volkswagen, Audi, Bentley, Bugatti, Lamborghini, SEAT, Skoda, Scania and Volkswagen Commercial Vehicles and each brand offers a product range from low-consumption small cars to luxury class vehicles, as well as pick ups, busses...
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...Case study: Volkswagen Alignment of IT strategy with the organization's business strategy is a fundamental principle advocated for over a decade (Luftman 2000). From 1930s the first Volkswagen automobiles was designed to 2008, Volkswagen had become one of the biggest vehicle industries in the world and experienced both the sales peak and “Valley of Despair”. It has developed its pattern to face the upcoming difficulties. But according to the article, there were still some issues need to be resolved or improved such as the unsatisfied IT-‐business alignment maturity. And this case study would focus on what kind of roles IS should play and how to achieve IT-‐business alignment at Volkswagen. From this article we can see, Volkswagen had developed several strengths like brand grouping, Next Round Growth initiatives, pursued ecommerce, etc. After ...
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...Kristi Perkins Evaluative Response The crowd of raging people is seen all around the racing track as the motorcycles with bearded, determined-face drivers prepare for the start of the race, but in the midst of it all there is a daring Volkswagen who thinks it can take on everyone else. As the gun is fired by the suited man the expected race commences. The Volkswagen, with its top notch speed, battles for first place with another motorcycle whose driver is intensely staring at the finish line trying to speed up as much as possible and just as he thinks he can smell victory the Volkswagen comes out on top. As the checkered flag is waved the race comes to an end, the clear champion makes its debut out of the Volkswagen and with a cheeky smirk, a waits for his peppy, flirty lady to come congratulate him. When suddenly, the alternate universe of pure black and white drawings is switched into the universe we all know and a humorous business man is doodling the entire race on his paperwork and humming a catchy 80s theme song, when he realizes the awkward stares being given by everyone in the meeting room. He quickly tries covering his embarrassing act but with no success as the awkward stares continue from all around the table. This Volkswagen Feeling Carefree Commercial was successful because humor was used appropriately and cinematography was able to represent the intended emotions for the commercial. Humor is what keeps the audience entertained to want to keep watching that...
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...door to chase the new Volkswagen Beetle driving down the street. He cannot fit through due to his weight. Bolt goes to the mirror, and sad music begins playing. The scene changes to Bolt standing at the top of the stairs with a tennis ball in his mouth. He drops the tennis ball and a classic upbeat song starts playing. Bolt begins a rigorous exercise program to lose weight. He continues exercising as the seasons pass. Once again, Summer's arrived. Bolt hears the Volkswagen Beetle and darts out of his doggie door and successfully chases it down the street. The commercial not only advertises a new Volkswagen Beetle, it suggests improved appearance, success and, high social status are attached to ownership. Spinning off of the popular 2011 Volkswagen Passat commercial, which features Darth Vader, along with a debate between characters from Star Wars, spreads their message to fans of the movie. Choosing a classic song guarantees recurrent thoughts of the commercial. Volkswagen connects with the audience in multiple ways, such as; most people want to lose weight, and like dogs, music, success, and Star Wars. Driving the new Volkswagen Beetle will make the owner look and feel fabulous. Watching Bolt climb stairs, lift weights, run, swim, and diet over the next year so he can fit through the doggie door to chase the new body style of the Volkswagen Beetle conveys the main message of the advertisement (“The Dog Strikes Back”). Volkswagen depicts owning the new...
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...Case study: Volkswagen’s Comeback: Aligning Strategy and Structure Dr. Sunny Onyiri BA 610 Managing Global Companies Zhishuo Zhou 4/15/2015 Volkswagen (VW Volkswagen), March 28, 1937, Ferdinand Porsche, with the support of Mercedes-Benzes created public development company, the same year in September to VW co., LTD. Volkswagen is Germany's biggest and most young car company, is an international group co., LTD., based in Wolfsburg, Germany Volkswagen group, is one of the world's leading automobile manufacturers, is also the largest car manufacturer in Europe. In the world's largest car market Western Europe, about one in every five new car from the Volkswagen group. The development of the nationalization and internationalization is a striking feature in the development of Volkswagen Ag. Volkswagen is because history has uniqueness, always shoulder the responsibility, state and society and the nationality of the background, and makes the public company obtained the support in the start-up and growth stage. Due to the implementation of enterprise internationalization strategy, the public company eventually grow into a multinational company, the product production on four continents, and implement a global sales and service. Public company was founded in the 1930 s. After the German Nazi party to power, the so-called "national socialism" in 1933, the Nazis set up "the German Labor front (DAF, Deutschen Arbeitsfront)" group, the group is forced to take over the assets...
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...SWOT analysis (Case Study of Volkswagen) Company background Industries served | Automotive | Geographic areas served | Worldwide | Headquarters | Germany | Current CEO | Martin Winterkorn | Revenue | €192.7 billion (2012) | Profit | €21.7 billion (2012) | Employees | 549,763 (2012) | Main Competitors | Bayerische Motoren Werke AG, Chrysler Group LLC, Daimler AG, Ford Motor Co., General Motors Company, Honda Motor Company, Nissan Motor, Tata Motors, Ltd., Toyota Motor Corporation and many other automotive companies. | Volkswagen Groups is a German corporation that manufactures passenger cars, commercial vehicles, motorcycles and engines. The company was the largest automaker by output in the world in 2011. Volkswagen Group also offers financial and leasing services. The company owns 13 vehicle brands, including Audi, Volkswagen, Bentley, Porsche, Skoda, Lamborghini, MAN, Scania and motorcycle brand Ducati. It operates in more than 150 countries and is one the largest companies in the world by size and revenue. Strengths: - Global presence. Volkswagen operates in 153 countries worldwide and was the third biggest auto manufacturer in 2012, down from the 1st place in 2011. The company manufactures its cars in 100 plants in Europe, North and South America, Asia, Africa and Oceania. Except GM and Toyota, no other automotive company is capable to compete with Volkswagen in terms of global presence...
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...Holocaust is a part of the history that produces an uncomfortable sensation because of the horrible that happened in this era. As Nora Levin stated, it is not only the magnitude of the destruction- the murder of six million Jews- but because the events surrounding are in a very real sense incomprehensible. No one can understand how mass murder in such a scale could have happened or could have been allowed to happen. The purpose of this paper is not to talk about the Holocaust, however, to create a profound analysis of the German automobile companies that helped the Nazis to perform and gain profits from this holocaust of innocent people. Examples of these companies are the Ford Company, BMW (Bayerische Motoren Werke), Daimler Benz, and Volkswagen. From 1930-1945, these companies aided the Nazi cause and took advantage of not paying any of the employees an enslaved for their work, but by exploiting them, make them suffer in miserable conditions and leading many to their murder (Saxon, 1999). Around 12 million Europeans were victims of working under duress in terrible conditions. Benjamin B. Ferencz, state that “Jews were regularly employed simply as...
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...Contents Introduction 第一章 Company Background of Volkswagen 1.1 Mission Statement of Volkswagen 1.2 Corporate Strategy of Volkswagen 1.3 Organizational Structure of Volkswagen 1.3 History of Volkswagen 第二章 Current State of Affairs of Volkswagen 2.1 Business Situation of Volkswagen 2.1.1 Volkswagen Passenger Cars 2.1.2 Audi 2.1.3 SEAT 2.1.4 SKODA 2.1.5 Porsche 2.1.6 Bentley 2.1.7 Bugatti, Lamborghini 2.1.8 Ducati 2.1.9 Volkswagen Commercial Vehicles 2.1.10 SCANIA 2.1.11 MAN 2.2 Financial Analysis of Volkswagen 第三章 Case Study of Volkswagen Emission Scandal 3.1 Case Situation 3.2 Cause of Incident 3.3 Consequences for Volkswagen 第四章 Business Analysis of Volkswagen 4.1 SWOT Analysis 4.2 结论（黑体小二） 注释（黑体小二） 参考文献（黑体小二） 附录（黑体小二） 谢辞（黑体小二） Abstract Environmental protection is becoming more and more important throughout the world. So the automobile industry tries to develop vehicles with good and positive emission output. In my thesis paper I will write about the Volkswagen emission scandal which happened this year in September. The Volkswagen Group is one of the biggest automobile manufacturer in the world. However Volkswagen manipulated the emission output through so called defeat devices. Through this fraud Volkswagen lost trust and faith of customers, employees, suppliers, investors, buyers and many other groups. I will try to analyze and explain the reasons why Volkswagen came to this situation. ...
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...MC53: Positioning & Creative Strategy Exam project spring 2012 CPR. Nr. 280880-3030 Table of content Part one: Category Background .............................................................................................................. 2 Presentation of chosen product............................................................................................................ 2 Market background information´s ....................................................................................................... 2 Part two: Analysis of Competitive Advertising ........................................................................................ 4 General characteristics of the car industry .......................................................................................... 4 Skoda Citigo advertising analysis ....................................................................................................... 4 Seat Mii advertising analysis ............................................................................................................... 6 Part Three: Brand Advertising Strategy ................................................................................................... 9 VW Up advertising analysis ................................................................................................................ 9 Potential new advertising for VW Up ............................................................................................... 10...
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...Finance&Economics, Finance Engineering Shanghai, 200433, China E-mail: dorazhaojh@hotmail.com Lei Gao Liaoning Shihua University, School of Mechanical Engineering Abstract Chinese market has a great demand for foreign cars, and a great many foreign automobile companies are competing for their market shares here. The most representative ones are Volkswagen and Honda, they adoped different market strategies and they both suffered some success and failures With so many competitions, the future of Chinese automobile industry is hard to predict. Keywords: Market structure, Industry structure, External challenges, Three joys, Source and supply chain 1. History background After the reform and open policy, China’s economy has been increased rapidly, and there was a great demand for cars. But the domestic automobile industry was not that developed at that time and could not meet with such a great demand. So in the 1980s, Chinese automobile industry started to join hands with the foreign companies and improve the technology. Among all the foreign companies, the most typical and successful ones are Volkswagen and Honda. The Volkswagen Company started to enter the Chinese market in 1984 with production base in Shanghai. It is one of the earliest manufactures set up business in China. And it set up another joint venture in Changchun in 1990. Until today , the company owns 14 enterprises in the whole mainland of China. The Honda Company entered Chinese market in 1994, but their...
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...Case #2: Globalizing Volkswagen; Creating Excellence on all fronts Global Business Management Vaishnavi Vanawala Sai Teja Boddupalli November 28th, 2015 COMPANY ANALYSIS Administrative Heritage The Volkswagen Group is a Germany-based automobile manufacturer with its headquarters in Wolfsburg, Germany. It is one of the world’s leading automobile manufacturer and carmaker in Europe. In 1930, Ferdinand Porsche, an Austrian born design engineer set up his own vehicle development center and that was foundation of Porsche AG, a leading sports car marker. In 1938, the government laid the foundation of the factory in Wolfsburg. However, before the plant started car production, it was a wartime production of military vehicles and airplane maintenance. In 1945, the British military government assumed control as a temporary trustee for next four years. It ordered production of the Beetle car but the quality was below the standard. In 1948, Heinrich Nordoff, an engineer took over. He focused on improving the quality of the car and focused on exporting cars and by 1951 company was exporting to 29 countries. During 1950s the sale continued to increase, driven by strong export sale to over 100 countries. The completely knocked down (CKD) production sites were set up first in Brazil and Ireland and later in Australia and South Africa. In 1964, they opened another site in Mexico. As the sales of the Beetle were increasing rapidly, there was a necessity to establish new plants in Germany...
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...http://www.scribd.com/doc/52123169/ExMBA-2010-13-33-Beetle-Case-Study - Imp ------------------------------------------------- INTRODUCTION At a time when American¶ were skeptical about the purchase of imported cars, due to lack of availabilityof spare parts and costly repairs, heightening, Germany¶s existing image problem in the market,Volkswagen introduced the Beetle in 1949 which turned out to be a phenomenal success andenvisaged a cult- following by the 60s. However due to factors, such as Deutsche Markappreciation, declining hatchback popularity, new environmental legislations all led to a dramatic declinein the sales of the Volkswagen Beetle. The sales after peaking in 1968, died out completely by 1981.Subsequently with a renewed focus to leverage a no. of value propositions from the old beetle suchas strong heritage value, focus on unique driving experience and delivering German technology atan affordable value, the company decided to re-model the Beetle to incorporate design features such as ±honest, reliable, simple and original to design the New Beetle. After meeting with success throughits initial promotional campaigns, the company¶s marketing manager Vanzura had decided to target theBaby boomers with a proposition aimed at µindulging in nostalgia. While rival companies spent upwardsof 100 million dollars towards promotional budget, Vanzura would have to content with 25% of thetypical budget size, which would further shrink if Vanzura would have to allocate dollars...
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...Global Compact Case Study Final Version 23 March 2007 Better Health and Safety for Suppliers A partnership project between Volkswagen, ILO & GTZ Maria Kristjansdottir Reykjavik University, School of Law mariak02@ru.is Tel: + 354 699 0482 Better Health and Safety for Suppliers Case Abstract This case study focuses on the “Better Health and Safety for Suppliers” project and how Volkswagen AG seeks to strengthen their policy in Health Protection, Promotion and Occupational Safety by promoting social protection, improving safety and health standards and strengthening labour inspection. The project is a partnership project between Volkswagen, the International Labour Organization and the German Corporation for Technical Cooperation. The project entails first facilitating the participation of selected Volkswagen suppliers in Brazil, Mexico and South Africa in audits with respect to Occupational Safety and Health in their workplace. Based on the findings of these initial audits, several recommendations are given and used to generate a checklist for a second review (conducted up to 6 months after the initial audit). A report is then created which documents the audit findings, including any improvements that have taken place at such supplier. When all the suppliers have been assessed, best practices and solutions found across all project countries will be developed and collected into an online network. This network...
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...UNIVERSITY OF TECHNOLOGY, SYDNEY FACULTY OF BUSINESS GRADUATE SCHOOL OF BUSINESS SCHOOL OF MANAGEMENT Written Case Analysis Case 8 Netflix versus Blockbuster versus Video-on-Demand Report to: Martin Completed as part of the requirements for Strategic Management (21715) Contents Executive Summary p. 3 Introduction p. 4 Volkswagen AG Pre-1993 p. 4 Issues facing the auto industry and Volkswagen AG in the 1990’s p. 5 Financial performance between 1993 and 2001 p. 6 Labour policies p. 7 Leadership p. 8 Recommendations p. 9 Conclusion p. 9 References p. 10 Appendices Executive Summary With the autocratic management style of Ferdinand Piëch, VW was able to expand and grow during a time when there were increasing cost pressures on automakers world wide. Innovations in the manufacturing process through integration and redesign of the value chain helped VW group reduce set up costs, manufacturing costs and labour costs while significantly reducing development times and costs of new models. Although Piëch was basically a one man band having control of the R & D, Quality, Production and Purchasing departments, his direction has left the incoming CEO with a solid base to further develop and grow the VW group. His vision and drive have placed VW in the position of number one automaker in Europe with market share well ahead of the nearest competitor. He has also globalised...
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...PROFILE Volkswagen Group: Marketing Strategy Analysis and Profile Andrew Clayton, Brennen Charles, Brandon Ferrell and Whitney Wilcher MKG 480 Marketing Management Ball State University Muncie, IN 47306 Professor John Vann Dec. 9, 2011 TABLE OF CONTENTS Background ………………………….………………………………………………………………………. 3 Product Market Matrix …………….………………………………………………………………………. 4 Values ………….……………………………….……………………………………………………………. 8 Mission Statement…….….…………………….…………………………………………………..………. 12 Objectives …….….….………………….……………………………………………………………..……. 13 Porter’s Five Forces …..……………….……………………………………………………………..……. 15 Sustainability …..…………...………….……………………………………………………………..……. 20 Boston Consulting Group Growth/Share Matrix ……………...…………………………………..……. 25 Directional Policy Matrix ……………...…………………………...………………………………..……. 31 Positioning ………………………….…...…………………………...………………………………..……. 34 Marketing Mix ……………………..…...…………………………...………………………………..……. 38 References ……………………..…..........…………………………...………………………………..……. 43 2 BACKGROUND Volkswagen group is a automotive conglomerate consisting of several brands of vehicles for a range of customer groups at a range of prices. It is one of the top automotive manufacturer’s in the world and is the top automotive manufacturer in Europe (Volkswagen, 2011a). Beginning in the late 1930s, Volkswagen created tanks and driving equipment for Nazi Germany during World War II. After the war, Great Britain had the choice to either destroy the Volkswagen plant or...
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