...NEW BEETLE: A New Take on the Legendary | Marketing Management Case Study | Emir Sunay | 1. Target Audience for New Beetle New Beetle is the new model of Volkswagen which takes the classic elements and basic shapes of the old Beetle and combines it with the latest technology and modern detail. It is based on the latest Golf platform. Liz Vanzura, the marketing director for Volkswagen, significantly has to define a target audience for the New Beetle in order to successfully market the car within a limited budget. VW executives decided to make the brand important and relevant to the '90s buyer. This new model should also be marketed aligned with this strategy. The general target audience of Volkswagen does not consist of a distinct group; but its users have several common personalities which are being adventurous, confident, creative and individualistic. They also enjoy active driving and challenging roads; therefore they are highly concerned about their cars' driving characteristics. There are two distinct potential target audiences for the New Beetle, which can simply be defined as Generation X and Baby-Boomers. Generation X is the young adults in the country who are between the ages of 18 and 34. These people are more educated and more affluent compared to the average car buyer. Baby-Boomers is the generation which consists of people born between 1946 and 1964 in the U.S. Many members of this group has experiences with the old Beetle and they are likely to connect...
Words: 1232 - Pages: 5
...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 towardspromotional expense of the New Passat...
Words: 5973 - Pages: 24
...Launch of the New Beetle [NEW BEETLE CASE STUDY] 1. INTRODUCTION At a time when American¶ were skeptical about the purchase of imported cars, due to lack of availability of 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 and envisaged a cult- following by the 60s. However due to factors, such as Deutsche Mark appreciation, declining hatchback popularity, new environmental legislations all led to a dramatic decline in 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 such as strong heritage value, focus on unique driving experience and delivering German technology at an 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 through its initial promotional campaigns, the company¶s marketing manager Vanzura had decided to target the Baby boomers with a proposition aimed at µindulging in nostalgia. While rival companies spent upwards of 100 million dollars towards promotional budget, Vanzura would have to content with 25% of the typical budget size, which would further shrink if Vanzura would have to allocate dollars towards promotional expense of the New Passat which had...
Words: 1524 - Pages: 7
...PROJECT CASE STUDY OF THE VOLKSWAGEN NEW BEETLE [pic] MKTG Principles of Marketing TABLE OF CONTENTS Abstract Introduction Product concept Development of the Volkswagen New Beetle New Beetle adoption Marketing throughout the product life cycle Beetle brand Findings Conclusions Reference list Abstract *** “The Beetle is different, it makes you feel different. It is like a magnet”, - Volkswagen Chairman, Ferdinand Piech (Keith Naughton and Bill Vlasic, 1998) *** The present paper is the case study of the Volkswagen New Beetle from the marketing perspective. The thesis will analyze the product concept, and examine the New Beetle in terms of the concept in question. The purpose of the paper is to identify the issues in the application of theory with regard to the New Beetle as a product, describe the function and operation of this element of the marketing mix in Volkswagen, as well as to review the status of the identified issues in the reviewed company. The paper will consider the introduction of the New Beetle to the market and examine the respective phases of the product development. The thesis will also examine the adoption of the New Beetle as a product, overview the product lifecycle and the issues with regard to the Beetle brand. Overall, New Beetle is unique from other cars and can be the good example of the successful product development and adoption. The Beetle Brand is...
Words: 3433 - Pages: 14
...The highly controversial, and much disputed issues surrounding the Keystone XL crude oil pipeline project have been under the scrutiny of American politics in recent months. A debate has ensued around national calls for the construction of infrastructure that would transport a crude oil alternative from Canada to the United States, and has rapidly gained increased exposure. This exposure can be attributed to a number of factors, but in large part rising gasoline prices and political pressures are the driving factors. Increased demand for more reliable and stable supplies of crude oil in the United States has been driven by an ailing supply of traditional heavy oil. TransCanada Corporation is a Canadian based energy company which develops and operates energy infrastructure throughout North America. The corporation finds itself at the focal point of the oil sands debate. The transnational corporation has applied for a permit to carry out a $7 billion project by the name of Keystone XL, which would allow TransCanada to construct and manage an oil transport pipeline between the United States-Canada border. The pipeline would transport crude oil produced from oil sands in Canada to oil refineries in the Texas Gulf Coast. Since the pipeline would cross international borders, the project requires the approval of the State Department in accord with Executive Order 13337. It is over this crucial point that much of the discussion has been centered. Time Magazine has dubbed oil sands “Canada’s...
Words: 4360 - Pages: 18
...SUBHASH C. NATH AAKASH DEEP ASST. PROFFESER SERVICE MANAGER (REGIONAL COLLEGE OF MANAGEMENT)S (BHARAT MOTORS LTD.) | Gaurav Kr. Pandey 1 TABLE OF CONTENTS Chapter no. Page no. Chapter 1 01-06 Includes INTRODUCTION TO THE STUDY.............................................. 02 EXECUTIVE SUMMERY............................................................ 03 INTRODUCTION TO AUTOMOBILE INDUSTORY....................... 04 Chapter 2 Includes 07-34 LITRATURE REVIEW................................................................ 09 INTRDUCTION ABOUT VOLKSWAGEN GROUP........................ 16 DIFFERENT SUBSIDERIES OF VOLKSWAGEN.......................... 18 HISTORY OF VOLKSWAGEN GROUP........................................ 19 INTRODUCTION ABOUT BRAND VOLKSWAGEN...................... 21 HISTORY ABOUT BRAND VOLKSWAGEN................................. 22 INTRODUCTION ABOUT VOLKSWAGEN INDIA......................... 29 ABOUT THE DEALER - BHARAT MOTORS................................. 33 Chapter 3 35-70 Includes OBJECTIVE OF STUDY............................................................. 36 RESEARCH METHODOLOGY.................................................... 37 SCOPE OF THE STUDY............................................................. 39 AREA COVERED...................................................................... 40 ANALYSIS............................................................................ ...
Words: 6053 - Pages: 25
...Introduction: In 1937, the Volkswagen was born in German it is an automobile company, through the 70 years of development it get the public favorite cars of all over the world. The company of Volkswagen means mass consumers can use and buy it; it has ten brands with them own enterprise. Such as Audi Porsche Skoda Bentley Lamborghini Bugatti Volkswagen Skoda Seat, the Volkswagen group’s portfolio is made up with nine successful brands that excite one billion of customers around the globe. In 2010 that groups further sharpened the individual, distinctive image of each individual brand. Focus on American and china most of customers are usually like to buy the car of Volkswagen. In china the company publicity their own culture and across the advertisement to tell the public it is contains one hundred years of brand. And the products high-end brand image at present was most consumers are recognized. Because official business is widely used the car of audi also gives the Volkswagen to promotion their brand in public mind. Analyze: Marketing mix of the Volkswagen in the international The brand of the Volkswagen is the successful marketing in the world. It used the 4ps in the different countries. Covering the international market, subsequent the most important concerns the implementation by touching the 4ps: product price place promotion. It changes the standardization and adaptation in the marketing Product: The Company concerns about the development and renew the product, cause...
Words: 3288 - Pages: 14
...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...
Words: 6282 - Pages: 26
...from modification * Macro Evolution (Large Scale Evolution) * Common Ancestor - descent of different species over many generations * OVER LARGER TIMESCALE (ex. Speciation) * Micro Evolution (Small Scale Evolution) * Changes in gene (allele) frequency in population from one generation to the next * May be over shorter time period (generations) * BOTH OF THESE IMPLY: * 1. Common Ancestry * 2. Changes through time *Natural selection occurs when 3 conditions are met; results in evolution * 1. There is variation in a trait * (Ex. Beetle color) * 2. The trait is heritable * (Ex. Brown beetles tends to have brown babies) * 3. There is differential reproductive success, and not all individuals reproduce to their full potential * (Ex. Green beetles are selected against by natural and Brown beetles are selected for- so they reproduce more) *Adaption: A trait that increases the ability of an individual to survive and reproduce compared with individuals without the trait Adaption in an evolutionary context: An inherited trait that makes an organism more fit in its abiotic and biotic environment, and that has arisen as a result of the direct action of natural selection for its primary function. Ex. Mimicry of the non-toxic king snake to evade predators Natural selection leads to Adaptions * Adjustments or changes In behavior, physiology, or structure of an individual organism...
Words: 4620 - Pages: 19
...not finished also need references Table of 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...
Words: 4774 - Pages: 20
...A species of beetle in a distant forest may disappear, but not cause the collapse of an ecosystem. For this reason, it is not feasible or desirable to attempt protecting such species even if they are on the brink of extinction. Some species, however, play far greater roles in their ecosystems, and losing them could cause a butterfly effect of devastating effects. As Robert T. Paine, the pioneering biologist in researching these important species, discovered: “not all species in an ecosystem are created equal” (MacDonald). Paine’s research brought an entirely new idea to...
Words: 1425 - Pages: 6
...Case Study 1: Monsanto Attempts to Balance Stakeholder Interests This case involves Monsanto, the world’s largest seed company. This is no ordinary seed company, it specializes in the genetic manipulation of organisms, known as biotechnology. Weeds, insects, and drought have been a huge issue for farmers. Herbicides and pesticides were creators to keep pests off of plants, however, applying them proved to be expensive and time consuming. Monsanto answered this problem by creating seeds that contained the herbicide Roundup, which kills weeds without harming the crops themselves. These types of genetically modified (GM) seeds were just the beginning. Drought-tolerant seeds were also created for dry area such as Africa. Opponents of genetically modified crops have various reasons for believing that these products will have a negative effect on the people and insects that consume it. Monsanto has a history of unethical cultures that have had a negative effect on many stakeholders such as the environment, plants, animals and humans. The benefits of growing genetically modified seeds for crops do not seem to outweigh the negative consequences of using them. In an effort to manage the potential harm to plant and animal life from using products such as Roundup, Monsanto should adhere to the code of ethics and follow the EPA’s guidelines. “Ethical culture is acceptable behavior as defined by the company and industry” (Ferrell, Fraedrich, & Ferrell, p. 15). Monsanto’s seems to have...
Words: 999 - Pages: 4
...BRANDING VERSUS A CHANGING CONSUMER CULTURE By Polly Stone Submitted in partial fulfillment for the degree BA Advertising London College of Communication University of the Arts London Dissertation Tutor Dr. Adrian Sledmere April 2014 ACKNOWLEDGEMENTS As this work represents the culmination of my education so far and three years of personal development and growth in ways I could have never foreseen, I would like to firstly thank my incredible family for their unwavering love and tenacious support. Secondly, I thank my dear friends whom I embarked on this journey with in September 2011, our share of challenges and triumphs have built characters of us all. I am proud of each and every one of us for remaining sane in the times of adversity and having the courage to finish what we started. I must also thank my creative partner Kim Svanström, for bequeathing me with his design genius, for the patient hours he spent helping me in the digital space and oftentimes, making me laugh harder than I worked. Lastly I would like to thank Dr Adrian Sledmere, for being the stable one and also if unbeknownst to himself, a truly inspiring educator. ABSTRACT The growing disillusionment and scepticism of brands is now a fact in society but where does it stem from and where does it leave brands? This journey started when I read Klein’s (1999) ‘No Logo’ but wanted to explore further why the anti-capitilist protests and movements were happening, what was it inside...
Words: 8578 - Pages: 35
...Porsche: Guarding the Old While Bringing in the New Background on Porsche The Porsche Company was founded by Ferdinand Porsche who credited himself for the design of the original Volkswagen Beetle and Adolf Hitler’s people’s car. He had already gathered over 30 years of valuable experience before designing the Porsche. The first result of this work in automobile development was an electric car called the Lohner Porsche which was powered by wheel-hub motors. In 1948 Porsche engineering office started working under its own steam on the Type 356 VW Sports Car it marked the birth of the Porsche sports car. Today the Porsche engineering continues to take on engineering challenges of the future. The Problem The Porsche Company started to decline in sales due to its’ exclusive customers. Porsche became concerned about if there were enough products to keep the company afloat. The company tried to extend its brand outside of the box with making cars that were affordable to individuals who didn’t represent the Porsche brand. What factors are important to understanding this problem? The Porsche customers were upset, because there were different classes of people who owned this product. The customers exemplified attitude toward the product. “A customer’s attitude fit into a pattern changing ones attitude may require difficult adjustments in many others” (Kotler and Armstrong). Brand personality is a unique concept with this case. “Brand personality is the specific mix of human...
Words: 650 - Pages: 3
...ever to be introduced in the United States. It is a small beetle that was brought over from Asia through ash and ash by-products, and is extremely difficult to detect; efforts to eradicate it have been unsuccessful thus far. The main threat that the EAB poses is its negative effects on the native Ash Tree; it seems to attack all North American Ash species and kills them over a span of two to five years by “laying eggs in the conductive tissue of Ash Trees” (Jones). Over the past decade, tens of millions of ash trees across the Northeast and Midwest United States have died because of the introduction of the Emerald Ash Borer....
Words: 673 - Pages: 3
