...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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...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 a successful brand that enjoys customer’s loyalty, perceived quality and brand name awareness. Introduction The Volkswagen New Beetle is a newly developed version of the original Volkswagen Beetle that was on the market between 1938-1975. The New Beetle was successfully launched into the market in 1998 and was successfully adopted from the very beginning....
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...automobiles manufacturing company, which operate all over the world. The main aim of the company is to become the first automobile manufacturer by 2018 and India became one of the key “element” in this strategy, since India the second fastest growing automobile market. Volkswagen India operates since 2001 when they presented Skoda brand to the Indian car market. Methodology For the following research was implemented realism philosophy, which means that both positivism and interpretivism approaches were used. The main tool, which was used in this particular research, was secondary data, as India country was chosen as a research area, so collecting primary data was impossible. Mainly the annual reports, journal articles and in some cases books were used. As India was chosen for the research, there was no ability to conduct the survey and use primary data. Situation analysis A. The internal environment Review of marketing goals and objectives * 15% annual growth rate for the next five years * To bring new technologies in car market of India * To increase market share twice, to 7% by 2018 * To explore India car market with new dealerships * Raise brand awareness of the company in India It should be mentioned that in order to increase quantity of customers and prove that Volkswagen is company Indian people could trust, Volkswagen introduces Polo GT TDI in 13 September 2013 with remark “German quality made in India ”. This model is segmented mainly for...
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...subsidiary companies located in over 50 countries while majority of its plants, employees, and R&D is based in Italy and Europe (The Fiat Group 2010). In battling for market share against major global competitors, Fiat has recently entered into mutual strategic alliance with Chrysler, with Fiat holding 20% of the shares. This provides both sides many complementary advantages. For instance, Fiat immediately gains unlimited access to Chrysler’s extensive North American dealer network, and therefore can save huge production cost by using Chrysler’s plants to produce its models for North American market. Chrysler also gains Fiat’s global distribution network in reciprocal while also being provided with shared knowledge in engine technology and the know-how of building small and fuel-efficient vehicles. One of the Fiat’s fleets that this paper will place an emphasis on is the Fiat 500 model. The first original model of Fiat 500 was launched back in 1957, namely the Nuova 500, and it was positioned as an economical and cheap city car. Having seen the success posed by...
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...Introduction Manufactured in Redditch, UK, the Bullet was the culmination of designs that date back to 1933. The classic 350 cc model made its debut at the Earl’s Court motor show in 1948 and was an immediate success. Its big brother, the 500 cc came along later, in 1953. In 1955, a satellite factory was established in Madras, India, to meet demands from the Indian Army. When the UK factory closed in 1970, the Madras plant continued production. In 1994, Enfield India was acquired by the large engineering group, Eicher, which has since made a number of improvements to the bike. However, despite these, its distinctive appearance remains unchanged and provides an opportunity to enjoy the privilege of riding a “classic” reproduction bike. History of Royal Enfield In 1893, the Enfield Manufacturing Company Ltd was registered to manufacture bicycles. By 1899, Enfield were producing quadricycles [disambiguation needed] with De Dion engines and experimenting with a heavy bicycle frame fitted with a Minerva engine clamped to the front downtube. In 1912, the Royal Enfield Model 180 sidecar combination was introduced with a 770 cc V-twin JAP engine which was raced successfully in the Isle of Man TT and at Brooklands. First World War (1911–1920) Inter-war years (1921–1939) Second World War (1939–1945) 1913 Enfield 425cc 1923 Royal Enfield 225cc 1941 Royal Enfield 250cc In 1911, prior to the outbreak of the First World War in 1914...
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...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............................................................................ .... Chapter 4 71-78 42 Includes CONCLUSION /...
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...MINI COOPER: MARKETING STRATEGY, DIGITAL MARKETING, BRAND & ETHICS 10.2478/cris-2013-0005 MINI COOPER: MARKETING STRATEGY, DIGITAL MARKETING, BRAND & ETHICS MARIIA MOISEIEVA The report is designed to examine, analyse, and evaluate where appropriately the current Mini Cooper’s marketing strategy, its digital marketing initiative, branding, and the importance of ethical values in Mini Cooper as well as other organisations. That is important for understanding of the practical applications of marketing is achieved by applying theory to them. It is determined that Mini’s marketing strategy has shifted in terms of targeting and brand positioning. As previously it was an affordable iconic British car, now it has become a cool luxury car dominantly for a young segment. Its international marketing strategy is differentiated in a way that a brand is built up on the historical iconic image of Mini for the UK and associated market, but it is not associated with any values in the past for the US customers. Overall, Mini’s marketing strategy is considered to be innovative, creative, and sometimes ‘silly’, which is of great value for its young energetic target audience. Digital marketing initiative also corresponds to the latest IT and social trends worldwide by ‘digitalising’ marketing initiatives and active social networking with the consumers. Brand is a core competence and ‘everything’ for Mini. Marketing is centered on its brand, not vice versa. An analysis of the Mini’s strategy...
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...Fiat plays double or quits with Chrysler Introduction Below are two articles about the merger between Fiat and Chrysler. Please read these and analyse them in the context of TWO of the theoretical frameworks ( One from OS, One from HR) which have been reviewed and considered in this course. Your answer should include: A brief summary of the relevant theories, and any evidenced based critique of those theories You should then apply those three concepts to this case study, so as to illustrate how they apply, or may be contradicted, in the Fiat –Chrysler merger. From The Economist, 27 November 2010, P 73-74 IN JANUARY Fiat cars will be back on sale in America for the first time in 27 years. The tiny, retro-styled Fiat 500 will appear in the showrooms of 130 dealers across the country. It was launched at the Los Angeles motor show last week, alongside a revamped Chrysler range. Fiat’s return to America is the first visible result of what is intended to be an ever closer union with Chrysler, agreed on last year when the Detroit giant was in bankruptcy. The two companies are betting that the Fiat 500—designed by Frank Stephenson, the man behind BMW’s transatlantic success with the MINI—will also prove as popular with Americans as it has with Europeans. Returning to a country from which Fiat was driven out by poor quality—Americans used to quip that its name stood for “Fix It Again, Tony”—is a big risk. But the reward is to get back into one of the world’s largest...
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...2012) the country's post-war prosperity gave them tremendous buying power, making the growing focus on the Millennials as the next consumer target for many companies’ especially Asian automakers. Additionally, a national survey by communications firm Capstrat, shows that more than 20% of young consumers, so-called millennials, age 22 to 30, plan to purchase a car within a year. 64% of female millennials have already bought a vehicle, compared with 44% of males. "Millennials are going to overtake baby boomers in terms of spending power by 2018," says Capstrat President Karen Albritton (cited by Steve, 2011). Another strategy behind Asian automakers targeting Gen Y is to fulfill Gen Y desire of being part of a community, giving to them what they want in their own way. Additionally, according to digital market research company comScore, Gen Y have a current purchasing power of $170 billion; a purchasing power that most likely will continue to grow as they advance in their careers. Millennials are wealthier than previous generations, which is why it makes sense to target them for new car lines. However, marketers have the...
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...A STUDY ON “CUSTOMER SATISFACTION TOWARDS ROYAL ENFIELD BIKES IN HSR SERVICES” IN BENGALURU. A Project Report is Submitted by GANESHA B USN: 1SI15MBA25 Under the Guidance of Internal Guide External Guide DR.V.V.Mani Asst.Professor PGDMS &RC , SIT Tumkur SIDDAGANGA INSTITUTE OF TECHNOLOGY TABLE OF CONTENTS SL. NO | PART A | PAGE NO | | Executive summary | | 1. | Industry Profile | | 2. | Company Profile | | 3. | Mc Kinsey`s 7`s framework | | 4. | SWOT Analysis | | SL.NO | PART B | PAGE NO | 1. | General introduction | | | * Statement of the problem | | | * Research design of the study | | | * Objectives of the study | | | * Scope of the study | | | * Methodology | | | * Limitations of the study | | 2. | Analysis ,interpretation of results, Findings & Suggestions | | 3. | Conclusions | | 4. | Annexure | | 5. | Bibliography | | PART-A 1. INDUSTRY PROFILE :- THE FIRST MOTARCYCLE...
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...1 shows the four main factors that have affected the past condition of the motorcycle industry. There are four main political factors that have affected the performance of the overall industry. First is the agreement that will be implemented in order to reduce gas. It requires all the producers as well as manufacturer of different motorcycle companies to reduce pollutants by 60% and it was implemented in February 24, 2003. Another important law that is directly connected to the industry of motorcycle is the process of acquiring license; unfortunately, there are some countries who are implementing strict law for the application of license. For example, in Germany, there are separate license that are used exclusively for the motorcycle and car, for those who are carrying or using motorcycles that are larger than 125cc. In France, they are implementing a rule where in, their citizen may only apply for motorcycle...
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...IBM Business Consulting Services Challenges for the automotive industry in an on demand environment Seven areas of strategic action Executive brief ibm.com/bcs Contents 1 1 1 3 4 7 Introduction The automotive industry is facing new and pressing challenges. Globalisation, individualisation, digitalisation and increasing competition are changing the face of the industry as we know it. In addition, increasing safety requirements and voluntary environmental commitments by the automotive industry will also contribute to the changes ahead. Size is no longer a guarantee of success. Only those companies that find new ways to create value will prosper in the future. The purpose of this paper is to present a short overview of the automotive industry today and highlight challenges facing the industry. Based on this perspective, we will discuss strategic levers enabling OEMs to transform to on demand enterprises. Introduction Methodology The evolving automotive landscape The on demand challenge Brand management Customer relationship management 10 Core competency management 13 Software management 15 Quality management 17 Product development management 20 Expansion management 22 Strategic steps toward the on demand business 25 Conclusion 25 About the authors 26 About IBM Business Consulting Services 26 References Methodology The information, data and opinions presented in this paper are based on a series of interviews that IBM Business Consulting Services held with...
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...BMW, the Government, Phoenix Four…”2 - Sean O'Grady, The Independent, April 26, 2005. MG ROVER SEEKS BANKRUPTCY In its lifespan of over a century, MG Rover Group Limited (MG Rover), one of the oldest and largest automobile manufacturers in the UK, went through countless mergers, takeovers and partnerships. The last merger negotiations the company went through before it folded up, took place in June 2004. This time MG Rover was negotiating with China‟s Shanghai Automotive Industrial Corporation (SAIC)3 to sell 70 per cent of its equity stake to SAIC. These negotiations were critical for MG Rover‟s survival, given the fact that it had been a chronic loss maker since the mid-1970s. If the deal materialized, MG Rover was to develop a new car model in collaboration with SAIC in an effort to pull up its falling sales. However, SAIC required MG Rover to be solvent at the time of signing the deal...
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...1994 by SIR Alec Issigonis (BMW Group, 2009) At the beginning it was an affordable iconic British car, now it has become a cool luxury car dominantly for a young segment. Its international marketing strategy is differentiated in a way that a brand is built up on the historical iconic image of Mini for the UK and associated market, but it is not associated with any values in the past for the US customers. Overall, Mini’s marketing strategy is considered to be innovative, creative, and sometimes “silly”, which is of great value for its young energetic target audience. Mini focused on group of young generation – up to thirty five years old, well-educated and wealthy background. Those people that want to be different and willing to pay a big amount of money to show their status and images. Mini has used “un-traditional” way to advertise its products. Only $20 million was spent on traditional media in 2012 such as television, compared to $80 million spent by its competitors Fiat. Under direction of BMW group, beside TV and Magazine advertising, an extensive amount around @20.7 million euro was spent on E-marketing to bring people awareness about the product. As it is a technology world today, the Yo ungers would prefer accessing the internet to search for wanted information, rather than sitting at home and watch television. In addition, customers can access and see the cars in a fancy, fashion events like in Paris with appearance of young celebrities and various guests to...
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...www.howardscasedigests.webs.com 1 CHAPTER 1: INTRODUCTION CONTRACT OF SALE – One of the contracting parties obligates himself to transfer the ownership of and to deliver a determinate thing, and the other to pay therefor a price certain money or its equivalent. A contract of sale may be absolute or conditional. SALES 1. Contract of sale (absolute) • real obligation – obligation to give • remedies available: a. specific performance b. rescission c. damages 2. Contract to sell (conditional) • personal obligation – obligation to do • remedies available: a. resolution b. damages ESSENTIAL REQUISITES OF A CONTRACT OF SALE 1. consent 2. subject matter 3. price CHARACTERISTICS OF CONTRACT OF SALE: 1. Nominate - law gave it a name 2. Principal - can stand on its own; unlike accessory contract 3. Bilateral - imposes obligation on both parties a. obligation of seller – transfer ownership & deliver b. obligation of buyer – pay for price Consequence: power to rescind is implied in bilateral contracts 4. Onerous – with valuable consideration • Consequence: all doubts in construing contract to be resolved in greater reciprocity of interest 5. Commutative – equal value is exchanged for equal value • Test: subjective – as long as parties in all honesty that he is receiving equal value then it complies with test & would not be deemed a donation; but must not be absurd. • Inadequacy of price or aleatory character not sufficient ground to cancel contract...
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