...Executive summary Volkswagen is one of the biggest German 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...
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...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...
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...inspired the introduction of innovative promotional strategies, marketing strategies, pricing and consumer-oriented promotional strategies. This paper researches on the automotive industry, taking note of leading companies in their respective product category, their marketing strategy, consumer-oriented promotional strategies, their pricing and the leading companies within the product group. This paper also recommends ways in which companies I the automotive industry could use marketing information to gain competitive advantage and to differentiate itself in the marketplace. Effective advertising strategies for automotive companies will also be mentioned. Introduction Automotive industry started in the 1890’s as a result of the domestic market and the introduction of mass production in the automotive industry that rapidly revolutionized the industry into the largest in the world (McAlinden, Sean & Bernard 2005). The industry began in the United States but was quickly overtaken by Japan that emerged as the largest automotive producing country in the 1980s. Japan was then overwhelmed by China in 2008, and the United States is currently the second among the most major automotive manufacturers in the automotive industry by volume (McAlinden, Sean & Bernard 2005). Each region in the North America, Asia and...
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...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...
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...20 NOV 2010 VOLKSWAGE NBHUBANES WAR MARKET SURVEY ON VOLKSWAGEN SUBMITED BY: - GAURA V KUMAR PANDEY Of Regional College Of Management Autonomous, Bhubaneswar Toward The Partial Fulfillment Of Requirement For The Award Of The Degree Of ‘Master Of Business Administration’. UNDER GUIDENCE OF CORPORATE GUIDE 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 ...
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...leveraged. However, The Fiat Group focuses mainly in automobile sector, and this is not to mention that the world’s famous brands like Alfa Romeo, Maserati and Ferrari are entirely owned and managed by The Fiat Group; this has exclusively enhanced Fiat’s automobile portfolio in terms of brand’s strength, value and equity. Fiat carries out its businesses through its 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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...Kevin Huong Prof. Erickson MKTG 10300 May 4, 2012 Porsche Analysis Paper Porsche is success in the automobile sector and its involvement in VW. Porsche is by far the largest sports car maker in the world. In recent years it enjoyed the highest profit margin in the industry, thus enabled it to acquire the giant Volkswagen group. However, the global financial collapse ruined its takeover plan, eventually resulted in counter takeover by Volkswagen. Porsche Automobil Holding SE was founded on June 26, 2007 at the extraordinary general meeting of Porsche AG, with a unanimous vote of the shareholders. At the time, the objective was to spin off the operative automobil business as a wholly owned subsidiary and to create the holding company as a business unit responsible for managing equity investments. Share holders of the Dr. Ing. h.c. F. Porsche AG voted unanimously in favor of the operating activities of Porsche AG becoming the responsibility of a hundred percent subsidiary in accordance with the provisions of the Transformation Act, of adopting a controlling and profit transfer agreement between the holding company and the operating subsidiary, and also of transforming the holding company into a European Company, a so-called Societas Europaea (SE). The name “Porsche Automobil Holding” was also unanimously approved. The company’s headquarters is located in Stuttgart. Porsche is a well-known European automobil industry that has been for over 60 years, and is a holding company...
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...4. Marketing strategies of Skoda Auto in Vietnam 4.1 Marketing Objectives: The main objectives of the company are: * To penetrate into the Vietnamese market in 2015 * To create brand awareness for local consumers and increase customer’s perception towards its brand name * To become one of the ten biggest car brands in the market The choice of 2015 as entry year is favorable for Skoda because Vietnam’s automotive market is growing quickly and all competitive advantages for the company including lower vehicle import tax, high demand of Vietnamese consumers etc will help company to enter the market successfully. 4.2 Segmentation, targeting, positioning strategy Target groups for Skoda Auto’s vehicles will be based on four groups of segmentation variables such as Geographic, Psychographic, Demographic and Behavioral In Geographic segmentation, two major regions for the company are Hanoi Capital in the North and Ho Chi Minh City in the South. Ho Chi Minh City and Hanoi capital are chosen in terms of numerous population, high income level and high demand of car purchase. Concerning the population scale, Ho Chi Minh stood in the first position with 7,165,000 people and the second was Hanoi with 6,472,000 people. In Demographic segmentation, both men and woman, aged between 25-60 years are addressed. Average Vietnamese household size is about 4.1 person/household, so Skoda’s models such as Fabia, Octavia, Yeti will be the most affordable choice for the Vietnamese...
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... 2015 Case Study #1 Volkswagen Group Prepared By: Team 2 Alejandra Alvarez Amanda Kilroy Ryan Musante Bastian Steppin The Volkswagen Group (VW), based in Wolfsburg, Germany, is one of the largest automakers in the world. Comprised of twelve different brands, the automaker maintains a global presence, with more than 100 factories across Europe, North and South America, Asia, and Africa. The company sells its cars in 153 countries. As the world’s 8th largest employer, it has 592,586 workers who produce close to 41,000 vehicles every weekday. Volkswagen boasts many notable strengths, such as strong brand identity (in all 12 of the their brands), dedication to creating customer satisfaction, and excellence in design and engineering. The secret to their success, however, truly lies in their avid dedication to improving efficiency. As efficiency increases, production volume rises, and costs shrink. Throughout their supply chain there have been countless efforts, both large and small, to improve processes, speed up, and lower costs for virtually all tasks that are required to put vehicles into the hands of customers worldwide. Corporate Structure Volkswagen’s corporate structure appears to violate the conventional wisdom of the automotive industry. Firstly, they have a large assortment of brands, each running as its own entity. Each has its own board of directors, and its own annual reports. The brands cater to different markets, either in terms of location...
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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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...marketing process are: Situation analysis → Establishing objectives → Selecting the target market→ Developing the marketing mix → Implementation and control. 2. Why is it important to have Marketing as part of the Strategic Plan of an entity? This is because, in reality, nearly all strategic planning questions have marketing implications. In fact, the two major strategic planning questions --What products should we make? And what markets should we serve? --are clearly marketing questions. How do they all fit together in the overall organization of a company? Organizations bring managers and employees together to participate in cross-functional teams. This team members are responsible for all activities involving their products and customers. And marketing managers work closely with team members from production, finance, human resources, and other areas to devise plans that address all concerns. In well-managed organizations, a direct relationship exists between strategic planning and the planning done by managers at all levels. If done properly, strategy planning results in a clearly defined blueprint for management action in all functional areas of the organization. Overall, strategic planning is the fundamental input to marketing planning, it is a component of the marketing plan. Strategic planning is about matching the strengths of your business to available market opportunities. It is the process of strategic planning that you go through in creating...
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...Overview 17 3.1 Company Overview 17 3.2 Operational Model 17 3.3 Company Evolution 18 3.4 Life Cycle 18 3.5 Growth Strategy 19 3.6 Financial Ratio Analysis 20 4.0 Customer Profile 21 4.1 Target Market 21 4.2 Product Usage 21 4.3 Purchase Motivation 21 5.0 Company Strategy 22 5.1 Resources 22 5.2 Value Drivers 22 5.3 Cost Drivers 23 5.4 Corporate Strategy 23 5.5 Business Level Strategy 23 5.6 Functional Level Strategy 24 5.7 International Strategy 24 5.8 Value Chain Analysis 24 6.1 Competitive Analysis 25 6.3 Effectiveness of Strategy 26 Volkswagen Group 27 3.0 Company Overview 28 3.1 Company Overview 28 3.2 Operational Model 28 3.3 Company Evolution 29 3.4 Life Cycle 29 3.5 Growth Strategies 30 3.6 Financial Ratio Analysis 30 4.0 Customer Profile 31 4.1 Target Market 32 4.2 Product usage 32 4.3 Purchasing Motivation 34 5.0 Company Strategy 34 5.1 Resources 34 5.2 Value Drivers 35 5.3 Cost Drivers 37 5.4 Corporate-level Strategies 37 5.5 Business-level Strategies 38 5.6 Functional-level Strategy 38 5.7 International Strategy 39 5.8 Value Chain Analysis 40 6.0 Observation and Conclusions 40 6.1 Competitive Analysis 40 3.0 Company Overview (per 44 Customer Profile 51 Target Market 51 Product Usage 52 5.0 Conclusion 56 Executive Summary...
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...SECTION A (4X5) Ques. 1. Write Short Notes on a) Market Development MARKET DEVELOPMENT a process for developing sales - new business and new markets This process is effective for developing all types of business, and delivers business growth via: * new products or services to existing customers, * existing products or services to new customers, or * new products or services to new customers. Market development process: 1. Establish market development aims and targets. 2. Identify target market(s), sectors and niches. 3. Assess your existing sales organisation and develop it as necessary. 4. Source/utilise a suitable prospect database - ensure data is clean and up to date, and strategic decision-makers are identified. 5. Develop and agree your strategic proposition(s) - with reference to USP's, UPB's, competitors, positioning, product mix, margins, etc. 6. Design your communication(s) and method(s) to generate enquiries. 7. Design your response and sales processes and establish or provide required capabilities. 8. Design and provide your required monitoring, measurement and reporting systems. 9. Implement your sales development activity and reinforce it through coaching, training, meetings, executive endorsement, etc. 10. Follow-up the activity: coach as required, review, monitor, seek customer and prospect feedback (successful and unsuccessful) and report on performance. 11. Make...
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...In this task I will be explaining how promotion is integrated with the marketing mix in Audito achieve its marketing aims and objectives. Audi Audi is a German car manufacture company founded in Zwickau, Germany on 16 July 1909. It is founded by August Horch. Audi cars are considered as a luxury vehicles because of its brand reputation. From the 1996 the 99.5 % of Audi is owned by Volkswagen group. The main principle of this research proposal is to analyze the marketing strategy of Audi in the general market. This research proposal further reveals the approaches or a way of methods to achieve the expected results of this research and to gain knowledge of Audi’s marketing strategy. The idea of this research is raised from the main aim of Audi approaching the target market worldwide. Their aim is to be leading luxury car brand worldwide. This research proposal shows the way of accomplishing the research aims and objectives. The result of this research could open the door for Audi as well as any automobile companies to enter and to dominate the car transportation market. This research would clearly define the problems that Audi is facing in the market and the result of this research would be a solution for all the problems. This research will be focusing more into the car market. As the advertising world is changing, more and more businesses like Audi are making use of viral marketing strategies to enhance their online presence since these are efficient, and cost-effective tactics...
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...OPERATIONS MANAGEMENT REPORT ON 1 INDEX * Introduction ………………………………………………………………………………3 * 2 INTRODUCTION COMPANY PROFILE Volkswagen is a manufacturer of passenger and commercial vehicles. The company markets its cars under the following Brands: Volkswagen, Skoda, Bentley, Bugatti, Audi, Seat and Lamborghini. The company is headquartered in Wolfsburg, Germany and employs about 300,100 people. The Group operates 106 production plants in 19 European countries and a further eight countries in the Americas, Asia and Africa. Every weekday, 572,800 employees contribute to produce cars, to keep continuous relationships with customers, suppliers and partners in 153 countries. Volkswagen is a manufacturer of passenger and commercial vehicles. The company’s key products and services include the following: Products: Passenger cars Vans Light trucks Buses Pick ups Campers Brands: Volkswagen Audi SEAT Lamborghini Skoda Bentley Bugatti Some of the company’s data are given below: (* this data is for Volkswagen AG only) Revenues by Geography: Europe, Volkswagen’s largest geographical market, accounted for 44.1% of the total revenues in the fiscal year 2006. Revenues from Europe reached €46,211 million in 2006, an increase of 9.4% over 2005. Germany accounted for 27.2% of the total revenues in the fiscal year 2006. Revenues from Germany reached €28,544 million in 2006, an increase of 10.5% over 2005. North America accounted for...
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