Audi Brand

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“We delight customers worldwide”

AUDI designs, engineers, manufactures and distributes automobiles and motorcycles. Audi oversees worldwide operations from its headquarters in Germanyy, Bavaria, Ingolstadt. Audi-branded vehicles are produced in seven production facilities worldwide. Vehicules that are sold as of 2012 are the A1,A2,A3,A4,A5,A6,A7,A8 models ; coupes and SUVs: TT, R8, Q3, Q5, Q7; S(sport) models: S4,S5,S6,S7,S8, TTS; and RS(RennSport/Racing) models. [pic]

The Audi brand’s products are compelling examples of the brand values sportiness, progressiveness and sophistication. In addition to building technologically advanced vechicules, the brand with the four rings aims to evoke customer delight in many other ways. Audi’s main strategy is trying to expand as much as possible, with luxurious cars, all around the world. For some brands, like “Audi A6”, the strategy used was “product development” because we are talking of the same market, new product. For other countries, like India, the strategy used was “market development” because the Audi company is continously trying to expand on new markets, even with cars that already exist. As well, the “market penetration” strategy is important - to sell the products that already exist on the present market. [pic]

ANSOFF
■Market penetration

The Audi company implements the market penetrations strategy through several actions. According to Ralph Weyler (Member of the Management Board Marketing and Sales, AUDI AG), the main strategy for 2015, that was created in 2006, is to concentrate on Market Penetration and new products. It is visible through producing the same types of certain models of the cars each and every day in the factories located in developed countries and emerging ones. The worldwide network of Audi sites comprises the two German plants in Ingolstadt and Neckarsulm, as well as seven production facilities in Hungary, Belgium, China, India, Indonesia, Slovakia and Spain. Moreover, the company continues to sell the cars and products on daily basis via Audi dealers located worldwide (both in developed western countries and in emerging markets). According to audiusa.com, there are 2665 Audi dealers worldwide. They keep on gaining trust on demanding customers by offering optional high quality service and other products to keep the customers with the company for the long period of time. Regarding to promotion strategy to keep the customers with the company, Audi is a strong partner of different kinds of sports. In football, long partnerships exist between Audi and domestic clubs including FC Bayern Munich, Hamburger SV, 1. FC Nuremberg, and Borussia Mönchengladbach as a strong focus on German market and international clubs including Chelsea FC, Real Madrid CF, FC Barcelona, AC Milan and Ajax Amsterdam. Audi also sponsors winter sports: The Audi FIS Alpine Ski World Cup is named after the company. Additionally, Audi supports the German Ski Association (DSV) as well as the alpine skiing national teams of Switzerland, Sweden, Finland, France, Liechtenstein, Italy, Austria and the US. For almost two decades Audi fosters golf sport: for example with the Audi quattro Cup and the HypoVereinsbank Ladies German Open presented by Audi.

■Product development

Audi faced rapidly changing and ambiguous innovative opportunities as well as a diverse and complicated context in which new products needed to be developed.

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In the automobile industry, product development includes thousands of components and sub-systems and development costing billions of dollars including manufacturing equipment. In enterprise networks, because of the decreasing margins of telecommunication equipment, a trend has established from mere hardware orientation towards integrated hard- and software applications and services.

For this company, product development is a strategic process based on reacting to the needs of its technological and...
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