Audi Case Study

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EVALUATE A COMPANY’S COMPETITIVE POSITION AND MARKET POTENTIAL IN THE GLOBAL ECONOMY

CASE STUDY: AUDI

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Team members:

1. NGUYEN Ngoc Khanh Chi

2. NGO Thi Nam Phuong

3. HUYNH Thi Bich Son

4. NGUYEN Truong Thinh

5. CHAU Ngoc Son Vu

6. DOGIELSKI David

7. NGUYEN Quoc Tuan

TABLE OF CONTENT

I/ FRAME WORK (Thinh)4

A. IDENTIFY THE STRATEGIC BUSINESS UNIT WITHIN AUDI AG4

B. SELECT SBU AND MARKET FOR THIS SBU4

C. SELECT PERIOD OF TIME FOR THIS SBU’S MARKET4

II/ ANALYSE COMPETITIVE POSITION AND MARKET POTENTIAL5

A. DEFINE THE COMPETITIVE SCOPE (Thinh)5

B. EVALUATE THE INTENSITY OF THE COMPETITION (VU)7

1. Determine the phase of the life cycle of the auto industry.7

2. Competitive topology8

3. Entry barrier9

4. Evaluate competitive intensive10

C. EVALUATE THE COMPANY’S COMPETITIVE POSITION AND ITS MARKET POTENTIAL (PHUONG)10

1. Diagnose the company’s strengths and weaknesses using the value chain10

2. Benchmark the company performance by comparison with the industry leaders13

III/ MAKE RECOMMENDATION FOR COMPANY DEVELOPMENT14

A. PROPOSE A GENERIC STRATEGY (PORTER 1980) (DAVID)14

1. Diffentiation or Cost Leadership?14

2. Industry wide or Particular Segment?15

B. SELECT AN INTERNATIONALIZATION STRATEGY (SON)15

1. Select an internationalization strategy15

2. Audi 2010:16

3. Audi 2015: keeping and improving the same strategy16

C. STUDY THE RELEVANCE OF A COOPERATION STRATEGY (CHI)17

1. The current situation of Audi AG’s symbiotic marketing strategy:17

2. Recommendation for Audi AG’s symbiotic marketing development:17

D. PRESENT A MARKETING PROCESS (TUAN)20

1. Market segmentation:20

2. Target marketing strategy20

3. Position the company and/or product21

E. GIVEN MAIN ORIENTATION FOR THE MARKETING MIX (TUAN)21

I/ FRAME WORK (Thinh)

A. IDENTIFY THE STRATEGIC BUSINESS UNIT WITHIN AUDI AG

|Potential SBU |Organization profile |Industry mode |Demand dimension |Supply dimension | |Compact car |special skill |Most of the parts bought through |city-dwellers |Specialized | |(A1, A2, A3) |decentralize |VW’s central purchasing unit |entry level |Direct competitor (Mini, DS3)| | | |(benefit from economy of scale) |single | | |Medium car |special skill |high quality part only |luxury consumer |Specialized | | |decentralize | | |Direct competitor (BMW, | | | | | |Mercedes) | |Big car |special skill |high quality part only |luxury consumer |Specialized | | |decentralize | | |Direct competitor (BMW, | | | | | |Mercedes) | |Sport car |Special skill |High quality part only |Young, excited, sportive hobby|Differentiation focus | | |Centralize...
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