Development and Marketing Strategy of Volkswagen Golf R

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Executive Summary: 2013 Volkswagen Golf R
The new product we chose was the 2013 Volkswagen Golf R. The German engineered car was created as a high performance for performance Volkswagen enthusiasts. With limited availability in the United States, this product demonstrates prestige among the Volkswagen community.

The 2013 Volkswagen Golf R introduced their product to the market at $34, 195. VW adopted a price penetration strategy by introducing the Golf R at a price lower than the competition. However, with limited availability in the United States, the Golf R is offers a sense of prestige to their customers. The price is also set at a point that only middle-high class Americans can afford.

Volkswagen has divided their promotion for the Volkswagen Golf R into two phases. They developed an iPad application, which customers can build their own Golf R and learn more about the new car. This application has been made shareable so that customers can share the information on the Golf R with their networks. This phase has only limited paid online and print media content. The second phase of promotion for the Golf R involves more paid media content as well as search engine optimization advertisements.

Target Market
The Volkswagen Golf R has been marketed towards 30-40 year old men that are performance orientated. Because the Golf R has a starting price at $34, 195, it is marketed to middle age men who are working and have a disposable income available for a brand new car. The Golf R is marketed as a sports car which is why it is important that the target market for the Golf R is performance oriented and understands all that this car has to offer. With the base price being between 34 and 37 thousand dollars this car is priced moderately for what you are getting. This is also a competitive price based on other competing models such as the Subaru WRX and the Mitsubishi Evolution. This car is going to be placed in highly populated areas;...
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