Marketing Sample Essay

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Table of Contents
Executive Summary ………………………………………………………………………………2 Introduction ……………………………………………………………………………………….2 Market plan and Auditing ………………………………………………………………………...4 SWOT Analysis ………………………………………………………………………………….5

Strengths …………………………………………………………………………………5
Weaknesses ………………………………………………………………………………5
Opportunities …………………………………………………………………………….6
Threats ……………………………………………………………………………………6 Market Conditions ………………………………………………………………………………..7 The 4Ps of Marketing ……………………………………………………………………………..8
Price ………………………………………………………………………………………8
Products …………………………………………………………………………………10
Place ……………………………………………………………………………………..10
Promotion ………………………………………………………………………………..10 Recommendations ……………………………………………………………………………….10 Conclusion ……………………………………………………………………………………....12 Works Cited ……………………………………………………………………………………..13

Audi
Executive Summary
Audi is a brand of vehicle that is manufactured by a German automobile company, ranging from super-mini to cross over SUVs, accompanied by various body styles as well as different ranges of market price. Audi is leveled on the same brand as the Volkswagen Group (Oneighturbo). Audi is named after its founder- August Horch. Horch means to listen in German and on translation it means Audi in Latin. Though the Audi headquarter is in Ingolstadt, Germany, the brand is marketed and known worldwide. This paper will give main focus on marketing the brand Audi, in regard to the product, market segmentation, the size and the growth Audi market, market analysis regarding strengths and weaknesses as well as fronting recommendations. The marketing strategy of Audi is to emphasize the ability of the car to beat other automobile manufacturers in the global market. Audi is a global brand and is widely embraced far and away from the company headquarters in Germany. The management of the Audi Company has been at the forefront of improving and evolving into new models since its inception. The car status has to be improved by all standards in order to avoid being overtaken by other new car ventures in the competitive market. Introduction

August Horch (1868-1951) established an automobile company in 1899 first as A. Horch & Cie. in Cologne Germany. However, due to the dispute between him and the advisory board, he quit the company. Later on, in 1909, Horch established another automobile company known as Horch Automobil-Werke GmbH (Baldwin and Laban). In 1910, the initial Audi automobile Type A 10/22 (16 KW) Sport-Phaeton in Zwickau (audiusa). Horsh continued to face tribulations and was evicted out of the company he had played an important role at creating (Audi Website). He proceeded to start a new company in Zwickau. The Audi car first went to the market with an inclined-four engine, a 2612 cc model, thereafter a 3564 cc, and then 4680 as well as 5720 cc models came into the market (Baldwin and Laban). Volkswagen is the largest shareholder of Audi. It owns over 99 percent of the overall share capital. Furthermore, Volkswagen, in its own financial statements, owns the consolidated accounts of Audi. Audi however was at the helm of the heading the Audi Brand Group which is a subdivision of the Volkswagen group, consisting of SEAT and Lamborgini, that mostly focused on sports car (Volkswagen Group). The Audi has four rings as its badge, which is considered to be one of the oldest emblems of automobile manufacturing company in Germany. The four badges symbolyze the merger of four automobile manufacturing companies namely; the Audi, DKW, Horch and Wanderer. These companies form the connerstone of the current AUDI AG (Volkswagen Group). The figure below shows how the badge looks like;

The old logo used by Audi until 2009, courtesy of the Audi Website. The Audi Company today is currently having a reputation of high quality, durable production of cars. Their slogan, “Vorsprung durch Technik”, significantly implies “Progress through technology” (Volkswagen Group). Automobile users have been...
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