Marketing Project 302 Final Report

Topics: Marketing, Automotive industry, Audi Pages: 43 (7078 words) Published: December 3, 2014
American University In Cairo

Marketing 302-Final Report
Dr.Dina Bassiouni

Omar Megawer
Mohamed Degwy
Kareem El-Toukhy
Amr Emad
Alaa Gamal
Aly Sherif
Table of content
Executive summary…………………………………………………………….3 Company, Brand and product Overview…………………………………..….4-5 Micro-Environment..…………………………………………………………..6-7 Macro-Environment……………….…………………………………………....9-11 SWOT Analysis…………………………………………………………………12 Problem Identification……………………………………………………………13 Market Segmentation…………………………………………………………..13-15 Target Market…………………………………………………………………..15-16 Differentiation and Positioning………………………………………………...16-17 Marketing Objectives…………………………………………………………….17 Research Methodology………………………………………………………..18-19 Consumer Analysis…………………………………………………………….20-24 Marketing Mix…………………………………………………………………25-32 Product………………………………………………………...25-27 Price…………………………………………………………...27-29 Place…………………………………………………………..29-30 Promotion……………………………………………………..30-33 Detailed Implementation, Time Line and Budgeting Plan…………………….….40-41 Control and Evaluation ...………………………………………………………....42 References…………………………………………………………………………43-44 Executive Summary:

Audi A6 is the car that we intend to introduce in the Egyptian market. With its luxurious design and spectacular specs it’s going to be very appealing to the classy elegant people. This is a marketing plan to introduce this car for the first time, we are seeking to increase Audi market share in Egypt. Our micro-environment in Egypt has number of direct competitors, but we seek to use our competitive advantages to enhance our product. Our intermediaries are also very important in our environment. For the macro-environment the demographics will make it easier to reach our targeted market, in the meanwhile we are taking in account the current economic environment and the economic situation of the country. The main strengths of this car are its features like the fuel efficiency and new automatic parking. On the other hand the weakness is product recall. For the opportunities we are aiming to grow our market, and develop strategic expansions, while the threat can be economic uncertainty in the Egyptian market. We are going to use multiple segmentations to reach the most suitable target group. So our market would be elegant and classy people above the age of 25 who are comfortable with the use of new technology. The USP is considered to be the parking pilot technology, which facilitates parking for our customers and its not available in the competitive cars. The Audi A6 is pure tangible specialty product In accordance with that; we chose the value based pricing because it’s feasible and applicable with our Audi A6. We will also use optional pricing to price optionally based on the accessory along with the main product. For distribution we have chosen the exclusive distribution strategy given that our car is a luxurious product. We will use direct marketing through both channel personal and non-personal, as we are going to sponsor business conferences and events, use billboards and internet pop-ups. They will also be addressed through different appeals and communication channels. Company Overview:

Audi’s History:
Audi group is a German car manufacturer currently owned by Volkswagen group, which is another German car manufacturer. In 1899 August Horch a technical engineer established the motor vehicle company knows as Horch & Cie. Later in 1908, he founded Audi in Zwickau. Later on in 1932 the symbol of the current Audi group of four rings merged together which symbolizes the merger of four independent motor vehicle manufacturers under one name of Audi Group. The four companies were Audi, DKW, Horch and wanderer. EATC has been the sole agent for Volkswagen and Audi since May 1976. 

Audi’s Mission:
Audi’s Mission is “We Delight Customers World Wide”. Audi has elaborated their mission of statement further more by the means of four aspects by which Audi creates value, which are “We...

References: "Audi Egypt Home." Audi Egypt Home. 07 Nov. 2013 .
"A6." 2014 Audi Sedan: Quattro®. 07 Nov. 2013 .
"Egypt Demographics Profile 2013." Egypt Demographics Profile 2013. 07 Nov. 2013 .
"State Information Services Population." State Information Services Population. 07 Nov. 2013 .
"Egypt - Population - Historical Data Graphs per Year." Egypt - Population - Historical Data Graphs per Year. 07 Nov. 2013
360° Views - A6 Saloon." 360° Views A6 Saloon Audi Egypt
"A6 Saloon." A6 Saloon Warranty and Aftersales. Audi UK, n.d. Web. 06 Nov. 2013. .
"Audi Parking Pilot Project Pays Meter Wirelessly." AutoGuide.com. VerticalScope, Inc, n.d. Web. 06 Nov. 2013. .
"Better, Stronger and Safer with Kevlar® Fiber." Kevlar® Aramid Fiber. DuPont, n.d. Web. 06 Nov. 2013. .
"Servicing Your Audi." Audi. Audi Egypt, n.d. Web. 06 Nov. 2013. .
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