Volkswagen is a German automobile brand founded in 1936 by Ferdinand Porsche. It now belongs to the Volkswagen group. It markets its vehicles under the following brands: Volkswagen, Audi, Skoda, SEAT, MAN, Bentley, Scania, Bugatti, Lamborghini, Porsche, Ducati and Volkswagen commercial vehicles. VOLKSWAGEN GROUP is recognized today as the first European carmaker, this well-known reputation goes far beyond the borders of the Union. It is headquartered in Wolfsburg, Germany and employed 501,956 people as of December 2011. On the year 2012, Volkswagen Group France has registered 262,876 passenger cars. The group in 2012 reached a record market share of 14.1% (against 12.8% in 2011), 2013 promises to be a year of conquest for the brand with a strong growth potential. Their marketing strategy allows them to satisfy all types of clients by rationalizing the production of their cars. To better understand this, we will explain, in a first step, the marketing function at Volkswagen group. Then we discuss the managing marketing teams and information sources. In the fourth part, we study the finance marketing. The last part will focus on success factors of Volkswagen.
Part One: “Marketing function”
The marketing function/department in the context of the organization The marketing function helps a company to identify potentially successful products sources for the marketplace. Then promote them in using differentiation methods for similar products. Typical marketing function types within a larger business might include performing market research, producing a marketing plan, product development, as well as strategically overseeing advertising, promotion, distribution for sale, customer service and public relations. According to Collins Dictionary, the marketing department is the department of a commercial organization that deals with the marketing of products. The group markets its vehicles under the following brands: Volkswagen, Audi, Skoda, SEAT, MAN, Bentley, Scania, Bugatti, Lamborghini, Porsche, Ducati and Volkswagen commercial vehicles. Strong brand portfolio enables Volkswagen to reach all major target customer groups and helps to raise its brand strength to drive top line growth. The Volkswagen’s marketing function is really important.
Based on its array of brands, Volkswagen has developed a marketing strategy to cover almost all of the demand for automobiles. But the images of Volkswagen, Audi, Seat and Skoda must be clearly differentiated. This approach starts from the design models, and it continues to distribution and after-sales service. The table below shows the capacity of Volkswagen to cover almost all the demand from the automotive market with a growth in turnover and market share.
Then marketing positioning information is given for each car brand. For example, Skoda is considered rational and comfortable brand, Volkswagen as a brand of comfort and luxury, Audi is the luxury associated with the sport and Seat sport and dynamic for young people but with less luxury. For each brand group, the brand values are identified and own marketing strategy is in place, which aims to bring customers to collect these values. In terms of communication Volkswagen is the democratization of excellence in resort with values of perfectionism, attention to detail, constant innovation, sustainability (resale value), responsibility (safety and environmental protection) and prestige. Audi will be perceived by the customer, through marketing, as a mark of advanced technology, with an advanced design that stands out from the competitors Mercedes and BMW. It will be considered a mark of passion, pioneering and visionary. Seat, brand most recent, is distinguished by the exhilaration of the brand. Finally, the marketing orientation of Skoda will be positioned on the good relationship between quality and price. This is the mark of group access in each segment:...
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