Executive Summary Volkswagen has been one of the leading motor vehicle manufacturer for a long time. With all the competition in the automotive industry‚ it has been challenging for Volkswagen to get into the position that they are in now. They are involved in almost every type of car market out. Teenagers can enjoy the Volkswagen Jetta‚ while parents would love the Tourareg. Volkswagen has even put a foot into the exotic car industry with expensive automobiles such as the Bentleys and Lamborghinis
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Marketing Strategy. “The Volkswagen Group’s unique portfolio is made up of nine successful brands that excite millions of customers around the globe”(Company Website). Volkswagen‚ Audi‚ Seat‚ Skoda‚ Volkswagen Commercial Vehicles‚ Bentley‚ Bugatti‚ Lamborghini and Skania are the unique brands that make up Volkswagen AG. Volkswagen AG slogan‚ “Volkswagen – Das Auto” is the basis on which all the marketing of their products is formed on. “Das – Auto” and the combination of these three core messages
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For all the talk about companies coming to an emerging market like India and setting up shop‚ no one has been more passive aggressive then the Volkswagen Group. VW is most famously known for its Beetle – one of the best selling cars of all time at over 21 million units. In a bid to move beyond the Beetle‚ VW in the 90′s started to acquire many brands and their complete portfolio is quite impressive: Audi‚ Bentley‚ Bugatti‚ Lamborghini‚ SEAT‚ Skoda and VW. The VW Group also owns 49.9% of Porsche and
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MA MANAGEMENT DISSERTATION XIAOFENG WEN The Investigation of Volkswagen’s Entry Strategy in China’s Car Market By XiaoFeng Wen 2007 MA MANAGEMENT 17，957 words -0- MA MANAGEMENT DISSERTATION XIAOFENG WEN Keywords Volkswagen (VW); Market Entry Strategy; Foreign Direct investment (FDI); China’s car industry; Shanghai Volkswagen; Joint Venture. Abstract China is one of the most attractive investment destinations for the world investors‚ now almost all the world
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Volkswagen Phaeton Mission‚ vision‚ goals The mission of Volkswagen Group is to provide a quality product‚ create a safety environment‚ and enhance productivity and satisfy customers. If Volkswagen Group achieves the mission‚ then Volkswagen Group can reach its vision which is focusing on positioning the Volkswagen Group as a global economic and environmental leader among automobile manufacturers. In order to achieve its vision and mission‚ there are some goals are mentioned to make Volkswagen Group
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STRENGTHS : 1. Volkswagen has a strong global presence i.e currently operating in 153 countries worldwide and it was known to be the 3rd biggest auto manufacturer industry in 2012. 2. The company has a strong diversified portfolio. The brand owns and sells about 13 auto motive brands like Audi‚ Bentley etc. By providing a wide portfolio the brand has catered to needs of all types of customers. 3. Volkswagen is one of the oldest car manufacturers and still has a strong rapid growth in the market
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PILLAI’S COLLEGE OF ARTS‚ COMMERCE &SCIENCE. MARKETING MANAGEMENT PROJECT TO- prof.PRERNA * NAME- ARUN RAJ.S.PILLAI. * GROUP- SY.B.M.S-B. * ROLL NO- 2361. TOPIC VOLKSWAGEN GROUP’S BUGATTI. DECLARATION I ARUN RAJ.S.PILLAI‚ hereby declare that the project which I am submitting is 100% genuine and is a result of my sincere hard work and toiling. This project has never been used‚ presented‚ preserved or publicized in any other medium‚ institution
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Contents Introduction (Volkswagen) 2 Indian Market- Four Wheelers 3 The Constitution of Consumer Behavior 5 Consumer Decision Making 5 Consumer Decision Making for Four Wheelers 6 How you Decide you Want to Buy a Car? 7 What’s the Right New Vehicle for Me? 7 What Kind of Car Do I Need? 7 What Size Car Do I Need? 9 Do I Need All-Wheel Drive? 9 How Much Power Do I Need? 9 Should I buy a petrol or diesel car? 10 Consumer Research 11 Consumer Research Methods 11 Focus Groups
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CASE FACTS Entered Indian market in 2001 with launch of Skoda. Audi and Volkswagen brands launched in 2007. Two group companies – Volkswagen India & VGSIPL. Volkswagen India – Volkswagen branded cars. VGSIPL – Audi and Skoda. Marketing strategy in India – Product‚ Place‚ Price‚ Promotion. ISSUES Caters mainly to luxury segment. Higher price range – except Skoda Fabia. Lack of brand awareness among Indian consumers. Lack of aggressive marketing in earlier phases. Lesser
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OCT 28 ‚2014 1. What accounts for Volkswagen customers’ brand loyalty? Provide examples to support your argument. Volkswagen (VW; German pronunciation: [ˈfɔlksˌvaːɡən]; /ˈvoʊks.wæɡ.ən/) is a German automobile manufacturer headquartered in Wolfsburg‚ Lower Saxony‚ Germany. Volkswagen is the top-selling and original marque of the Volkswagen Group‚ the biggest German automaker and the second largest automaker in the world. Volkswagen has three cars in the top 10 list of best-selling
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