Brand Audit Analysis For Volkswagen The German Carmaker
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Brand Audit Analysis For Volkswagen The German Carmaker
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Author : PRASANNA VENKATESAN MEENAKSHISUNDARAM
language : en
Publisher: GRIN Verlag
Release Date : 2022-08-03
Brand Audit Analysis For Volkswagen The German Carmaker written by PRASANNA VENKATESAN MEENAKSHISUNDARAM and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-08-03 with Business & Economics categories.
Submitted Assignment from the year 2020 in the subject Business economics - Business Management, Corporate Governance, grade: B+, University of Northampton (Amity Global Institute, Singapore), course: BA (Hons) Business Studies, language: English, abstract: In the present competitive business world, it is important for organisations to use the available ideas and strategies to achieve their goals financially. For this, companies all over the world conduct brand audit analysis which helps to know the current status of the company in the market. It manages to provide the strengths and weaknesses in order to build up strategies for the future. Following Toyota, Volkswagen is the second largest automaker in the world. This report will focus on the brand audit analysis which will evaluate the external and internal situation along with strategic and tactical recommendations for Volkswagen, the German automaker which is globally superior for its performance and innovation.
Analysis And Evaluation Of Chosen Resources Of Volkswagen In Germany And In Respect Of The Indian Minicar Market And The Role Of Suzuki As A Joint Venture Prospect
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Author : Jan Kubik
language : en
Publisher: GRIN Verlag
Release Date : 2011-03
Analysis And Evaluation Of Chosen Resources Of Volkswagen In Germany And In Respect Of The Indian Minicar Market And The Role Of Suzuki As A Joint Venture Prospect written by Jan Kubik and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-03 with categories.
Scholarly Research Paper from the year 2010 in the subject Business economics - Operations Research, grade: 1,0, Munich University of Applied Sciences, language: English, abstract: Volkswagen Group is based in Wolfsburg, Germany, ranks among the world's leading automobile manufacturer and is the largest carmaker in Europe. Therefore the Group posses 11.3 percent share of the world passenger car market and holds 20.9 percent of the European automobile market. The Volkswagen Group with its nine brands (Audi, SEAT, Skoda, Volkswagen, Volkswagen Commercial Vehicles, Bentley, Bugatti, Lamborghini and Scania) offers a broad product range from low-consumption small cars to luxury class vehicles. For simplicity reasons the Volkswagen Aktiengesellschaft (as parent company of the Volkswagen group) is referred to as Volkswagen or VW where as the whole Volkswagen Group is either referred to as Volkswagen (VW) Group or Group within this paper. Despite the Group's international alignment it is currently only slightly represented in India. As it has entered the Indian passenger car market ten years ago, significantly later than its Japanese and American competitors, its current market share amounts only to two percent. Because potential customers are increasing, the automotive industry is getting more dynamical and international and government's politics are focusing on economic growth, India could become the future key market to the automotive industry. Due to the eminently strong growth of the Indian main street and the proceeding social change, as the younger generation wants to go for a distinguished career, especially the Indian minicar market's (IMM) potential is higher than ever before. As Volkswagen Group is alive to the importance of this market but lacking in appropriate knowledge how to produce cheapest cars in large-scale production, it considers strengthening the cooperation with Suzuki Motor Corporation and Volkswagen by building a Joint Venture (JV). Thus, the alrea
Advantages And Weaknesses Of The Volkswagen Group Vw Value Chain And Swot Analysis
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Author : Moniruzzaman Kiron
language : en
Publisher: GRIN Verlag
Release Date : 2019-11-11
Advantages And Weaknesses Of The Volkswagen Group Vw Value Chain And Swot Analysis written by Moniruzzaman Kiron and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-11 with Business & Economics categories.
Submitted Assignment from the year 2018 in the subject Business economics - Industrial Management, grade: A, , language: English, abstract: This report analyzes the Volkswagen Group (VW) Company’s current operations and provide strategic recommendations to the board of directors of the company. This report describes on how to analyze the external and internal environment of the company by analytical frameworks. It starts with Company Background, where the company’s mission and current operations will be described. Next is the Environmental Analysis, where a the SWOT analysis is applied for the company with consideration of Porter’s Five Forces model and Value Chain Analysis. Then, the paper identifies what the company’s current sustainable competitive advantages and its weakness are. Recommendation on how to tackle these weaknesses will be given afterwards. For a huge company like Volkswagen it takes a lot of effort to maintain their great brand reputation, to sustain that they have to make sure they fulfill the needs and wants of their customers and satisfy them. Although the brand portfolio includes brands like Skoda, Bugatti and Lamborghini the company still ranks high in the mind of customers. Even so having some problems in the automotive industry recently they must start looking forward and try finding solution as it might affect their brand image which can cause them huge loss and maintain the trust and build a relation among their customers as well. Volkswagen items are strongly connected with so much feelings as security and sense of pride.
Branding Positioning And Segmentation At Volkswagen
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Author : Volker Schmid
language : en
Publisher: GRIN Verlag
Release Date : 2011-05-14
Branding Positioning And Segmentation At Volkswagen written by Volker Schmid and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-05-14 with categories.
Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Teesside (Teesside Business School), course: Strategic Marketing, 30 entries in the bibliography, language: English, abstract: This paper analysis the case study "VW Phaeton" by R hm and Murphy (2005) about the launch of a luxury car by Volkswagen. Since the introduction of the VW Phaeton in May 2002, Volkswagen has been under pressure as the company did not reach their sales forecast, experiencing dramatic financial losses (Weernink, 2002). It comments on the strategy of VW in terms of branding and positioning. It also considers segmentation, niche and mass marketing as essential issues for VW. Various aspects of these issues are discussed as well as their relationship to customer loyalty, and how they contribute to a business success. Finally, it is summarised why the future of the VW Phaeton is considered to be a bleak. It could be shown that positioning is an outgrowth of segmentation, and therefore, presents an integral part of VW's strategy. The paper shows that VW introduced the VW Phaeton to move up-market, and to polish the VW brand. However, the company did underestimate their own brand, which is associated with a people's car. At the same time, Volkswagen missed to serve highly potential segments in the middle-class segment. In order to position the VW Phaeton in the upper-class, a comprehensive marketing campaign was launched, which could not add the missing emotional and prestige value to the VW brand. In the final section, it is argued why the future of the VW Phaeton is a bleak - mainly because of a strategic failure regarding the branding strategy.
Bmw Brand Audit
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Author : Marion Maguire
language : en
Publisher: GRIN Verlag
Release Date : 2007-07
Bmw Brand Audit written by Marion Maguire and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-07 with BMW automobiles categories.
Scientific Study from the year 2004 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, Hawai'i Pacific University (HPU), course: Brand Management MBA class, language: English, abstract: A survey was conducted to analyse the brand BMW and the companies branding strategy. The survez indicated the following: Since the functional luxury market's traditional male domination is lessening, the target market for BMW consists of both genders. Citizenship or ethnicity is unimportant. As an exporter, BMW goal is to appeal to all people regardless of ethnicity. BMW believes the positive associations (country of origin) for their brand assist them in their export markets. The survey results indicate that the BMW message is reaching their target market. Of the survey respondents, more then two thirds recalled BMW as a luxury car, nearly all recalled BMW as a foreign car, and all respondents recognized the BMW name. BMW produces models targeting the singles market as well as models for families. The survey data indicates the attributes relating to associations with the singles market to be far weaker then those focused on the family market. BMW realizes that their target market's financial status requires them to focus on a more educated customer, one that has completed college, and survey results confirm their success. The price segmentation BMW chooses limits its target market to individuals at higher levels of income. The market segmentation requires income levels corresponding to educated individuals and professionals. Professions of survey participants included managers and other professional's BMW targets. The survey also indicated respondents not targeted by BMW are interested their products. This is a result of BMW's association as a status symbol. Our survey resulted in a score of 4.1 and 4.6 (5 maximum possible) when participants were asked to indicate agreement with the words 'prestigious car' and 'sta
International Marketing Plan For Volkswagen
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Author : Christian Baumann
language : en
Publisher: GRIN Verlag
Release Date : 2009-08-20
International Marketing Plan For Volkswagen written by Christian Baumann and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-08-20 with Business & Economics categories.
Seminar paper from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,2, , language: English, abstract: In 2007 the Volkswagen group with its headquarters in Wolfsburg, Germany sold 6,191,618 vehicles worldwide and 329,305 employees generated a sales revenue of 108,897,000€ with an operating profit of 6,151,000€ which in turn resulted in a profit after tax of 4,122,000€.1 The group is divided into two divisions, namely the automotive one, accounting for 91% of total revenues plus the financial one, contributing 9% to the total turnover. Within the automotive sector, the company markets its vehicles under brands like, VW passenger cars, Audi, Bentley, Bugatti, Lamborghini, Seat and Skoda. In 1984, Volkswagen as the first western auto maker, began its operational activity in China. When it entered the market it had to form a joint venture with a Chinese company to produce cars. By now the group has thirteen representative companies. Due to its early engagement in the biggest Asian market, it reached a leading position which despite some previous challenges lasted until today. For example, the corporation sold 910,000 vehicles (VW + Audi) in Hong Kong as well as in the mainland of China which resulted in a market share of 17.8% in 2007.2 Therefore, China is (yet) after Germany the second most important market for Volkswagen, representing almost 15% of the company car sales. In the following international marketing plan, the author will describe how to increase car sales and boost market share up to 20% over the next 2 years with the introduction of a new small light weight hybrid car, the Volkswagen Cotha. [...]
Brand Comparison Audi Volkswagen Volvo
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Author : Jan Heyn
language : en
Publisher: GRIN Verlag
Release Date : 2012-04-23
Brand Comparison Audi Volkswagen Volvo written by Jan Heyn and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-04-23 with Business & Economics categories.
Essay from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Bedfordshire, language: English, abstract: The American Marketing Association defined in the 1960s a brand as “a name, term, sign, symbol, or design, or a combination of them which is intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors”. Three brands of the automobile sector have been chosen which will be analyzed in the following report. This particular industry sector is interesting because of the limitation in building cars differently what makes the brand image even more important (Kapferer 2008). The brand position, image and effectiveness of Volkswagen, Audi and Volvo will be critically evaluated to conclude with recommendations. These brands are an appropriate choice because they are differentially positioned and the companies use furthermore different strategies to sell their products. After all, a conclusion will give recommendations and future directions.
The Significant Revival Of The Mini S Brand
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Author : Corinna Jung
language : en
Publisher: GRIN Verlag
Release Date : 2011-12-08
The Significant Revival Of The Mini S Brand written by Corinna Jung and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-12-08 with Business & Economics categories.
Research Paper (undergraduate) from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 76 % (1,0), University of Exeter (Business School), language: English, abstract: 1. Introduction Consumers consider automobiles like the Mini not only as a means of conveyance but also express their attitudes towards life. The Mini fascinates people due to its outstanding design and image and touches its owners in an emotional way expressed through the brand’s slogan characterized with an “emotional modifier” (Keller, 2008): Mini “Is it love?“ (Automotive Intelligence, 2001). Successful automobile manufacturers realized that cars are not only purchased due to rational reasons but that it highly depends on its design, equipment and image. Due to the importance of the customer perception to a brand and also due to an increasing product portfolio, the goal of car makers is to differentiate their brand from competition by building a strong and unique image (Meffert et al., 2008). The goal of the subsequent paper is to analyse how BMW managed the Mini’s brand significant revival. Beginning with a description of the brand and its related attributes, the paper analyses the Mini’s brand performance in the last five years and its positioning related to its main competitors. Furthermore, it explains the brand’s performance by analysing its customer perceptions and gives some recommendation how to capture and manage future opportunities and challenges. 2. Description of the brand Mini and its attributes Due to the closure of the Suez Canal and its combined oil crisis the engineer and designer Alec Issigonis received the mission from the British Leyland Motor Corporation to design a fuel-efficient car. During the 1960’s the Mini’s brand gained an image of cult and lifestyle however, the car was accident-sensitive and sales figures dropped significantly which is why the BMW Group overtook the Mini brand in 1994 (Bessing et al., 2006). BMW created a high-quality product which is well-known and well ranked in consumer reports. The Mini’s pricing starts at €15.550 for the Mini One, €23.650 for the Mini Cooper S, €18.600 for the Mini Clubman and the Cabriolets’ prices start at €20.950 (Geiger, 2010). The Mini is thus more expensive than its competitors like e.g. the VW Polo whose price starts at € 12.275 and ends at € 20.900 for the CrossPolo (Volkswagen AG, 2011). The core brand attributes of the Mini......
To What Extent Can Volkswagen Ag Benefit From The Volkswagen Ag And Porsche Ag Proposed Merger
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Author :
language : en
Publisher: GRIN Verlag
Release Date : 2020-09-30
To What Extent Can Volkswagen Ag Benefit From The Volkswagen Ag And Porsche Ag Proposed Merger written by and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-09-30 with Business & Economics categories.
Seminar paper from the year 2010 in the subject Business economics - Operations Research, grade: 2,0, , language: English, abstract: This project aims to investigate the benefits of the proposed merger for Volkswagen AG. Volkswagen and Porsche have merged as a sole group under the management of Volkswagen. VW has purchased 41% of Porsche and over the next years, the firms will integrate and merge with each other even closer. Porsche will keep its own brand and still operate independently to some extent. The proposed Porsche and Volkswagen merger started in late summer 2009. Since I am a car enthusiast, I wanted to look at a car manufacturing company. Watching the news from Germany almost every day, I familiarized myself with the issue between Volkswagen and Porsche. Being a Porsche fan, I wanted to see what will happen with Porsche and investigated it. The German company Volkswagen AG is Europe's biggest carmaker and very well known throughout the world. Volkswagen AG owns nine brands including the own Volkswagen (VW) brand. Volkswagen's product portfolio consists of the brands Audi, Bentley, Skoda, Lamborghini and more. Each brand has its own character and operates as an independent entity on the market (Group). This suggests that each brand caters for a specific market. Porsche AG is one of the most profitable manufacturers of the luxurious sports cars, Porsche. Porsche’s Chief Executive Officer (CEO) Wendelin Wiedeking made Porsche so successful until now. After Porsche obtained more shares of Volkswagen, Wiedeking wanted to take complete control over VW. This seemed impossible to many, as Volkswagen makes sales of $151 billion per year, which is about 16 times the size of Porsche, which generates sales of about $9.3 billion (Boston). Beginning in 2005, Porsche acquired a voting stake of 50.8% in Volkswagen. Porsche planned to increase these to 75% until the end of 2009 (Boston). However, everything turned out the other way, VW took most control over Porsche and Porsche was forced to merge with VW. Porsche AG created these problems themselves by being too ambitious and ignorant to political relationships in order to successfully take control over a giant like VW. Wiedeking's disastrous attempt to buy VW has led him to resign as the CEO of the Porsche AG at the end of 2009 leaving Porsche with a debt of $13 billion. VW saw this as an opportunity to take control of Porsche. The battle has been going for over three and a half years.
Crisis Management Csr And Crisis Communication In The Volkswagen Emissions Scandal
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Author : Marco Hölzel
language : en
Publisher: GRIN Verlag
Release Date : 2018-04-03
Crisis Management Csr And Crisis Communication In The Volkswagen Emissions Scandal written by Marco Hölzel and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-03 with Business & Economics categories.
Bachelor Thesis from the year 2017 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3, University of Cumbria, language: English, abstract: The purpose of this research is to examine the crisis management and crisis communication of the German car company Volkswagen (VW) in its recent emissions scandal. This study aims to analyse the applied crisis management and communication strategies of Volkswagen by evaluating the crisis ́ impact on each stakeholder group. To accomplish this, the research adopts a single case study design, and it considers a significant amount of qualitative, secondary data. The research first notes that Volkswagen failed in its crisis management prevention tactics, as it was unable to detect the crisis at an early stage. Moreover, the study reveals that VW implemented several immediate crisis management measures for a quick turnaround management. Instead of concentrating on a specific crisis response theory, it is evident that VW made use of different crisis response strategies. VW took full responsibility for the crisis, promising transparency, but it also shifted the blame onto a small group of employees, suggesting that the company was also the victim of human error. Finally, the study reveals the significant impact of the crisis on each stakeholder group, which reveals that VW struggled to regain stakeholder trust and did not keep its promise of transparency. Thus, the study concludes by presenting future recommendations for Volkswagen in order to rebuild trust and avoid similar crises from occurring in the future.