Marketing Bei Vw Welche Markenstrategie Verfolgt Der Vw Konzern Und Welche Automarken Sind Im Vw Markenportfolio
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Marketing Bei Vw Welche Markenstrategie Verfolgt Der Vw Konzern Und Welche Automarken Sind Im Vw Markenportfolio
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Author :
language : de
Publisher: GRIN Verlag
Release Date : 2021-01-07
Marketing Bei Vw Welche Markenstrategie Verfolgt Der Vw Konzern Und Welche Automarken Sind Im Vw Markenportfolio 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 2021-01-07 with Business & Economics categories.
Einsendeaufgabe aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, SRH Fernhochschule (SRH Riedlingen), Sprache: Deutsch, Abstract: Die folgende Fallstudie aus dem Modul "Marketing" erläutert folgende Themen: Welche Markenstrategie verfolgt der VW-Konzern? Welche Automarken sind im VW-Markenportfolio enthalten? Welches zukünftige markenstrategische Vorgehen erscheint empfehlenswert. Um dies gewährleisten zu können, werden zunächst die aktuellen Marketingstrategien, sowie das Markenportfolio von Volkswagen näher betrachtet, wobei zwei Automarken dabei detaillierter erörtert. Im nächsten Kapitel werden zunächst die theoretischen Grundlagen für diese Fallstudie erläutert. Diese beinhalten die Begriffe "Marke und Marketing" "Markenpositionierung" sowie auch "Markenstrategien". Im dritten Kapitel wird dann näher auf den Konzern Volkswagen und seine Markenstrategien eingegangen. Die einzelnen Marken des Volkswagen-Konzerns werden aufgezeigt und auf das Kaufverhalten der Kunden wird eingegangen. Zum besseren Verständnis werden dafür zwei Modelle in Kapitel vier genutzt. Das Markenpositionierungsmodell der Marke Volkswagen und Porsche wird in diesem Kapitel näher beschrieben. Im fünften Kapitel erfolgt die Empfehlung über die zukünftigen markenstrategischen Vorgehensweisen und abschließend können im sechsten und letzten Kapitel ein Fazit und ein Ausblick gefunden werden.
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 Business & Economics 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.
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. [...]
Markenstrategie Des Volkswagen Konzerns Betrachtung Des Markenportfolios
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Author : Janina Zapara
language : de
Publisher: GRIN Verlag
Release Date : 2021-01-26
Markenstrategie Des Volkswagen Konzerns Betrachtung Des Markenportfolios written by Janina Zapara and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-01-26 with Business & Economics categories.
Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, SRH Fernhochschule, Sprache: Deutsch, Abstract: Diese Fallstudie setzt sich mit den Markenstrategien des größten europäischen Automobilherstellers, der Volkswagen AG, auseinander. Die Bedeutung des Automobils in der deutschen Gesellschaft wird betont, wobei über 77% der deutschen Haushalte im Jahr 2018 über mindestens einen Pkw verfügten. Der Umsatz der deutschen Automobilindustrie im selben Jahr wird mit 426,2 Milliarden Euro angegeben. Die Fallstudie analysiert das Markenportfolio von Volkswagen näher und gibt detaillierte Einblicke in zwei Automarken des Konzerns. Abschließend werden die gewonnenen Erkenntnisse zusammengefasst und analysiert, mit dem Ziel, Empfehlungen für künftige markenstrategische Maßnahmen des Konzerns abzuleiten. Die Volkswagen AG, mit Sitz in Wolfsburg, ist führend in der Liste der größten Automobilhersteller weltweit. Trotz der Diesel-Affäre im Jahr 2015 konnte das Unternehmen seinen Umsatz von 2009 bis 2019 stetig steigern. Die Affäre, bei der manipulierte Software zur Messung von Stickoxid-Werten in Fahrzeugen entdeckt wurde, führte zu Imageschäden und finanziellen Einbußen. Dennoch gelang es Volkswagen, 2019 seine Erlöse im Vergleich zum Vorjahr zu steigern, unterstützt durch eine neue Strategie, ein attraktives Portfolio und verbesserte Produktkosten.
Spanning Silos
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Author : David A. Aaker
language : en
Publisher: Harvard Business Press
Release Date : 2008
Spanning Silos written by David A. Aaker and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
'Spanning Silos' explains how to strengthen your credibility with silo teams and your CEO, use cross-functional teams and other strategic linking devices, foster communication across silos, develop common planning processes, and adapt your brand strategy to silo units.
The End Of Advertising As We Know It
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Author : Sergio Zyman
language : en
Publisher: John Wiley & Sons
Release Date : 2002
The End Of Advertising As We Know It written by Sergio Zyman and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
The author looks at TV spots, branding, packaging, celebrity spokespeople, sponsorships, publicity and customer service.
Three Threats To Brand Relevance
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Author : David A. Aaker
language : en
Publisher: John Wiley & Sons
Release Date : 2013-04-03
Three Threats To Brand Relevance written by David A. Aaker and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-04-03 with Business & Economics categories.
"Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened."—David Aaker From branding guru David Aaker comes Three Threats to Brand Relevance, a provocative new offering in the Jossey-Bass Short Format series. In Three Threats Aaker reveals that the key to an organization's sustained growth is to learn what it takes to bring "big" innovation to market and create barriers to competitors. Aaker also shows how well-established companies can avoid becoming irrelevant in the face of the continuing parade of marketing dynamics led by others. Building on his full-length book Brand Relevance, Aaker offers a guide for confronting the three threats if they emerge and shows how to put in place the strategies that will keep the threats at bay. Threat #1: A decline in category or subcategory relevance. Customers simply no longer want to buy what you are making, despite the fact you are offering a quality product and some customers love it. Threat #2: The loss of energy relevance. Without energy the brand simply does not come to mind as other more visible brands and a decline in energy can create a perception that it is locked in the past, suitable for an older generation. Threat #3: The emergence of a "reason-not-to-buy." The brand may have a perceived quality problem or be associated with a firm policy that is not acceptable. Whether your brand is just breaking into the marketplace or has a long held place in the hearts of its consumers, any forward-thinking company can implement Aaker's proven methods and strategies as part of their organization's ongoing review of brand strategy with the help of this succinct and to-the-point resource. About the Jossey-Bass Short Format Series Written by thought leaders and experts in their fields, pieces in the Jossey-Bass Short Format Series provide busy, on-the-go professionals, managers and leaders around the world with must-have, just-in-time information in a concise and actionable format.
Financial Analysis Anheuser Busch Company
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Author : Christian Schmitt
language : en
Publisher: GRIN Verlag
Release Date : 2011-02-22
Financial Analysis Anheuser Busch Company written by Christian Schmitt and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-02-22 with Business & Economics categories.
Examination Thesis from the year 2007 in the subject Business economics - Investment and Finance, grade: 2,0, University of West Florida, language: English, abstract: Anheuser-Busch is in financially stable situation. The company operates its business very efficient. Cash flow and earnings are high. But Anheuser-Busch has to be aware of its future. Margins in the traditional markets begin to shrink. Investors do not see much potential in the brewing giant. Anheuser-Busch needs to prepare itself for future growth. The company has to undertake an important strategy change, as it has to strengthen its activities in the growing markets abroad. Otherwise, today’s stable situation is going to be at risk. Anheuser-Busch operates its business with a small equity base. But for future acquisitions in foreign countries, it is likely that investors want to see a higher equity. At the moment, the risk buffer of the brewery is too small. The management recognized the problem and started to repurchase stocks. Therewith Anheuser-Busch tried to strengthen its equity base in the past years. This procedure must continue if the company wants to be ready for entering new growth markets. The good income and cash flow situation of Anheuser-Busch should make it possible that this plan is going to work out. In the end, the brewery should be able to improve its debt situation. After the financing improvement and new acquisitions in foreign markets, investors attitude should be positive and Anheuser-Busch even more competitive. The ratio analysis of Anheuser-Busch proofs that the company is able to operate its business with a small use of working capital. Moreover the brewery understands to use its assets efficiently. Remarkable are Anheuser-Busch’s abilities to operate its business with low equity, to keep the cost down and thereby holding a good price level. With the mentioned policy changes the company should experience an extremely positive effect.
Licensing Royalty Rates 2013 Edition
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Author : Gregory J. Battersby
language : en
Publisher: Wolters Kluwer
Release Date : 2012-12-01
Licensing Royalty Rates 2013 Edition written by Gregory J. Battersby and has been published by Wolters Kluwer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-12-01 with Law categories.
Knowing the "going" royalty rate for virtually any product is as simple asreaching for the newly published Licensing Royalty Rates, 2013 Edition. This information-packed report details the royalty rates for over 1,500products and services in ten lucrative licensed product categories--art,celebrity, character and entertainment, collegiate, corporate, designer,event, sports, nonprofit and music.Setting a royalty rate too high can scare away potential licensees, whileaccepting a lower rate can cost licensors hundreds of thousands of dollars.Licensing Royalty Rates, 2013 Edition provides all the information youneed to calculate the right rate every time.The data in Licensing Royalty Rates is compiled usinginformation from the U.S. Patent and Trademark Office. After careful review bya blue-ribbon panel of expert licensing consultants uniquely qualified to knowwhat the appropriate rate range is for specific properties in each licensingcategory, the information is organized into four time-saving sections thatgive researchers fast access to comprehensive statistical and analytical data:Royalty rate listing alphabetically by licensed product --provides adetailed alphabetical listing of products and their suggested rate rangeacross all product categories.Royalty rate listing by international trademark class --lets you quicklyidentify subtle royalty rate differences between similar products withinspecific international trademark classes.Checklist of licensed products and services --offers a quick-reference toproducts with a high potential for licensing.Comprehensive list of licensed products and services --presents adetailed list of all surveyed products and services within a trademark classfor preparing intent-to-use trademark applications.This detailed information gives both beginning and more experienced licensingprofessionals the confidence needed to negotiate the maximum allowable rateregardless of the product, the market and the parameters of the specific dealitself.
Trademark Valuation
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Author : Gordon V. Smith
language : en
Publisher: John Wiley & Sons
Release Date : 2013-11-04
Trademark Valuation written by Gordon V. Smith and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-04 with Law categories.
A practical and useful resource for valuing trademarks The Second Edition of Trademark Valuation is a fresh presentation of basic valuation principles, together with important recent changes in worldwide financial reporting regulations and an update on the current worldwide legal conditions and litigation situation as they relate to trademarks. A new section discussing issues surrounding valuation of counterfeits and the economic effects of trademark counterfeiting is included in this informative Second Edition. Considers methods to determine the real value of your trademark and exploit its full potential Offers dozens of case studies that illustrate how to apply valuation methods and strategies to real-world situations Communicates complex legal and financial concepts, terms, principles, and practices in plain English Discusses GATT, NAFTA, emerging markets, and other international trademark considerations