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Copy of Volkswagen

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Transcript of Copy of Volkswagen

Volkswagen
By
Gaurav - 11/ics/039
INTRODUCTION
Volkswagen has three cars in the top 10 list of best-selling cars of all time , these are: the Volkswagen Golf, the Volkswagen Beetle, and the Volkswagen Passat. With these three cars, Volkswagen has the most cars of any automobile manufacturer in the list that are still being manufactured

Volkswagen SWOT analysis
“SWOT is an acronym for the internal Strengths and Weaknesses of a firm and the environmental Opportunities and Threats facing that firm. SWOT analysis is a widely used technique through which managers create a quick overview of a company’s strategy derives from a sound “fit” between a firm’s internal resources(strengths and weaknesses) and its external situation (opportunities and threats).

Logo VW de 1938
Market share
Market share
Major competitors of VOLKSWAGEN
Logo VW de 1945 até 1948
Logo VW de 1949 até 1966
Logo VW de 1967 até 1977
Logo VW de 1978 até 1995
Logo VW de 1996 até 1999
Logo VW de 1999 até 2012
Logo VW a partir de 2013
Changing customer needs
Increasing fuel prices
Positive attitude towards “green” vehicles
Growth through acquisitions
Increasing global demand for buses



Threats

Market share
Major competitors of VOLKSWAGEN
INTRODUCTION
Volkswagen is a German automobile manufacturer headquartered in Wolfsburg, Lower Saxony, Germany.
Established in 1937, Volkswagen is the top-selling and namesake marque of the Volkswagen Group, the holding company created in 1975 for the growing company, and is now the biggest automaker in both Germany and Europe.

Company History
Volkswagen means "peoples car " &
Das Auto means "The Car"
4th largest automaker in the world behind:
10% of the worldwide market
Strengths

Global presence
Strong brand portfolio
Synergy
Strong presence in China
Well performing brands


Volkswagen SWOT analysis
Weaknesses

Weak position in the US passenger car market

Most cars are not environment friendly


Volkswagen SWOT analysis
Opportunities

New emission standards
Fluctuating fuel prices
Rising raw material prices
Exchange rates

Volkswagen is not literally considered a "luxury" brand. Their competitors would not be any "luxury" brands such as Acura, Audi, BMW, Cadillac, Infiniti, Jaguar, Land Rover, Lexus, Lincoln, Mercedes, Porsche, Saab and Volvo. Volkswagen no longer carries at least one "luxury" vehicle in their product line.

TOYOTA and HONDA are the two foremost automakers that are in competition with VOLKSWAGEN.


These two are part of a group of 5 automakers that are in direct competition with VOLKSWAGEN. The group is completed by General Motors, Ford and DaimlerChrysler.

Pricing strategy in India
Europe's largest car maker Volkswagen is completely revamping its India strategy, after a big splash entry about five years ago. 


Initially, it posed a major challenge to market leader Maruti Suzuki. But lack of new products and an inability to price products competitively pushed it to the fringes. 
It has now altered its strategy. It has tweaked production, localized parts, concentrated on branding, sales, service besides planning in the coming years a new product portfolio. 

Its plant in Chakan near Pune which was set up to serve the domestic market is turning into a major exports hub. Every second car produced in India is marked for exports to over 30 countries. 

Volkswagen biggest challenge has been to lower costs to compete with Indian peers. Towards that, the company will invest in a new engine assembly plant and a gear box factory. The aim is to move towards 90% localization. VW plans to invest Rs 900 crore in 2014.
International marketing strategy of Volkswagen group of companies
Volkswagen of America is one of its subsidiaries that is based in the United States. The Group's principal activities are to design, manufacture and distribution of cars and other vehicles worldwide.

The Group's activities are carried out through two divisions: Automobile and Financial services.


The Automobile division comprises the development of vehicles and engines, as well as the production and sale of passenger cars, commercial vehicles, trucks and buses.

The Financial Services includes dealer and customer financing and leasing, banking and insurance activities, vehicle rentals and the fleet management business.


Promotional strategy of Volkswagen
Volkswagen have the same core brand values across the globe, which is innovative, valuable and responsible which reflects in their promotions. When VW started in 2007, low brand awareness was one of their concerns. VW came out with 13 advertisements in various newspapers. It told the readers about how the name Volkswagen came about and its product line. By the time the campaign ended VW had used 18000 television spots, 144 insertions in broadsheet dailies , 50 insertions in magazines, 280 out of home sites and 23 digital portals.

Promotion using virtual marketing
Now they have a state of the art web portals which are highly interactive and informative. Car buyers can get any amount of detailed information regarding prices, features, retailers and support services.
Usage of social media networking sites to connect with the target market. VW was the first company to use Linkedin recommended advertisements and the campaign was a huge success.
In less than 30 days over 2700 VW fans had stepped forward to recommend their favourite cars and shared these recommendations with their professional networks.
Full transcript