International Marketing Plan For Volkswagen

Author : Christian Baumann
Publisher : GRIN Verlag
Page : 27 pages
File Size : 40,8 Mb
Release : 2009-08-20
Category : Business & Economics
ISBN : 9783640405961

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International Marketing plan for Volkswagen by Christian Baumann Pdf

Seminar paper from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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. [...]

Author : Laura Parlabene
Publisher : GRIN Verlag
Page : 28 pages
File Size : 40,6 Mb
Release : 2012-11-14
Category : Business & Economics
ISBN : 9783656310020

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Market entry strategy for the Chinese market on the example of Volkswagen by Laura Parlabene Pdf

Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Zhejiang University Of Science and Technology, language: English, abstract: During the last years the globalisation has increased the competition amongst the companies and made them more willing to enter foreign markets. Developing a market entry strategy is very complex and has long-term consequences for a company. Thus, choosing an adequate market entry strategy has an enormous importance. The present term paper is concerned with international market entry strategies especially for the Chinese market on the example of Volkswagen. In chapter two some theoretical basics of international market entry strategies are provided. In this sense, the term of international market entry strategy is defined and the motives for companies to enter foreign markets are analyzed. In chapter three the development of a market entry strategy for the Chinese market is examined. Therefore, the significance of the Chinese market will be shown at the beginning. Afterwards, the timing and the location of market entry will be explained. Finally, three forms of market entry will be presented. The fourth chapter creates a practical connection of the topic by explaining the market entry strategy of Volkswagen.

Author : Oliver Gätgens
Publisher : GRIN Verlag
Page : 26 pages
File Size : 49,7 Mb
Release : 2011-07-12
Category : Business & Economics
ISBN : 9783640955862

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Volkswagen - production strategies for the US market by Oliver Gätgens Pdf

Seminar paper from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Vaasa, language: English, abstract: Discussing the abillities of VW to be sucessfull in the US by either producing their or importing from other subsidies.

Author : Anonim
Publisher : GRIN Verlag
Page : 16 pages
File Size : 55,7 Mb
Release : 2005-05-18
Category : Business & Economics
ISBN : 9783638378598

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Marketing Strategy of New Beetle by Anonim Pdf

Seminar paper from the year 2005 in the subject Business economics - Miscellaneous, grade: 1.0, Robert Gordon University Aberdeen, language: English, abstract: The automobile industry is a very dynamic and exciting example of the development of new products. Against the background of the legendary Beetle, who sold over 21.6 million times, Volkswagen decided to build a new, modern version of the car. The target market for the New Beetle was defined as the Baby Boomers and the Young Generation which declares a main difference between the two cars. As the old one was a car for the people, the new one was for the chosen people who earn enough money. With total costs of $ 590 million the product development process ended in 1998 when the car was launched to the American market first. It met with success there but costumers in Europe reacted differently when it was introduced a few months later. The unique design of a fun car was not the main attraction for Europeans to buy the car and the price was not accepted over here as in America. But accompanied by a huge marketing strategy, with the main goal of arousing emotions, Volkswagen achieved their objectives altogether. Volkswagen sold over 600,000 New Beetles from 1998 to 2003 and raised the brand awareness at the same time. Due to the crisis on the automotive market at the moment and the market caution I would recommend Volkswagen reconsider the price level of the car and they may be able to achieve higher sales outside America.

Author : Volker Schmid
Publisher : GRIN Verlag
Page : 29 pages
File Size : 43,7 Mb
Release : 2011-05-14
Category : Electronic
ISBN : 9783640914456

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Branding, Positioning and Segmentation at Volkswagen by Volker Schmid Pdf

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.

Author : Frank Bradley
Publisher : Prentice Hall
Page : 448 pages
File Size : 42,9 Mb
Release : 2002
Category : Business & Economics
ISBN : CORNELL:31924099218566

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International Marketing Strategy by Frank Bradley Pdf

This is the fourth edition of Frank Bradley' s ' original' "International Marketing Strategy" textbook. It continues to be structured around a comprehensive five stage managerial model of international marketing decision making at all stages of the enterprise life cycle. "International Marketing Strategy" "4th edition" has been extensively rewritten and is based on the most recent research, examining the competitive environment of international marketing from the perspective of the consumer products firm, the industrial products firm and the services firm with a strong emphasis on branding throughout. The impact of culture and values, life cycle considerations, pricing and brand strategy, international distribution channels, the impact of new communications technologies and the role of the internet are all considered and are illustrated throughout with real-life examples. New to this edition: 46 case exhibits illustrating real-life examples A Part-map to help readers navigate through the text Implications of the Internet and other new technologies integrated throughout Two new chapters - ' Pricing in international markets' and ' Vision and strategy for International Markets' More global coverage with data on Asia-Pacific and African countries " International Marketing Strategy" is essential reading to students studying International Marketing at advanced undergraduate, MBA or MSc/MA levels as well as managers of firms considering entry to or already in international markets. For tutors: There are an Instructor' s Manual and PowerPoint slides to accompany this text atwww.booksites.net/bradley Frank Bradley is R & A Bailey Professor of International Marketing based at the Michael Smurfit Graduate School of Business, University College, Dublin and has served on the editorial boards of the Journal of International Marketing, the Journal of International Business Studies, the Journal of Business Research and International Marketing Review.

Author : Tobias Hinterwimmer
Publisher : GRIN Verlag
Page : 26 pages
File Size : 48,7 Mb
Release : 2018-05-29
Category : Business & Economics
ISBN : 9783668713215

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International Marketing. The Tesla Brand by Tobias Hinterwimmer Pdf

Seminar paper from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, International School of Management, Campus Munich, language: English, abstract: Tesla’s CEO Elon Musk, together with Amazon’s Jeff Bezos, are probably the greatest entrepreneurs to date. Besides Tesla, Elon Musk also coordinates the companies SpaceX, Hyperloop and SolarCity. To understand Musk’s ambition and goals we need to see all of these companies as one unit and approach. Each company underlies the concept of the usage of renewable energies or to achieve sustainability with the unified goal to protect or safe our world. In terms of SpaceX this is established due to the goal to colonize the mars as a living alternative to our earth, SolarCity aims at creating homes fully running with solar energy, Hyperloop is an approach to shift and accelerate traffic and transportation under the ground and lastly, Tesla is manufacturing electric vehicles in order to reduce CO2-Emissions. As it could be seen, all these companies, founded or coordinated by Elon Musk, are operating in different areas, but are combined in their unified goal to make the world better. Therefore, we must say that Elon Musk is the greatest and most important asset or capital all of these firms possess. This explains, why the majority of the American citizens have high hopes in him and for what reason business analysts are rating Tesla in the range of general motors and ford, some well-established car manufacturers since years, as stated in the case study. Nonetheless, some people are wondering why Tesla is meant to have such a bright future despite of their recent struggles in terms of production difficulties, which made them neglect their forecasts and demands, and occurred accidents due to failures of their autonomous driving software. The answer to all this, and why Tesla doesn’t have to deal with severe downgrading of Tesla’s stock price, is due to the fact that to a high percentage the ratings are dependent on their CEO Elon Musk.

Author : Charles Mitchell
Publisher : World Trade Press
Page : 192 pages
File Size : 45,7 Mb
Release : 2009
Category : Business ethics
ISBN : 9781607800019

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A short course in international business ethics [electronic resource] by Charles Mitchell Pdf

Author : Daniel W. Baack,Eric G. Harris,Donald Baack
Publisher : SAGE Publications
Page : 737 pages
File Size : 44,5 Mb
Release : 2012-02-09
Category : Business & Economics
ISBN : 9781544350165

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International Marketing by Daniel W. Baack,Eric G. Harris,Donald Baack Pdf

International Marketing presents an innovative, integrated approach to the course, in which marketing concepts are explored in depth within the international context. Daniel W. Baack, Eric Harris, and Donald Baack identify five key factors that impact any international marketing venture—culture, language, political/legal systems, economic systems, and technological/operational differences—and discuss them in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. Uniquely, the book provides discussions of sustainability and "bottom of the pyramid" concepts within each chapter, and is richly illustrated with examples from both multinational companies as well as smaller local concerns. Setting the path for the future direction of this course, the authors provide instructors and students with the first truly international marketing textbook.

Author : Pervez Ghauri,Philip Cateora
Publisher : McGraw Hill
Page : 659 pages
File Size : 49,7 Mb
Release : 2021-08-16
Category : Business & Economics
ISBN : 9781526848604

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EBOOK: International Marketing, 5e by Pervez Ghauri,Philip Cateora Pdf

In its 5th edition International Marketing guides students to understand the importance of international marketing for companies of every size and how going international can enhance value and growth. It provides a solid understanding of the key principles and practices of international marketing. The text has been thoroughly updated to reflect the most recent developments in the current business environment and encourages students to critically engage with the content within the context of modern life. Key Features: - A new chapter dedicated to Digital and Social Media Marketing - Fully updated pedagogy, including ‘Going International’ vignettes and End of Chapter questions - Brand new examples and case studies from global and innovative companies including Red Bull, Gillette and Audi - Now includes Interactive activities, Testbank questions and Quizzes available on Connect® International Marketing is available with McGraw Hill’s Connect®, the online learning platform that features resources to help faculty and institutions improve student outcomes and course delivery efficiency. “International Marketing continues to be an essential subject in any business or management degree. Ghauri and Cateora’s book, now in its fifth edition, provides a most up-to-date and authentic evolution of the subject.” George S. Yip, Emeritus Professor of Marketing and Strategy, Imperial College Business School. Professor Pervez Ghauri teaches International Business at Birmingham Business School. He is Founding Editor for International Business Review (IBR) and Consulting Editor for Journal of International Business Studies (JIBS). Philip R. Cateora is Professor Emeritus at the University of Colorado. His teaching spanned a range of courses in marketing and international business from fundamentals through to doctoral level.

Author : Jan Kubik
Publisher : GRIN Verlag
Page : 32 pages
File Size : 42,8 Mb
Release : 2011-02-28
Category : Business & Economics
ISBN : 9783640848188

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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 by Jan Kubik Pdf

Research Paper (undergraduate) 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, Škoda, 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 already existing cross share- holding as shown in Appendix A could evolve into a new common entity. This paper analyses, appraises and evaluates in what way this strategy is promising for Volkswagen and how far Suzuki is an appropriate partner. Therefore, this assignment contributes to the assessment of the strategy’s prospect of success. Therefore, Appendix B was used partly as framework in this paper. Firstly, Volkswagen Group’s vision and history is epitomised and its objectives are outlined. Secondly, chosen resources of Volkswagen are revealed (2) and it is analysed how far they are transferable to the mentioned market and to which extent the JV with Suzuki Motor ...

Author : H. B. Thorelli
Publisher : Unknown
Page : 128 pages
File Size : 44,5 Mb
Release : 1969
Category : Electronic
ISBN : OCLC:987234433

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International marketing strategy by H. B. Thorelli Pdf

Author : Yushi Jiang,Guangming Li,Wilson Xinbao Li
Publisher : Springer Nature
Page : 838 pages
File Size : 48,5 Mb
Release : 2023-05-13
Category : Business & Economics
ISBN : 9789464631425

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Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023) by Yushi Jiang,Guangming Li,Wilson Xinbao Li Pdf

This is an open access book.Financial globalization plays a huge role in promoting the development of the world economy and the optimal allocation of world resources, stimulates the accelerated development of the international division of labor, and increases the international flow of production factors such as industrial transfer, capital transfer, and technology transfer. It enables developing countries to make up for the lack of their own capital and technology, and obtain industrial evolution, technological progress, and institutional innovation, thereby accelerating the speed of economic development; it also enables developed countries to open up cheap labor, raw material markets and broad consumer markets, prolonging product value. More profits, ease the economy, the contradiction of stagflation, and restore economic growth. The 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023) aims to accommodate this need, as well as to: 1. provide a platform for experts and scholars, engineers and technicians in the field of financial Innovation and economic development to share scientific research achievements and cutting-edge technologies 2. Understand academic development trends, broaden research ideas, strengthen academic research and discussion, and promote the industrialization cooperation of academic achievements 3. Promote the institutionalization and standardization of Financial Innovation and Economic Development through modern research 4. Increasing the number of scientific publications for financial Innovation and economic development

Author : Stanley Paliwoda,Michael Thomas
Publisher : Routledge
Page : 672 pages
File Size : 53,8 Mb
Release : 2013-11-05
Category : Business & Economics
ISBN : 9781135387174

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International Marketing by Stanley Paliwoda,Michael Thomas Pdf

The third edition of an established text, this book provides comprehensive treatment of international marketing issues and includes expanded coverage of Eastern Europe and the Pacific Rim. New for this edition are the expanded use of mini cases within the text to illustrate the latest developments in marketing, together with expanded coverage of: South East Asia and the Pacific Rim, Central and Eastern Europe, Globalization, Culture, Financial aspects of marketing. Included throughout are self-assessment and discussion questions, key terms, references and bibliography.

Author : Hans Birger Thorelli
Publisher : Unknown
Page : 128 pages
File Size : 44,9 Mb
Release : 1984
Category : Electronic
ISBN : 0751749753

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International marketing strategy by Hans Birger Thorelli Pdf