International Marketing Plan
International Marketing Plan Mission Statement and Objectives Volkswagen is based in Germany and has global distributors. Volkswagen produces different models of automobiles including compact, wagons, minivans, and sport utility vehicles. Team C will focus on Germany, the brand, and one specific model of vehicles, the classic Bug that has evolved into the Beetle. Learning Team C must determine the mission statement in regard to what the objectives are in marketing the Beetle internationally. Team C must determine what marketing techniques could be applied to the international marketing plan and what objectives will need to be addressed when marketing the Beetle internationally. Volkswagen was first produced in Germany, a country about the same [size as Montana] (United States Department of State, 2010). Germany’s population in 2011 is approximately 81 million and German is the primary language. More than 90% of the ethic groups are German. Other ethnicities in Germany include Turkish, Greek, Italian, Polish, Danish, Russian, Spanish, and Serbo-Croatian (United States Department of State, 2010). Germany’s religions are a mixture of Roman Catholics and Protestant a small percent are Muslims and 28% are a different type of religion. In 2010, 40 million Germans had gainful employment and more than 28% of the gross domestic product was aerospace and automotive manufacturing. In 2009, the gross domestic product was more than three trillion. Germany has the one of highest level of citizens with higher levels of educations throughout the globe. According to United States Department of State (2010), “The government is parliamentary, and a democratic constitution emphasizes the protection of individual liberty and division of powers in a federal structure.” Germany is also members of the North Atlantic Treaty Organization. Based on Germany’s culture mass marketing is discouraged because of the language barriers. However, based on the material, Team C can