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Abstract
The purpose of this report is to analyse and explain the marketing plan used by Volkswagen to expand their market in the UK. It indicates the basic demand of the UK automobile market, market objectives and explains their marketing strategies through porter 5 forces, 4ps, segmentation and positioning. And this report is divided into 3 parts to deal with them separately.
Table of Contents
1 Introduction……………………………………………………………………………………………..
2. External environment……………………………………………………………………………….. 2.1 PESTILE…………………………………………. 2.2 SWOT………………………………………….. 2.3 Competitor analysis………………………………………
3. Marketing objectives 3.1 SMART (LONG & SHORT)………………………………………..
4. Marketing strategies 4.1 Porter 5 forces………………………………….. 4.2 4PS…………………………….. 4.3 Segmentation………………………………………… 4.4 Positioning …………………………………….
5. Conclusion……………………………………..
6. Final reference……………………………………………………………………………………………….
Introduction
The German largest automaker, Volkswagen delivered 9.1 million cars in 2012 (City A.M. Reporter, 2013). As the second biggest international vehicle manufacturer in the world (ibid), it is really important to maintain their market share worldwide and continue with its ambitious expansion. According to a report by BBC in 2013, in 2012, the new car registrations rate in the UK rose 5.3%, which is the highest level since 2008. Since the positive situation in the UK, it is necessary for the Volkswagen to consider about expand their market share there.
For an international company, it is significant to get to the external business environment in a foreign country. The report will analyse it from the perspective of PESTLE, SWOT and Competitor analysis. Then using SMART (long&short) helps understand their marketing objectives in the UK markets. Additionally, the five porter forces, 4ps, segmentation and positioning are used to illustrate their marketing strategies.
In this report, it will analyse the
The purpose of this report is to analyse and explain the marketing plan used by Volkswagen to expand their market in the UK. It indicates the basic demand of the UK automobile market, market objectives and explains their marketing strategies through porter 5 forces, 4ps, segmentation and positioning. And this report is divided into 3 parts to deal with them separately.
Table of Contents
1 Introduction……………………………………………………………………………………………..
2. External environment……………………………………………………………………………….. 2.1 PESTILE…………………………………………. 2.2 SWOT………………………………………….. 2.3 Competitor analysis………………………………………
3. Marketing objectives 3.1 SMART (LONG & SHORT)………………………………………..
4. Marketing strategies 4.1 Porter 5 forces………………………………….. 4.2 4PS…………………………….. 4.3 Segmentation………………………………………… 4.4 Positioning …………………………………….
5. Conclusion……………………………………..
6. Final reference……………………………………………………………………………………………….
Introduction
The German largest automaker, Volkswagen delivered 9.1 million cars in 2012 (City A.M. Reporter, 2013). As the second biggest international vehicle manufacturer in the world (ibid), it is really important to maintain their market share worldwide and continue with its ambitious expansion. According to a report by BBC in 2013, in 2012, the new car registrations rate in the UK rose 5.3%, which is the highest level since 2008. Since the positive situation in the UK, it is necessary for the Volkswagen to consider about expand their market share there.
For an international company, it is significant to get to the external business environment in a foreign country. The report will analyse it from the perspective of PESTLE, SWOT and Competitor analysis. Then using SMART (long&short) helps understand their marketing objectives in the UK markets. Additionally, the five porter forces, 4ps, segmentation and positioning are used to illustrate their marketing strategies.
In this report, it will analyse the