Vw Marketing
| Marketing Plan for the Volkswagen AG | Strategic situation of the company | | | |
Author: Patryk Borkowski 144008
30th May 2012
AP Degree in Marketing Management Author: Patryk Borkowski 144008 Assignment: Final Project Supervisor: Erik Løvgren Brejner Characters: 94 568Submitted: 30th of May 2012 |
Contents 1. Introduction 3 1.1 Purpose of the project 3 1.2 Problem formulation 3 1.3 Delimitation 3 1.4 Methodology 4 1.4.1 Quality assessment and source criticisms 4 2. Situational analysis 4 2.1 Internal marketing audit 5 2.1.1 Marketing Mix 4P 5 2.1.2 Porter’s Generic Strategies 9 2.1.3 Product Life Cycle 10 2.1.4 Boston Consulting Group Growth – Share Matrix 11 2.1.5 Value Chain 13 2.1.6 Ansoff Growth Strategies 20 2.2 External situation of the company 20 2.2.1 PEEST analysis 20 2.2.2 Porter’s Five Forces 25 2.3 SWOT analysis 27 3. Cultural analysis of Poland 28 4. Market Research 32 5. Consumer buying behavior 38 6. Conclusion 41 Bibliography 41
Figure 1: Product Life Cycle of the Volkswagen Beetle 11 Figure 2 Sales of automobile brands in Poland: 22 SWOT analysis of the Volkswagen 27
1. Introduction
The Volkswagen Group is one of the world’s leading automobile manufacturers and the largest carmakers in Europe. Company owns ten car brands from seven European countries : Volkswagen, Audi, SEAT, ŠKODA, Bentley, Bugatti, Lamborghini, Volkswagen Commercial Vehicles, Scania and MAN. Besides automotive industry, company operates also in financial sector.
Every car brand operates as independent unit with unique portfolio. Products are differentiated from low-consumption small cars to luxury one.
Author: Patryk Borkowski 144008
30th May 2012
AP Degree in Marketing Management Author: Patryk Borkowski 144008 Assignment: Final Project Supervisor: Erik Løvgren Brejner Characters: 94 568Submitted: 30th of May 2012 |
Contents 1. Introduction 3 1.1 Purpose of the project 3 1.2 Problem formulation 3 1.3 Delimitation 3 1.4 Methodology 4 1.4.1 Quality assessment and source criticisms 4 2. Situational analysis 4 2.1 Internal marketing audit 5 2.1.1 Marketing Mix 4P 5 2.1.2 Porter’s Generic Strategies 9 2.1.3 Product Life Cycle 10 2.1.4 Boston Consulting Group Growth – Share Matrix 11 2.1.5 Value Chain 13 2.1.6 Ansoff Growth Strategies 20 2.2 External situation of the company 20 2.2.1 PEEST analysis 20 2.2.2 Porter’s Five Forces 25 2.3 SWOT analysis 27 3. Cultural analysis of Poland 28 4. Market Research 32 5. Consumer buying behavior 38 6. Conclusion 41 Bibliography 41
Figure 1: Product Life Cycle of the Volkswagen Beetle 11 Figure 2 Sales of automobile brands in Poland: 22 SWOT analysis of the Volkswagen 27
1. Introduction
The Volkswagen Group is one of the world’s leading automobile manufacturers and the largest carmakers in Europe. Company owns ten car brands from seven European countries : Volkswagen, Audi, SEAT, ŠKODA, Bentley, Bugatti, Lamborghini, Volkswagen Commercial Vehicles, Scania and MAN. Besides automotive industry, company operates also in financial sector.
Every car brand operates as independent unit with unique portfolio. Products are differentiated from low-consumption small cars to luxury one.