Business Strategy of Audi

Assessment 2-
Case Study Individual
Business Strategy of Audi

EXECUTIVE SUMMARY
The following report discusses the business strategy of an organisation that refers to the
combination of active and proactive actions for enhancing and improving the overall
performance of the organisation for achieving its goals effectively and efficiently. It has been
discussed in the report that there are many business strategies that can be undertaken by an
organisation with the aim of achieving desired results. It has been understood that an
organisation's business plan is made with the purpose of achieving effectiveness, identifying and
utilising the business opportunities for growth with the help of a purposeful business strategy.
Business strategy with the help of Michael porter generic strategies framework has been
explained in the following report. The use of Michael Porter intensive growth strategies has been
discussed that provides the description of cost leadership, differentiation and focus strategy by
the organisation for achieving competitive advantage. Application of intensive growth strategies
has been discussed in the end of the report that can be helpful in improving the organisational
performance and provide higher opportunities for growth of the organisation. With the help of
intensive growth strategies there has been a discussion of market penetration, product
development and market development strategy of the organisation.

Table of Contents
INTRODUCTION...........................................................................................................................1
AUDI GENERIC BUSINESS STRATEGY...................................................................................1
PORTER”S GENERIC STRATEGY OF AUDI...................................................................2
INTENSIVE GROWTH STRATEGIES OF AUDI........................................................................4
ANSOFF’s PRODUCT MARKET EXPANSION STRATEGY...........................................5
CONCLUSION................................................................................................................................7
RECOMMENDATION...................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Business strategy can be referred to the competitive actions that are taken by an organisation
for attracting customers, enhancing competitiveness, creating better performance and achieving
the goals and objectives of the organisation. A business strategy mainly creates a pathway and
outlines a business plan that can be helpful to reach desired results or achieve objectives and
goals. Business strategy helps the overall management activities of an organisation with the
integration of a framework for analysing, exploiting and discovering beneficial opportunities.
Identify potential threats and make optimum utilisation of resources and the strength of
organisation to counter balance its weaknesses. Audi is a German automotive manufacturer of
luxury vehicles headquartered in Bavaria, Germany. The company is the subsidiary of its parent
company, the Volkswagen group; Audi produces vehicles in nine production facilities
worldwide. The report will explain the business strategy of the organisation for pricing its
product, better marketing and advertising, improving quality and performance etc. In the end, it
will provide the growth strategy of the organisation with the help of a framework in regard to
market penetration, product development and market diversification.
AUDI GENERIC BUSINESS STRATEGY
Audi is a multinational German automotive manufacturer that has a very high level of
recognition in the automotive industries and has a great brand image in front of its target market
segments. It is very difficult for the organisation to stay competitive in the industry because of
the increasing level of competition that is affecting the market leadership position and firms'
share in the market (Liu and Kong, 2021). Due to the intensifying competition in the business
environment the Audi is compelled to achieve critical benefits over its competitors to stay ahead
in the market. The organisation has a global brand image with intense presence throughout the
globe; Audi has competitively positioned itself based on critical factors that intensify its
competitiveness in the market. Audi's strategies that can provide greater competitiveness to the
organisation can be understood by highlighting the intensive growth model with the help of
porter's generic used by the organisation. Audi has adopted a combination of managed strategies
like focus strategies, differentiation strategy and cost leadership for increasing its
competitiveness and moving ahead of its rivals.
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