Audi AG Strategic Position

Strategic Position
of Audi AG
1

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1.1 Critically evaluate the current strategic position of Audi AG and discuss the basis and
sustainability of its competitive advantage.............................................................................3
1.2 Develop and critically evaluate a range of strategic options available to Audi AG and
ensure the success of its strategy over the next 3-5 years......................................................5
1.3 Applying a chosen methodology, select the most appropriate strategic option for the
organisation to implement. Critically discuss a range of implementation issues associated
with.........................................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
APPENDIX....................................................................................................................................15
2

INTRODUCTION
Strategic positioning is a positioning of an organisation in the future, it is the reputation
and goodwill of the company which company sustain from the past years. Strategic positioning
of the company includes desired future positioning in the upcoming challenging market. It also
includes some more strategic positioning to compete with the challenges. Strategic positioning is
the overall development of the business activities. Present report will be based on strategic
position of Audi AG, it is the well known brand in auto mobile industry that design, engineers,
products, markets and distributes luxury vehicles Which contributes the best strategic position.
Furthermore, it will be discuss about the organisation strategic positioning and their competitive
advantage. Further apart, it will also discuss about the methodology, select the most appropriate
strategic option for the organisation to implement
MAIN BODY
1.1 Critically evaluate the current strategic position of Audi AG and discuss the basis and
sustainability of its competitive advantage
Audi AG vehicles has produced in nine production facilities worldwide, it will be the
more challenging and situational company which highly depends on the customer services.
Company has been facing very tough competition in 20th century and their initial face
(Blackwelder and et.al., 2016). They move on the strategic position and give great impact on the
behaviour of customers. Audi AG is the member with another well known popular brand
Volkswagen group. Founder of Audi AG August Horch has believes on customer quality and
best luxurious services.
Audi AG has long been one of the most powerful car manufacturer in the premium and
super-car segment. It has been introduced many new luxurious and new models of car services. It
ha covered new major market of auto mobile companies. Moreover, sales subsidiaries of the
Audi AG suppliers cars other Volkswagen group brands to customers. They always continued
their part in long term market (Blasinski and Kaiser, Audi Ag, 2017). Along with that, it will be
more comforting and better knowledge of gaining productive market growth. Company highly
owned by Volkswagen for more than 40 years. They majorly focus on the upper class people
and social group. Professional, rich people afford the prices of Audi AG. They appreciate the
new technology and highly providing the best quality of services to customers. It will be
providing more largely and highly customer services in order to full fill the customer
3

satisfaction. Moreover, they always focus on the large number of markets which is highly found
of high technology (Brenneis, Freyer and Hantschke, 2016).
Audi AG fails to grab the attention of middle class social people because of high prices
because of that they cannot achieve 100% customer satisfaction. There are many other
competitors of the company who take advantages of that and provide best services at reasonable
prices. It makes better target market share other than Audi market share. It will be more
enlarging and better market share. Moreover, to grab better opportunity and growth company
needs to make better environmental growth in order to gain the large market of customer.
On the contrary, Audi AG built a very good image in the market in 2017 due to its new
advancement in the car technology (Dremel, C., Wulf, J., Herterich, M.M., 2017). Besides, few
years back Audi faces the issues with their engines or extra oil consuming due to which
Company facing high loss customer dissatisfaction approach. It has been given very bad image
in the market or in front of the other market share. Moreover, another process of working.
Sustainable competitive advantage can be the best way to grab the more prominent way of work.
Moreover, this is the great impact on the company advancement. There are many more
competitors of Audi who can impact directly on the company profit. This may give heavy loss as
well. Company needs to launch new services in frequent manner in order to sustain in the market
positions (Felgenhauer, Stocker and Lienkamp, 2017). This will be the great impact on the
behaviour which might be given new growth factor.
In order to maintaining sustainability in the market company launching new electric cars
and planning to entered into new digital business areas. It also provides the best possible action
plan for the company development. In order to identify the company revenue Audi AG revenue
has increased £59.3 billion in 2016. Audi has also planning to make self driving cars which
contributes better environmental challenges in order to give the best potential work and target
market position. Moreover,
Competitive advantages in the Marketing strategy of Audi
Audi has a significant advantage in the competitive market over rivals BMW and
Mercedes-Benz (Gutruf and et.al., 2017). This is the reason they grab global market share apart
from that it also has been concludes better environment growth and target market share in the
organisation. Moreover, it will be given great impact on the organisation behaviour to gain better
environmental growth. It is further developing assisted and piloted system for other traffic
4