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Marketing Strategies Assignment - Volkswagen

   

Added on  2020-09-08

13 Pages4015 Words32 Views
Business DevelopmentLeadership ManagementProfessional DevelopmentNutrition and Wellness
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Business Strategy
Marketing Strategies Assignment - Volkswagen_1

Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3Covered in PPT.......................................................................................................................3TASK 2............................................................................................................................................32.1 SWOT Analysis of Volkswagen .....................................................................................32.2 PESTLE analysis-.............................................................................................................42.3 Significance of stakeholder analysis in formulating new strategies-...............................52.4 New strategy for organisation..........................................................................................1TASK 3............................................................................................................................................23.1 Alternative strategies for Volkswagen.............................................................................23.2 Justification of selection of strategy:................................................................................3TASK 4............................................................................................................................................34.1 Roles and responsibilities of personnel who are charged with strategy implementation.34.2 Resource requirement for implementing new strategy for Volkswagen AG...................44.3 Contribution of SMART targets in business strategy.......................................................5CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................7
Marketing Strategies Assignment - Volkswagen_2

INTRODUCTIONIn an organisation to achieve the goals and objectives strategies are formulated as thisway the probability of reaching to successful results increases (Aaltonen, 2011). These are theguidelines which are construed and communicated in the whole work place which also facilitatesa common vision. In the following report it will be discussed that how strategies are formulatedand what all main factors are needed to be consider while designing a new code of conduct.Thereafter, the internal and external audit will also be conducted of an organisation which willshow the effect of surrounding on a particular business. TASK 1Covered in PPTTASK 22.1 SWOT Analysis of Volkswagen Strengths-Strong brand portfolio-It has widest brand portfolio amongst various companiesinvolved in automotive sector in UK.World wide plants- Volkswagen has around 119 manufacturing units all over the world.Most of them are in north and south America , Europe, Africa, Asia and Oceania. It hashighly skilled employee base in its industries. It has around 6 lac workers in nearlytwenty European nations. Effective R&D- They are investing big amount every year and its cost risesapproximately 3.8 % . Due to this, it has strong and effective research and developmentsection which operates on new public demand, technology, and designs of cars. Workforce- It has around 592,586 employees working hardly to make the brand strongerthan before (Al-Turki, 2011).All over presence- It operates in more than 153 countries. Three largest factories arelocated in German, China, and Brazil which manufactures most of the cars and export toworld.Weaknesses-
Marketing Strategies Assignment - Volkswagen_3

Weak position in India and US- It has around 3% market share in India and 4.8 %market share in US which is an important weakness of Volkswagen as it failed to grabmore customers in both markets.Non- environment friendly cars- Most of its cars are not environment friendly as thesecars are harming the environment by generating carbon-de-oxide gases. In casegovernment will take legal step against the company then it will affect the brand imagebadly.Diesel deception scandal- In 2015, it faced this scandal which resulted in weak positionof this company in global market (Al-Turki, 2011).Opportunities-Technology- Changing technology is an essential opportunity for Volkswagen as it canmanufacture eco- friendly cars by adopting new and advanced technology. It will help inbuilding strong brand image. Market share in US- Competition and restrictions are high in US market so, there areopportunities to grab the market share.Fuel prices- Volkswagen makes fuel dependent cars and since fuel prices are decreasingso, it may result in increased sales in future.Social responsibility- By changing technology and manufacturing environment- friendlycars will help in fulfilling social responsibility.Threats-Increasing prices of raw materials is an serious threat for this company.Decreasing fuel prices will result in less demand of hybrid cars.Brands like Toyota, fords are capturing market share in developing countries.Increasing facilities in local transportation may result in negative sales in future.2.2 PESTLE analysis-Political- Volkswagen is facing various political problems which is not just in one or twocountries but in around 150 nations. Political factors of every country is not same so, it has tomake strategies as per different factors in different countries. Many developing economies arefocussing on developing automotive sector thus, Volkswagen can take advantages of it (Bryson,and Alston, 2011).
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