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Global Marketing Assignment | Marketing Mix

   

Added on  2020-05-16

10 Pages1978 Words117 Views
Running head: GLOBAL MARKETING MIXGlobal Marketing MixName of the StudentName of the UniversityAuthor’s Note
Global Marketing Assignment | Marketing Mix_1
1GLOBAL MARKETING MIXContentsIntroduction.................................................................................................................................................2Marketing Mix for China.............................................................................................................................2Marketing Mix for United States.................................................................................................................3Marketing Mix for Britain...........................................................................................................................4Merits of Standardization and Customization..............................................................................................4Multinational Diffusion theory....................................................................................................................5Global branding Strategy.............................................................................................................................5Driving forces in foreign market pricing.....................................................................................................5Non-cash compensation in international transaction....................................................................................6Constrains of Global Market communication strategy.................................................................................7Advantages and disadvantages of marketing communication tools.............................................................7Importance of Logistics in global market and challenges............................................................................7Conclusion...................................................................................................................................................8Reference.....................................................................................................................................................9
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2GLOBAL MARKETING MIXIntroductionVolkswagen is a German based automobile company currently operating around theglobe with its wide range of product line of all-purpose cars. The company ranks 5 in the fortune500 list for 22017 (fortune.com, 2018). The company was established in 1937 and itsheadquarters is situated in Wolfsburg, Germany. Beetle is one of the significant brands ofVolkswagen that was introduced in the international market in 1938 (vw.com, 2018). The brandis further modified over the long years of the company. This report will provide a marketing mixfor this particular product in India, United States, and Britain. It will further communicatedifferent marketing theories for the particular product.Marketing Mix for ChinaProductBeetle is one of the oldest brands of Volkswagen that has undergone variousmodifications over time. The current beetle is comprised of 1.8L TSI in-linevalve engine with 170 hp and 6-speed automatic transmission. It further offersconvertible body. Company offers a number of warranties for various bodyparts on their Beetle brand. Company offer standardized products for theirBeetle brand in their Chinese market (Brand.vw.com.cn, 2018).PriceSimilar to the other two markets, the company follows economic pricing in theirChinese market for gaining competitive advantage (Liu et al, 2017). PromotionVolkswagen uses general promotion strategy for their Beetle brand in theinternational market. The latest version of their Beetle brand is promoted basedon the digital media marketing as their primary advertising strategy in Chinesemarket. Moreover, the campaign is also associated in the brand promotion.PlaceBeetle is manufactured only in a limited number of manufacturing facilities of
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