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Introduction to Marketing - Volkswagen Assignment

   

Added on  2021-01-01

14 Pages3329 Words400 Views
INTRODUCTION TOMARKETING

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Introduction of the chosen organisation and one of the competitor ...........................................1Current state of marketplace and brief overview of the market..................................................3Marketing strategy of Volkswagen ............................................................................................4Marketing strategy of BMW.......................................................................................................4Why they have chosen these strategies.......................................................................................4TASK 2............................................................................................................................................5Briefly explained selected organisation strategy to improve......................................................5New and innovative approach ....................................................................................................5Plan of implementation with critical analysis and outline challenges with possible outcomes..6RECOMMENDATIONS.................................................................................................................7Recommendations for improvement...........................................................................................7CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................9

INTRODUCTIONMarketing define as the actions or business of promote and sales of products and serviceswhich can be successfully developed through conduct market research and advertising to gainhigh market share (Luthra, Qadri and Haleem, 2014). In this regard, present study based onVolkswagen which is committed with different market operations and make constant investmentand growth to provide various project initiated. For gaining, insight information of the presentstudy, it covers brief description of the organisation and market where Volkswagen operates.Furthermore, marketing strategy of the selected firm explained which assists to expand severalaspects in different areas of the world. TASK 1Introduction of the chosen organisation and one of the competitor Volkswagen group is a global automobile manufacturer leading the passenger whichsegment car with small size. They are ranking on top 5 brands that driven in 2015. It is dedicatedto deliver safe and environmentally sound vehicle. The portfolio of the company includesVolkswagen AG, Audi, Skoda, etc. The selected business considers print media to promoteproducts that gain more growth in automobile market. They also started their operations inelectronic, digital and home media along with print media. They implemented integratedmarketing campaign which strengthen to brand image of the company (Gopal and Thakkar,2016). Furthermore, they cater luxury segment of car market so that company establishedpresence in separate distribution channel for each brand. SWOT analysisStrengthWeaknessesVery well structured umbrella brand.Existence in all over the world.Excellent brand recognition. High competition so that low margin ofprofit.Weak positioning in several areas of theworld.Parent brand can be strengthenedOpportunitiesThreatsIncreasing purchasing power.Worldwide expansionHigh competition of the automobilebusinesses.1

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