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Marketing Management of Volkswagen Company

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Added on  2020-05-08

Marketing Management of Volkswagen Company

   Added on 2020-05-08

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Running head: MARKETING MANAGEMENTMarketing ManagementName of the Student:Name of the University:Author Note:
Marketing Management of Volkswagen Company_1
2MARKETING MANAGEMENTTable of ContentsCompany background of Volkswagen.............................................................................................2Products of Volkswagen..................................................................................................................2Market Positioning...........................................................................................................................2Pricing strategy................................................................................................................................2Marketing mix of Volkswagen........................................................................................................3Promotional strategies adopted by Volkswagen..............................................................................4Reference List..................................................................................................................................5
Marketing Management of Volkswagen Company_2
3MARKETING MANAGEMENTCompany background of Volkswagen Volkswagen is a German-based company. This company is the largest automobilemanufacturer in and across the world (Volkswagen International, 2017). The Parent Company isVolkswagen AG. Under Volkswagen Group, there are major 9 brands and these are: Audi,Bugatti, Bently, Scania, Skoda, Lamborghini, Volkswagen commercial vehicles as well as Seatand passenger cars. Volkswagen Group operates in more than 60 production plants in and acrossthe world. Products of VolkswagenProducts of Volkswagen ranges widely from low consumption small cars to luxury classvehicles. Market Positioning Volkswagen is the largest manufacturer in Europe where the company has market shareof 20%. Volkswagen occupies the third position in automobile industry on global basis. Thecompany aims at operating their business by using sustainable and ethical means (Kotler et al.,2016). Pricing strategy Pricing differs largely upon different brands of Volkswagen. Some of the pricingstrategies are mentioned below:Phaeton- High quality, high price and premium value
Marketing Management of Volkswagen Company_3

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