Issue Faced by Automotive Manufacturers in E-Marketing Strategies and its Influence on Business Performance: A Case Study on Audi

This study aims to analyze the issues faced by automotive manufacturers while using E-marketing strategies and its influence on their business performance. The study focuses on Audi, a large German automobile manufacturer, and examines the challenges in effectively cooperating with customers, selecting appropriate tools, and implementing resources. The qualitative research approach is used to conduct a detailed analysis of the issue. The study highlights the importance of e-marketing strategy in enhancing business operations and provides recommendations for Audi to improve its operations and implement e-marketing strategies effectively.

Research Methods and
Ethics
(To investigate the issue faced by automotive
manufacturers while using E-marketing strategies
and its influence on their business performance. A
secondary research on Audi")

Abstract
The present study basically aim to analyse the issue faced by automotive manufacturers
while using E-marketing strategies and its influence on their business performance. Therefore,
the present study is all about eliminating the issues which are faces by the manufacturing
businesses while implementing E-marketing strategy. However, businesses are facing issue in
effectively cooperating up with the customers, inappropriate selection of tools, wrong
implementation of resources and so on. Despite from this, the study also creates value for the
researcher in terms of enhancing business as well as academic knowledge. The potential
intention for developing this analysis is that e-marketing is majorly considered area for
investigation and helps in analysing the suitable challenges faces by the business and how
performance can be developed effectively. In this present analysis study is based over Audi
which is a large German auto mobile manufacturer that designs, engineers, produces, markets
and distributes luxury vehicles. Therefore, the company is significantly concern over
implementing effective e-marketing strategy for the intention to enhancing the operations of
Audi and also gaining the attention of large number of buyers. In the project the section of
literature mainly defined the conceptual framework of e-marketing and which sources are
applied by the business to attain higher growth and success. This part of evaluation is imperative
in creating in-depth theoretical framework which aid in the direction to determining the suitable
strategy implemented by Audi to improvise its operations and also helps the evaluating the
interconnection among e-marketing strategy and the business performance. Furthermore, the
methodology is imperative in providing support to literature and in this qualitative analysis has
been applied by the researcher. It is supportive for conducting detailed analysis with the
guidance of theoretical framework as in this analysis is based over concepts, theories, models
and so on. Therefore, It basically offers visions to different issues and also aid in developing
concepts or theories for potential quantitative studies. Therefore, with analysis to look deeper
into a specific, the qualitative approach helps to discover new thoughts and individual views.
However, in the context to the present study, qualitative study is effective in conducting detailed
analysis over the issue faced by automotive manufacturers while using E-marketing strategies
and its influence on their business performance, via the support of analysing multiple views. In
addition to this, secondary approach has been applied to conduct entire investigation effectively
as it is effective in supporting the work via gathering information from books, academic writings,

journals, published articles. Past investigation, website of business, online sources and so on.
Therefore, secondary analysis is effective in generating valuable results via determining the
views of others and conducting descriptive theoretical framework which helps in enhancing
individual understanding in relation to a specific study. Conclusion is effective in determining
the outcome in the form of finalising the suitable sources of e-marketing implemented by the
business to enhance the overall operations. Therefore, this section initiates that e-marketing
strategy is an imperative aspect in today's modern business era as it is widely approachable by
each size of business to enhance the operations and progression of the business. Furthermore,
recommendations are developed for Audi to make improvisation in their operations and the way
of implementing e-marketing strategy for increasing the operations of business at market.
Therefore, Audi should have improvising the quality of videos and adding information with a
perspective action of driving the car and so on, therefore this will more supportive for Audi in
enhancing the operations of business within the global level. The business should also
recommend for developing personalised relation with customers for effectively fulfilling the
desires of the buyers.
Key Words: E-marketing, social media, e-marketing strategy, SEO, PPC, PR, Press release,
business performance etc. \.

Table of Contents
Abstract............................................................................................................................................2
Chapter 1: Introduction....................................................................................................................1
1.1 Background of the Research.............................................................................................1
1.2 Research Focus.................................................................................................................2
1.3 Research aim....................................................................................................................3
1.4 Research Objectives.........................................................................................................3
1.5 Research Question............................................................................................................4
1.6 Sub-Questions of Research...............................................................................................4
1.7 Value of the Research.......................................................................................................4
Chapter 2: Literature Review...........................................................................................................6
2.1 Concept of E-marketing in context of Audi.....................................................................6
2.2 The E-marketing strategies that has been employed by Audi........................................13
2.3 The relationship between E-marketing and business performance................................16
Chapter 3 Research Methods.........................................................................................................21
3.1 Research Philosophy:.....................................................................................................21
3.2 Research Approach:........................................................................................................21
3.3 Methodological Choice:.................................................................................................22
3.4 Research Strategies:........................................................................................................23
3.5 Data Collection and Analysis:........................................................................................23
3.6 Ethical Concern:.............................................................................................................24
3.7 Limitations:.....................................................................................................................24
3.8 Reliability and Validity:.................................................................................................25
Chapter 4: Findings and Analysis..................................................................................................26
Theme 1: Concept of E-marketing in context of Audi?.......................................................26
Theme 2: Types of E-marketing strategies have been employed by Audi?.........................27
Theme 3: Relationship between E-marketing and business performance?..................28
Chapter 5: Conclusion and Recommendations..............................................................................30
Chapter 6: References....................................................................................................................34

Chapter 1: Introduction
1.1 Background of the Research
This report discusses the details of conducting a long-term comparison and analysis of
the Automotive industry, specifically focusing on Audi. The key intention of this comparison
and analyses is to examine e-commerce strategies used by Audi to develop organisational
performance. Audi is one of the leading premium car brands, famous worldwide for its stylish
vehicles, innovative technology and luxurious driving experience (Audi - Advancing Worldwide
Though Technology, 2020). Auto-mobile sector is a key constituent of overhead transport and
performs an effective role in economic development of the country (Siakalli, Masouras and
Papademetriou, 2017). Thus, the sector mainly paves the path for reforms in foreign trade,
invites foreign investment and facilitates exposure of a region on a very broad international
platform. Auto-motive is widely growing sector which has its major concern over capturing a
wider market and making effective use of e-marketing strategy. Thus e-marketing is defined as
the process of planning and implementing the conception, distributions, promotions and pricing
of goods and services within net-workers or computerized environment likewise internet and the
world wide web to effectively facilitates the exchanges of goods or the fulfilment of buyers
needs and demands (GAIKWAD and KATE, 2016). The 20th century was recognised as the
shape provider through the industrial revolution and become the age of the auto-mobile industry.
The 21'' century effectively moulded through the Technological advancement, and has become
the age of economic process. In this century, electronic marketing is no longer defined as the
option for businesses whether, become a necessity for the businesses to grow and attain
advancement effectively (Bolos and et.al., 2016). According to Belyh (2019), the component of
e-marketing is defined as the mix of modern communication aspects and traditional principles
which marketers usually apply to establish effective communication processes with customers at
global level (E-Marketing: Definition, Tips, and Best Practices, 2019). Thus, it also initiates
online marketing of business through direct of indirect processes which helps the business to
connect with new buyers, retain existing customers and exploring brand recognition (E-
Marketing: Definition, Tips, and Best Practices, 2019). E-marketing is encompasses over
assorted tools like Search Engine Optimisation, Pay Per Click, Personal Relation, social media
marketing, content marketing, affiliate marketing, paid advertising, influencer marketing etc. that
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are widely implement by automotive manufacturers industry for marketing and promoting their
products or service to the customers at wider level. The above mentioned e-marketing strategies
helped overall manufacturing industry by increasing customer base and maximising sales and
revenue (Frost and Strauss, 2016). In this existing analysis the study is based over the case of
Audi, however, it is a large automotive industry, which has its headquarter is in Ingolstadt,
Germany. The company was founded in the year of 1909 by the potential efforts of August
Horch and the company is having 91477 employees who are putting their significant efforts in
the growth and development of the business. In the year of 2019, Audi reported an operating
profit and operating return on sales reached €4.5 billion and 8.1% on revenue of €55.7 billion
(Audi Profits Rise in 2019 Due to SUV, High-End Vehicle Sales, 2020). The company is mainly
operated through its 5000 stores which are located in different places. The company has owns the
Ducati and Lamborghini brands and itself as a part of Volkswagen group. In the modern digital
era, there are some of the focused areas where Audi will focus in the near future which involves
electric cars, autonomous driving and digital technology. Therefore, for the intention of
betterment of the business performance Audi has its major concern over implementing electronic
marketing for the intention of building effective interconnection with the customers at global
level. The brand is also having the plans to investing millions in the specific areas within the up
coming years. However, it has preserved its effective position within the premium vehicle
market of China. Thus, as a portion of its strategic evaluation the business has also included its
regional distributors and dealers whose role is critical to the fast growth and expansion of the
Audi group (Labanauskaitė, Fiore and Stašys, 2020). With the help of implementing the digital
advancement mainly in the context to marketing, it has attained opportunity to spread out the
business operations and creating awareness in relation to its brand at global level. Hence,
executing investigation on this business, will help in increasing knowledge in relation to the
usage of digital platform, as well as its significance in automotive industry more effectively.
1.2 Research Focus
The research into consideration is based on determining the issues faced by Audi while
using E-marketing strategies and its influence on their business performance, therefore, it is a
wide area of investigation which has its major focus over determining the key issues which are
arises through e-marketing strategy and influences the performance of auto-motive industry
(Chong and et.al., 2016). The primary focus of this study is that it is the major concerned area of
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the businesses and in today's modern scenario appropriate recognition about the study is needed
for the businesses and the individuals to resolve the challenges in the manner of attaining higher
growth and success (Chong, Bian and Zhang, 2016). The main focus of this analysis is to resolve
the challenges that are faced by the business while implementing e-marketing as the business
strategy to attain growth and success, with the assistance of gathering valuable information that
are significant for the investigation. The key purpose of this study is that it enhance recognition
in relation to the aspect of e-marketing and its significant strategies which are imperative in
nature to explore business performance (Agüera, 2019). The study is significant in terms of
exploring individual skills and knowledge which helps in guiding them in their future
perspective to attempt project based on similar area more effectively. The investigation is also
recognised for the individual interest of the researcher as the investigator wants to explore own
knowledge and ability within the similar field to attain good records in academic studies and also
implement the knowledge within the professional fields. The research is mainly focuses towards
the growth and advancement of Audi, via implementing e-marketing as their key strategic source
to enhance business operations (Kracht, 2017). Despite from this, the present study is also
valuable for the businesses which are also deals in similar filed.
1.3 Research aim
Research aim is defined as the predetermined statement which is imperative in determining
the key intention of the research to be continued in the right direction (Tantsurina, 2017). An
investigation aim is effective in providing a significant direction to the entire project to generate
valuable outcome. The key aim of this research project is “To investigate the issue faced by
automotive manufacturers while using E-marketing strategies and its influence on their business
performance”. A study on Audi".
1.4 Research Objectives
The objectives of this investigation which are interconnected with the aim of the research
are evaluated as under:
 To gather an understanding on concept of E-marketing in context to auto motive industry.
 To determine E-marketing strategies that has been employed by Audi.
 To ascertain the relationship between E-marketing and business performance of auto
motive industry.
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1.5 Research Question
The key questions on which the entire project is based is defined as below:
 What are the major E-marketing strategies employed by automotive manufacturers and
their influence on business performance Audi?
1.6 Sub-Questions of Research
The sub questions which are interconnected with the mainly questions are associated as below:
 Explain about the concept of E-marketing in context of Audi?
 What types of E-marketing strategies have been employed by Audi?
 What are the relationship between E-marketing and business performance?
1.7 Value of the Research
The present investigation has its major concern over the area of e-marketing and how it
influences the operations of the business. Therefore, the study is having value for an individual
and business to attain significant idea about the aspect of e-marketing and its influence over the
auto-motive industry (Фоміченко and Баркова, 2019). The study is mainly creating value for
Audi as the entire investigation is encompasses over the issue faced by Audi while using E-
marketing strategies and its influence on their business performance. However, the present
analysis helps in providing an insight out the exploration which helps Audi in resolving the
barriers of implementing effective marketing tools to explore operations at wider level (Sheikh
and et.al., 2018). The analysis is also significant for the businesses which are operating through
e-marketing strategies as it creates detailed investigation over the aspect of e-marketing which
are imperative in exploring business operations (Paradiso, 2017). The investigation has also
creating value for the individuals who are seeking for their career development within the same
filed, thus, the exploration provides them a base to implement knowledge within the practical
practices and attain advancement in their future projects. In addition to this the project is also
creating value for the researcher and the learners who are conducting the study for the sack of
developing academic records and the analysis will also be supportive for them to conduct future
projects in more liable manner. Furthermore, the exploration is also creating value for the
businesses which are operating within the automotive industry and wants to explore brand
recognition within the market as the study unities to effectively implement e-marketing strategy
for the betterment of organisational performance (Fomichenko and Barkova, 2019). The
investigation is also valuable in providing suitable guidance in the context to e-marketing, thus in
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the today's modern era this is the most considered aspect as businesses from each segment like
auto-mobile, retailer, pharmacy and so on. are very much concern over using internet and its
sources as these tools are making individuals life more easy and reliable or businesses also get
support to explore their operations (Sheikh, Shahzad and Ishaq, 2017). The study is valuable for
the learners and the businesses which are operating via e-marketing strategy. This study is
imperative for the individuals who are conducting their investigations within the same filed as it
depicts about the suitable issues which are faces by Audi in the context of implementing e-
marketing strategy. The study provides wider way to Audi and the similar businesses to make
appropriate use of e-marketing for the intention of improvising the operations of the business
effectively (Vignoli, 2018).
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Chapter 2: Literature Review
This can be portrayed as the most basic piece of research work which helps in giving a
hypothetical depiction of the general exploration venture (What is a literature review? 2019).
This area of examination is mostly founded on secondary sources of information assortment as in
the exploration venture information has been assembled through books, published articles and
journals, newspapers (Hoerl and Snee, 2020). Therefore, in this segment past investigations are
also supportive in developing an effective outline which helps in generating valuable outcome.
This area assumes viable job in dissecting the issue of exploration in hypothetical structure
which helps the examiner in finishing the real result and outcomes (Yousaf and et.al., 2018). The
investigation into thought is based of examining the issue faced by automotive manufacturers
while using E-marketing strategies and its influence on the performance of Audi, secondary
investigation is imperative in the manner to developing theoretical framework with the assistance
of creating conceptual framework over the suitable strategy of e-marketing strategy implemented
by Audi like SEO, PPR, Video and TV ads, STP of the business, marketing mix and the suitable
theories and concepts which are effective for the study to generate valuable outcome (Prajogo,
2016).
2.1 Concept of E-marketing in context of Audi
About E- marketing
As per opinion of Anastasia Belyh (2020) E- marketing is process of the planning as well
as implementing conception, promotion, distribution and also costing of services and products in
computerized and networked environment like World Wide Web and Internet. It mainly uses
electronic communication technologies consisting Internet, digital televisions and mobile phones
to attain marketing objectives. This provides consumers with convenience as well as competitive
prices over online platforms like companies website, social media accounts and so on, However,
with the support of e-marketing customers can compare the price of products and also be
themselves up to dated with the offers of the company and buy products as per own convenience.
This enables the businesses to minimize operational costs via conducting online marketing of
products and services. As the firms provide online shopping and e- marketing, consumers can get
the market information from cell phones or computers to purchase products or find the services
without leaving their home (Nabass and Abdallah, 2019). This helps in save the money of person
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and also time. At similar time, E- businesses can minimize costs in the channel of distribution
and also physical store space. To make the E- marketing more effective, managers require to
know the online consumer behaviour, techniques of e- marketing, advantages of e- marketing
over the traditional marketing and also legal issues (Anser and et.al., 2020). On the other hand,
E- marketing consist main traditional marketing principles but with couple of the differentiating
characteristics. The E- marketing benefit is that its impact is quantifiable. It enables an
organisation to be work more effectively thus developing higher profit and ROI. It has been
executed well that can reach price effective customer acquisition as comparison to the traditional
marketing (Wang and et.al., 2016).
E- marketing strategy of AUDI
Ramzi Chamat (2020) stated that Audi approach to the social media can teach regarding
the proper marketing. Audi having its effective presence in the market because of its innovative
features and the unique designs. Over years, Audi company has brought some of the
unforgettable campaigns for the buyers and the business as well which consisting “The Art of the
Heist” interactive transmedia reality game that developed to promote Audi A3. In this, game
generated great deal of the international attention and also countless people which got included
to aids solve mystery of missing A3. Audi is super car and part of premium segment of
successful care markets. Its sales is enhanced in 2000 with maximise from 653000 in year of
2000 to 1003000 in the year of 2008 (The Key Ingredients to Audi’s Digital Marketing Strategy,
2016). Audi has largest market in Middle East, Africa, Europe and the other parts of South Asia.
Audi company has the seven production plants across globe. This is owned through Volkswagen
for more than 45 years and in year 2014, Audi manufactured 1.8 million cars. Popular car
through Audi is Q5 and A6 Sedan. In year 2017, firm sold around 1.9 million cars with A3 and
A4 as brand new model of firm. On the other hand, different technology used through Audi and
Audi AI, drive trains, media interface and space frame with the body shells. Target audience of
firm has been socially elite consumers and upper class. Heist was largest and experimental
advertising campaign ever been executed (Kanten and Darma, 2017). Audi company understand
the marketing effectiveness that should come as surprise. Brand picked up IPA effectiveness
Grand Prix in last year award for “beauty and brain” strategy (Beauty and brains: How we
supercharged the Audi premium 2015-2018, 2018). It is mainly focused on car designing and
also technical innovations that generated around £1.78bn in the incremental value for brand in
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year 2015 and 2017 (Beauty & Brains: supercharging the Audi premium, 2019). Other than this,
Audi enables to penetrate market quickly ad deeply through setting minimum cost that is not
more effective than actual market cost. The aim of Audi is to attract more purchasers to innovate
goods provides cost flexibility (Qashou and Saleh, 2018). Audi begin with explaining the unique
selling propositions and also understands that why the consumers requires goods and how this is
varied from the available alternatives. Other than this, promotional strategies such as high profile
advertising and direct selling will suit if an organisation wants to be push product (Haseeb and
et.al., 2019). In this, pull strategy will need development of prestigious brand image that attract
consumers towards offered goods. Positive brand image and also strong brand strategy is the
main reason to its success.
Audi has its effective brand image in the world due to its effective offerings in premium
cars. The company is using different strategies like Video and TV ads, Therefore, the strategy of
TV ads must create value for the business in attracting more customers and increasing the sales
of the business. An investigation through Martini Media found that around 95% of car brands
believed that online videos were more effective than traditional advertisements (How Audi
Races Ahead In The Automotive Industry, 2020). Despite from this, the influence found that
involving the word ‘video’ in an email subject line, increased CTR by 13%. Hence, the
increasing numbers of viewer over video represents that video marketing is the king! And This is
why Audi posts tons of high-quality YouTube videos online over their YouTube page to promote
cars and its innovative features. For instance, it released Audi Think Faster—an AMA series
hosted by Audi Sport and Reddit. It featured pop culture icons who answered questions from the
passenger seat of an Audi Sport vehicle
Segmentation, Targeting and Positioning of Audi
STP is familiar strategic approach in the modern marketing. This is an effective
marketing model in the practice. It is useful when developing the marketing communication plan
as this assist the marketers to be prioritise the propositions and develop personalised messages to
engage with various audiences. Bhasin, (2018), states that, segmenting, targeting and positioning
is defined as an effective model of marketing communication which is effectively be applied by
the businesses in the context of establishing effective marketing plans since it helps the
marketers to priorities propositions and then create and deliver personalised and appropriate
context of be engage with the appropriate audiences. Audi is a famous premium car company
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which has its operation at wider level. Therefore, the sales subsidiaries of the Audi Group mainly
supplies the car of other Volkswagen group brands to the buyers. Thus, in the year of 2014, the
company has continued with its growth. In the modern and competitive market, the company has
increases its deliveries of its core brand Audi through 10.5% to the new record of around
1,741,129 in 2013 to 1,575,480 cars. However, the STP helps the business to effectively
segmenting, targeting and positioning the brand at suitable place to attain higher growth and
success, thus the STP of Audi given below:
Segmentation of Audi:
The effective execution of Audi marketing tool basically needs identification of basis of
segmentation to determine the suitable buying intention of the buyers. Therefore, the
expectations, behaviour and the desires of the buyers are heterogeneous and significantly
encompasses over multifaceted aspects like age, gender, income, lifestyle and values etc.
Through using segmentation, Audi can narrow down large a, diversified target audience into the
particular and also narrowly defined groups. The market segmentation surveys are the common
methods in order to obtaining customer specific information which could mainly used to develop
group sharing the common characteristics (Chuang, 2018). Audi segmentation is that it affluent
the consumers seeking comfort, luxury and the excellent driving experience. The company can
divide the market through exploring the demographic, psycho-graphic, geographic and
behavioural characteristic of the buyers. The demographic segmentation basically needs Audi to
segment market as per the demographic aspects such as age, ethnicity, gender and income
(Segmentation, targeting, positioning in the Marketing strategy of AUDI, 2018). Therefore, the
geographic division mainly encompasses over the geographic aspects like city, region and
country. In addition to this, the application of psycho-graphic partition will consequence in
buyers grouping as per their lifestyles, interests, attitudes, values and traits. In considering the
behavioural aspect the Audi will divide the buyers as per the frequent usage, brand loyalty,
occasions and so on. Audi majorly segments its luxury & cosy cars on Psycho-graphics &
Behavioural factors. Thus they majorly analyse the need and behaviour of the buyers to segment
them effectively.
Targeting of Audi:
This comes after segmenting the larger diversified buyers market within smaller groups
through homogeneous aspects, thus Audi needs to effectively select the target market where the
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expectations matches to the companies capabilities and resources. The targeting of Audi has been
done through analysing the commercial attractiveness and the potential of buyers within market.
Audi can select one or more aspects for segmentation as the growth of business is high and the
range of buyers are wide. Therefore, the segmentation is encompasses over the aspects of
characteristic or the business resources, growth aspects and the capabilities. Hence, Audi
targeted towards the executives and professionals and also rich families as they are the individual
who can easily afford the cars of Audi. Other than this, it targeted towards the affluent people
which would spend internationally branded luxury car and the company also targets to the young
customers who love to drive and are very much conscious about the innovative and advance
technology.
Positioning of Audi:
Positioning is also an imperative aspect which comes after segmenting and targeting of
the market effectively, thus, for positioning Audi needs to develop an effective and positive
image of the provided products to the buyers and set an effective picture in their mind.
Therefore, positioning of a company is relay over the choice, preferences and the demand of the
product and for this, Audi conduct an effective market analysis to determine the taste preference
and the demand of the product within market. Audi company is positioned as firm which
progresses continuously through using the innovative technologies and give better luxury and
driving experience. However, the company mainly positioned at the places where customers are
relay over luxury cars and prefers innovative products.
Although, the analysis of STP helps Audi in effectively segmenting, targeting and
positioning of their brand and develop the operations at wider level. As luxury and premium car
company, Audi is mainly concern over the people who are rich and afford the products effective
and also focuses over the buyers who are appreciate innovative technologies and very much
concerned over using advance and high-tech brands (Segmentation, targeting, positioning in the
Marketing strategy of AUDI, 2018).
Marketing Mix of Audi:
The marketing mix of Audi analysis the brand that covers the 4 P's like product, price,
place and promotion and identify the position of the Audi market and also helps in developing
effective marketing strategy. As per the views stated by Pratap, (2020), The Audi group mainly
involves Audi, Ducati and Lamborghini brands, therefore, it is the major attraction of the
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business and recognised as the premium super-cars, auto-mobiles, super SUVs and the sporty
motorcycles manufactures. Audi is works under the brand portfolio of Volkswagen and
recognised as the bet premium car selling company (Marketing strategy of Audi – Audi
marketing strategy, 2018). The company has bought several models which involves SUVs and
sedans, therefore, with the attractive models the company enjoys effective fanfare within the
global market. The industry of auto-mobile is undergoing through a continuous transformation
but it also going through the challenging states which involves enhancing rivalry, demographic
alteration and the technological changes. During the outbreak of coronavirus the company has
gone through by the effective challenge which influences the operations in adverse manner for
overcome with the issues Audi has planned to progress in the sustainable development f mobility
and develop its fleet of environment friendly cars in the stages. The marketing Mix helps the
company to determine the market effectively via evaluating its products, price, place and
promotions and also identify the best way for the business to attain advancement (Audi
Marketing Mix (4Ps) Strategy, 2020). The marketing mix of Audi is determined as below:
Product Mix of Audi:
Audi holds an effective picture of a luxury brand due to its effective product rang, its
products are apparent. Therefore, the business mainly offers assorted products to the market and
its cars acquire place through the change in technology. According to Bhasin (2018), Audi
develops effective and powerful cars with beautiful features. The products in Audi marketing
mix cater to a wide range of premium cars involving sedan, SUV, sports etc. A8 is termed as the
benchmark for its attractive design and innovative technology. As a superior brand Audi
basically values technology and targets its buyers as per their interest, however, the major buyers
of the company are the people belongs from the high income background and people from this
segment are focuses over using innovative technologies to fulfil their needs. The company also
offers different products from the different range which involves A series, Q series, TT, E-Tron
and R8. STP support the product range of Audi via offering variety of cars as per analysing the
behavioural and psycho-graphic aspects of the segmentation.
Price Mix of Audi:
Audi basically perceived as a luxury in its buyers mind and mainly applied premium
pricing policy to enhance its brand image. Auto-mobile is considered as the competitive industry
and the prices of the products of Audi are encompasses over the price of premium car
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manufactures. Therefore, the brand equity of the firm is high as the company is offering highly
qualitative and luxury cars so the strategy of premium pricing is suitable for Audi to attain
growth. However, STP also support the pricing mix of Audi via considering the targeted buyers
as the company is targeting to the higher class and people with high income who can easily
afford the premium pricing cars. Therefore, the company is using premium pricing strategy as
the targeted customers of the company are the people who are belongs from a reputed family of a
high class financial background. So the premium price can be affordable for them.
Place Mix of Audi:
According to Bhasin (2018), Audi is recognised as the largest brand which serving its
buyers at the global level, thus, the headquarter of Audi is situated within Germany. Audi has its
manufacturing facilities at different locations which involves Ingolstadt, Brussels, Győr,
Changchun, Foshan, Martorell, São José dos Pinhais, Bologna, Aurangabad and so on. The
company has created an effective plan to to spend in Indian market and attaining rapid growth
within the Asian market. Audi has has mainly implemented and keeps its presence via an
exclusive network of dealership and after sale service centres. Therefore, the company applied a
channel through producer to distributor to wholesaler to dealer to the end users. For the better
attraction of the customers the company usage effective and innovative technology in their
production houses. Segmenting, targeting and positioning also helps Audi in supporting the
choice of manufacturing unites which may result positively for the effective growth and
development of the business. The company has concern over establishing their manufacturing
unites where the demand of product is high and the innovation can easily be implemented. The
headquarter of Audi is situated in Germany. Therefore, the business has its production facilities
at different nine locations around the globe. Thus, they are also targeting untouched market in
search of significant buyers (Audi Marketing Mix (4Ps) Strategy, 2020). As a result, Audi has
created investments in India and continues growing in Asian market. Audi has established and
maintain its presence through an exclusive network of dealership and after sale service centres.
Audi use a channel from producer to distributor to wholesaler to dealer to customer.
Promotion Mix of Audi:
Audi is a most premium car recognised brand and the logo of Audi holds the key to its
promotional aspects. The major attraction of Audi is its four overlapping rings and its establishes
an effective brand image within the market. The company has an progressive engagement in
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sponsoring assorted sport ventures which are capturing interest of wide audiences. Likewise, the
company also usage television, print media and internet marketing for approaching buyers at
international level. Audi also prosecute celebrities to endorse the product for increasing interest
of the customers. STP helps the promotion via making the suitable selection of the customers and
their interest at market, thus, suitable targeted audiences are interested towards the brand and its
effective product ranges.
2.2 The E-marketing strategies that has been employed by Audi.
E-marketing basically defined as the procedure of planning and executing the concepts,
promotion, distributions and pricing and the services in a processed, web environment like wise
the internet and the world wide web to facilitates exchanges and fulfils buyers needs. Taylor
(2020), has stated that, the auto-mobile industry within UK and US turned out a fairly decent
performance within the year of 2019 but the industry experts are wary over the thought issues
which lie ahead. Automotive too has been departure by an effective dramatic transformations
within the recent era, thus the digital advancement and mobile technologies are increasingly
influencing the customer behaviour or decision-making as well in the situation, when they shop
for cars and trucks, not only in the US but globally. Chamat (2016), has stated that, Audi is the
German large car manufacturing company which designs, engineers, produces, markets and
distributes its premium vehicles across the entire world. As a well known and most recognised
premium car brand the company had its major concern over accepting the drastic transformation
of e-marketing as it helps the business to explore operations at wider level and attain higher
growth and success. Despite, from the past few years the has has bought some effective
champaign like The Art of the Heist, the most interactive trans-media game which are based on
reality and generated to promote the Audi A3. The emergence of the game creates a huge impact
for the business in gaining attention of large number of customers at global level, therefore, this
was termed as one of the ample and most empirical advertising campaigns ever which was
developed through immense success. Here are assorted digital strategies which are considered by
the auto mobile industry to incorporating into their marketing plans to boost the overall business
sales and profitability prospects. Some which have been supportive for Audi are associated as
under:
Search Engine Optimization: This defined as the initial aspect which has taken place at the
beginning of buying process. According to Heller (2020), it basically aim to enhance the organic
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traffic of the website which helps the business to shown up at the very first on google or any
pother search engines. An effective and comprehensive search engine optimization tool can
significantly aid the customers to find the brand, dealership, or financing service at the top of
search outcomes. However, Audi is using this as the key marketing strategy for enhancing the
inbound and outbound traffic on the website as it helps the business to attain higher growth via
increasing the customers at global level.
Social media Marketing: This recognised as the most applied tool of e-marketing which helps
the businesses to attain higher growth and success. Social media marketing is an effective aspect
which provides an effective way to the businesses to reaching out at the potential buyers via
connecting and engaging them through the social media websites which are widely used by the,.
The social media marketing mainly encompasses over assorted aspects like Facebook, Twitter,
Instagram, YouTube, Snap-chat, Pinterest and more niche social media marketing platforms. In
today's modern business era, businesses are widely concern over implementing effective social
media marketing tools for the intention of developing customers base. For instance: Audi does
not simply throw over the internet to analyse what works effectively. They mainly choose the
suitable themes and when something resonates through their audience, they continue to pursue it.
Audi is effectively be concern over using Instagram as the key social media aspect as the
company is uploading effective models and the features of the car which are attractive in nature
and influences the buying intention of the customers. The company has ample number of
followers on Instagram page and receives a higher attention from the buyers, therefore, this helps
the firm to attain growth via encouraging buyers to buy the companies products and services.
Press Release: This is another key tool implemented by the automotive manufacturing industry
for the intention of developing the performance of the business. Roos (2020), A press release is a
short, powerful news story which are written through a public dealings professional and sent to
chosen members of the media. The existing intention of a press release is to material the interest
of a journalist or publication. Thus, Press Release is mainly applying the press and other
effective media organisations likewise local, national, or international with purpose to earn more
exposure for their brand, or to attain their name in front of related people. This is significantly
attempted through the financing on industry developments or company milestones. This basically
helps the business through maximising press exposure of their organisation (How Press Releases
Work, 2019).
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Pay per click: In regards to PPC Kim (2020), states that, this is also an another attractive way of
e-marketing, thus the primary intention of PPC is to create more traffic to the business website
through having it show up in within the paid ads on search engines. Therefore, these are often as
these are termed as the very basic outcome which an individual see at the top of a Google search
page. The database through the little ‘Ad’ symbol next to the website. Being registered within
such websites renders a prominent position in the search results and attracts more clicks. For
instance: Audi needs to spend a lot over the website and make it attractive via uploading the
effective pictures of the cars, and the videos which shown the power of the vehicle, the overall
description of the product and price specification and so on, thus generates higher traffic on the
website and attracts customers to buy companies products and facilities. Therefore, the higher
traffic over website will also create benefit for the business in terms of generating more
profitability and revue.
Optimized mobile experience: In today's modern edge, mobile phones are considered as the
primary need for an individual. Lvanovs (2020), states that, mobile phones are mandatory in the
modern era as it is important for the businesses to design their website and content for the
optimization of mobile phones. In the context of automotive industry, it has been analysed that,
car buyers are known to check for assorted components of their purchases online likewise offers,
features, price, payment options and so on. In the modern era, mobiles are the resources not for
primary search but for making an effective buying decision. For Instance: As a highly recognised
brand Audi needs to be concern developing effective websites or establishing communication
with customers on mobile phones as it helps the customers to getting entire personal visualisation
of the products and the offered services and this might be effective in terms of increasing
business performance through attracting more customers towards the firm or its products.
Video on YouTube and TV Advertising: This termed to be the most effective and widely applied
tool by the effective car brands within the market, thus this is the best approach which has been
applied by Audi to attract buyers and increasing the traffic on website. According to Danao
(2020), The big car brands like Audi, Lamborghini, Mercedes-Benz and so on are concern over
developing effective and high quality videos and for the sack of attracting customers through the
attractiveness of the video in which car is the main focus and the way of featuring its facilities
are effective. The luxury car companies are also using the facility of TV advertising in which
they cast an attractive face who's followers are high and this makes a brand more attractive.
15

Therefore, these two are the most effective e-marketing strategy which are widely implemented
by Audi to enhance performance at global level. Audi is mainly concern over using TV
advertising to approach more buyers and also using high quality video development plan which
can be uploaded over the YouTube page of Audi as these two recognised as the best e-marketing
tool which provides benefits to Audi in enhancing its brand reputation and also attract more
customers. However, the above mentioned are the effective e-marketing strategy which are
effectively be implemented by the businesses from each sector involving retailing,
manufacturing, auto-mobile, pharmaceutical and so on. Thus, the study has states that, Audi is
mainly concern over using TV ads and high quality videos as their key strategic source of
promoting brand. The brand reputation of Audi is high so the firm is concern over making TV
ads in which they cast an attractive face and showcase the features of the Cars with an
appropriate video shooting.
2.3 The relationship between E-marketing and business performance.
E-marketing is mainly refers as the procedure of planning and implementing the
conceptions, distributions, promotion and pricing of the products and services within a
computerized and networked environment likewise as the internet and the world wide web to
facilitate exchange and satisfy buyers needs and wants. E-marketing is mainly effective in
rendering buyers with the more appropriate and more competitive prices and it enable
organisations to reduce the overall operational costs. According to Gotter (2018), e-marketing is
similar as internet marketing with the integration of few fun and effective add-ons, therefore, e-
marketing mainly involves the marketing strategies i.e. SEO, PPC, social media and so on. Thus,
the aspect of e-marketing encompasses over building more relationship with customers at wider
level, thus it widely helps the businesses to enhance their approach and attract more and more
buyers. The present study initiates to determine the interconnection among e-marketing and the
business performance, therefore, there is an effective and positive relationship among e-
marketing and the business performance. However, in today's modern and digital business era,
organisations are widely concern over implementing effective internet sources and electronic
marketing for the purpose of establishing effective connection with customers at global level. As
well as the e-marketing is imperative for the businesses to increasing the approach at wider level
which may positively results in developing the entire performance through maximising the sales
and revenue of the business. Nowadays, the internet has rendered a wide platform which occurs
16

e-commerce, data exchange and supply through the world wide web and e-mail the continuous
communication is possible. Therefore, e-marketing is something critical which is beyond the
internet. Electronic marketing basically involves technologies which are imperative in buyers
relationship management, organisational planning, supply chain management and so on. In
addition to this, e-marketing also defined as the phenomenon which develops relationship that
are possible among business and customers via commercial transactions in interactive media and
digital networks. Electronic marketing is a new and advance marketing approach which is mainly
uses the internet and other interactive tools which is designed to develop a dialogue among the
buyers and the business. According to Lyer (2019), auto-mobile is recognised as multi billion
dollar industry which has as its profit base within each country, thus the auto-mobile industry has
one of the hottest competitive platform in the business era. However, businesses in modern and
competitive market are concern over updating features of their vehicles and released them on an
annual basis for the intention of be competitive within market. The strategy of automotive
marketing is quite critical to develop the exposure of the business within the digital era and also
create a wider foundation. The auto motive businesses are rapidly compete for a pride of place
within the industry, and the business which gets to be the top naturally receives the best buyers
base through a lot of profits to go with it.
17

(Source: US Automotive Industry Digital Ad Spending, 2014-2020, (2016))
The above mentioned graph has stated that, the US automotive business will have
multiple digital growth within digital ad which are spending via 2020. In the year of 2019 the,
spending of digital ad are increased through 22 percent in the automotive industry. However, the
study has also states that, Google ads is defined as the most applied source of e-marketing which
recognised as the best strategy to get your business more customers and attain higher
profitability. Google ads are effective in generating more traffic on the companies website and
influence buyers to buy the products and services with the help of using key words and attractive
components.
18
Illustration 1: US Automotive Industry Digital Ad
Spending, 2014-2020

(Source: Increasing sales of Audi, (2020)
According to Henger (2020), Audi is concern over implementing an effective idea and on
average, one in three Audi employee are taking effective participation in the idea program within
2019 and renders their own view in regards to the required improvement for the business.
Therefore, 22500 ideas which were presented in total and the has executed around 12500
suggestion in actual actions. However, this allows the business to save around 101.3 million at
the Ingolstadt and Neckarsulm sites in the year of 2019 and also break the sound obstruction of
100 million for the third year in a row. In the year of 2019, EUR 7.4 million were get back to the
workers in the form of bonuses.
Although, it has been said that, there is a positive connection among the e-marketing and
the performance of the business, Therefore the performance of Audi has developed with the
suitable integration of e-marketing as the imperative source (How Audi is bringing creativity to
marketing effectiveness, 2019). thus it is effective in exploring the customers range via
increasing traffic over website and also helps in attracting buyers attraction via providing them
information in unique manner like using videos, templates and posters. It has been said that,
there is a positive relation among e-marking and the performance of business, thus e-marketing
is effective in providing a wider area to the business to capture customers attention and provide
them offers which are imperative in increasing the overall operations and performance of the
business. E-marketing and businesses performer are positively interconnected with each other as
the suitable implementation of e-marketing and its aspects like advertising, content marketing,
19

social media sources, SEO, press release and so on are imperative in nature to developing the
brand recognition and enhance the brand image of the business. Thus, this also effective in
increasing the return on investment as e-marketing is valuable in enhancing the base of
customers and also attract more buyers to the firm which will be effective in terms of increasing
the entire profitability of the business. The analysis has also shown that, Audi is majorly
applying high quality video and the TV ads facilities to approaching customers at wider level.
Hereforem this has positive connection with the growth and development of the business.
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Chapter 3 Research Methods
Research Methodology is mainly termed as per the effective aspect of an investigation
which is imperative in aiding the suitable direction to the investigator to gather appropriate data
to generate valuable outcome. In addition to this, research methodology is been mainly
recognised as the process which is being implemented for gathering the information in respect to
attain in-depth analysis in relation to a specific research phenomenon. For undertaking the
present project based on the area of investigating the issue faced by automotive manufacturers
while using E-marketing strategies and its influence on their business performance, the suitable
implementation of methodology is required for the researcher to assist the entire project in the
right direction to resolve the issue effectively. The suitable applications for this specific analysis
are defined as below:
3.1 Research Philosophy:
The aspect investigation philosophy mainly refers to the method of beliefs and
assumptions in regards to the development of skills and knowledge in relation to a specific study
area. Although this basically sounds rather profound, it is exactly what you are doing when
embarking over an investigation and developing knowledge in a particular field (Zimmerman,
and Ng, 2015). The philosophical choice is mainly relay over positivism and interpretivims
research philosophy. In the context of this present investigation work Interpretivist research
philosophy has been applied by the researcher as it is effective tool of research methodology
which helps in aiding the work in right manner. Hence this is based over naturalistic approach
and based over gathering information from the secondary approaches. However, this philosophy
is imperative in effectively conducting qualitative analysis and also support the investigation
through developing opinion analysis of authors and writers. However, in this particular analysis
interpritivism philosophy is effective in providing suitable theoretical analysis via emerging
human perception over the aspect of investigating the issue faced by automotive manufacturers
while using E-marketing strategies and its influence on their business performance.
3.2 Research Approach:
Research Approach is interlinked with the research philosophy as these two are move
hand in hand. Research approach is been also categorised into two aspects i.e. deductive and
inductive research approach (Zhu, and Chen, 2015). Inductive investigation approach is been
21

implemented for simplifying the study with the help of specific section, thus this is mainly
encompasses over qualitative analysis. On the contrary to this, deductive investigation approach
is been executed in case of quantitative information accumulation or analysis along with the
formation of the hypothesis in inspect to extract supportive outcome or findings out of the
specific analysis. In the case of this existing investigation based on determining the issue faced
by automotive manufacturers while using E-marketing strategies and its influence on their
business performance, inductive research approach has been applied as it is specifically
interconnected with the interpritivism philosophy as determined supportive information to
analyse outcome through implementing theories and hypothesis specific to the present
investigation. Instead of using positivism philosophy researcher applied interpritivism
philosophy as it is effective in providing suitable information and it focuses over secondary
research and also assist the investigator to generate valuable outcome through opinion analysis of
authors and writers.
3.3 Methodological Choice:
The choice of methodology is based on two imperative aspects i.e. primary and
secondary source of data collection, therefore, these two are considered as the most effective tool
for conducting suitable analysis to reaching at the significant result. For undertaking the present
investigation work based on the area of determining the issue faced by automotive manufacturers
while using E-marketing strategies and its influence on their business performance, secondary
investigation has been implemented as it is the most suitable tool to generate effective and wide
theoretical framework which helps in reaching at the suitable outcome. For effective
implementation of theoretical framework secondary approach is imperative in providing suitable
discussion via the assistance of using books, journals, published research articles and non
published research articles. In addition to this, secondary approach is being applied by the
researcher because it is effective in gathering information from the already published data and
filling the gap via determining the major challenges which are influences the operations of
automotive company and also finalise the measures to resolve them effectively. This tool is
significant in enhancing understanding of reader and learner in relation to a specific area via
implementing theoretical framework in which concept, theories; models are implemented to
support the argument. Entirely it has been said that, in this present investigation work secondary
22

research is being the best choice for the whole work to generating valuable outcome via the
support to opinion analysis of authors and writers.
3.4 Research Strategies:
An investigation strategy is defined as a step-by-step process of action which renders
suitable assistance to the ideas and thoughts of investigator to execute an investigation
systematically and also schedule to generate valuable and qualitative outcome. Therefore,
research strategies incorporate over different tools like case study, systematic literature review,
survey, focus group, interview, experimental research and so on. Thus, in this particular analysis
based on determining the issue faced by automotive manufacturers while using E-marketing
strategies and its influence on their business performance, secondary investigation is being
applied to assist the investigation effectively. However, systematic literature review is the best
strategy for suitable executing secondary research as it imperative in identifying, choosing and
critically appraises investigation in respect to response to a distinctly developed question.
Furthermore, the approach is said to be significant for this analysis as it is clearly characterized
protocol or plan and procedure where the criteria is understandably stated before the review is
implemented. In this analysis systematic literature review has been applied because it is effective
in conducting qualitative research and support the entire work with the implementation of
theoretical framework where important aspects related to the specific work like e-marketing
strategy implemented by Audi, marketing mix of Audi, STP o Audi and the inteconncetion
among e-marketing strategy and the omcreasing performance of business.
3.5 Data Collection and Analysis:
This defined as the fundamental and most important area to be recognised by the
researcher, as it encompasses over primary and secondary source of data collection. Therefore, in
the context to this present investigation work, entire evaluation is based over secondary resources
and the accumulation of data is also relay over the secondary aspects. The selected tool for this
study is systematic literature review as in this In this information is being gathered via online
websites, library, books, journals, articles and the website of Audi as well. Furthermore, for
conducting research analysis effectively researcher has approached thematic analysis tool as it is
valuable and effective for providing support to secondary research (Tuten, and Solomon, 2017).
Hence, in this themes are developed over the questions of the research and suitable discussion
has been providing over the information gathered through systematic literature.
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3.6 Ethical Concern:
Research ethics are needs to be concern by the researcher as it is imperative for the
investigator to follow the research ethics in respect to maintaining the authenticity of the
research. The existing analysis is based on secondary aspects as in this the primary ethics is to be
considered by the investigator is related to de-identifying the information before release to the
investigator, consent of the study subject can also be suitably presumed through the researcher,
results of the evaluation needs not allow re-identifying participants and the application of the
information should not aid in the direction to distress and damage. For the better execution of the
investigation based on investigate the issue faced by automotive manufacturers while using E-
marketing strategies and its influence on their business performance, researcher needs to select
the authentic sources so that the issue of authenticity may resolve effectively and the researcher
also be concern over application of the information as the right selection of data is effective to
generate valuable outcome (Tafesse,and Wien, 2018). A log of all replacements, aggregations or
removals needs to be created and stored individually from the anonymised data files for the
purpose to not lacking with the right direction and also avoidance of repetitive information.
3.7 Limitations:
The research in assessment is based over defining the issue faced by automotive
manufacturers while using E-marketing strategies and its influence on their business
performance. Thus in this secondary research is being developed and there are multiple issues
which are perceived by the researcher at the time of executing the study (Scott, 2015).
Authenticity of information, lacking with relevant data, time, cost and access to online sites are
recognised to be the major challenge of executing secondary research. Authenticity of
information is the major concern of the investigator as the researcher has facing the issue while
gathering information from the secondary sources like a wrong book, journal or article may aid
the work in wrong direction and also affects the outcome. In addition to this researcher also
encounter the major issue related to the access of websites as majorly the investigator has facing
the challenge in attaining access to the relevant website and this considered as the cost
consuming process and the investigator has to spend money for buying the access from the site.
Time provided for the project is always be a major concern as the present study is wide and
entirely based on secondary approach and for this a long duration is required to gather
information from the suitable source to generate valuable outcome. For resolving the challenge
24

researcher needs to be focused over selecting the suitable site, book, journal and appropriate past
investigation based on similar area as these approaches are valuable in assisting the project in
right manner and also resolving the challenge of lacking with relevant data. Researcher also
needs to design a time frame in which all the activities are mentioned with the priority and need
to be executed (Minazzi, 2015). Furthermore, research also needs to manage funds and capital to
resolve the financial challenges like access to site, buying stationary items, books and so on.
3.8 Reliability and Validity:
Reliability and validity are the two important area to be considered as these are effective
in assisting the investigation in suitable manner to generate accurate outcome. The investigation
relay over the area of determining the issues faced by automotive manufacturers while using E-
marketing strategies and its influence on their business performance, reliability is attained with
the use of suitable and systematic literature review and the presences of effective level of
academic sources, peer reviews sources and so on (Macarthy, 2015). Therefore, the emergence
of authentic sources are effective in resect to aiding the work in right manner to create suitable
results. On the other hand, the investigation is also said to be valid as in this accurate outcome
has been attained in each circumstances, as the strategy, information accumulation and analysis
are in-consist over recognised models and are best suited to the research questions. However, the
discussion conducted within the section of analysis are effectively coordinated with the literature
and the attained outcomes are similar.
25

Chapter 4: Findings and Analysis
Data analysis refers to the process of analysing information in form of qualitative or
quantitative. There are two effective approaches of data analysis such as inductive and deductive.
Inductive approach helps researcher in analysing of qualitative information and deductive
approach is helps in evaluating of quantitative information (Kelsey, 2017). Therefore, both
approaches of data analysis are effective but for conducting present study, inductive approach is
more preferable because it assist in analysing of qualitative and secondary information.
Therefore, inductive approach is essential and useful for analysing qualitative data about the
issue faced by automotive manufacturers while using E-marketing strategies and its influence on
their business performance. In order to analysis quantitative and secondary information, thematic
analysis will be used by researcher. In this technique, researcher will require in making of
themes according to the research objectives. Themes according to the research objectives will be
explained as below:
Theme 1: Concept of E-marketing in context of Audi?
From the secondary research completed on the issue faced by automotive manufacturers
while using E-marketing strategies and its influence on their business performance, it has been
analysed that the major elements for which the practice of leading is required in a workplace is
the challenges which are faced by them. It has been determined that concept of E-Marketing is
broad that helps an organisation in attraction of larger customers, increment of sales,
improvement of business performance etc. It has been determined that e-marketing is an essential
process of planning and executing the distribution, conception, promotion and pricing of services
and products in a networked environment, computerized, such as the Internet and the World
Wide Web (WWW), to facilitate exchanges as well as satisfy customer demands. It has been
seen from the articles that the major aim of an organisation to operate are to resolve the problems
and tackle the rivalry which they face within the industry. E-marketing helps Audi in
maximisation of customer base, enhancement of brand awareness among customers, increment
of market ratio and many others. These these are benefits of e-marketing technique that support
Audi by increasing its sales. E-marketing techniques can be broken down to push and pull
marketing. Both are consider effective types of marketing and facilitates Audi in promoting of its
products and services to the customers and in marketplace (Hyder, 2016). From the above
26

collected secondary data for literature review, it has been analysed that, e-marketing is a useful
technique of attracting large number of customers within less period of time. It has been
determined that Audi makes use of the integrated marketing communication concept with
purpose to promote its cars. For example: Audi is making use of direct marketing strategies by
providing its consumers with a special surrounding. Company also promote its car in men
magazines and in films.
Theme 2: Types of E-marketing strategies have been employed by Audi?
From the above collected data from secondary sources such as articles, books, magazines,
publication research etc., it has been analysed that, there are different types of e-marketing
strategies such as social media marketing, influencer marketing, affiliate marketing, email
marketing, content marketing, search engine optimisation, paid advertising etc. All these are
consider essential types of e-marketing strategies and helped an organisation in improvement of
its business growth and attraction of larger customers. From the above gathered data, it has been
evaluated that, e-marketing strategies are useful for Audi. There are different types of e-
marketing strategies that has been employed by Audi. These are Search Engin Optimization,
Social media Marketing, Press Release, Pay per click, Optimized mobile experience etc. All
these are main e-marketing strategies used by Audi. These strategies helped company in
attraction of large number of customers. Social media marketing is effective and useful for Audi.
Social media marketing is the better use of social media platforms as well as websites for Audi to
promote their business and maintain strong relationship with customers. Social media marketing
does not needfully drive sales. Alternatively, it is often followed to enhance engagement, build
links and take content to the effective attention of customers, and develop a distinctive “brand”.
Therefore, all these are major types of e-marketing strategies and helped company in
improvement of its brand image in marketplace and in customer's mind. Therefore, the analysis
has also stated that, e-marketing has transform the way of conducting business and mainly
marketing the products and facilities of the business. Thus digital emergence has providing an
effective and more ease way for the businesses to promote operations effectively (Hollensen,
Kotler, and Opresnik, 2017). As per analysing the views of authors in literature review section it
has been evaluated that, Audi is an effective player and widely understands the effectiveness of
marketing and came up with a new surprise. Therefore, Audi is mainly recognised for its beauty
or high tech facilities and for this in last year the company has come up with IPA Effectiveness
27

Grand Prix awards with BBH, that mainly concerned over technical innovation as well as design
of the cars. Hence between the year of 2015 to 15 the company has generated around 1.78bn
value to its business. The detailed analysis of the report has also states that, the company is
engaged in multiple digital activities and a research has also found that around 95 percent of car
brands are believed that online marketing is more effective than the traditional advertising
(Heinze, and et.al. 2020). Furthermore, the effective car brands basically believes over video
making, thus, this terms to be the highly applied and recognised tool for the car companies to
promote their brand effectively and also enhance the operations of the business and also creating
effective jam over the site of the business. The study has also states that, the affect of video can
be found through showing the involvement of video in developed CTR by 13 percent. The views
over the views has shown the power of a video to attract buyers and this might be an effective
reason for that Audi is focuses over developing high quality views to increasing their business
performance (Godey, and et.al. 2016). Despite from this, it has been analysed that, company is
concern over suing effective approaches to sustain an effective position within market and for
this Audi is mainly concern over using high quality videos and TV advertising for its
performance. Therefore, these are the two most effective aspect of e-marketing which are widely
influencing the attraction of customers towards the brand and its products.
Theme 3: Relationship between E-marketing and business performance?
As per the analysis conducted in literature review it has been stated that, e-marketing is a
most effective and widely considered aspect in today's modern business world, as businesses are
widely focuses over implementing modern and advance facilities to market their products and
enhance operations globally (George, and et.al. 2017). Therefore, the analysis has also states
that, there is an effective and positive relationship among e-marketing and the business
performance (Felix, Rauschnabel, and Hinsch, 2017). Thus, e-marketing is effective in
rendering a wider platform to the businesses to improvise its operations and also influence the
performance effectively. A business is mainly work for attaining a specific objectives and for
this they are recognising effective approaches and strategies to attain that objective effective.
However, e-marketing is an effective approach which is being applied by the businesses to
enhance the operations of the business and develop the sustainability within market. In e-
marketing the sales and promotions are created with the support to email to the listed or enrolled
buyers as well as the potential customers who are being loyal with the firm for so long. Thus the
28

assorted advertisements of goods are sent via email that place an impression over the buyers and
also making them familiar with the operations of the business (Dahl, 2018). Although, to
promote sales, the buyers are sent assorted discount vouchers and coupons with the help of email
to receive more attraction towards the product. Hence, it reflects that, there is an effective and
positive relationship among e-marketing and business performance of the business. With the
emergence of e-marketing businesses are now more liable in reaching to the customers at global
level as the advancement in the marketing operations helps the business to enhance the traffic
and also improvises the operations of the business effectively. The auto-mobile sector of UK has
relish precedented growth within the recent time. Therefore, car manufacturing is now at its
advanced level since the year of 2005, and the exports of the business are also stronger than ever
(Chang, Yu, and Lu, 2015). Thus, the auto mobile industry of United Kingdom has its major
concern over enhancing the competitive edge via developing suitable supply chain. The industry
is, however, over the cusp of impressive change. Technology is making a host of opportunities
that allows a business to think innovative and also provide effective facilities to the customers.
The rapid growth of the digital economy is transforming the buyers expectations and old
organisational models that are being adapted, changed and even scrapped as a outcome. And
political alteration is developing an advance issue for the automotive sector as the United
Kingdom prepares for its withdrawal from the European Union. Therefore, the analysis of the
project has also states that, auto-mobile is a wider industry which has its huge contribution
within the economic development and the businesses in the recent era are focuses over
implementing effective and innovative tools like SEO, Video and TV advertisement, PPC, press
release, social media marketing and so on, thus this engagement of digital aspects respects a
higher growth of the firm (Ashley,and Tuten, 2015). However, it also represents a positive and
effective relationship among the business and the emergence of e-marketing.
29

Chapter 5: Conclusion and Recommendations
This is the final chapter of the dissertation as it plays a vital role in generating suitable
outcome. Therefore, this section is based over conclusion and recommendation aspects which are
effective in finalising the project summary. Hence, conclusion is effective in providing a brief
summary about the findings of the research as in this pacific study based on determining the
issues a suitable descriptive review has been provided over the results which are attained with
the execution of the project (Armstrong, Delia, and Giardina, 2016). On other hand
recommendations are imperative to create suitable changes that are effective for the business and
researcher as well to improvise investigation skills. Therefore, in this appropriate suggestions has
been provided through considering the project outcome for effectively development of required
changes that may assist the business in the direction to creating appropriate benefits.
Conclusion
After conducting the detailed analysis over this present investigation area based on the
issue faced by automotive manufacturers while using E-marketing strategies and its influence on
their business performance, it has been concluded that e-marketing is an imperative area to be
studied as it plays an important role in developing the operations and progression of the business
within the modern business scenario. Therefore, e-marketing is defined as an effective systematic
procedure of developing awareness about a product and service by applying internet and its
sources (Siakalli, Masouras and Papademetriou, 2017). Thus, this sort of marketing is not
concern over involving marketing through internet but also covers the modern way of marketing
through wireless media and email. The overall analysis has stated that, auto-mobile is recognised
as a wider industry and performs an effective role in entire economic development of a country
or region. However, in the modern market businesses are working for a specific object to capture
a wider market and generate more profitability. Hence, businesses are concern over using e-
marketing as the key source to approaching buyers towards the firm or its products effectively.
The study has also accessed that that e-marketing basically encompasses over multiple aspects
like SEO, PPC, social media marketing, press release, personal relations, content marketing,
affiliating marketing, paid advertising and so on, therefore, these are the imperative tools which
are effectively be implemented by auto-mobile manufacturers for the intention to enchaining the
operations at global level (Shaltoni, 2016). As per the analysis of the project it has also been
discussed that, businesses in the field of auto-mobile are focuses over approaching e-marketing
30

for the intention of increasing awareness among the customers about the products and services
and this strategy is also valuable for the businesses to target customers at wider level and can
easily influence buyers to buy companies products and services. As per the in-depth analysis of
the project it has also been determined that, auto-mobile industries has their major concern over
increasing their presence and e-marketing is imperative for them to enhance their brand
recognition and can easily attract customers at wider level, thus this is also a best way to
establishing effective connection with customer to attain higher growth and success. However,
business in automotive industry are using SEO for effectively enhancing the brand awareness
among the public and also enhance the traffic on website (Bolos and et. al., 2016). Thus, this also
imperative in accessing the business to be shown at the fist on google and any other searching
aspects. In addition to this, businesses in this field are also focuses over using social media
marketing as it is effective for the auto-mobile businesses to provide various sources like
Facebook, Instagram, Twitter, YouTube, Snap chat, Pinterest to grabbing the attention of
customers at wider level and also establish effective interconnection with them. However, these
are the effective approaches which are utilised by the businesses to analyse their followers and
effectively using the sources to enhancing the brand image of firm within the market.
Furthermore, the analysis of the study has also stated that, there is an effective positive
relationship among the use of e-marketing and the performance of auto-mobile industry.
Therefore, businesses which are applying e-marketing are positively attaining benefits in terms
of increasing sales and the recognition of the brand within the market. As per the analysis of the
project it has also been analysed that, e-marketing is widely approachable aspect in today's
modern business era as individual are very much based over using social media tools and the
digital aspects (Piñeiro-Otero and Martínez-Rolán, 2016). However, it is imperative for the
businesses to attain growth via enhancing the operations of the business and the brand image of
the firm within market. Thus, this also create value for the businesses to approach people at
wider level and attaining growth through influencing their decision in relation to the products
and the services offered by the business.
Recommendation
In this existing evaluation the study has been developed over determining the issue
performed through automotive manufacturers while using E-marketing strategies and its
influence on the business performance of Audi, it has been recommended that, as a large and
31

multinational corporation Audi should be concern over enhancing the online presence via adding
effective and innovative features like chatting option with customers, easy access to the buyers,
column for analysing the proper information about the product features and so on in the websites
to enhance the operations and progression of the business. Business should also develop a clear
data storage strategy for effectively recognising the buyers interaction which was done with the
company in the manner to buying a car or taking facilities of the offered services of the business.
Audi should also be concern over keeping the buyers information safe to effectively deal with
them in future as well (Mutlu and Sürer, 2016). Therefore, it also, analyse plays a vital role in
determining the most suitable social channel or on which customers are mainly responding to
the firm. Due to high competition within the auto-mobile industry Audi should also determine
the strategy of rivals involving Mercedes-Benz, BMW, & Lexus and so on for the intention to
breaking down their efforts via developing an effective strategy of growth. As a well recognised
and the luxury brand Audi should be concern over approaching the social media tools effectively
and increase their presence via developing an effective company profile and uploading entire
details of the products and the attractive images of vehicle. Therefore, this will effectively be
working for Audi in enhancing the customers base (Fan, Kim and Lee, 2016). As per the
evaluation of the project it has also been seen that the company is operating through using e-
marketing strategy in which they are also using email facilities and after recognising the market
competition Audi Should think about personalisation beyond emails as it is effective in
developing personal connection with customers and they might feel comfortable in making
effective purchase decision which must be in the favour of the business. Buisness should also
promote the way of attending customers as the business should hire more effective marketing
executives to handle customers effectively via offering them physical and online presence.
However, aside through emails, organisations are also developing full personalised web
interaction, which are encompasses over the success of email marketing efforts. Thus, Audi
should also encourage similar unique and extra ordinary experience via ample number of
channels involving social media, mobile applications and the websites. As per the analysis of the
project it has also been recommended to the business to develop mobile application where
customer can get entire information about the vehicle and its facilities, prices and model as well.
Thus this will be imperative for the business to gain attraction of more buyers and also helps in
developing the communication channel among the business and its buyers. The business should
32

also be concern over a]managing daily activities on online sites as to making people update with
the uniqueness of the business and its products (Chong, Bian and Zhang, 2016). As a largest
luxury car brand Audi should also be concern over making innovative and unique changes in
their cars as this will be more beneficial to attract people at wider level. The company should
also provide luxury cars in effective offers so that it will be easy for each individual to buy the
products easily. Furthermore, the company should also be concern over improvising the online
feedback from the customers as it is also effective in attracting buyers because in the case of
purchasing auto-mobile products individual are preferring to take advice from others and also
checking the feedbacks regarding a product and its facilities.
33

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