Research Proposal | Competition Between BMW Mercedes Benz and Audi

Added on -2020-02-18

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Running head: RESEARCH PROPOSALResearch proposalName of the student:Name of the University:Author note:
1RESEARCH PROPOSALAbstractIt is crucial for the organizations to emphasize upon their marketing strategies in order to gaincompetitive advantage over the others. The increase in the level of competition in the automobileindustry has resulted in an intense competition between the three brands namely Mercedes Benz,BMW and Audi, which manufacture luxury cars. However, it has been observed that Audi hasbeen underperforming due to which it must apply efficient marketing strategies to overcome thesituation and regain its competitiveness. The research proposal comprises of three parts namelyintroduction, literature review and the research methodology that helps in understanding theresearch topic.
2RESEARCH PROPOSALTable of ContentsChapter 1: Introduction....................................................................................................................41.0Introduction.......................................................................................................................41.1.Background of the company:............................................................................................41.2Management Decision Statement......................................................................................51.3. Business research objectives:...............................................................................................51.4.Research questions:...........................................................................................................5Chapter 2: Literature review............................................................................................................72.1 Marketing:..............................................................................................................................72.2 Marketing strategies:.............................................................................................................72.3 Types of marketing strategies:...............................................................................................82.4 Marketing models:.................................................................................................................92.4.1 McKinsey 7s model:.......................................................................................................92.4.2 AIDA model.................................................................................................................112.5 Significance of marketing strategies:...................................................................................122.6 Relationship between marketing strategies and organizational performance:.....................13Chapter 3: Research methodology.................................................................................................143.1 Introduction..........................................................................................................................143.2 Research Outline..................................................................................................................14
3RESEARCH PROPOSAL3.3 Research Philosophy............................................................................................................153.4 Research Approach..............................................................................................................153.5 Method of Collecting Data..................................................................................................163.6 Types of Investigation.........................................................................................................173.7 Accessibility Issues..............................................................................................................173.8 Ethical Issues.......................................................................................................................173.9 Data Analysis Plan...............................................................................................................173.10 Research Limitations.........................................................................................................183.11 Gantt chart.........................................................................................................................18References:....................................................................................................................................19
4RESEARCH PROPOSALChapter 1: Introduction1.0IntroductionThe automobile industry has immensely grown in the past few years, which has increased theintensity of competition among the automobiles manufacturing companies. A few globallyknown car- manufacturing companies that provide high- end cars are BMW, Mercedes Benz andAudi. These companies target the richer sections of the society and manufacture luxury cars.However, it has been lately observed that among these three companies, Audi has beenunderperforming while BMW and Mercedes Benz have been performing exceptionally well.There has been a tough competition between BMW, Mercedes Benz and Audi for becomingnumber one in terms of sales. In the year 2016, Mercedes Benz emerged as the winner byshowing a tremendous growth in the number of sales. BMW secured the second position whereasAudi remained at number three. Audi has been facing difficulty in leading the luxury vehiclesmarket (Kumar et al. 2016). 1.1.Background of the company:Audi is a automobile manufacturing company based in Germany that is involved in thedesigning and manufacturing of luxury vehicles. Audi is a part of Volkswagen group and hasnine production facilities all over the world. The history of the company is very complicated as itis considered to be a successor of Auto Union, which was founded by August Horch. Thecompany is formed with the amalgamation of Audi with three other companies namely Horch,Wanderer and DKW. Audi is one of the best- selling global luxury automobile brand. Audi hasbeen emphasizing upon technological advancements in its cars. The four rings in the logo ofAudi represents the companies it has amalgamated with. Despite the brand image and the qualityluxury vehicles, the company has been underperforming, which has given an opportunity to its
5RESEARCH PROPOSALrivals to take the advantage of the situation. Therefore, the management at Audi is required tofind solutions to improve the performance of the company.1.2Management Decision StatementThe management aims at improving the performance of Audi by ensuring utilization ofinnovative technologies in the manufacturing process and designing an efficient marketingstrategy for increasing the profitability of the organization and rise above the competitors. 1.3. Business research objectives:The objective of this research study is to observe the reasons behind the underperformance ofAudi. This shall take into account the marketing strategies currently used by Audi. The followingare the major objectives of the research study:To understand the reasons behind the underperformance of AudiTo understand the reasons behind the better performance of BMW and MercedesBenzTo compare the strategies used by Audi, BMW and Mercedes Benz for increasingtheir market shareTo analyze the difference in the marketing strategies used by Audi, BMW andMercedes Benz1.4.Research questions:The following are the research questions for this proposal:What are the reasons behind the underperformance of Audi?What are the strategies used by Audi for increasing its market share and how are theydifferent from Mercedes Benz and BMW?

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