STRATEGIC MARKETING PLANNING PROCESS Case Study of Volkswagen.

Format: 1500 word written report + PPT slideshow (4–5 minute oral presentation) Part A: Written report Background In preparation for this assignment, you are required to read the following article: Horáková, H, Švarcová, M & Volf, L 2017, ‘Marketing planning process – reflection on the complex of activities that affect all aspects of business life ’, Marketing Science & Inspirations, vol. 12, no. 2, pp. 43–53. According to the learning materials (Topic 2), ‘the strategic marketing planning process needs to include an analysis of marketing opportunities, selection of target markets, conduct of a situation analysis, development of marketing strategies, planning of marketing programs (the marketing mix), and management of the marketing effort (annual-plan control, profitability control, strategic control)’. Assessment brief Identify and explain two or three key components of the ‘strategic marketing planning process’ which you believe are the least effectively conducted by an organisati

STRATEGIC
MARKETING
PLANNING
PROCESS
Case Study of Volkswagen

MARKETING PLANNING PROCESS ARE:
 Mission
 Target Market
Selection
 Situation as well
as opportunity
analysis
(Horáková
Švarcová and
Volf 2017).
 Marketing Mix,
 Implementation
and control

BACKGROUND OF
VOLKSWAGEN
 German automotive
manufacturing company
 Manufactures passenger
and commercial vehicles
 engines as well as turbo
machinery
 Titled as World’s Largest
Automaker’ several
times (Terry Armstrong
2016.).
 Alleged of violating
emission standards of
EPA(emission scandal)

KEY COMPONENTS THAT MADE THE
STRATEGIC MARKETING INEFFECTIVE
Failure in
mission and
vision
 The company
made the
commitment to
care about the
environmental
issues and build up
a strong foundation
for the trust of the
customers but did
not kept its
promise

FAILURE IN SITUATION ANALYSIS-
FAULTS IN THE 5C ANALYSIS
What is 5C
 The 5Cs stand
for- Company,
Customers,
Competitors,
collaborators and
Climate.
 The faults in the
analysis of 5C
can be observed
in two of the
factors-
Competitor,
Climate

CONSEQUENCES OF STRATEGIC
FAILURE AND SCANDAL
Consequences Of
Strategic Failure
 Decrease in sales.
 This demolished the
image of the brand.
The market share of
the company continued
to decrease
Company Looses the
trust of the customers
and stakeholders
Loss of investors (Terry
Armstrong 2016).

Bibliography
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