Volkswagen AG Strategic Positioning Strategy
Added on 2020-10-04
15 Pages3875 Words280 Views
UNIT 7 BUSINESSSTRATEGY
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1 ...........................................................................................................................................1Covered in presentation..........................................................................................................1TASK 2 ...........................................................................................................................................1LO2..................................................................................................................................................12.1 strategic positioning of Volkswagen by audit..................................................................12.2 environment audit for Volkswagen AG...........................................................................22.3 importance of stakeholders formulating new strategy......................................................32.4 new strategy for Volkswagen AG....................................................................................5LO3..................................................................................................................................................53.1 alternative strategies relating to market entry, substantive growth, limited growth orretrenchment...........................................................................................................................53.2 justification for choosing the strategies for Volkswagen AG..........................................6LO4..................................................................................................................................................74.1 role and responsibilities of personnel at Volkswagen AG...............................................74.2 requirement of the resources for the implementation of the new strategy.......................74.3 SMART objectives to achieve the targets in Volkswagen AG........................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
INTRODUCTIONThe plan of action for the long term to achieve the particular goal through performseveral activities that are played in business strategy (Yousif and Hassan, 2013). In this context,game plan also developed that make successful results in the business.It helps to know about theactivities that are conducted to accomplish desired results in the organisation. This report coverstwo accompanies a) James Halliburton’s waterbuoy which is the part of Dragon den, which hasinvented a device which is shaped as a key chain and was designed to prevent valuables fromskinning, b) Volkswagen group (VOLKSWAGEN AG) which is a multinational automotivemanufacturing company. It designs, manufactures and distributes commercial and privatevehicles such as motorcycle engines, turbo machinery, etc.In the present report the mission, vision goals, objective and the core competencies willbe discussed. The important factors needed to formulate the strategic plan, development ofbusiness plan, the strategic positioning of VOLKSWAGEN AG through audit and importance ofthe stakeholder in audit will be explained in detail.TASK 1 Covered in presentationTASK 2 LO22.1 Strategic positioning of VOLKSWAGEN by auditSWOT analysis is carried out to analyse the strengths, weaknesses, opportunities andthreats of company, product, place, industry or person to specify the objectives of the business.The organisation VOLKSWAGEN (AG) has chosen SWOT analysis for better understanding ofstrategies positioning:StrengthWeaknessThe organisation has effective brandimage through operate functions andoperations in more than 100 nations. A brand also developed withdiversified activities that are enhancesThe negative publicity for making thebrand image weak.The brand has weak positioning onlywith 5 % market share. The products of the company are not1
in more than 13 brands.It is the oldest car manufacturers andstill has the strong rapid growth in themarket.The company has over 350000 workersglobally working in the organisation.The company has been rewarded for itsbest quality services and the cars.environmental friendly.There is intense competition globally asa car manufacturer which means theVOLKSWAGEN (AG) has limitedmarket share growth (Maley, 2011).The organisation has controversy offraud about emissions of car.OpportunitiesThreatsThe company can make a long-termrelationship with non-German carmanufacturers.The increase in purchasing power ofthe customers can be a big advantagefor the organisation VOLKSWAGEN(AG).The company can manufacture cars thatproduces less CO2 and becomeenvironment friendly.The price of fuel also increasescontinuous that create high impact onthe investment that are provided by thechosen business. The fuel prices increase the modelscreated by the VOLKSWAGEN (AG)can be less attractive.The increasing prices of raw material,also impact on the cost ofmanufacturers which create results todiminish profit as wellofVOLKSWAGEN (AG)The government regulation and policiesto protect interest of the local carmanufactures.2.2 Environment audit for VOLKSWAGEN (AG)The various types of evaluation intended to identify environmental compliances and thegap that is implemented by management system with correct action. The management tool takenhere is PESTLE analysis which consists of the performance management with the aim to achievegoals and to safeguard environment by adopting control on practices and policies.VOLKSWAGEN (AG), is using PESTLE analysis for the environment audit.2
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