Marketing Plan for Volkswagen Group

Running head: Marketing
Marketing

Marketing
Table of Contents
Introduction.................................................................................................................................................3
Issue 1: Organization and industry analysis.................................................................................................3
Issue 2: 5C’s Volkswagen Group..................................................................................................................4
Company.................................................................................................................................................4
Strengths.............................................................................................................................................4
Key resources..........................................................................................................................................4
Weaknesses.............................................................................................................................................4
Opportunities...........................................................................................................................................4
Threats.....................................................................................................................................................5
Collaborators...........................................................................................................................................5
Customers...............................................................................................................................................5
Competition.............................................................................................................................................5
Context....................................................................................................................................................5
Issue 3: Market intelligence and market research.......................................................................................6
Issue 4: Developing marketing strategies....................................................................................................7
Choice of target market...........................................................................................................................7
Value proposition....................................................................................................................................8
Positioning statement..............................................................................................................................8
Issue 5: Developing marketing tactics.........................................................................................................8
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10
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Introduction
The main purpose of this report is to prepare a marketing plan for Volkswagen group who
provides various types of the automobile products and vehicles to the customers. Volkswagen is
the largest German automakers in the global market. The mission, vision, slogans and core
values also have been explained in the task. Along with this, the report also explains 5Cs
framework and segmentation, targeting and positioning strategy of the organization. STP
strategy plays an empirical role to increase customer satisfaction with reducing the ample of risks
and challenges. More detail of the task is discussed below.
Issue 1: Organization and industry analysis
Volkswagen group is one of the multinational German automakers which was incorporated in
28th May 1937. The company designs and manufactures commercial and passengers vehicles,
engines, motorcycles and turbomachinery and renders related services such as leasing, financing,
and fleet management. It is one of the biggest automakers measured by sales. There are approx
642,292 employees working in the organization. The company is divided into two sections such
as financial service division and automotive division. The firm is 100 production facilities
operating and managing in 27 countries in across 153 countries. It is stated that the company has
approx 342 subsidiaries (Britannica, 2018).
The mission of the firm is to render attractive, safe and environmentally sound vehicles which
can compete in an increasingly tough market and established standards in their respective class.
The vision of the firm is to be the no.1 car seller in volume overtaking Toyota by 2018. Another
vision of the organization is to make this world a mobile sustainable place with access to all the
citizens (David, 2011). It is noted that the company’s mission and vision may affect the product
orientation in the marketplace. They are trying to provide happy life to the customers across the
world. It uses unique and effective policies to be a leader in the international market. It has been
noted that the organization is working on the turbo machines, engines, automotive and
motorcycles vehicles. The company products include passenger cars such as Porsche, Bugatti,
Audi, Volkswagen etc. The firm also sells its products under the Ducati brand name. The firm
uses positioning strategy to sell the premium products in the competitive market. The brand
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Marketing
focuses on the development of long term as well as medium term concepts to ensure the
competitiveness and sustainability (Beattie and Smith, 2013). The customer oriented,
competitiveness and efficiency product comprises the portfolio planning which encompasses the
planning, positioning and system standards. The pricing strategy is used by the firm to explore
and flourish the business activities and operations in the Chinese market. It has been noted
Volkswagen group focuses on the branding and pricing strategy to strive with competitors. “Das
auto” is one of the significant and effective slogans of the Volkswagen group (Volkswagen,
2018).
Issue 2: 5C’s Volkswagen Group
Volkswagen is one of the biggest leaders in the world. The 5C model is initiated and used by the
firm to meet the long term goals and objectives and overcome the competitors in the market
(Vierimaa et al, 2012). The 5Cs model for Volkswagen group includes the following:
Company
Strengths
 Volkswagen group provides wide range of cars to increase and enhance the customers
across the world.
 It is one of the biggest brands in the world.
 Volkswagen is the largest car manufacturers in the marketplace.
 The firm employs approx more than 350,000 employees.
 Hybrid cars are also made by the company. The firm has rewarded for its cars and
services to the consumers.
Key resources
It has been noted that Volkswagen uses various resources to make a dynamic and unique image
in the eyes of the customers. The key resources and capabilities include tangible, intangible and
human resources. It is stated that the company also uses leadership styles, and maintain dynamic
culture at the workplace. High quality of products, lower pricing strategy, differentiation strategy
and product development strategy are also included in the key resources ( Johnson, 2016).
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