Volkswagen: Strategies and Change Management

Running Head: VOLKSWAGEN
VOLKSWAGEN
Name of the Student
Name of the University
Author Note

1VOLKSWAGEN
Executive Summary
This report will be exploring the existing and new strategies of Volkswagen to come to a
conclusion about their change management techniques. This report will be looking into how
the various sectors of the company are managed and how change is affecting all the new
departments. The change in vision to the vision of a sustainable and clean future will also be
discussed.

2VOLKSWAGEN
Table of Contents
Introduction................................................................................................................................3
History of the company..............................................................................................................3
Strategy......................................................................................................................................4
The new action plan for the company........................................................................................5
Operational strategies.................................................................................................................6
Marketing strategies...................................................................................................................7
Product development and research.............................................................................................8
Strategic change management....................................................................................................8
Recommendations......................................................................................................................9
Conclusion..................................................................................................................................9
References................................................................................................................................11

3VOLKSWAGEN
Introduction
Volkswagen AT which is also internationally known as the Volkswagen group is a
multinational automotive manufacturing company that has its headquarters in Wolfsburg,
lower Saxony, Germany. The indirect majority of this company is owned by Porsche SE. It is
responsible for designing and manufacturing passenger vehicles and commercial vehicles. It
also makes motorcycles, turbo machinery and engines. It is the world's largest automaker if
we take into consideration the sales (Volkswagenag.com 2019). In this assignment
Volkswagen will be looked into in order to explore the company's reports and manufacture
report outlining the organizations strategy, the various internal working hours of the
organization and how it undertakes the various departments of operations, product
development, marketing, growth, innovation, implementation and strategic change.
Recommendations will be outlined for the company to be better in the future. The annual
reports and insider information about the company needs to be looked into in order to present
the report containing all the details as discussed (Cameron & Green 2015). This report will
basically focus on the business model and strategy on which the company works. the various
products company has and how the market them as well as the new innovation they are
presenting inside the market and how it helps in the growth of the company. research in
inside of the company will also be paid attention to along with how strategically change is
implemented within the company.
History of the company
Volkswagen is primarily known as the manufacturer of the car called the beetle when
it was founded in 1937. The Beatle been an extremely popular model helped the company to
grow rapidly in the years between 1950 and 1960 and then it went on to merge with auto