Developing a Marketing Strategy for Audi: Semester 2 Report

Desklib provides solved assignments and past papers to help students succeed.

Marketing essentials

Table of Contents
•Title………………………………………………………………………….1
•Table of Contents………………………………………………………2
•Introduction……………………………………………………………3
•Company Overview........................................................4
•Current Marketing Situational Analysis……………………5
•Marketing Objectives……………………………………………….6
•Specifying market Strategy by Ansoff’s Matrix............7
•Segmentation, Targeting and Positioning...................8
•7Ps Marketing Mix.........................................................9
•Budget……………………………………………………………………………….10
•Control……………………………………………………………………………….11
•Conclusion………………………………………………………………………….12
•Reference List…………………………………………………………………….13

Introduction
The marketing plan for the organization Audi
will be covered within the assignment.
The important aspects and steps are
required to develop the marketing plan is
considered.
A brief overview of the Company alongside
with a brief mention of the situational
analysis of the market through the inclusion
of internal analysis carried out with
evaluating the value chain.

Company Overview
•AUDI is a German manufacturer of automobiles and
vehicles.
•The Company tends to devise strategies and
policies to design their products and services to
implement the different activities and services
within the organization.
•According to Jenkins et al., (2018), Audi has
numerous operating units under them and has
talented and promising employees working under
them to help them carry out the activities in a
specific manner.

Current Marketing Situational
Analysis
•The external analysis of the
current marketing situation is
done with the PESTLE Analysis
and Porter’s five forces.
•The internal analysis is carried out
by the value chain analysis and the
SWOT Analysis is also carried out.

Marketing Objectives
•SMART objectives
-Specific
-Measurable
-Attainable
-Relevant
-Timely

Specifying market Strategy by
Ansoff’s Matrix
•The four aspects
involved in Ansoff’s
Matrix are:
•Market Development
•Market Penetration
•Product
Development
•Diversification

Segmentation, Targeting and Positioning
•Audi develops strategies and policies to segment its
market based on psychographic and behavioural
factors.
•The young individuals who are of the age of 20-30 years
are targeted by Audi while designing and
manufacturing their luxury and sports utility vehicles in
the market.
•Audi being a renowned brand that designs and
manufactures luxury vehicles and sports utility vehicles
tends to put in front the aspect of luxury to provide a
guarantee to their consumers regarding developing a
specific status in the social sphere.
High Price
High
Quality
Low Price
Low
Quality

7Ps Marketing Mix
•7ps marketing mix is
needed for developing a
proper marketing plan.
•The 7Ps marketing mix
helps in integrating ideas
to develop the specific

Budget
•Budget is required to be
managed to develop the
marketing activities
properly.
•Budget helps to manage
the marketing activities in
an efficient way.

Control
•The budget that has been established by the
organization can be managed with the help of
addressing the key performance indicators
and also setting up the marketing strategies
judiciously.
• The conditions of the market place have to be
judged and the different factors affecting the
activities and services of the organization have
to be kept in mind by the management of Audi.

Conslusion
•The assignment took into account the
development of the strategy of marketing for
the Audi Company by following the different
aspects of developing the marketing plan.
•The analyses of the market conditions were
carried out by utilizing the varied range of
tools and methods to develop the desired
activities and services that are relevant for
Audi to carry out their marketing operations.