Case Study: Volkswagen's Ethical Framework and Marketing Strategies

This case study examines Volkswagen's business management practices, focusing on its ethical framework, strategic marketing, and quality systems. The analysis delves into the factors contributing to Volkswagen's ethical challenges, particularly regarding emission standards and the autocratic leadership style. It explores Volkswagen's strategic marketing, highlighting its focus on high-quality, environmentally friendly vehicles and a strong brand portfolio. The study further investigates Volkswagen's current and future marketing strategies, including shaping mobility, launching new models, and adapting to evolving market demands. It references academic sources to support its analysis, covering topics such as corporate governance, the impact of the Volkswagen scandal, and the evolution of marketing strategies within the automotive industry.

Running head: BUSINESS MANAGEMENT AND QUALITY SYSTEM
Business Management and Quality System
Name of the Student
Name of the University
Author’s Note

1BUSINESS MANAGEMENT AND QUALITY SYSTEM
Ethical framework of Volkswagen
The ethical framework of Volkswagen points out the factors that has contributed the
catastrophic decision which are being made by the engineers of the company. The employees of
the company are trained in maintaining the ethical standards which have to be seemed irreverent
and that have to be contrasted with the overall management structures of the company. The
autocratic leadership styles highlights the triad which have to be included with the situations that
engages in any kind of unethical behaviour (Siano et al. 2017). The ethical and the emission
standards is also to be maintained by the company as it includes the process of recovery from the
issue of identity threat. The fundamental core beliefs of the company is also required to be
guided by the overall behaviour of the company.
Strategic marketing of Volkswagen
The strategic marketing of Volkswagen mainly includes the products that attract the
customers by providing them high quality, environment friendly cars. The strong brand portfolio
mainly help in creating their efficient ecosystem that would point out the operational support
system for future aspects and in a competitive manner (Rhodes 2016). Moreover, the low amount
of operational cost is also a type of strategic marketing by the company Volkswagen which
includes their economies of the scale for process of production. Keeping the low operational cost
would also allow the company on more branding activities along with the advertising activities
that would help in the company in future years.
Current strategic marketing of Volkswagen
The current strategic marketing of Volkswagen includes the shaping of mobility which
points out the manufacturing of the affordable vehicles that would be possible for several people.

2BUSINESS MANAGEMENT AND QUALITY SYSTEM
This help the company in increasing their overall growth along with increasing the total amount
of revenue in their normal course of business. The challenges that are faced by the company
makes it sharpens for upcoming challenges which makes them better in a different way along
with holding the current marketing in a strong way (Crête 2016). The excited customers are
required to be hold as it would increase the overall amount of revenue. Excellent employer is
also required to be hired which ultimately help in getting skilled employees and that would focus
on their production. Competitive profitability is also to be considered that points out to become
more agile and transparent.
Future strategic marketing of Volkswagen
The future strategic marketing of Volkswagen is to launch new model that will hold the
existing customers and attracts more new customers for the company. The evolving procedure of
the company also highlights the manufacturers to be more profitable and plays a leading role in
the new era of auto mobility (Clemente and Gabbioneta 2017). The strong financial group
creates a broad product portfolio which includes the brands umbrella of different financial
management groups. The climate and environmental protection are also becoming the part of the
strategic marketing and this would help the company in proceeding for further years.

3BUSINESS MANAGEMENT AND QUALITY SYSTEM
References
Clemente, M. and Gabbioneta, C., 2017. How does the media frame corporate scandals? The
case of German newspapers and the Volkswagen diesel scandal. Journal of Management
Inquiry, 26(3), pp.287-302.
Crête, R., 2016. The Volkswagen scandal from the viewpoint of corporate
governance. European Journal of Risk Regulation, 7(1), pp.25-31.
Rhodes, C., 2016. Democratic business ethics: Volkswagen’s emissions scandal and the
disruption of corporate sovereignty. Organization Studies, 37(10), pp.1501-1518.
Siano, A., Vollero, A., Conte, F. and Amabile, S., 2017. “More than words”: Expanding the
taxonomy of greenwashing after the Volkswagen scandal. Journal of Business Research, 71,
pp.27-37.