M003 Marketing Plan: Audi Automotive Industries Analysis

This report presents a marketing plan for Audi Automotive Industries, evaluating its current market position and outlining strategies for future growth. The analysis includes a market overview, competitor analysis, and company analysis, followed by a PESTEL analysis to assess political, economic, social, technological, environmental, and legal factors impacting the company. The plan defines specific, measurable, achievable, realistic, and time-bound (SMART) objectives, such as creating a world-class international case competition and increasing sales through competitive pricing. An Ansoff Matrix is used to determine market penetration and product development strategies. The marketing mix (7Ps – Product, Price, Promotion, Place, People, Process, Physical) is detailed, along with key performance indicators (KPIs) to measure the success of the outlined strategies. The report concludes by summarizing the recommendations for Audi to achieve its marketing goals and increase its market share, along with a list of cited references.

Running head: MARKETING STRATEGY AND PLAN
MARKETING STRATEGY AND PLAN
Name of the Student
Name of the University
Author Note

1MARKETING STRATEGY AND PLAN
Executive summary
The main aim of the research paper is to explain the current market position of the
selected business organization and as well as its market position for the period covered by the
marketing plan. The paper will also discuss regarding the steps or actions which the company
will have to consider while achieving the goals. The paper will thus describe the strategies which
will help the company to determine constant growth for the future to come.

2MARKETING STRATEGY AND PLAN
Introduction
Speaking about the marketing plan it can be said that it is a framework which the
organization uses to explain the current marketing position of the business and as well as
determine the marketing strategies required for the period of existence in the field. According to
the authorS Mocke and Fonstad (2017) the marketing plan is generally known for taking a time
being of minimum of one year to five years.
The paper will thus focus on the marketing plan development of Audi Automotive
industries as because the Market share of Audi Automotive industries is increasing with the
increase in the vehicles. From the year of 2017 till 2018 the company has earned an increase in
market share by 18.05%. However there always been a high competition in the automotive
industry and Audi Automotive Industries is known for facing a very tough competition in
market. For this reason the company has diversified its product portfolio and the investors of the
company, with this the analysis believe that the company will be able to group more and more in
the upcoming days and provide best ever profit.
Stage 1
Market Analysis
Regarding the market analysis of the company it can be said that the company is known
for working the general electronics department where it is known for dealing with various types
of electronic gadgets and automotive parts. The electronic gadgets mainly include the
manufacturing of tire, machine, and many more electronic parts which are used in the cars. The
market analysis of the company Audi Automotive industries says that it comes always at the top
when competition is from the automotive industries. Audi Automotive industries are known for

3MARKETING STRATEGY AND PLAN
making few of the finest vehicles available on the earth. The company should also try to build
gadgets and cars which are environmental friendly.
Competitors Analysis
Regarding the point of competitor analysis it can be said that the company is known for
dealing products which are unique and beautiful as well as powerful. The company is mainly led
by innovative approaches in order to gain a competitive advantage over the competitors in the
market. The main competitors of the company are Ford, Mercedes, BMW, MG and many more
on the list. According to the Hertric and Mayrhofer (2017) in the process development the
customers in the market are very much into technological innovation, which is the only reason
each and every company is trying to achieve continuous innovation through the launch of new
devices.
Company Analysis
Regarding the company analysis it can be said that the company is known for being
sustainable throughout the production of vehicles. The company has always been known for
being one of the most premium brand in the automotive industries Dremel, Maier and Brenner
(2018). The brand is thus striving very hard in order to achieve its position in the market by
providing few of the best in class development strategies (Cudn and Horňák 2016). However the
company is establishing itself with the extensive use of innovative technologies available in the
market.
PESTEL Analysis of Audi Automotive industries
Political factors affecting the company
 Audi is known for having its operation
Technological factors affecting the company
 UK has always been a good platform

4MARKETING STRATEGY AND PLAN
in more than 100 countries all over the
world, therefore the working
operations are known for changing
from day to day.
 However the recent trade war which
was initiated between the countries
USA and China created a decrease in
the overall sales of the company.
 The trade war lowered down the
growth of the Chinese consumers
which directly impacted the sales in
UK, because the mechanical parts are
manufactured in China which is
further brought to USA for
installation.
for launching new technologies like
the launch of Audi Sport cars which
are exclusive in the segment.
 People over there are also willing to
cope up with the advent of new
technologies
Economic factors affecting the company
 The global recession which had spread
in the world shows that has decreased
the sales of the car in the country from
the past few years.
 The company also has a great concern
for the high rise in the fuel cost by the
government.
Environmental factors affecting the company
 There is however an intense
competition in the automotive
business. Audi is known for facing a
high competition and is thus
stabilizing the global market share.
 It has high bargaining power which
makes very easy for the customers to

5MARKETING STRATEGY AND PLAN
 However the company has got
extensive use of cheap labor which
will be a concern for the company to
open up new manufacturing stores.
buy the exclusive vehicles in the
market.
Social factors affecting the company
 Regarding the social factors it can be
said that the company is well familiar
with the social trends preceding in the
country and thus continues to achieve
innovation.
 The country is a growing hotspot for
the exhibitors and for various types of
events
Legal factors affecting the company
 Regarding the legal factors it can be
said that the government of the
company is demanding more job for
the occupants.
 The car evaluation test in UK is very
extensive therefore it has to make the
vehicles a long lasting and safe for the
citizens in the country.
Stage 2
Objective 1- Creating World Class International Case competition in UK by 2020.
SMART OBJECTIVES

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Specific The main goals of the company with this
objective is to showcase an advertisement
regarding its best supercars creating
competitive advantage over competitors
Measureable In order to track down the progress the
company should make use of the recent
automobile showcase
Achievable The goals are much attainable as because the
company has varied resources in order to
achieve the goals.
Realistic Regarding relevancy the company has to
provide few of the good cars which are better
than the competitors in market.

7MARKETING STRATEGY AND PLAN
Time bound Regarding timeline it can be said that the
company should make arrangement within next
2 months in designing best cars.
Objective 2 – Increasing sales by manufacturing cheaper cars than the competitors in market
Specific The main goals of the company with this
objective is to be price competitive from its
competitors in the business.
Measureable In order to track down the progress the
company should make use of the recent
innovative technologies and extensive robots
Achievable The goals are much attainable as because the
company has varied resources in order to
achieve the goals.

8MARKETING STRATEGY AND PLAN
Realistic Regarding relevancy the company has to
provide few of the good cars at a competitive
price from the competitors.
Time bound Regarding timeline it can be said that the
company should make arrangement within next
2 months in designing cheap cars which will be
better from competitors.
Stage 3
Ansoff Matrix of Audi Automobile Industries
Market Penetration Product Development
Market Development Diversification
Existing New
Existing
New

9MARKETING STRATEGY AND PLAN
Regarding market penetration it can be said that Audi Automotive industry should try to
penetrate into market so as by showcasing few of the best cars availed by the company in the
existing market. On the other hand the company can develop the market by delivering cheaper
cars than competitors (Lee, 2019).
Strategy for Objective 1 – The Company should try to use the recent technological and
innovative robots in designing few of the best electric cars to showcase and increase
advertisement of the company.
Strategy for Objective 2 – The Company should try to cut various types of manufacturing cost in
order to be cost sensitive in the market.
Stage 4
7P for Audi Automotive Industry
Product The company should build cheaper but best cars in order to showcase in
UK car case 2020.
Price The price of the cars should be competitive in the market
Promotion Regarding promotion the company should promote cars in automotive
showcase
Place The place of promotion and showcase is UK
People The company should target businessmen and millennial
Process Direct approach should be the process
Physical Regarding physical factors the company should promote the cars

10MARKETING STRATEGY AND PLAN
Stage 5
Regarding the achievement which can be achieved by the company are:
 The company should invest in various types of updated technological invention and make
futuristic cars to attract the customers in UK automotive showcase 2020
 The company should try to make cheaper cars in order to target the middle men and
casual customers who think they never will be able to buy Audi Cars.
Stage 6
Key performance Indicators of Audi Automotive Industry Objectives
Strategic Goals Tactic 1 Tactic 2
1. Showcase few of the
best Audi cars in
order to increase the
market through
increase in awareness
of advertising.
Using best innovative and
technological driven
companies to get the best
designs
Engaging itself in various
types of environment
awareness methods to create
a safer environment and a
cleaner one with the use of
renewable sources of fuels.
2. Manufacturing the
cars at a very cheaper
rate from the
competitors, but not
decreasing the quality
of the product
In order to perform this
action, the company should
try to invest in innovative
strategies which will help the
company to determine cost
sensitive products
The company can try out
making electric cars with the
help of government
subsidized forms.

11MARKETING STRATEGY AND PLAN
Conclusion
In order to conclude the above research paper it can be said that the paper has
discussed and explained the current market position of the selected business organization and as
well as its market position for the period covered by the marketing plan. The paper has also
recommended few of the best strategies which can be implemented by the company in order to
meet the goals of the company. With the help of SOSTAC Analysis, PESTLE Analysis and 7P
the paper has discussed the strategic achievement which can be made by the company.

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References
Mocker, M. and Fonstad, N.O., 2017. How AUDI AG is Driving Toward the Sharing
Economy. MIS Quarterly Executive, 16(4).
Hertrich, S. and Mayrhofer, U., 2017. Audi A1, a success story [Audi A1, une success story] (No.
hal-01577649).
Lee, M.C., 2019. Audi AG’s Liquidity Risk and Corporate Governance.
Cudny, W. and Horňák, M., 2016. The tourist function in a car factory Audi Forum Ingolstadt
example. Bulletin of Geography. Socio-economic Series, 33(33), pp.23-38.
Hertrich, S. and Mayrhofer, U., 2016. Audi and the Chinese Market: A Success Story. In Market
Entry in China (pp. 37-44). Springer, Cham.
Dremel, C., Wulf, J., Herterich, M.M., Waizmann, J.C. and Brenner, W., 2017. How AUDI AG
Established Big Data Analytics in Its Digital Transformation. MIS Quarterly Executive, 16(2).
Dremel, C., Wulf, J., Maier, A. and Brenner, W., 2018. Understanding the value and
organizational implications of big data analytics: the case of AUDI AG. Journal of information
technology Teaching Cases, 8(2), pp.126-138.