MKT7005 Strategic Marketing Assignment: Volkswagen Case Study Report

This report provides a comprehensive strategic marketing analysis of Volkswagen, a leading German automotive company. It begins with an executive summary highlighting the need for organizations to understand their internal and external factors for effective functioning in a competitive market. The report then delves into Volkswagen's internal competencies, examining its innovative workforce, investment in technology, and focus on research and development. A critical analysis and evaluation follows, including a PESTEL analysis that assesses political, economic, social, technological, environmental, and legal factors impacting Volkswagen. The Porter Five Forces model is also applied to evaluate the competitive landscape. The report outlines Volkswagen's marketing objectives, including its mission, vision, and specific goals. It then details the strategic marketing plan, incorporating the Ansoff Matrix to explore growth strategies and the marketing mix to outline product, price, place, and promotion strategies. The report concludes with a discussion of monitoring and control mechanisms to ensure the effectiveness of the marketing plan.

STRATEGIC MARKETING

Executive Summary
There is a need for organizations to understand their internal and external factors which
are impacting on the organization so that there is a better functioning of the organization. The
competition in the market is increasing which needs to be controlled by the organization by
improving the strategies and measures so that they can get a competitive advantage for
themselves. This is a great factor for the organization because they will be able to increase their
profit margins and reputations in the market resulting in improved brand image.

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
INTERNAL COMPETENCIES......................................................................................................4
CRITICAL ANALYSIS AND EVALUATION.............................................................................5
PESTEL Analysis........................................................................................................................5
Porter Five Forces Model............................................................................................................7
MARKETING OBJECTIVES.........................................................................................................9
Mission........................................................................................................................................9
Vision...........................................................................................................................................9
Objectives....................................................................................................................................9
STRATEGIC MARKETING PLAN...............................................................................................9
Ansoff Matrix..............................................................................................................................9
Marketing Mix...........................................................................................................................12
MONITORING..............................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Strategic marketing is the process in which business organisation analyses different
factors which helps to compete in the market effectively (Moutinho and Vargas-Sanchez, 2018).
strategic marketing determine all the internal and external business factors and integrates it with
current customer needs and wants to increase their engagement in the business and satisfy them
effectively. Increase in the demand of customers and change in the taste and preferences have
improved the opportunities for global business to expand in global market. This increases the
completion in the market and impact market share of other businesses to gain profit margins
effectively. This also helps to analyse all the factors and developing effective strategies to attain
sustainable development which also increases the productivity of company effectively. With the
implementation of strategic management it helps business to develop effective path for business
organisation which also support in the growth strategy opportunities. This also reduces the cost
of business and increases the profit margins to invest in the growth activities to develop goodwill
in the market and compete with competitors effectively. Marketing helps business to understand
all the needs and wants of customers and produce effective products and services to increase the
customer satisfaction and make them loyal to the business effectively. Innovation of products is
very essential due to high competition which impact market share of company effectively.
In this report there is brief information about strategic marketing of Volkswagen
Company which is leading Germany based automotive company. Volkswagen was established in
1937 Wolfsburg, Germany which produces semi luxury cars at mid ranged price which increase
the market share effectively. Report discusses marketing analysis of Volkswagen to compete in
the market and also increase their potential to attain core competency effectively. Additionally,
there is a internal and external market analysis which helps the business to reduce the cost of
products and increase the quality which increases the satisfaction of customers effectively.
Furthermore, Ansoff matrix is implemented to increase the strategic decisions of the company to
improve profit margins. Report also highlights marketing mix and communication of the
company which helps to develop effective marketing plan to invest in their future to survive with
the potential players in the global market which also impact the productivity of company. At last
report provide different methods which helps Volkswagen to conduct effective monitoring of the
activities according to the market plan which is developed.

INTERNAL COMPETENCIES
Core competencies of business help to increase the opportunity to gain better market
share and increase profit margins effectively. Volkswagen also has innovative workforce which
helps to increase the potential of the company to compete in the market. Rapid change in the
technology also impacted the efficiency of company however Volkswagen continuously invested
in the innovation and latest technology to increase the quality of their cars and other services to
customers (Banerjee, 2017). Effective management strategies which enabled company to provide
training and development to their employees to become more efficient in understanding all the
information and also participating in the decision making process to reduce wastage of human
resource of the company. Company always targets on research and development to attain core
competency which helps company to become leader in the market and increase trustworthy of
customers and make them loyal effectively. This is also very essential for company to improve
their brand image in the global market which increases the opportunity to expand in different
market. Company also increase the perceived values of the products and services and created a
strong trust to stakeholder and attract more investors to gain core capital to grow the company
effectively. Employees of the company help to increase the productivity of the organization.
Company has also invested in many innovative technology which increased the information base
of the company to improve their decision making process effectively. Company provide low
price products and has large support of their employees to reduce the cost of operations and
procure efficient raw material from the global market. Automation is potential of the factor
which increases the productivity due to economies of scale to reduce cost and increase the
customer base effectively. Company has improved its quality of products and developed
effective after sales service to improve brand image of the company effectively. Volkswagen
also has the opportunity to invest in sustainable energy and developing more emission free
vehicles which also helps to protect the environment from global warming which is increasing
concern.

CRITICAL ANALYSIS AND EVALUATION
PESTEL Analysis
PESTEL Analysis is an analytical review over external business environment factor
influence company’s operations. External factors put a huge impact over the business
sustainability and growth as it directly influences company’s sales potential in market. Different
factors comprises with PESTEL Analysis factors can be summarises in the following manners.
Political Factor:
Political factors includes political situation of country. All strategies frame by
Volkswagen Company are surrounded with different political factors such as policies framed by
government related to corporate sector, foreign policy of government and other strategies that is
associated with the corporate sector. Government all across the globe has supported corporate
sector as it contributes in the economic development of country (Dey, 2019). Management of
Volkswagen Company analysis all aspects of governments approach towards improving the
growth perspectives of the corporate sector and on the basis of the analysis company approach
all its future growth strategies. Political factors also include political stability in country.
Germany has a very stable government which has supported Volkswagen Company in achieving
higher growth potentials in its business functions. As the stabile situation of political party
allows them o frame long term policies and decision making towards the growth of the country.
This also supported Volkswagen Company for framing long term business development
strategies and policies.
Economical Factor:
Economic factor is among the crucial business environment factor that influences
company’s operations. Economic factor involve economic situation in Germany and all other
country which consists up the business operations of Volkswagen Company. Economic factors
involves growth rate of gross domestic products. As all policies of company related to growth in
the market are directly affected with the GDP growth rate in country (Martins and Nienaber,
2018). As the Germany GDP offers a very sustainable growth rate which allows companies to
operate business operations profitably. Economic factor also involves per capita income of
people in countries. This is a very important factor that associated with the economic factor. As
the per capita income denotes about the level of income people consist living in a particular
country. Income is an important aspects for all companies as it directly influences the purchasing

capacity of consumers. As the Volkswagen Company sale luxury cars which requires high
income of a person. All policies related top product development is deeply influenced with the
per capita income of people lives in a country where company operate its business operations.
Economic factor also comprises with inflation in the country. Inflation directly heat over the
buying power of the consumers. Due to stable government and good strategic acquisition of
government Germany has a controlled inflation rate which does not much affected the business
growth in country.
Social Factor:
Social factors are also another key factor associated with the PESTEL Analysis. Social
factors involve all aspects of consumer decision making except the income statistics. In order to
buy a certain products consumers critically analyse various factors which involves numerous
social elements which includes cultural values of society, beliefs, religious values, education of
peoples and other social elements that influences consumers buying decisions. Social factors
allow company to frame effective strategies that can contribute in the sales of company (Rialp-
Criado and Komochkova, 2017). Social factors also supports company positioning strategies as
the organisation utilises different positioning methods which includes geographical positioning
and other positioning techniques. Company also targets customers on the basisj of education
backgrounds. Social factors cultivate as the basis behind making purchasing decisions for
consumers. Volkswagen Company try to covers all social values and points which establishing
business strategies. Company also channelizes social factors in all its marketing campaigns to
attract the purchasing decision of potential consumers.
Technological Factor:
Technological factors are also the key macro environment factors. Technological factors
guide the company about all the technological development and advancement in country.
Automobile sector has become advanced sector and technology played a crucial role in making
the entire sector much advanced in nature. The sector is considered as among the rapidly
growing sector all across the globe. Improved technological system has allowed companies like
Volkswagen to utilise technology for enhancing the capacity of different automobile products.
With the support of technology company has channelized different devices such as advanced
GPS systems, camera, sound system and other amenities that have improved luxury in
automobile sector (Popescu and Popescu, 2019). Now the sector is growing towards the electric

cars and other automobile products which also drive the company towards sustaining in future by
meeting the future needs of automobile sector. Technology has also supported Volkswagen
Company in framing marketing strategies, research and also to manage the customer relationship
is a more advanced manner. Technological advancement has proved as the transformation in the
entire automobile sector.
Environment Factor:
Environment factor can be stated as the recent development in the business environment.
This factor drives towards eco friendly products. This is the recent develop after the emergence
of awareness towards environment protection. This allows company to sale eco friendly products
and also to channelize ethical business practices. Recently the automobile sector has switched
towards the electric automobile products which have a huge influence of environment factors
(Guggenheim, 2016). Volkswagen Company is also engaged in different social responsibilities
as a part of the corporate social responsibility. This also allows company to promote the ethical
values of company in front of the market to gain the consumer trusts. Social responsibilities also
allow companies to contribute for the betterment of the nature.
Legal Factor:
Legal factor is also a crucial business environment factor part of the PESTEL Analysis.
This involves all laws and regulations framed by government related to automobile sector and
also to corporate sector. Company needs to cope up with different laws such as equality,
corporate social responsibility and other key regulations. Company also needs to follow the
environment safety norms issues by government to protect the nature. This element of business
environment has driven the company towards understanding all the legal requirements company
needs to cope up with in order to conduct the business operations.
All the above factors are associated with the PESTEL Analysis.
Porter Five Forces Model
Recently Volkswagen Company has witnessed decreased in its product demands that has
served as a crisis for the company. Porter Five Forces will be an effective analytical tool to
assess the situation.
Competition in the industry (High)

Automobile sector is among the highly competitive sector. In recent past decade the
global business has witnessed effective growth in all its associated market sectors. Economies all
across the globe have also improved especially the developing economies like India, China and
others. Along with the developed nations developing economies has also witnessed effective
growth which has also improved the demand sof the different commercial and luxury products
(Gandhi, 2017). Automobile sector consisted as the luxury sector. Due to improved economic
growth demand has also rises which has resulted into improved competition in market? Due to
increased level of competition market demand of the Volkswagen products has also negatively
affected which has resulted into demand crisis for the company.
Potential of new entrants (Low)
Potential of new entrants is relatively low kind of threat for the Volkswagen. As the
company has been one of the dominating organisations in the automobile sector all across the
globe. Due to effective growth rate and brand value the new entrant’s threat is low for the
company in respect to influencing the market demands of the Volkswagen products. These
threats can impacts over the company operations that it can reduce the market demand of the
Volkswagen products.
Power of suppliers (Low)
Power of suppliers is low in respect to reducing the market demands of the Volkswagen
Company. As the company is among the big brand associated with the automobile sector so the
dependency of suppliers over the company is more in comparison to company’s dependency
over suppliers. Due to influence in company’s operations this power is low for the company.
Power of customers (High)
Consumers play a crucial role in the growth and development of the company. Company
frame all its policies and strategies related to sale and product development n the basis of the
potential consumers of the company (Panther, 2016). Due to huge involvement of customers in
company’s growth and sustainability this force is high. Recently Volkswagen Company has
witnessed the low demand of company’s products due to consumer’s low interest towards buying
company’s products. Company can change its strategies on the basis of current needs and
demand of consumers to deal with the issue.
Threat of substitute products (Low)

Substitute products are considers as all such products that can replace the utility of the
existing products. This force is low based on the current company’s crisis in term of reduced
market demand s as the company deals in all automobile products that is currently associated
with the sector. This force has a very low involvement for reducing the market demands of
company’s products as otherwise it would have affected the entire sector.
The above analysis involved Porter Fiver Forces to analysis the situation of company in
respect to reducing company’s sales turnover in recent time. This model covers all aspects that
can influence the product demands in market.
MARKETING OBJECTIVES
Mission
Volkswagen’s mission is to offer attractive, safe and environmentally sound vehicles which can
compete in an increasingly tough market and set world standards in their respective class.
Vision
Vision of Volkswagen is to position its company in global market which also increase its brand
value. Company also aspires to become world leader in automotive industry which also has
interactive culture in organisation to increase customer experience and satisfy them effectively.
Objectives
 To increase sales of Volkswagen by 30% in global market within 3 years.
 To innovate high quality products and develop effective communication to attract 50%
more customers to increase their satisfaction.
 To financially grow company profit margins by 20% by 2021.
STRATEGIC MARKETING PLAN
Ansoff Matrix
Ansoff matrix is tool which helps the business to expand in the market, this framework
which helps to understand the factors and develop effective strategies to grow in the market. This
framework is also divided into four strategies which improves the productivity of business

effectively. Volkswagen also need to increase potential of organisation and improve the
efficiency to develop effective strategies to expand business in the market and increase the profit
margins effectively (Josephson, Johnson and Mariadoss, 2016). This also helps the company to
compete in the market and improve the opportunities.
Market Penetration
This strategy helps business to focus on increasing the sales of current products by
developing new technology and increasing the techniques of marketing. This strategy helps
business to increase their market share and sales to attract more customers effectively. Market
penetration strategy is very effective and has low risk with low investment which helps business
to grow in the same market and increase the profit margins effectively (Hollebeek, Conduit and
Brodie, 2016). Businesses also have to understand the market trends and examine all the factors
which support the market growth opportunities effectively. With the help of low pricing strategy
businesses can increases their market share and with the help of acquisitions, mergers,
collaboration with other businesses in the market increases customer base to increase profit
margins effectively. Businesses uses different marketing channels and use of digital tools also
reduces the cost of business and increases the market share to increase the profit margins
effectively.
Product Development
Product development strategy puts its emphasis on developing new product in the
existing market. By doing market research and understandings needs and wants of customers
which can increase their satisfaction will help business to increase sales and attract more
customers. This is only possible when business has effective understanding about all the buying
patterns and behavioural patterns of customers and also understands each and every external
factor in the market which can helps and negatively impact the efficiency of new product
development (Cegliński, 2016). Business needs to analyse all the substitute products and
strategies of competitors to develop more effective marketing strategies which increases the
business growth and high profit generations effectively. This strategy increases the cost and risk
of business as there is uncertainty in change in tastes and preference of customers which can also
impact the efficiency of new product of organisation. Organisation can increase their growth
opportunity in their strategy by acquiring the existing product of competitors and using effective

information to innovate it and increase its efficiency. This also reduces the cost of products and
helps to increasing the brand value effectively.
Market Development
Market development is the strategy which focuses on using the existing products in the
new market to increase the market size of business and gain better sales effectively. Business
needs to implement effective market analysis which evaluates all the external factors in the new
market and enable organisation to invest with minimum risk in the market effectively. market
development increases the opportunity for business to attain monopoly in the market and also
increase the innovation to communicate their vision to integrate with different customer segment
and increase profit margins effectively. this strategy is very risky as it also increases the capital
investment of business and there is high uncertainty of changes in any external factor like
government policies, which can impact position of business to grow. Business can reduce the
risk by entering into domestic market which has similar cultural value of customers. Global
expansion is very effective for large organisation who has huge demand of their products and
also increases their sales and profit margins effectively.
Diversification
Diversification strategy business focuses to invest in new market with new product to
expand with better opportunity. This strategy is the most risky strategy as it increases the capital
investment in the new market which is uncertain. There are chances of miscalculation which also
can reduce the efficiency of strategies and policies of business in new market. Related and
unrelated are two market strategies of diversification which helps business to increase product
lines which increases opportunity to survive in different industries due to change in the customer
demands and preferences. This also increases the chance for organisation to gain more profit
margins and improve the brand image to grow and expand in different market with low risk
effectively.
Recommendation
Volkswagen needs to adopt market development strategy which helps to increase the
market size of company to increase their profit margins as well. This strategy will help
Volkswagen to establish in new market and understand the customer segment to become more
efficient in improving their products and services to increase customer satisfaction effectively.

Marketing Mix
Marketing mix is a framework which is used by organizations so that they can achieve
their targets in the market (David, David and David, 2017). These factors are going to help the
organization to have a better understanding of the organization and the market they are operating
so that improvement can be done accordingly and the company will be able to have a better
functioning for them. The organizations which are functioning in the market have to take the
right decisions and use strategies for themselves so that they can have a better functioning for
themselves which is a very essential factor. Volkswagen is using this tool so that they can get a
competitive advantage in a competitive market industry in which the organization is functioning
within. The competition in the market is increasing which is why it is very important for the
company to have a better functioning and planning for them so that the company can have a
better strategy for themselves. The major competitors for the company are Ford, BMW,
Mercedes, etc which the company needs to take care of so that they do not use their market share
and the company will be able to function effectively in the market. Company is very effective in
developing products according to different geographical factors which also helps to increase the
efficiency of cars according to local beliefs and quality of road.
Product
Volkswagen has large product line which also helps the company to retain its customers
and provide them with effective choices to improve the brand image effectively. There are also
many features which company provide to their customer which increases their comfort.
Volkswagen ensures the safety of passenger according to all the regulation to improve brand
value in the market to develop effective understanding and gain better profit margins.
Organisation need to provide better fuel engines which also increase the power and efficiency of
cars and also develop low maintenance products which reduces the cost of customers and
increase their satisfaction effectively. Company also uses its strong distribution channel to
supply products to all the markets and also ensuring safety of products which also helps to
reduce the transportation cost of Volkswagen effectively.
Price
The company used skimming pricing for entering the market because the market had a lot
of competition which had to be overcome by the organization. The company is now focused on
the quality of the products and the company is only serving the premium customers which can

afford the vehicle. There are a lot of changes which have come in the vehicle which is a very
essential factor for the company. The organization has to use psychological method as well to
make the sales increase of the organization which is why providing the safety and security and
pricing the vehicle according to this factor is what is being used by Volkswagen Company.
Promotion
The company has come up with a lot of advertisements in a lot of countries and in
Germany the police are using this vehicle because there is a maintained performance of the car
and the company is having a strong portfolio for themselves (Abratt and Bendixen, 2018). There
are a lot of free gifts which are being provided to the customers from time to time by the
organization which are loyal to the organization that is making the company have higher sales in
the market which is a great factor for the organization. There are direct mails and contacts which
the company is doing in the market so that they can have a better communication with the
customers of the organization which is going to help the company to have better sales in the
market. There are discounts and special offers which are being provided to the customers from
time to time so that the organization can have better opportunities.
Place
The company has expanded themselves globally by opening a lot of stores in all the
countries and having factories so that they can manufacture more and fulfil the demands of the
customers which are a very essential factor for the organization (Hollensen, 2019). The
customers are being able to reach out to the company effectively and the services and the
products of the company are very well maintained which is making the company have a better
functioning and standard for themselves in the market. There are multi channels which the
organization has created for them in the market which is a very good factor for the company and
the customers’ demands are increasing in the market because of the portfolio and the reputation
which the company has gained over years in the market globally.
People
Volkswagen has effective marketing team which also indulge in regular training session
to increase their knowledge to revise their skills which helps them to increase communication
with the customers and influence them to increase sales of the company effectively. Volkswagen
also developed separate department to provide proper customer support and also protect the
brand value of the company (Dogu and Albayrak, 2018). This will also help Volkswagen to

understand all the issues and challenge are facing in products which helps them to resolve the
main issue in the near future effectively. Company also need to develop effective supplier
relations which helps the company to reduce the cost of raw materials and improve the quality of
final products effectively. Company also needs to increase the efficiency of reward management
to motive their workforce to achieve objective faster and increase the sale by develop effective
marketing strategies.
Process
Volkswagen is currently using effective third party logistics to transport all the products
in different location and fulfil the demands of all the stores effectively. Increasing the availability
of products in the stores also increases the sales and provides opportunity for company to grow
and gain higher profit margins effectively. Volkswagen has to develop effective online store
which helps to reduce the cost of customer management as digital technology can do it in low
cost and high efficiency (Anderson and et al., 2020). Company is also investing in new
technology which helps to provide better quality of services and with the help of automation
company is also reducing the cost of human resource training and development process to grow
and increase the satisfaction of customers effectively. Implementation of technology will also
reduce the errors in accounting also integrate all the data to increase efficiently to evaluate
financial performance of the company effectively.
Physical Evidence
Volkswagen has very unique logo and vibrant colour options which increases the
attractiveness of the cars in the market (Chernev, 2018). This also helps organisation to attract
more customer and also increase the efficiency to establish in new market with low risk and high
profitability. Company has used effective slogans in marketing campaigns which also increased
the positioning Volkswagen in the market and also compete with other competitors in the market
effectively. Company has to increase the process of the increase the innovation in the
organisation. Company also need to develop online website which also increases the digital
presence in the market and improve the profit margins.

MONITORING
Volkswagen has to ensure that the marketing plan which also helps the organisation to
examine its performance of employees with the help of different strategies and methods
effectively.
Balanced Score card method
This method helps the organisation to develop effective system to evaluate and record the
performance of employees to ensure the quality of decision making in the organization. This
method also helps the organisation to increase the potential of employees to and support all the
activities to achieve the objectives.
Benchmarking
This methods will helps Volkswagen company to set quality standards which can be from
same industries or other organisation of different industries (Warren and Burns, 2016). This also
improves the efficiency of company to provide consistency which provides high quality product
which increases the sales and brand image of company effectively.
Key Performance Indicators
Key performance indicators are the technique to monitor the performance of organisation
to achieve the objectives of company effectively (Gornostaeva and et al., 2019). Company has to
analyse all the key performance resources in the organisation and focus on the productivity of
products. This also increases the efficiency of business to attain core competency and higher
profit margins.
CONCLUSION
It is concluded that there are many factors in internal and external business environment
which is very essential for business organisation to determine and formulate effective strategic
marketing planning to compete in market effectively. Report analysed that it is very essential for
company top adopt PESTLE framework for macro analysis which helped to company to identify
all the resources and factors which were available in the market and use them to increase the
market efficiency. Use of porter’s five forces model helped Volkswagen Company to understand
its competitiveness in the Europe market disseminating all the threats to increase productivity in

the market to attract more customers and gain higher profit margins effectively. Report
highlighted internal analysis as it is very essential for business to understand employee
performance and adopt effective management strategies to reduce cist and chive objectives
effectively. With the use of Ansoff Matrix, Company identified effective perception of the
company growth in the market by using one of the effective strategies. It also helped the business
to develop its marketing plan and improved communication drivers to provide information to
large customer base and increase their satisfaction to improve brand value of Volkswagen.
Report explained the importance of key performance indicators for measuring and monitoring all
the marketing plan activities of the company to achieve success.

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