Volkswagen Global Marketing & Communications Strategy Analysis

This report provides a comprehensive analysis of Volkswagen's global marketing and communications strategy. It includes a situational analysis incorporating SWOT and PEST analyses to understand the company's internal strengths and weaknesses, as well as external political, economic, social, and technological factors impacting its market position. The report outlines specific, measurable, achievable, realistic, and time-bound (SMART) objectives focused on boosting revenue and brand awareness through online and offline marketing channels. It details Volkswagen's segmentation and targeting strategies, emphasizing psychographic and need-based segmentation to identify key customer groups. Furthermore, the report discusses Volkswagen's positioning strategy, marketing tactics (including product, place, people), and planned actions with a proposed budget allocation. Finally, it highlights the importance of control measures and key performance indicators (KPIs) to ensure the effective implementation and monitoring of the marketing plan. Desklib provides access to this and other solved assignments to aid students in their studies.

GLOBAL MARKETING &
COMMUNICATIONS

Table of contents
• Situational analysis
• Pest analysis
• Objectives
• Segmentation and targeting of volkswagen
• Positioning of volkswagen
• Tactics
• Action
• Control

INTRODUCTION
• Marketing is one of the most important thing for every business organization as this allow them
to reach as many audiences as possible, marketing is fuel that continue speed of business growth.
• Almost every business enterprise know that without marketing their company can not process
further and can not sell product and service.
• Under effective marketing strategies, company achieve great success and boost their sales.
Depending on spending capacity of company, they can chose different method of marketing
including offline marketing and online marketing.

Description of the business organization:
• Volkswagen is German car manufacture that provide wide range of car model to fulfil rising
demand of the customer, this company have its own brand image and reputation that allow them
to become industry leader.
• Volkswagen is one of the finest car manufacturer, this company was founded by german labour
front in the year 1937.
• It is very clear that automobile industry is full with innovative car manufacturer that have ability
to fulfil demand of customer in low price.
• Tesla is one of the largest car manufacturer with electric car concept, this company seems to be
biggest competitor of volkswagen.

Situational analysis:
Situational analysis:
• Situational analysis is one of the most important thing marketing team have to consider before
crafting effective marketing strategy, this point allow company to analyse current situation and
craft strategy accordingly.
• Every business organization focus on situation that will impact their abusiness, volkswagen have
to perform situational analysis that allow them to fulfil demand of effective marketing strategy.
• In situational analysis, there are certain element that company need to consider, these are:
• SWOT analysis:
• SWOT analysis allow company to examine their strength and weakness and help them to become
stable while crafting effective marketing strategy, this analysis have certain point, these are:

SWOT ANALYSIS
• Strength analysis: every business organization have their own strength, these lies in uniqueness
selling proposition where company have most unique product and service to lead market.
• Weakness: every business organization have weakness; these weakness lies in those area where
improvement is needed the most.
• Weakness of volkswagen lies in less demand, model of volkswagen has rapid fall due to certain
reason at first, this company is unable to provide electric car and fulfil trending demand of
customer
• Opportunity: opportunity lies in improvement company make by analysing their weakness for
example of volkswagen can analyse their weakness like low publicity then they can improve
them and convert weakness into opportunity.
• Threat: every business organization have face threat, these threat are competitor and their
movement in the market. Volkswagen face huge competition from their competitor, new entry
like tesla have captured whole auto mobile market and become leading car brand of the world.

PEST analysis:
• PEST analysis allow company to understand external situation and factor that might impact
company in both, positive as well as negative way.
• PEST analysis is one of the most effective tool which have certain parts, these are:
• Political factor: government and its policy play vital role when it comes to business growth,
volkswagen is one of those company who always get impacted to due changes in political
environment of the country.
• Government of Germany have taken certain steps to control impact on environment, they are
planning to develop new policy for auto mobile industry that will impact positioning of
volkswagen.
• European auto mobile will soon will be impacted due to sustainability policy of government.

CONTINUE…
• Economical factor: economical factor is one of the most important factor that company need to
consider, volkswagen’s positioning was impacted due to instability in the economy.
• After COVID-19 impact, german economy is not stable which means this might impact company
and become reason for failure.
• There is high rate of inflation in german economy where prices of raw material have increased, it
is very challenging for volkswagen to stay stable in the market.
• Social factor: every business organization have to consider social factor as this is connected with
customer and their demand, after covid-19 impact, spending capacity of customer have decreased
that means volkswagen will lose elite customer and might face failure in the market.
• This company need to target other customer segment to become stable, volkswagen still have
customer trust that help them to become stable.

Objectives:
• Specific: to boost revenue and brand awareness with the help of online marketing while using
online platform including social media and other advertising channels.
• Volkswagen will use different mode of marketing and will try to reach any audience as possible.
• Measurable: to boost sales by 25% with the help of both online and offline marketing including
effective use of omni channel.
• Volkswagen can measure their success with the help of change in sales and many other indicator
that allow company to measure their success.

CONTINUE…
• Achievable: to understand every goals of volkswagen is achievable, goal to become market
leader with the help of effective marketing strategy and set out achievable kpi to become stable
in the market.
• Every goals is achievable which means volkswagen can regain their position with the help of
achievable goals.
• Realistic: to goal to measure outcome of intended objectives of the company, with effective
marketing, volkswagen is expecting stability in auto mobile industry with rapid increase of 10%
growth.
• Goals should be realistic which means company need to consider realistic goals before
performing marketing.

Segmentation and targeting of Volkswagen:
• Every business organization perform market segmentation and target their audience, STP is main
element of marketing where company need to decide best target audience and how to segregate
them.
• Volkswagen is one of those company who focus on segmentation of the customer according to
their lifestyle, with the help of partition based marketing. Volkswagen focus on:
• Psychographic segmentation: psychographic segmentation means considering customer’s
value, belief, interest and lifestyle.
• Volkswagen focus on psychographic segmentation because they believe dividing customer
according to lifestyle is way more beneficial for the company.

CONTINUE...
• Need segmentation: need segmentation means customer’s need are analysed by the company for
example of customer is looking for mobility rather than improving their lifestyle the company
need to target accordingly.
• This company need target those customers who simply want mobility and do not consider price
range, however this type of customer are rare and have low budget. But still this company can
reach this segment and sell their product.
• Elite customer: when it comes to targeting, company have to focus on those segmented
customer who will suite best for the marketing strategy.