Volkswagen's Marketing Functions and Inter-Department Relations

This presentation provides an overview of Volkswagen's marketing functions and internal relations. It begins with a company background, followed by an explanation of core marketing principles and current marketing trends utilized by VW. The presentation details VW's marketing process, emphasizing the strategic marketing mix, and elaborates on the roles and responsibilities of a marketing manager within the organization. It highlights the influence of marketing on customer relations and strategy development, stressing the importance of maintaining effective relationships between the marketing department and other departments such as sales, production, finance, and HR. The presentation concludes that effective marketing and strong inter-departmental relations are essential for Volkswagen's success, recommending a focus on skill development, customer relations, lean production, and revenue generation. The presentation also references several key marketing texts and journals.

MARKETING FUNCTIONS AND INTERNAL
RELATIONS
VOLKSWAGEN

TABLE OF
CONTENTS
• INTRODUCTION
• COMPANY BACKGROUND
• PRINCIPLES OF MARKETING
• TRENDS OF MARKETING
• MARKETING PROCESS USED BY VOLKSWAGEN
• ROLES AND RESPONSIBILITIES OF MARKETING MANAGER
• INFLUENCE OF MARKETING
• IMPORTANCE OF RELATIONS WITH DIFFERENT
DEPARTMENTS OF ORGANIZATION
• RELATIONS WITH DIFFERENT DEPARTMENT
• CONCLUSION
• REFERENCES

INTRODUCTION
• The present assignment will going to highlight the marketing and its
concepts with respect to the Volkswagen
• There are different types of marketing strategies which are
implemented by the organizations to attain higher growth and
better brand value of their products
• Particularly, the present will identify the importance's of the
marketing and marketing department in the companies like
Volkswagen and how the different departments relate to it

COMPANY BACKGROUND
• Volkswagen is an German automotive company founded in 1937 by German
Labopur Front under Adolf Hitler
• Today, company is the largest automaker of the world with numerous great
brand under its single brand
• Now company has the workforce of around 6 hundred thousand with the
previous year’s revenue of around €105 billion
• In addition to this there are brand like Audi, Bugatti, Ducati, Lamborghini,
Porsche, Skoda, Bentley, etc.

PRINCIPLES OF MARKETING
• The major principles and concepts of marketing includes some major factors like:
• Production
• Product
• Selling
• Marketing
• Social marketing
• The marketing process of the VW also includes these five concepts of the
marketing and today they also uses some new strategies which are in trend like
the social media marketing and advertising on such sites

TRENDS OF MARKETING
• Currently the marketing process of the companies include the use of several
platforms like the TV, posters, newspaper advertisements, direct mails,
online marketing etc.
• In the automobile sector and for the business like VW, the current process
are now changing with the invent of the digital platforms of communication
of social media platforms.
• It has been predicted that in future the marketing and promotion trends were
going to be shift on the low cost and high profit platforms which are now
seems to be the social media sites of the world.

MARKETING PROCESS
USED BY
VOLKSWAGEN
• In the marketing process of the
Volkswagen the strategic marketing mix
is used with some modifications
• Factors involved in the marketing mix of
the VW are:
• Products
• Promotion
• Place
• Price
• People
• Process

ROLES AND RESPONSIBILITIES OF
MARKETING MANAGER
In the Volkswagen, the marketing process are the central part or the
heart of their business
Almost all the decisions of the company are linked with the
marketing processes of the company
Some roles are – to maintain the rand value, management and
monitoring, making effective internal and external business
communications etc.

INFLUENCE
OF
MARKETING
Marketing process in every
organisation have the power to
communicate with the people
directly and make better relations
with them
In VW, marketing is an essential
task as it helps company to
influence people more towards
their needs
Rather than monitoring the
changes in the markets, VW itself
try to create new strategies that
can provide more growth in future.

IMPORTANCE OF RELATIONS WITH DIFFERENT
DEPARTMENTS OF ORGANIZATION
• If the VW is able to make their business more effective than there is a big
need of maintaining the effective relations among its different teams
• The importance of having relations with the different departments of the
marketing department can be seen in the results of the company or the
physical evidences
• In addition to this, the linkage of the different departments in an organisation
make the tasks more easier and creates a synchronous structure among
them

RELATION OF MARKETING WITH SALES
DEPARTMENT
• Most of the people are confused about the
sales and marketing departments
• Both the bodies of the VW are far different
from each other
• Since the sales of the company majorly relies
on the marketing strategies so these both the
departments maintains an effective relation
• In addition to this, sales department is also
have to be linked with the marketing because
if the sales are good for the company then it
becomes easier for the marketing team to
implement changes