Research Project: Digital Marketing's Impact on Volkswagen AG Profits

This research project investigates the impact of digital marketing on the profitability of Volkswagen AG. The study aims to interpret the significance of digital marketing within the company, analyze its effects on profits, and provide recommendations for enhancing digital marketing strategies to increase revenue. The research employs a descriptive design with an inductive approach, utilizing both primary and secondary data collected through simple random sampling of Volkswagen employees. Data analysis involves qualitative techniques, focusing on themes such as the use of digital technology, satisfaction levels, the types of digital techniques employed, the impact on profits, and the competitive advantage gained. The findings are presented through graphical representations, and the project concludes with a list of relevant references.

To analysis the impact of digital marketing on
the profits of firm: A case study of Volkswagen
AG
RESEARCH
PROJECT

Research aim and objectives
Aim of research:
To analysis the impact of digital marketing on the profits of firm:
A case study of Volkswagen AG.
Objectives of research
 To interpret the meaning and importance of digital
marketing within Volkswagen.
 To analyse the effect of digital marketing on profits of
Volkswagen AG.
 To give suggestion to increase the use of digital marketing
to make more profits by Volkswagen.

Research Methodology
 Research design: Descriptive concept
 Research approach: Inductive approach
 Data collection: Primary and
secondary sources of data collection
 Sampling: Simple Random sampling
 Sample Size: 5 employees of
Volkswagen
 Data analysis: Qualitative technique

Theme 1: Use of digital technology in marketing of company.
Respondents
0
0.5
1
1.5
2
2.5
3
Yes
No

Theme 2: Satisfaction with use of digital technology in marketing of Vol
kswagen.
Respondents
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
Satisfied
Highly Satisfied
Neutral
Dissatisfied
Highly dissatisfied

Theme 3: Type of digital techniques used by firm in digital marketing.
Respondents
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
Content marketing
Mobile Marketing
Social media channels
Online PR

Theme 4: Amount of profits generated with help of digital marketing.
Satisfied
Highly Satisfied
Neutral
Dissatisfied
Highly dissatisfied
Respondents
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2

Theme 5: Better use of technology helping company in gaining competiti
ve advantage
Respondents
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
Agreed
Disagreed
Highly disagreed
Neutral

REFERENCES
 Aslam, B. and Karjaluoto, H., 2017. Digital advertising a
round paid spaces, E-advertising industry’s revenue engi
ne: A review and research agenda. Telematics and Infor
matics.
 Hanssens, D. M., 2018. The value of empirical generaliza
tions in marketing.
 Islam, N. and Buxmann, P., 218, January. The Role of Co
llaboration between Incumbent Firms and Start-ups on C
ustomers' Adoption of Digital Innovation. In Proceeding
s of the 51st Hawaii International Conference on System
Sciences.