Strategic Marketing Planning: Volkswagen Case Study Analysis Report

This case study examines Volkswagen's strategic marketing planning, focusing on the company's failures and the impact of the emission scandal. It begins by outlining the strategic marketing planning process and then provides background information on Volkswagen, including its manufacturing of passenger and commercial vehicles. The analysis highlights key components of strategic marketing that were ineffective, such as failures in the mission and vision, and faults in the 5C analysis. The case study also explores the consequences of these strategic failures, including a decrease in sales, damage to the brand's image, and a loss of customer trust and market share. The assignment references several sources, including books and journals related to marketing strategy and management.

STRATEGIC
MARKETING
PLANNING
PROCESS
Case Study of Volkswagen

MARKETING PLANNING PROCESS ARE:
 Mission
 Target Market
Selection
 Situation as well
as opportunity
analysis
(Horáková
Švarcová and
Volf 2017).
 Marketing Mix,
 Implementation
and control

BACKGROUND OF
VOLKSWAGEN
 German automotive
manufacturing company
 Manufactures passenger
and commercial vehicles
 engines as well as turbo
machinery
 Titled as World’s Largest
Automaker’ several
times (Terry Armstrong
2016.).
 Alleged of violating
emission standards of
EPA(emission scandal)

KEY COMPONENTS THAT MADE THE
STRATEGIC MARKETING INEFFECTIVE
Failure in
mission and
vision
 The company
made the
commitment to
care about the
environmental
issues and build up
a strong foundation
for the trust of the
customers but did
not kept its
promise

FAILURE IN SITUATION ANALYSIS-
FAULTS IN THE 5C ANALYSIS
What is 5C
 The 5Cs stand
for- Company,
Customers,
Competitors,
collaborators and
Climate.
 The faults in the
analysis of 5C
can be observed
in two of the
factors-
Competitor,
Climate

CONSEQUENCES OF STRATEGIC
FAILURE AND SCANDAL
Consequences Of
Strategic Failure
 Decrease in sales.
 This demolished the
image of the brand.
The market share of
the company continued
to decrease
Company Looses the
trust of the customers
and stakeholders
Loss of investors (Terry
Armstrong 2016).

Bibliography
 McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and
practice. In The marketing book (pp. 108-142). Routledge.
 West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating
competitive advantage. Oxford University Press, USA.
 Fahy, J. and Jobber, D., 2015. Foundations of marketing.
 Ibidunni, O.S., 2013. marketing Management: practical perspective.
 Chernev, A., 2015. The marketing plan handbook. Cerebellum Press.
 Mullins, J.W., Walker, O.C., Boyd, H.W. and Larréché, J.C., 2013. Marketing
management: A strategic decision-making approach. New York: McGraw-Hill.
 Ayub, A., Razzaq, A., Aslam, M.S. and Iftekhar, H., 2013. A conceptual framework
on evaluating SWOT analysis as the mediator in strategic marketing planning
through marketing intelligence. European Journal of Business and Social Sciences,
2(1), pp.91-98.
 Baker, M.J., 2014. Marketing strategy and management. Macmillan International
Higher Education.
 Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
 McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how
to profit from them. John Wiley & Sons.
 Pride, W.M. and Ferrell, O.C., 2016. Foundations of marketing. Cengage Learning.
 Terry-Armstrong, N., 2016. The Volkswagen Scandal-The high cost of corporate
deceit. Busidate, 24(1), p.9.
 Scandal-The high cost of corporate deceit. Busidate, 24(1), p.9.