Volkwagen Analisis
Enviado por matiasjaja • 18 de Junio de 2013 • 3.076 Palabras (13 Páginas) • 241 Visitas
kswagen Group:
Marketing Strategy Analysis and Profile
MARKETING 480 MAJOR CORPORATION PROFILE
Andrew Clayton, Brennen Charles,
Brandon Ferrell and Whitney Wilcher
MKG 480 Marketing Management
Ball State University
Muncie, IN 47306
Professor John Vann
Dec. 9, 20112
TABLE OF CONTEN
Volkswagen group is a automotive conglomerate consisting of several brands of vehicles for a range
of customer groups at a range of prices. It is one of the top automotive manufacturer’s in the world and is the
top automotive manufacturer in Europe (Volkswagen, 2011a).
Beginning in the late 1930s, Volkswagen created tanks and driving equipment for Nazi Germany
during World War II. After the war, Great Britain had the choice to either destroy the Volkswagen plant or
continue production. They saw potential in Volkswagen and decided to allow it to continue to manufacturer
vehicles. Volkswagen grew during the next few decades; acquiring new brands and expanding the brands it
had with new vehicles to fit the growing demand of consumers (Volkswagen, 2011a.)
Today, Volkswagen is recognized as a unique and distinct car brand. It is recognized through its oneof-a-kind vehicles like the Beetle and the Tiguan as well as for its innovative advertising. Volkswagen is not
afraid to take risks and stand out from the crowd (Volkswagen, 2011a).
They are one of the only automotive manufacturers to work with clean diesel and have a strategy plan
to build and sell an electric car for each customer group they serve (Volkswagen, 2011a).
They firmly believe in the responsibility they have to better the environment and, because of this,
wrote an 80-page sustainability report with goals and objectives for the future of the their company both
through environmental decisions and responsibilities to promote education and stability in their local
communities (Volkswagen, 2011a).
From its troubled beginnings to its slow and steady rise to the top of the automotive world,
Volkswagen has never forgotten what its soul purpose was: to be the people’s car. No matter what has
happened, Volkswagen has always put the customer first and designed and sold vehicles for them.
Volkswagen is a one-of-a-kind automaker and one worth learning more about (Volkswagen, 2011a).
Das Auto. 4
PRODUCT MARKET MATRIX
Young, Single Professionals Ages 18-24
The first customer group selected for Volkswagen is young single professionals between the ages of
18 and 24. This customer group is entering into the professional workforce for the first time and has access
to a higher level of income than in college. They now have the opportunity to fulfill functional needs they
have for a vehicle and intend to meet those needs with their new lifestyle (Clayton, 2011a).
Represent Their Status (Express themselves to enhance theirself-image)
As mentioned earlier, this customer group is at an early stage in the professional world and has access
to more money than they were previously used to; therefore, they want to express their status and success
and reward themselves for completing college and securing professional employment with a vehicle that
establishes who they are and where they are currently in their life. Several technologies work to satisfy this
functional need (Clayton, 2011a), (Consumer Reports, 2010).
Bluetooth technology. This technology offers this customer group the ability to sync their smart
phones to the vehicle and have conversations without having to use their phone. While it was designed as a
safety and efficiency technology, it satisfies the need to represent status due to the high cost of this
technology. Bluetooth is not standard in vehicles, but is an added technology in more expensive models of
vehicles. Volkswagen currently offers Bluetooth technology in select models (Bluetooth, 2011).
LED Headlights. This technology enhances the look of headlights on a vehicle while offering better
lighting during nighttime driving; however, the technology fits the functional need for this target by offering
style and innovation. The look of LED headlights is one significantly more stylish than of regular halogen
lights and the color resonating from the LED lights is close to a white-purple versus the standard yellow.
Together these two attributes fulfill the functional need of this customer group by offering a chance to
express their increased income and desire to be in tune with the current trends and technology in the world
today (Audi, 2011a).
Travel with Speed (to commute quickly and arrive at destinations on time)
Young single professionals are at a stage in their lives where they have little responsibilities or
concerns. While driving, they tend to keep with the speed limit and often, break it. They enjoy arriving
quickly and reducing their commute time. This leads to increased time at their arrival destination as well as a
feeling of efficiency for having a “quick commute.” Because of this, they have a functional need for a
vehicle that offers them speed while maintaining its durability. Several technologies satisfy this functional
need (Clayton, 2011a), (Consumer Reports, 2010).
V6 – V8 engine. The engine is the core determinant factor in the speed and efficiency of a vehicle.
Several technologies for speed deal with the engine, the first being the number of cylinders. Each cylinder in
an engine works to achieve greater power for the vehicle as a whole. The more cylinders, the faster a vehicle
can travel in a shorter amount of time. Certain V6 engines allow a vehicle to travel from 0 – 60 mph in less
than 6 seconds. Volkswagen offers vehicles with V6 – V8 engines (Hewitt, 2011), (Volkswagen, 2011a).
Horsepower (of 200 or more.) Horsepower is a measure of the power a vehicle omits during driving
and at specific speed intervals. The level of horsepower is directly related to how fast the vehicle can go. For
consumer vehicles, SUVs and trucks tend to have the higher horsepower to tow trailers or other necessary 5
equipment. For sedans and coupes, higher horsepower equates to faster speeds. Volkswagen currently does
not have a coupe or sedan that can reach 200 horsepower at a speed of less than 100 mph (Hewitt, 2011),
(Volkswagen, 2011a).
Married Couples with Children
The second customer group
...