An X-Ray of Volkswagen

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Recommended: Volkswagen industry background

The Volkswagen Group, known as the People’s Car, has been a very successful company since the beginning of its foundation back in 1937. (Volkswagen is founded, 2014) The Volkswagen Group is well known for its achievement of being one of the world leaders in the auto making industry. Volkswagen is also identified as the corporate Volkswagen Group, but there is also the co-brand that is consisted of twelve other car makers such as Audi and Porsche. The marketing mix of this company has focused on producing various types of vehicles that can respond to all its customers’ needs. The Volkswagen product offers from small vehicles such as the VW Golf, to medium vehicles such as the VW Jetta and to bigger vehicles such as the WV Tiguan. The price of purchasing a Volkswagen vehicle depends on many factors such as the product type, the engine size, the fuel type, customization and also the location. Currently, Volkswagen has 106 manufactures all around the world and also sells its products in 153 countries. (Volkswagen, 2013) The Volkswagen’s main promotional strategy implements the financing options to the consumers when they want to purchase a Volkswagen vehicle.
The Volkswagen vehicles are categorized as luxury exported vehicles that are affordable for the buyers. The vehicles were developed to accommodate the needs of the customer such as the comfort level of the seats and by maximizing the space in the vehicles. The company has focused on presenting high quality vehicle to provide safety and power on the road. However, there are still many challenges and opportunities that Volkswagen could change in order to reposition itself in the market. That reason is strongly believed since Volkswagen has many competitors in this market. There ...

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...aw-Hill. (2013). Integrated Marketing Communications.

UK Essay. (2014). Retrieved from brand strategy adopted by an automobile company Volkswagen: http://www.ukessays.com/essays/marketing/brand-strategy-adopted-by-an-automobile-company-volkswagen-marketing-essay.php

Volkswagen. (2013, December 31). Retrieved from The Group: http://www.volkswagenag.com/content/vwcorp/content/en/the_group.html

Volkswagen. (2013, February 12). Retrieved from Sales and Marketing: http://annualreport2012.volkswagenag.com/managementreport/value-enhancingfactors/salesandmarketing.html Volkswagen. (2013). Retrieved from Stakeholder management: http://nachhaltigkeitsbericht2012.volkswagenag.com/en/strategy/stakeholder-dialogue/stakeholder-management.html

Volkswagen is founded. (2014). Retrieved from The History Channel: http://www.history.com/this-day-in-history/volkswagen-is-founded

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