Audi Essay

I. Introduction

Automobile is the primary mode of transportation in all the major economies of the world. The urge to accelerate the economy at faster pace has made the automobile industry is one of the most prominent economic sectors by revenue of the world. Automobile companies around the world are working day and out to formulate the strategy to bring their brand on top and be a world leader.

This study will in-particular deal with German automobile industry and specific to one of the top automobile company i.e. Audi. Audi is the jewel of the crown within Volkswagen group as well as the driving force of growth1. Audi is a global brand recognized for its progressiveness in technology and premium, high-quality product.

The study will

Audi was an international brand name in just a few years. During the First World War Audi was forced to produce vehicles for the war effort. After the war, due to recession, the company faced tremendous problems thus Horch left the management in 1920. The company managed to get through the hard times from 1927 to 1930, but in 1931 the management recognized that only a union with other vehicle manufacturer could keep Audi alive3. This initiated the merging of other manufacturers with Audi and marked the basis of Audi symbol.

1.2 Merger of Four Companies and AUDI Symbol

The Audi symbol of the four rings represents Germany’s oldest automobile manufacturers. It symbolizes the merger in 1932 of four previously independent motor vehicle manufacturers: Audi, DKW, Horch and Wanderer4. These companies were the foundation stones on which the todays AUDI is built. The merging of the four firms, represented by the four interlinked rings was the starting point of AUDI’s current brand

In order to meet the sales target Audi employs marketing strategy consisting of digital and television advertising24. It also lays huge importance to social media and digital strategy. It consistently uses Facebook and its own brand site to constantly update the user for its new range of products.

Personalized selling techniques are used in their entire retail stores. Sales person in Audi retail store are knowledgeable about Audi and trained to understand customer’s need. It’s an important aspect of marketing information. The sales person should act as problem solver instead of employing hard selling techniques. Long term relationship building is one of the important aspect of its promotion strategy25. In addition to this Audi sends its representatives to retail stores to keep sales associate up to date on their merchandise and technology.

3 Strategic Vision & Brand Strategy

Audi Company fully utilizes the 4Ps of marketing mix strategies to produce their products with luxury and with exclusive capability to display style and comfort together to improve customers’ satisfaction and attract new