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Market analysis piece
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Creating a Marketing Strategy for a New Product
INTRODUCTION
This coursework entitled “Marketing” is about creating a marketing
strategy for a new or existing product.
die VW und Audi Seite befindet sich noch im AufbauThe product I have
chosen to do is the new Audi A6, the latest model of car to be made
available for order in the UK in April 2004 for delivery on the 12th
of June which is set to sell from £24,175 to £42,775 (including VAT).
Audi history
The Audi badge – the 'Four Rings' – is the emblem of one of the oldest
car manufacturers in Germany. It symbolises the 1932 merger of the
four independent motor-vehicle manufacturers: Audi, DKW, Horch and
Wanderer. Together with the NSU brand, which joined in 1969, these
companies are the roots of the present-day AUDI AG. The Audi Company
currently have a reputation for producing high quality, long lasting
cars. Their slogan is “Vorsprung durch Technik” which means “Progress
through technology”. They made net profit of €816 million in 2003,
€5.4 million more than in 2002.
Audi UK
Audi UK is the most successful Audi importer in Europe and its
consistently increasing sales reflect this. Having increased sales
each year since 1999, the brand broke through the 65,000 sales barrier
in 2002 and sold 70,107 in 2003. Their market share in this year was
2.7%, a 0.6% increase on the previous year. Audi UK has been operating
as a separate company in the United Kingdom for over 10 years,
following wholesale separation from the Volkswagen brand in 1993,
although remains part of the Volkswagen Group based at its
headquarters in Buckinghamshire. There are currently 131 Audi Centres