marketing plan for Volkswagen bettle

Essay by yenting March 2014

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Marketing Plan for Volkswagen Beetle

1.0 Executive Summary


Volkswagen is a subsidiary of Volkswagen group, a German automobile manufacturer and the second largest vehicle manufacturer in the world (International Organization of Motor Vehicle Manufacturers, 2010). The word Volkswagen means 'People's Car' in German. The tagline of the company reads as Das Auto meaning 'The Car'.

The objective of this marketing plan is to identify the marketing analysis and determine marketing strategies of Volkswagen Beetle 2012 in the automotive industry. Profit maximization in sales market is the objective of Volkswagen and improves both market share and ranking in automobile industry. According to a Bloomberg report, Volkswagen posted record sales of 6.29 million vehicles that are 11.4% in its global market during year of 2011.

1.2 Vision and Mission

"Our Strategy 2018 is working. Volkswagen is well on the way to taking pole position in the automotive industry. However, despite all our successes, we still have quite some way to go."(Prof.

Dr. Martin Winterkorn Chairman, 2012)

By strategy 2018, Volkswagen both mission and vision is to become the world leader in volume sales and over the long term, the goal is to increase unit sales to more than 10 million vehicles a year and aimed to overtake Toyota as the world's largest vehicles manufacturer. In order to achieve both their mission and vision, Volkswagen will start with capturing an above-average share as the major growth markets develop, therefore aggressive strategies not just in Brazil, Russia, China and India but also Malaysia and U.S also offer significant further growth potential.

2.0 Company Summary

2.1 Background

Volkswagen was founded at 28 May 1937 by Ferdinand Porsche. Originally, the vehicles were built as affordable fuel efficient vehicles for people during 1930's. In 1938, Beetle was the first vehicles introduced to people and...