Business Analysis : Volkswagen Car Sales

2319 Words Jul 4th, 2015 10 Pages
Table of Contents

1. Introduction 4

2. Porter’s Five Forces 5
2.1 Barriers to Entry: High 5
2.2 Bargaining Power of Suppliers: Low 5
2.3 Bargaining Power of Consumers: Moderate 5
2.4 Substitute Products/Services: Moderate 5
2.5 Internal Rivalry: High 6

3. SWOT-TOWS 6
3.1 Strengths: 6
3.2 Weaknesses 6
3.3 Opportunities 6
3.4 Threats 6
3.5 TOWS Matrix 7

4. PESTEL Analysis 8
4.1 Political and Legal 8
4.2 Economic 8
4.3 Social 8
4.4 Technological and Environmental 9

5. Conclusion based on Research Findings 10

6. Bibliography 11

7. Appendix 12 Appendix 1 12 Appendix 2: Volkswagen car sales in the UK from January 2013 to May 2015 12 Appendix 3: Marketing Mix 13 Appendix 4: PESTLE Analysis 13 Appendix 5: Porter’s Five Forces 14
1. Introduction
Volkswagen, UK has been one of those exceptional companies that have evolved into success. Initiating as a car-importer with insignificant share of market, Volkswagen is now a highly respected, reputed and profitable business with a market position that is high. Much of the research does not highlight a set mission statement for Volkswagen. However, the main goal of the Group as a whole is “to offer attractive, safe and environmentally sound vehicles which can compete in an increasingly tough market and set world standards in their respective class” (Wired, 2014, p. 1). Amongst the Forbes ranking of the ‘World’s most valuable brands,’ Volkswagen is placed sixty seven (Forbes, 2015). The Group spans twelve brands in its brand…
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