Marketing Report - Volkswagen

A new 2016 Nissan Versa starts at $11,990 (Nissanusa.com), while a similar American equivalent, the Chevrolet Sonic costs $14,345 (Chevrolet.com). Many consumers cannot afford an expensive car, Japanese cars however are less costly compared to many other competitors, especially American cars, making them more affordable. American car enthusiasts may say that American cars cost more because “they have more power”. Although this may be true, not everyone needs the extra power, many want to keep the cost down and just get from home to work, not everyone wants to go fast or go off-roading. Japanese cars keep costs low for some consumers that may not be able to afford an American

This shows that such a reputable company is only paying lip service to the Corporate Social Responsibility (CSR) concept despite vowing to be "the most sustainable automaker in the world by 2018" in the Volkswagen AG Annual Report 2013

Marketing Research on the New Volkswagen Golf Marketing research aims to take some of the risk out of marketing decisions by providing information that can form part or the entire basis of decision-making. It is applicable to all aspects of marketing-mix decisions and should be an integral part of the process of formulating marketing strategy. Marketing research by definition is the function that links the consumer, customer and public to the market through information- information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing researches specifies the information required to

Arnold Communications undertook extensive market research in order to understand the modern VW buyer and their position in the industry. They set about collecting primary data through extensive interviews, visiting 95 of the top VW dealers and drving VX over 50,000 miles

As a multinational corporation, the implication of the scandal determines the fate of numerous stakeholders both internal and external. Internal stakeholders comprise of the board, managers and employees while external stakeholders subsume shareholders, customers and suppliers. The economic, political and social impacts of the dishonest practices would shape the fate of Volkswagen and affect the future prospects of the automotive industry. Common shareholders whilst not involved in the day to day running of the business placed faith and belief in the firm by providing capital had suffered severe economic loss as share prices (get something for stat). Despite the callous deception in advertising the defeat device displayed no signs of disturbing vehicle performance, however, customers of Volkswagen and its subsidiary vehicles suffer from lower resale value. In addition, even though the scandal was global, European consumers were the most affected with diesel cars accounting for 41% of all European cars (Fontaras, 2016). This high percentage in respect to other nations is a result of incentives provided by the European Union for the purchase of diesel vehicles such as subsidies towards the production process resulting in lower premiums compared to petrol counterparts (Vidal, 2015) In additional with sales falling suppliers of Volkswagen would likely lose future contracts or have current contracts downgraded as less parts are required. Thus, this loss of future

The 2012 Volkswagen commercial appeals to the resistant audience who don’t buy German made cars, particularly Passat. The creators used a very popular movie character to connect it to Passat in order for it to become familiar to buyers. In 2011, there were 22,835 Passat sold in the United States compared

“Volkswagen Is Founded - May 28, 1937 - HISTORY.com.” HISTORY.com, www.history.com/this-day-in-history/volkswagen-is-founded. Accessed 11 Apr. 2018.

The prices of Volkswagen cars is changing by the customers needs. Volkswagen has products for every type, every price, every power of engine and for every options. However the prices of Volkswagen are quite cheaper than the other components. Of course the prices are changing by the engine and the performance of cars. Each car types has different marketing strategies for presenting and specialize it in different countries. These are the countries, factory names and model Specialization You can see it in that

Volkswagen wants to become a global and environmental leader in the automotive world and has developed the “Strategy 2018”. The “Strategy 2018” is stated in their latest annual report in the goals and strategies section as follows:

Volkswagen is a German-based company started in 1937 and owns a range of subsidiaries including

Volkswagen group sells passenger cars under Bentley, Bugatti, Lamborghini, Audi, Porsche, Seat, Škoda and of course Volkswagen itself and is one of the biggest car manufacturers in the World. Unfortunately in 2015 it emerged that Volkswagen was involved in unlawful practice regarding their diesel cars not meeting emission standards and how they tried to rectify this problem in an unlawful manner.

Volkswagen a parent company of Skoda is Europe’s largest carmaker producing cars, trucks and vans. It

The invention of automobiles had been dated long back in history. From that day till now, it had not only made our lives easier but also simpler. From times back then till now many big automobile companies had came into existence, some of them were successful and some were not, thus going out of market and competition. Among them, Porsche and Volkswagen Group(VW) have emerged as one of the world leaders in automobile industry. Through years of hardwork and sheer use of technology and engineering developments, both of these companies have carved a name for themselves in their respective markets. But sometimes, bad management and several areas of conflict arise between two companies that can lead to its downfall. In this case too the CEO of Porsche, just wanted to administer each and everything according to his own ways and rules, but on the other hand the CEO of Volkswagen, even after facing huge loses wanted to continue on with his strategy because he was quite confident about his strategy and clearly had a broader outlook of the scenario. Therefore, due to having different mindsets, there was a conflict between the ideas of two which led to the decline of one of them. These conflicts can be summed up in the following couple of questions:

Overall, the global competitive rivalry is intense amongst major automotive brands. The intense competition combined with consumer expectations for socially responsible companies predicts Volkswagen’s post-scandal profit potential as marginal.

One potential threat for Volkswagen is that Toyota may respond strategically by also cutting its prices. However, given Toyota’s quality problems over the past year, they will not be able to lower prices, as this possibly would create the perception of lower quality.. First and foremost, Toyota needs to ensure it handles its quality problems to its customers’ satisfaction. The auto maker needs to ensure the public perception is that Toyota is being upfront, honest, and responsible in dealing with recalls and the