Volkswagen Market Research

2506 Words Mar 26th, 2014 11 Pages
Executive summary
Volkswagen is one of the biggest German automobiles manufacturing company, which operate all over the world. The main aim of the company is to become the first automobile manufacturer by 2018 and India became one of the key “element” in this strategy, since India the second fastest growing automobile market. Volkswagen India operates since 2001 when they presented Skoda brand to the Indian car market.
Methodology

For the following research was implemented realism philosophy, which means that both positivism and interpretivism approaches were used. The main tool, which was used in this particular research, was secondary data, as India country was chosen as a research area, so collecting primary data was
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Beetle year 2008 Beetle 2012

Business mission and vision of Volkswagen India:
To offer safe, environmentally friendly and mobile cars for the tough Indian market and represent the global benchmark. (Volkswagen.co.in)
Volkswagen achieving their goals during introducing new cars with the absolutely new generation of cars that are eco-friendly technologies and still fast and safe in one time, that means that goals and aims of Volkswagen India interrelated companies mission and vision.

Review of current marketing strategy and performance
Volkswagen Group India offers different types of cars for all price segments. Bellow described different layers of the Indian family’s budget and cars offered by Volkswagen. Volkswagen India’s strategy is to offer product oriented to the environmentally friendly vehicles and with the high level of efficiency. Excellent example might be the BLUEMOTION Technologies incorporated in the Volkswagen cars. The main idea of this technology is to mix mobility and sustainability, product mainly oriented for the customers who care about the environment but still do not ready to ignore the economical features and the original meaning of the car.
Product
The hatchback Polo one of the best selling car Volkswagen Polo, mainly used by medium class customers. For the luxury segment the Volkswagen Vento, it should be mentioned that both of this

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