Volkswagen & Suzuki Alliance Case Study Analysis

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Running head: VOLKSWAGEN & SUZUKI ALLIANCE CASE STUDY ANALYSIS

Volkswagen & Suzuki Alliance Case Study Analysis

MKT 523- Marketing Management Due Date: 12/11/2009

TABLE OF CONTENTS I. Abstract…..…………………………………………………………………..3 II. Introduction…………………………………………………………………..4 III. General Analysis i. Volkswagen current marketing management trends…………………5 ii. Key information delivered in the article……………………………..5 IV. Critical/Comparative analysis i. Article evaluation & comparison to others…………………………..5 ii. Volkswagen’s marketing philosophy for now and the future………..6 V. Management Application i. Volkswagen marketing management scenario……………………….7 VI.
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Despite the controversy, the tandem efforts work nicely to push the counterintuitive marriage of speed and safety as benefits at the heart of the VW brand.
Key information delivered in this article The most significant information in this article is that Volkswagen wants to achieve a high level of cooperation with Suzuki contrary to GM that use to own 20 % of Suzuki. The German automaker is also trying to concur the low cost compact cars that Suzuki is dominating in India and Southeast Asia. This article expressed the motives behind this deal and showed how both companies will benefit from it and it’s impact for the future of both companies.
Critical and Comparative Analysis
Article evaluation & comparison to others Makiko Kitamura and Yuki Hagiwara correspondent in Business Week’s Tokyo bureau wrote on December 9, 2009 the article that I found very informative and complementary to the current article from the Wall Street journal. They said “Volkswagen would need to take a 34% stake to wield a veto over Suzuki management decisions”, they mentioned also how the CEO of Suzuki was married to the granddaughter of the founder of the company and what could happened after his death. They also mentioned how both Volkswagen and Suzuki were weak in Hybrid and electric cars. Another good information was the

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