1.0 Introduction
Strategic Management is the decision making by management level through its process; it consists of strategic analysis, strategy formulation and strategy implementation. Alfred Chandler suggest strategy as an organisation to determine the basic-long term goals and objectives, adopt the course of action and allocate resources in attaining the goals (Chandler, 1962; Henry, 2011). However, Porter’s defined it as a plan for the organisation to sustain in the industry. Porter argue that strategy is a tool to measure the success or failure of the organisation, a strategy will able to help the organisation to be competitive in its industry and lead to sustainable financial performance (Porter, 1991; Ritson et al, 2013). Apart from that, Mintzberg’s concept of strategy is Plan, Ploy, Pattern, Position and Perspective (Mintzberg et al, 1998; Anon, 2009). It is important for the organisation to manage its strategy to be flexible and responsive toward the environmental changes.

Audi AG is a German luxury automobile manufacturer with its subsidiaries, Lamborghini, a supercar producer and Ducati, a motorcycle brand. Audi AG is major owned by Volkswagen, a German automobile manufacturer which controls 99.55% of the share capital (Audi, 2009). Audi always undergoes continuous refining of its strategy to ensure the strategies are always up-to-date to fulfill the organisation mission and vision. Today, Audi is one of the major players of luxury auto makers in German, along with Mercedes-Benz, BMW and Porsche (Cato, 2013). In year 2013, Audi has growth rate of 8.3% of its total sales from year 2012. Although there was only moderate economy growth in year 2013, still, Audi managed to generate sales of 1.7million Audi models worldwide (Audi, 2013). It Strategy 2020 which unveiled in 2010 has effectively drives Audi to be leading brand in premium car segment and