...Introduction: In 1937, the Volkswagen was born in German it is an automobile company, through the 70 years of development it get the public favorite cars of all over the world. The company of Volkswagen means mass consumers can use and buy it; it has ten brands with them own enterprise. Such as Audi Porsche Skoda Bentley Lamborghini Bugatti Volkswagen Skoda Seat, the Volkswagen group’s portfolio is made up with nine successful brands that excite one billion of customers around the globe. In 2010 that groups further sharpened the individual, distinctive image of each individual brand. Focus on American and china most of customers are usually like to buy the car of Volkswagen. In china the company publicity their own culture and across the advertisement to tell the public it is contains one hundred years of brand. And the products high-end brand image at present was most consumers are recognized. Because official business is widely used the car of audi also gives the Volkswagen to promotion their brand in public mind. Analyze: Marketing mix of the Volkswagen in the international The brand of the Volkswagen is the successful marketing in the world. It used the 4ps in the different countries. Covering the international market, subsequent the most important concerns the implementation by touching the 4ps: product price place promotion. It changes the standardization and adaptation in the marketing Product: The Company concerns about the development and renew the product, cause...
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...editorial commissioning process, whilst analysing what is involved within magazine feature commission. In order to achieve the main objective of gaining a practical feel as well as an analytical view to the tasks and processes involved in a magazine feature commissioning, this report acts as an accompaniment to a case study on ‘Intersection’ magazine, which illustrates and reflects on the role of the editor within the commissioning process. This task involved creating a commissioned feature for the new VW Passat CC, and provided a chance to learn leadership and motivational theories, which are needed for a coherent editorial vision. 2. Terms of Reference The methods of obtaining information for this report will be both primary and secondary research methods. Primary sources include the Intersection case study, focus groups and surveys, and secondary research includes research gathered from reports, textbooks, case studies, and the Internet. 2.0 Methodology This study aims to give an understanding into how an editor’s role within a magazine is of vast importance to the success feature commission. The purpose of this report is to illustrate through a case study and management and motivational theories as to how the role of the editor is changing; how an editors role is extremely varied and multi-skilled and how the editor is involved in every step within the commissioning process. It will look at an explanation of commissioning, the challenges and importance of commissioning...
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...20 NOV 2010 VOLKSWAGE NBHUBANES WAR MARKET SURVEY ON VOLKSWAGEN SUBMITED BY: - GAURA V KUMAR PANDEY Of Regional College Of Management Autonomous, Bhubaneswar Toward The Partial Fulfillment Of Requirement For The Award Of The Degree Of ‘Master Of Business Administration’. UNDER GUIDENCE OF CORPORATE GUIDE SUBHASH C. NATH AAKASH DEEP ASST. PROFFESER SERVICE MANAGER (REGIONAL COLLEGE OF MANAGEMENT)S (BHARAT MOTORS LTD.) | Gaurav Kr. Pandey 1 TABLE OF CONTENTS Chapter no. Page no. Chapter 1 01-06 Includes INTRODUCTION TO THE STUDY.............................................. 02 EXECUTIVE SUMMERY............................................................ 03 INTRODUCTION TO AUTOMOBILE INDUSTORY....................... 04 Chapter 2 Includes 07-34 LITRATURE REVIEW................................................................ 09 INTRDUCTION ABOUT VOLKSWAGEN GROUP........................ 16 DIFFERENT SUBSIDERIES OF VOLKSWAGEN.......................... 18 HISTORY OF VOLKSWAGEN GROUP........................................ 19 INTRODUCTION ABOUT BRAND VOLKSWAGEN...................... 21 HISTORY ABOUT BRAND VOLKSWAGEN................................. 22 INTRODUCTION ABOUT VOLKSWAGEN INDIA......................... 29 ABOUT THE DEALER - BHARAT MOTORS................................. 33 Chapter 3 35-70 Includes OBJECTIVE OF STUDY............................................................. 36 RESEARCH ...
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...INTI INTERNATIONAL UNIVERSITY FACULTY OF BUSINESS, COMMUNICATION AND LAW MKT 2103 / MKT2105 – CONSUMER BEHAVIOUR AUGUST 2014 INDIVIDUAL ASSIGNMENT (20%) Analyse the case study given and answer the following questions. While most automobile companies talk about bankruptcy, merger, collapse, and liquidation, Volkswagen AG is posting solid earnings. Based in Wolfsburg, Germany, and Europe's biggest automaker by sales, Volkswagen (VW) managed the global eco-nomic recession well by focusing on emerging markets such as China and Brazil and continually reducing costs. VW is the leading auto firm in China, not Toyota or Nissan. VW's market share in Western Europe rose to 20 percent in 2009 from 17.9 percent a year ago. While shrinking demand for new cars in major markets and high raw-material costs, and unfavorable exchange rates have reduced earnings of most European automakers, VW anticipated these conditions through excellent strategic planning and continues to take market share from rival firms worldwide. The German truck maker and engineering company MAN AG is VW's largest single shareholder at 30 percent, and its business too has been good. MAN'S third quarter of 2008 saw profit jump 34 percent, lifted by strong sales of trucks, diesel engines, and turbo machinery. VW is currently spending $1 billion to build a new plant in Chattanooga, Tennessee, for the production of a midsize sedan in 2011 with initial capacity of 150,000 cars annually. VW's plans for 2018 include...
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...com/doc/52123169/ExMBA-2010-13-33-Beetle-Case-Study - Imp ------------------------------------------------- INTRODUCTION At a time when American¶ were skeptical about the purchase of imported cars, due to lack of availabilityof spare parts and costly repairs, heightening, Germany¶s existing image problem in the market,Volkswagen introduced the Beetle in 1949 which turned out to be a phenomenal success andenvisaged a cult- following by the 60s. However due to factors, such as Deutsche Markappreciation, declining hatchback popularity, new environmental legislations all led to a dramatic declinein the sales of the Volkswagen Beetle. The sales after peaking in 1968, died out completely by 1981.Subsequently with a renewed focus to leverage a no. of value propositions from the old beetle suchas strong heritage value, focus on unique driving experience and delivering German technology atan affordable value, the company decided to re-model the Beetle to incorporate design features such as ±honest, reliable, simple and original to design the New Beetle. After meeting with success throughits initial promotional campaigns, the company¶s marketing manager Vanzura had decided to target theBaby boomers with a proposition aimed at µindulging in nostalgia. While rival companies spent upwardsof 100 million dollars towards promotional budget, Vanzura would have to content with 25% of thetypical budget size, which would further shrink if Vanzura would have to allocate dollars towardspromotional expense of the New Passat which...
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...2012 International Business Globalization - Volkswagen Akshayita Saxena Anirudh Kunjal Avinash Unni Nair Nilisha Aggarwal Rahul Raghunathan Raj Jatheendran Santosh Gaurav Volkswagen – Das Auto INTRODUCTION : A BRIEF HISTORY Volkswagen, in English, translates to “people’s car”, and the German Labour Front originally founded this company in 1937, with the sole purpose of manufacturing cars for the common man, in a German car market dominated by luxury cars. The People’s car, available at a mere 990 Mark, was positioned around factors such as better fuel efficiency, reliability, ease-of-use and economy of usage. Its first prototype, the kdF-Wagen, had a distinctive round shape to its design (the Beetle continues with this design even today) and had about 336,000 takers. By 1946, the Wolfsburg factory was producing close to 1000 cars a month, a remarkable feat in those times. Post the 2nd World War, Volkswagen served as an icon for the resurrection of West Germany, and showed signs of international expansion by selling its first model in the United States of America in 1949, and its sales services were standardized there by 1955. The Golf Type-I model, was given the title “Beetle” by the quirky, hugely popular advertisement campaigns run in the U.S. then, and was officially adopted by Volkswagen only in 1998. By 1961, VW expanded its production line to include Type-III and Type-IV models, and in 1964, VW bought over the Auto Union and the NSU, successfully creating a merger...
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...Case study: Volkswagen’s Comeback: Aligning Strategy and Structure Dr. Sunny Onyiri BA 610 Managing Global Companies Zhishuo Zhou 4/15/2015 Volkswagen (VW Volkswagen), March 28, 1937, Ferdinand Porsche, with the support of Mercedes-Benzes created public development company, the same year in September to VW co., LTD. Volkswagen is Germany's biggest and most young car company, is an international group co., LTD., based in Wolfsburg, Germany Volkswagen group, is one of the world's leading automobile manufacturers, is also the largest car manufacturer in Europe. In the world's largest car market Western Europe, about one in every five new car from the Volkswagen group. The development of the nationalization and internationalization is a striking feature in the development of Volkswagen Ag. Volkswagen is because history has uniqueness, always shoulder the responsibility, state and society and the nationality of the background, and makes the public company obtained the support in the start-up and growth stage. Due to the implementation of enterprise internationalization strategy, the public company eventually grow into a multinational company, the product production on four continents, and implement a global sales and service. Public company was founded in the 1930 s. After the German Nazi party to power, the so-called "national socialism" in 1933, the Nazis set up "the German Labor front (DAF, Deutschen Arbeitsfront)" group, the group is forced to take over the assets...
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...Contents Introduction 第一章 Company Background of Volkswagen 1.1 Mission Statement of Volkswagen 1.2 Corporate Strategy of Volkswagen 1.3 Organizational Structure of Volkswagen 1.3 History of Volkswagen 第二章 Current State of Affairs of Volkswagen 2.1 Business Situation of Volkswagen 2.1.1 Volkswagen Passenger Cars 2.1.2 Audi 2.1.3 SEAT 2.1.4 SKODA 2.1.5 Porsche 2.1.6 Bentley 2.1.7 Bugatti, Lamborghini 2.1.8 Ducati 2.1.9 Volkswagen Commercial Vehicles 2.1.10 SCANIA 2.1.11 MAN 2.2 Financial Analysis of Volkswagen 第三章 Case Study of Volkswagen Emission Scandal 3.1 Case Situation 3.2 Cause of Incident 3.3 Consequences for Volkswagen 第四章 Business Analysis of Volkswagen 4.1 SWOT Analysis 4.2 结论（黑体小二） 注释（黑体小二） 参考文献（黑体小二） 附录（黑体小二） 谢辞（黑体小二） Abstract Environmental protection is becoming more and more important throughout the world. So the automobile industry tries to develop vehicles with good and positive emission output. In my thesis paper I will write about the Volkswagen emission scandal which happened this year in September. The Volkswagen Group is one of the biggest automobile manufacturer in the world. However Volkswagen manipulated the emission output through so called defeat devices. Through this fraud Volkswagen lost trust and faith of customers, employees, suppliers, investors, buyers and many other groups. I will try to analyze and explain the reasons why Volkswagen came to this situation. ...
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...PROFILE Volkswagen Group: Marketing Strategy Analysis and Profile Andrew Clayton, Brennen Charles, Brandon Ferrell and Whitney Wilcher MKG 480 Marketing Management Ball State University Muncie, IN 47306 Professor John Vann Dec. 9, 2011 TABLE OF CONTENTS Background ………………………….………………………………………………………………………. 3 Product Market Matrix …………….………………………………………………………………………. 4 Values ………….……………………………….……………………………………………………………. 8 Mission Statement…….….…………………….…………………………………………………..………. 12 Objectives …….….….………………….……………………………………………………………..……. 13 Porter’s Five Forces …..……………….……………………………………………………………..……. 15 Sustainability …..…………...………….……………………………………………………………..……. 20 Boston Consulting Group Growth/Share Matrix ……………...…………………………………..……. 25 Directional Policy Matrix ……………...…………………………...………………………………..……. 31 Positioning ………………………….…...…………………………...………………………………..……. 34 Marketing Mix ……………………..…...…………………………...………………………………..……. 38 References ……………………..…..........…………………………...………………………………..……. 43 2 BACKGROUND Volkswagen group is a automotive conglomerate consisting of several brands of vehicles for a range of customer groups at a range of prices. It is one of the top automotive manufacturer’s in the world and is the top automotive manufacturer in Europe (Volkswagen, 2011a). Beginning in the late 1930s, Volkswagen created tanks and driving equipment for Nazi Germany during World War II. After the war, Great Britain had the choice to either destroy the Volkswagen plant or...
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...New Beetle [NEW BEETLE CASE STUDY] 1. INTRODUCTION At a time when American¶ were skeptical about the purchase of imported cars, due to lack of availability of spare parts and costly repairs, heightening, Germany¶s existing image problem in the market, Volkswagen introduced the Beetle in 1949 which turned out to be a phenomenal success and envisaged a cult- following by the 60s. However due to factors, such as Deutsche Mark appreciation, declining hatchback popularity, new environmental legislations all led to a dramatic decline in the sales of the Volkswagen Beetle. The sales after peaking in 1968, died out completely by 1981. Subsequently with a renewed focus to leverage a no. of value propositions from the old beetle such as strong heritage value, focus on unique driving experience and delivering German technology at an affordable value, the company decided to re-model the Beetle to incorporate design features such as ± honest, reliable, simple and original to design the New Beetle. After meeting with success through its initial promotional campaigns, the company¶s marketing manager Vanzura had decided to target the Baby boomers with a proposition aimed at µindulging in nostalgia. While rival companies spent upwards of 100 million dollars towards promotional budget, Vanzura would have to content with 25% of the typical budget size, which would further shrink if Vanzura would have to allocate dollars towards promotional expense of the New Passat which had debuted just 5...
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...Volkswagen Research “The Volkswagen emissions scandal explained” http://www.theguardian.com/business/ng-interactive/2015/sep/23/volkswagen-emissions-scandal-explained-diesel-cars * “Volkswagen has been cheating in emission tests by making its cars appear far less polluting than they are. The US Environmental Protection Agency discovered that 482,000 VW diesel cars on American roads were emitting up to 40 times more toxic fumes than permitted - and VW has since admitted the cheat affects 11m cars worldwide.” * “…far more harmful NOx emissions, including nitrogen dioxide, have been pumped into the air than was thought – on one analysis, between 250,000 to 1m extra tonnes every year. The hidden damage from these VW vehicles could equate to all of the UK’s NOx emissions from all power stations, vehicles, industry and agriculture.” * “VW’s “defeat device” is not a physical device but a programme in the engine software that lets the car perceive if it is being driven under test conditions - and only then pull out all the anti-pollution stops.” * ““Clean diesel” engines cut emissions through techniques such as adjusting air-fuel ratios and exhaust flows, and in some (though not most VWs) injecting a urea-based solution to render NOx harmless. When running normally, requiring greater performance, VW’s controls would not operate in the same way.” * “How does the defeat device know it's being tested? The EPA tests have known practices and profiles. In many...
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...Table of Contents Introduction ............................................................................................................................................ 2 Volkswagen emission scandal ............................................................................................................. 2 Internal & External Impact of Volkswagen scandal ........................................................................... 3 1. Internal ................................................................................................................................... 3 2. Car Industry ........................................................................................................................... 3 3. Shareholder ........................................................................................................................... 4 Corporate Social Responsibility Report of Volkswagen .................................................................... 6 General Problem with Corporate Social Responsibility Report ........................................................ 8 Implementing Corporate Social Responsibility ................................................................................ 10 Conclusion ........................................................................................................................................... 11 Appendix .......................................................................................
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...Case #2: Globalizing Volkswagen; Creating Excellence on all fronts Global Business Management Vaishnavi Vanawala Sai Teja Boddupalli November 28th, 2015 COMPANY ANALYSIS Administrative Heritage The Volkswagen Group is a Germany-based automobile manufacturer with its headquarters in Wolfsburg, Germany. It is one of the world’s leading automobile manufacturer and carmaker in Europe. In 1930, Ferdinand Porsche, an Austrian born design engineer set up his own vehicle development center and that was foundation of Porsche AG, a leading sports car marker. In 1938, the government laid the foundation of the factory in Wolfsburg. However, before the plant started car production, it was a wartime production of military vehicles and airplane maintenance. In 1945, the British military government assumed control as a temporary trustee for next four years. It ordered production of the Beetle car but the quality was below the standard. In 1948, Heinrich Nordoff, an engineer took over. He focused on improving the quality of the car and focused on exporting cars and by 1951 company was exporting to 29 countries. During 1950s the sale continued to increase, driven by strong export sale to over 100 countries. The completely knocked down (CKD) production sites were set up first in Brazil and Ireland and later in Australia and South Africa. In 1964, they opened another site in Mexico. As the sales of the Beetle were increasing rapidly, there was a necessity to establish new plants in Germany...
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...BSM 3614 Strategy Trimester 2, 2015/2016 BSM 3614 Strategy Trimester 2, 2015/2016 The Strategy Formulation Framework Automobile Industry Volkswagen Lecturer : Mdm Jayanty A/p Kuppusamy Prepared by: Students’ Name | Students’ ID | Boong Lek Yang | 1112702060 | Cheryl Sim Qiao Ping | 1112700828 | Gog Yi Jun | 1112700309 | Pong Fwu Yi | 1121115503 | Yau Shye Hui | 1112702505 | Table of Content Description | Page number | Executive Summary | 4 | List of Tables | 5 | List of Figures | 5 | I Introduction | | II Methodology: The Strategy Formulation Framework | | III Company Background | | The Internal Environment 1. Resources2. Capabilities3. Core Competencies | | The External Environment1. Demographic2. Economic3. Political/Legal4. Sociocultural5. Technological6. Global7. Physical8. Industry | | Porter Five Forces Model1.Threat of New Entrants/Barriers to Entry2.Bargaining Power of Suppliers3.Bargaining Power of Buyers4.Product Substitutes5.Intensity of Rivalry Among Competitors | | IV Analysis 1: The Input Stage 1. Internal Factor Evaluation (IFE) Matrix 2. External Factor Evaluation (EFE) Matrix 3. Competitor Profile Matrix (CPM) | | V Analysis II: The Matching Stage1. SWOT matrix 2. SPACE matrix 3. BCG matrix 4. I/E matrix 5. Grand Strategy Matrix | | VI Analysis III: The Decision Stage 1. QSPM Matrix | | VII Strategy Recommendation | | References | | Appendices | | ...
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...CASE – 1 INTERNATIONAL CASE: MCDONALDS’S – SERVING FAST FOOD AROUND THE WORLD Ray Kroc opened the first McDonald’s restaurant in1955. He offered a limited menu of high-quality, moderately-priced food served in spotless surroundings. McDonald’s QSC&V (quality, service, cleanliness, and value) was a hit. The chain expanded into every state in the nation. By 1983 it had more than 6,000 restaurants in the United States and by 1995 it had more than 18,000 restaurants in 89 countries, located in six continents. In 1995 alone, the company built 2,400 restaurants, and by 2001 it had more than 29,000 restaurants in 121 countries. In 1967, McDonald’s opened its first restaurant outside United States, in Canada. Since then, international growth has been accelerate. In 1995, the “Big Six” countries that provide about 80 per cent of the international operating income are: Canada, Japan, Germany, Australia, France, and England. Yet fast food has barely touched many cultures. The opportunities for expanding the market are great, as 99 per cent of the world population are not yet McDonald’s customers. For example, in China, with a population of 1.2 billion people, there were only 62 McDonald’s restaurants in 1995. McDonald’s vision is to be the major player in food services around the world. In Europe, McDonald’s maintains a small percentage of restaurant sales but commands a large share of the fast-food market. It took the company 14 years of planning before...
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