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MARKETING 480 MAJOR CORPORATION 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

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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 continue production. They saw potential in Volkswagen and decided to allow it to continue to manufacturer vehicles. Volkswagen grew during the next few decades; acquiring new brands and expanding the brands it had with new vehicles to fit the growing demand of consumers (Volkswagen, 2011a.) Today, Volkswagen is recognized as a unique and distinct car brand....

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