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Cempoay 0estt|pt|ea
World top antomoIile
mannfactnrers and largest
carmaLer in Jnrope
Stand with other 9 Irands
from Jnropean onntries -
which has their own
characters and rnnning
independentl, in the marLet
Headqnarters in WolfsInrg
Tag line : Das Anto means
The ar
Location:
Volkswagen Harketing
eomans Drie
LlaLelands. Hilton Ke,nes
HK11 AN
'|s|ea 8 N|ss|ea
Vision - npholding the moIilit, in the fntnre that is to Ie aIle
to comIine the technological and sociological st,les into the
J&D actiities
Hission - offer the smart. safe and sonnd antomoIiles that are
iaIle in the progressiel, more powerfnl marLet and setting
onrseles as the world class standard
eo|s 8 0bjett|ves
ALS
planning to Ie the world leader in nsing smart improement
and technologies - while deliering cnstomer fnlfillment and
qnalit,
in the long term. aim to Ioost nnit sales np to 10 million cars a
,ear
aim to Ie the top manager in all Irands. companies and regions
aim to increase retnrn on sales Iefore ta to at least 8'
L)JTJVJS
are to tnrn the VolLswagen ronp into the world`s foremost
antomaLer in Ioth ecologicall, and economicall,
$0I Kao|ys|s
Strength
Leetles snccessfnll, penetrated and
injected the Inzz into gloIal marLet.
graI the Irand of Passat. )etta and
Andi
Has increased the qnalit, more than
an, other car mannfactnrer in
,ears and rednce distortion in the
car I, 60'
pportnnit,
Jedncing deIt - merge with
Porsche. Andi and SLoda
Potential growth in JS - sales last
,ear rose to highest leel in 1
,ears with 9' for VW prodnct
and 89' for Andi prodnct
Threat
Jnironment protection and
regnlation
loIal antomoties all oer the
world is getting down and down
WeaLness
Shadowing with To,ota. Hercedes.
Nissan and Honda in oerall qnalit,
The VW ompan, haing meager cash
flows. Where from first VW ompan,
where protected I, IanLing Int when
VW ompan, shows the decrease of
fnnding. VW IanL discontinned help the
VW ompan, and this compan, were
independentl, Inild np I, it seles.
Cempet|tets Kao|ys|s
As do the competitors anal,sis we thinL the LHW is the Iest choice. Jirstl,.
VolLswagen and LHW the, are all the antomoIile indnstr, which comes
from the erman,. The, hae the fine tradition of erman cars. Secondl,
the VolLswagen and LHW the, hae a large wide of their Irand. er the
past decade. LHW and VolLswagen share the 1' of the erman car
marLeting consnmption. What is more. Iecanse of their ecellent qnalit,
the, hae a large nnmIer of consnmers in the world. Lnt in some aspects
the, are different.
LHW in erman is La,erische Hotoren WerLe A. Jt was fonnded in
1916.Jn the earl, it was a mannfactnrer of aircraft engines.192. LHW
Ionght a car factor, and then started prodncing cars. LHW gronps onl,
hae LHW. HJNJ and Jolls-Jo,ce three Irands. This is different from
VolLswagen. VW own seen car Irands and offering two Iroad categories.
The, maLe the lower cars for the normal people Int also maLe the adanced
cars for the others. And the LHW offers Hini at the lower end of its range.
and Jolls-Jo,ce marqne at the top.
Notket $egmeatot|ea
Models Price ()
Polo 13,865
GolI GolI GTI 17,960 21,200
Jetta 19,590
Scirocco 19,845
Passat Passat CC 19,290 34,359
EOS 24,209
Cross Touran 24,014
Tiguan 28,020
Touareg 59,580
Beetle 16,490 21,220
The )etta cars for large space and ecellent
qnalit, Iecome those who pnrsne practical
people first choice. Polo. olf. Scirocco and JS.
althongh is for the ,onng people marLet. Int
different from each other.
Polo price and aailaIilit, are loed I, man,
married ,onng people. olf mainl, for ,onng
people those loe sports. Scirocco Iecanse
fashionaIle appearance and great power. and I,
man, white-collar's faorite.
Leetle cnte appearance loed I, ,onng lad,.
JS is for those high-income ,onng people.
Passat and Passat Hainl, to Insiness people
who seeL stead,. The VolLswagen has three SJV
to meet those who liLe cross-conntr, and want
to comfortaIle people.
ross Tonran appearance and price to attract a
lot of people liLe SJV. Tonareg Iecanse of
comfort. lnnr, interior. strong power. is the
first choice for those snccessfnl people
We can see from the price. VolLswagen cars
in JK coering 18.86 to 9.80 Ponnd.
Jrom the price we can see that the
VolLswagen Irand Iasic meet the
reqnirements of all income leels.
VolLswagen will marLet according to
gender. age. nse enironment maLe
segmentation. and on the corresponding
car t,pe.
Notket|ag N|x (4p'sj
Prodnct
Prodncing low-consnmption small
car to the lnnr, class car
Also prodnce commercial ehicle -
Inses. spans picLnps and hea,
trncL
(VolLswagen ronp. 2010)
Promotion
nstomer offer
Hedia
WeI
Place
62 prodnction plants in 1
Jnropean conntries and
conntries in America. Asia and
Africa
Price
Setting price Iased on the
specification of each car in
affordaIle prices
Selling from lowest to the highest
price - small to lnnr, car