International Marketing Plan For Volkswagen

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International Marketing Plan for Volkswagen

Author : Christian Baumann
Publisher : GRIN Verlag
ISBN 13 : 3640775058
Total Pages : 65 pages
Book Rating : 4.6/5 (47 download)

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Book Synopsis International Marketing Plan for Volkswagen by : Christian Baumann

Download or read book International Marketing Plan for Volkswagen written by Christian Baumann and published by GRIN Verlag. This book was released on 2010-12-11 with total page 65 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,2, language: English, abstract: In 2007 the Volkswagen group with its headquarters in Wolfsburg, Germany sold 6,191,618 vehicles worldwide and 329,305 employees generated a sales revenue of 108,897,000 with an operating profit of 6,151,000 which in turn resulted in a profit after tax of 4,122,000 .1 The group is divided into two divisions, namely the automotive one, accounting for 91% of total revenues plus the financial one, contributing 9% to the total turnover. Within the automotive sector, the company markets its vehicles under brands like, VW passenger cars, Audi, Bentley, Bugatti, Lamborghini, Seat and Skoda. In 1984, Volkswagen as the first western auto maker, began its operational activity in China. When it entered the market it had to form a joint venture with a Chinese company to produce cars. By now the group has thirteen representative companies. Due to its early engagement in the biggest Asian market, it reached a leading position which despite some previous challenges lasted until today. For example, the corporation sold 910,000 vehicles (VW + Audi) in Hong Kong as well as in the mainland of China which resulted in a market share of 17.8% in 2007.2 Therefore, China is (yet) after Germany the second most important market for Volkswagen, representing almost 15% of the company car sales. In the following international marketing plan, the author will describe how to increase car sales and boost market share up to 20% over the next 2 years with the introduction of a new small light weight hybrid car, the Volkswagen Cotha. ...]

Market entry strategy for the Chinese market on the example of Volkswagen

Author : Laura Parlabene
Publisher : GRIN Verlag
ISBN 13 : 3656310025
Total Pages : 28 pages
Book Rating : 4.6/5 (563 download)

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Book Synopsis Market entry strategy for the Chinese market on the example of Volkswagen by : Laura Parlabene

Download or read book Market entry strategy for the Chinese market on the example of Volkswagen written by Laura Parlabene and published by GRIN Verlag. This book was released on 2012-11-14 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Zhejiang University Of Science and Technology, language: English, abstract: During the last years the globalisation has increased the competition amongst the companies and made them more willing to enter foreign markets. Developing a market entry strategy is very complex and has long-term consequences for a company. Thus, choosing an adequate market entry strategy has an enormous importance. The present term paper is concerned with international market entry strategies especially for the Chinese market on the example of Volkswagen. In chapter two some theoretical basics of international market entry strategies are provided. In this sense, the term of international market entry strategy is defined and the motives for companies to enter foreign markets are analyzed. In chapter three the development of a market entry strategy for the Chinese market is examined. Therefore, the significance of the Chinese market will be shown at the beginning. Afterwards, the timing and the location of market entry will be explained. Finally, three forms of market entry will be presented. The fourth chapter creates a practical connection of the topic by explaining the market entry strategy of Volkswagen.

Volkswagen - production strategies for the US market

Author : Oliver Gätgens
Publisher : GRIN Verlag
ISBN 13 : 3640955862
Total Pages : 32 pages
Book Rating : 4.6/5 (49 download)

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Book Synopsis Volkswagen - production strategies for the US market by : Oliver Gätgens

Download or read book Volkswagen - production strategies for the US market written by Oliver Gätgens and published by GRIN Verlag. This book was released on 2011-07-12 with total page 32 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Vaasa, language: English, abstract: Discussing the abillities of VW to be sucessfull in the US by either producing their or importing from other subsidies.

Strategic Marketing Plan for McCarthy Volkswagen New Vehicle Department

Author : C. R. Du Toit
Publisher :
ISBN 13 :
Total Pages : 190 pages
Book Rating : 4.:/5 (644 download)

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Book Synopsis Strategic Marketing Plan for McCarthy Volkswagen New Vehicle Department by : C. R. Du Toit

Download or read book Strategic Marketing Plan for McCarthy Volkswagen New Vehicle Department written by C. R. Du Toit and published by . This book was released on 2001 with total page 190 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Global Marketing Strategy

Author : Bodo B. Schlegelmilch
Publisher : Springer Nature
ISBN 13 : 3030906655
Total Pages : 440 pages
Book Rating : 4.0/5 (39 download)

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Book Synopsis Global Marketing Strategy by : Bodo B. Schlegelmilch

Download or read book Global Marketing Strategy written by Bodo B. Schlegelmilch and published by Springer Nature. This book was released on 2022-02-16 with total page 440 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized master’s programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, and examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures and managing the relationship between national subsidiaries, regional headquarters, and global headquarters, as well as corporate social responsibility challenges and pertinent future trends that are likely to affect global business. A guide to suitable video resources giving additional background to this book can be downloaded by all readers by contacting the author. Instructors can also obtain additional support material for teaching. Please email Bodo Schlegelmilch at WU Vienna, using your institutional email and stating your university affiliation: - More than 400 PowerPoint slides covering the material in each chapter- Open Ended Questions - A comprehensive multiple choice test bank with solutions

International Marketing Strategy

Author : Frank Bradley
Publisher : Prentice Hall
ISBN 13 :
Total Pages : 448 pages
Book Rating : 4.E/5 ( download)

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Book Synopsis International Marketing Strategy by : Frank Bradley

Download or read book International Marketing Strategy written by Frank Bradley and published by Prentice Hall. This book was released on 2002 with total page 448 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the fourth edition of Frank Bradley' s ' original' "International Marketing Strategy" textbook. It continues to be structured around a comprehensive five stage managerial model of international marketing decision making at all stages of the enterprise life cycle. "International Marketing Strategy" "4th edition" has been extensively rewritten and is based on the most recent research, examining the competitive environment of international marketing from the perspective of the consumer products firm, the industrial products firm and the services firm with a strong emphasis on branding throughout. The impact of culture and values, life cycle considerations, pricing and brand strategy, international distribution channels, the impact of new communications technologies and the role of the internet are all considered and are illustrated throughout with real-life examples. New to this edition: 46 case exhibits illustrating real-life examples A Part-map to help readers navigate through the text Implications of the Internet and other new technologies integrated throughout Two new chapters - ' Pricing in international markets' and ' Vision and strategy for International Markets' More global coverage with data on Asia-Pacific and African countries " International Marketing Strategy" is essential reading to students studying International Marketing at advanced undergraduate, MBA or MSc/MA levels as well as managers of firms considering entry to or already in international markets. For tutors: There are an Instructor' s Manual and PowerPoint slides to accompany this text atwww.booksites.net/bradley Frank Bradley is R & A Bailey Professor of International Marketing based at the Michael Smurfit Graduate School of Business, University College, Dublin and has served on the editorial boards of the Journal of International Marketing, the Journal of International Business Studies, the Journal of Business Research and International Marketing Review.

Analysis and Evaluation of Chosen Resources of Volkswagen in Germany and in Respect of the Indian Minicar Market and the Role of Suzuki as a Joint Venture Prospect

Download Analysis and Evaluation of Chosen Resources of Volkswagen in Germany and in Respect of the Indian Minicar Market and the Role of Suzuki as a Joint Venture Prospect PDF Online Free

Author : Jan Kubik
Publisher : GRIN Verlag
ISBN 13 : 3640844629
Total Pages : 69 pages
Book Rating : 4.6/5 (48 download)

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Book Synopsis Analysis and Evaluation of Chosen Resources of Volkswagen in Germany and in Respect of the Indian Minicar Market and the Role of Suzuki as a Joint Venture Prospect by : Jan Kubik

Download or read book Analysis and Evaluation of Chosen Resources of Volkswagen in Germany and in Respect of the Indian Minicar Market and the Role of Suzuki as a Joint Venture Prospect written by Jan Kubik and published by GRIN Verlag. This book was released on 2011-03 with total page 69 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scholarly Research Paper from the year 2010 in the subject Business economics - Operations Research, grade: 1,0, Munich University of Applied Sciences, language: English, abstract: Volkswagen Group is based in Wolfsburg, Germany, ranks among the world's leading automobile manufacturer and is the largest carmaker in Europe. Therefore the Group posses 11.3 percent share of the world passenger car market and holds 20.9 percent of the European automobile market. The Volkswagen Group with its nine brands (Audi, SEAT, Skoda, Volkswagen, Volkswagen Commercial Vehicles, Bentley, Bugatti, Lamborghini and Scania) offers a broad product range from low-consumption small cars to luxury class vehicles. For simplicity reasons the Volkswagen Aktiengesellschaft (as parent company of the Volkswagen group) is referred to as Volkswagen or VW where as the whole Volkswagen Group is either referred to as Volkswagen (VW) Group or Group within this paper. Despite the Group's international alignment it is currently only slightly represented in India. As it has entered the Indian passenger car market ten years ago, significantly later than its Japanese and American competitors, its current market share amounts only to two percent. Because potential customers are increasing, the automotive industry is getting more dynamical and international and government's politics are focusing on economic growth, India could become the future key market to the automotive industry. Due to the eminently strong growth of the Indian main street and the proceeding social change, as the younger generation wants to go for a distinguished career, especially the Indian minicar market's (IMM) potential is higher than ever before. As Volkswagen Group is alive to the importance of this market but lacking in appropriate knowledge how to produce cheapest cars in large-scale production, it considers strengthening the cooperation with Suzuki Motor Corporation and Volkswagen by building a Joint Venture (JV). Thus, the alrea

International Marketing Strategy

Author : Isobel Doole
Publisher :
ISBN 13 :
Total Pages : 692 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis International Marketing Strategy by : Isobel Doole

Download or read book International Marketing Strategy written by Isobel Doole and published by . This book was released on 1999 with total page 692 pages. Available in PDF, EPUB and Kindle. Book excerpt: This text looks at context, techniques and strategies involved in successful international marketing. It sets out to provide a good balance of the theory and implementation behind international marketing.

International Marketing

Author : Daniel W. Baack
Publisher : SAGE Publications
ISBN 13 : 1544350163
Total Pages : 737 pages
Book Rating : 4.5/5 (443 download)

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Book Synopsis International Marketing by : Daniel W. Baack

Download or read book International Marketing written by Daniel W. Baack and published by SAGE Publications. This book was released on 2012-02-09 with total page 737 pages. Available in PDF, EPUB and Kindle. Book excerpt: International Marketing presents an innovative, integrated approach to the course, in which marketing concepts are explored in depth within the international context. Daniel W. Baack, Eric Harris, and Donald Baack identify five key factors that impact any international marketing venture—culture, language, political/legal systems, economic systems, and technological/operational differences—and discuss them in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. Uniquely, the book provides discussions of sustainability and "bottom of the pyramid" concepts within each chapter, and is richly illustrated with examples from both multinational companies as well as smaller local concerns. Setting the path for the future direction of this course, the authors provide instructors and students with the first truly international marketing textbook.

International Marketing. The Tesla Brand

Author : Tobias Hinterwimmer
Publisher : GRIN Verlag
ISBN 13 : 3668713219
Total Pages : 26 pages
Book Rating : 4.6/5 (687 download)

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Book Synopsis International Marketing. The Tesla Brand by : Tobias Hinterwimmer

Download or read book International Marketing. The Tesla Brand written by Tobias Hinterwimmer and published by GRIN Verlag. This book was released on 2018-05-29 with total page 26 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, International School of Management, Campus Munich, language: English, abstract: Tesla’s CEO Elon Musk, together with Amazon’s Jeff Bezos, are probably the greatest entrepreneurs to date. Besides Tesla, Elon Musk also coordinates the companies SpaceX, Hyperloop and SolarCity. To understand Musk’s ambition and goals we need to see all of these companies as one unit and approach. Each company underlies the concept of the usage of renewable energies or to achieve sustainability with the unified goal to protect or safe our world. In terms of SpaceX this is established due to the goal to colonize the mars as a living alternative to our earth, SolarCity aims at creating homes fully running with solar energy, Hyperloop is an approach to shift and accelerate traffic and transportation under the ground and lastly, Tesla is manufacturing electric vehicles in order to reduce CO2-Emissions. As it could be seen, all these companies, founded or coordinated by Elon Musk, are operating in different areas, but are combined in their unified goal to make the world better. Therefore, we must say that Elon Musk is the greatest and most important asset or capital all of these firms possess. This explains, why the majority of the American citizens have high hopes in him and for what reason business analysts are rating Tesla in the range of general motors and ford, some well-established car manufacturers since years, as stated in the case study. Nonetheless, some people are wondering why Tesla is meant to have such a bright future despite of their recent struggles in terms of production difficulties, which made them neglect their forecasts and demands, and occurred accidents due to failures of their autonomous driving software. The answer to all this, and why Tesla doesn’t have to deal with severe downgrading of Tesla’s stock price, is due to the fact that to a high percentage the ratings are dependent on their CEO Elon Musk.

The Marketing Pathfinder

Author : David W. Stewart
Publisher : John Wiley & Sons
ISBN 13 : 1118758919
Total Pages : 293 pages
Book Rating : 4.1/5 (187 download)

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Book Synopsis The Marketing Pathfinder by : David W. Stewart

Download or read book The Marketing Pathfinder written by David W. Stewart and published by John Wiley & Sons. This book was released on 2014-10-23 with total page 293 pages. Available in PDF, EPUB and Kindle. Book excerpt: Dozens of lively international case studies that help readers put core marketing principles in a real-world context From market research to positioning and brand management to customer relations, marketing is the engine that drives innovation and growth in the modern business organization. This latest addition to the acclaimed Pathfinder series, like its popular predecessor, The Strategy Pathfinder, features a unique blend of core concepts and brief, international case studies. A refreshing contrast to traditional marketing texts and references, which tend to be prescriptive and directive, The Marketing Pathfinder offers professionals and marketing students alike an effective way to contextualize the marketing decisions they'll make in the real world of business. Not another one-size-fits-all marketing toolkit, The Marketing Pathfinder functions as a dynamic, interactive resource Each chapter presents a set of core concepts, frameworks, and tools, followed by five or more short, lively international case studies illustrating how the concepts and tools can be applied in the real world The case studies are specifically designed to encourage readers to pursue additional independent research and to encourage them to articulate and defend their decisions Throughout, the emphasis is on the reader as a marketing professional in the thick of it and responsible for the decisions they make

International Marketing Strategy

Author : Hans Birger Thorelli
Publisher : Routledge
ISBN 13 :
Total Pages : 660 pages
Book Rating : 4.:/5 (318 download)

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Book Synopsis International Marketing Strategy by : Hans Birger Thorelli

Download or read book International Marketing Strategy written by Hans Birger Thorelli and published by Routledge. This book was released on 1990 with total page 660 pages. Available in PDF, EPUB and Kindle. Book excerpt: The new edition of this acclaimed work examines from an analytical and pragmatic outlook how to adapt marketing strategies to prevailing market conditions. Most of the 50 articles are new to the third edition and all are by recognized international experts. They have been carefully edited into an integrated framework to guide and stimulate the reader and fully reflect the rapidly changing world marketing environment. The objective is to help the reader define the problems he or she is likely to encounter in international marketing, bearing in mind that defining the problem is the single most important prerequisite to solving it. The present collection is designed to meet the need of both executives and students for impulses to stimulate their own thinking. It enables the reader to make his or her own diagnosis of differences and similarities in marketing structures around the world, and it provides guidelines for the planning of appropriate marketing strategies.

Chinese Economic Transition and International Marketing Strategy

Author : Ilan Alon
Publisher : Bloomsbury Publishing USA
ISBN 13 : 0313053731
Total Pages : 350 pages
Book Rating : 4.3/5 (13 download)

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Book Synopsis Chinese Economic Transition and International Marketing Strategy by : Ilan Alon

Download or read book Chinese Economic Transition and International Marketing Strategy written by Ilan Alon and published by Bloomsbury Publishing USA. This book was released on 2003-03-30 with total page 350 pages. Available in PDF, EPUB and Kindle. Book excerpt: As China's markets evolve, marketing strategy must adapt to meet changing circumstances. Alon and his contributors provide a comprehensive look at how economic transition affects marketings strategies across a wide range of industries, including telecommunications, the auto industry, the hospitality industry, the airline industry, textiles, cosmetics, and wine. In addition, they discuss the changing situation of joint ventures, collective enterprises, and state-owned businesses. Bringing divergent perspectives to bear from Hong Kong, the United States, the United Kingdom, Australia, New Zealand, and China itself, the marketers and scholars who contributed to this volume have integrated research relating to economic transition with strategic considerations for more effective and competitive marketing plans. In addition to the industry-specific information, this volume includes chapters on entry barriers, e-commerce, market research, branding, and promotion.

A short course in international business ethics [electronic resource]

Author : Charles Mitchell
Publisher : World Trade Press
ISBN 13 : 1607800012
Total Pages : 192 pages
Book Rating : 4.6/5 (78 download)

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Book Synopsis A short course in international business ethics [electronic resource] by : Charles Mitchell

Download or read book A short course in international business ethics [electronic resource] written by Charles Mitchell and published by World Trade Press. This book was released on 2009 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt:

International Communication Strategies of Volkswagen

Author : Jaqueline Hortlik
Publisher :
ISBN 13 : 9783656890287
Total Pages : 28 pages
Book Rating : 4.8/5 (92 download)

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Book Synopsis International Communication Strategies of Volkswagen by : Jaqueline Hortlik

Download or read book International Communication Strategies of Volkswagen written by Jaqueline Hortlik and published by . This book was released on 2015-02-15 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Business economics - Business Management, Corporate Governance, grade: 1.3, University of Applied Sciences Essen, language: English, abstract: As the second largest automobile manufacture in the world, Volkswagen Group comprises twelve different brands from seven European countries e.g. Porsche, Audi, Seat, Lamborgini or MAN. Each brand operates as an independent entity on its specific market segment with its specific target audience. This paper analyses Volkswagen's (VW's) communication policy relating to the original brand Volkswagen. VW differentiates itself from other competitors not only by its products but also by its communication policy. While in the 1960s print media were primarily exercised for advertising campaigns caused by a tight budget, today VW uses a wide range of media e.g. magazines, social hubs or television ads. Thereby, VW's copy strategy is based on a Unique Selling Proposition (USP). An exceptional phenomenon of VW's automobiles is historically based: The VW-Beetle has become legend and the VW Golf has shaped a whole generation and both cars are popular all over the world. Thus, there has to be something VW used to separate itself from its competitors a form of secret of success. This paper gives an overview about several communication tools VW has used and shortly introduce its most successful campaigns with the goal to point out VW's uniqueness in terms of advertisement and therefore, to clarify whether VW undertakes measures for customer loyalty or customer acquisition. Section 2 gives a short overview about an advertising concept including advertising objectives as well as, several general communication tools. Section 3 and 4 give a brief presentation of the Volkswagen company and some communication tools VW has used during the last decades since its foundation. Section 5 concludes.

An Analysis of Internationalisation Strategies Using the Example of Volkswagen (VW AG)

Author : Jannis Happeck
Publisher : GRIN Verlag
ISBN 13 : 3668453381
Total Pages : 22 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis An Analysis of Internationalisation Strategies Using the Example of Volkswagen (VW AG) by : Jannis Happeck

Download or read book An Analysis of Internationalisation Strategies Using the Example of Volkswagen (VW AG) written by Jannis Happeck and published by GRIN Verlag. This book was released on 2017-05-24 with total page 22 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2016 in the subject Business economics - Business Management, Corporate Governance, grade: 1,7, Private University of Applied Sciences Goettingen, language: English, abstract: This essay analyses internationalisation strategies by using the example of the German automotive manufacturer Volkswagen (VW). First, there will be a theoretical approach to internationalisation by defining the term and explaining the different opportunities and risks of internationalisation. Following this, essential internationalisation strategies for entering foreign countries and markets will be considered. The main part of the essay will deal with the Volkswagen Aktiengesellschaft (AG) and its internationalisation strategy. Following that, there will be a short description of the historical development of the VW AG before the three main phases of Volkswagen’s internationalisation process and the internationalisation strategy for the Chinese market will be worked out. Finally, the conclusions will summarise the results of this essay.

Product-Country Images

Author : Nicolas Papadopoulos
Publisher : Routledge
ISBN 13 : 1317953185
Total Pages : 510 pages
Book Rating : 4.3/5 (179 download)

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Book Synopsis Product-Country Images by : Nicolas Papadopoulos

Download or read book Product-Country Images written by Nicolas Papadopoulos and published by Routledge. This book was released on 2014-05-01 with total page 510 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior. Thousands of companies use country identifiers as part of their international marketing strategy, and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers' and buyers' decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace. Product-Country Images is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic.