Brand Audit Analysis for Volkswagen - The German Carmaker PDF Download

Author: PRASANNA VENKATESAN MEENAKSHISUNDARAM
Publisher: GRIN Verlag
ISBN: 3346687120
Category : Business & Economics
Languages : en
Pages : 17

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Submitted Assignment from the year 2020 in the subject Business economics - Business Management, Corporate Governance, grade: B+, University of Northampton (Amity Global Institute, Singapore), course: BA (Hons) Business Studies, language: English, abstract: In the present competitive business world, it is important for organisations to use the available ideas and strategies to achieve their goals financially. For this, companies all over the world conduct brand audit analysis which helps to know the current status of the company in the market. It manages to provide the strengths and weaknesses in order to build up strategies for the future. Following Toyota, Volkswagen is the second largest automaker in the world. This report will focus on the brand audit analysis which will evaluate the external and internal situation along with strategic and tactical recommendations for Volkswagen, the German automaker which is globally superior for its performance and innovation.

Author: Jan Kubik
Publisher: GRIN Verlag
ISBN: 3640844629
Category : Business & Economics
Languages : en
Pages : 69

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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

Author: Moniruzzaman Kiron
Publisher: GRIN Verlag
ISBN: 3346054578
Category : Business & Economics
Languages : en
Pages : 19

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Submitted Assignment from the year 2018 in the subject Business economics - Industrial Management, grade: A, , language: English, abstract: This report analyzes the Volkswagen Group (VW) Company’s current operations and provide strategic recommendations to the board of directors of the company. This report describes on how to analyze the external and internal environment of the company by analytical frameworks. It starts with Company Background, where the company’s mission and current operations will be described. Next is the Environmental Analysis, where a the SWOT analysis is applied for the company with consideration of Porter’s Five Forces model and Value Chain Analysis. Then, the paper identifies what the company’s current sustainable competitive advantages and its weakness are. Recommendation on how to tackle these weaknesses will be given afterwards. For a huge company like Volkswagen it takes a lot of effort to maintain their great brand reputation, to sustain that they have to make sure they fulfill the needs and wants of their customers and satisfy them. Although the brand portfolio includes brands like Skoda, Bugatti and Lamborghini the company still ranks high in the mind of customers. Even so having some problems in the automotive industry recently they must start looking forward and try finding solution as it might affect their brand image which can cause them huge loss and maintain the trust and build a relation among their customers as well. Volkswagen items are strongly connected with so much feelings as security and sense of pride.

Author: Volker Schmid
Publisher: GRIN Verlag
ISBN: 3640914457
Category : Business & Economics
Languages : en
Pages : 29

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Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Teesside (Teesside Business School), course: Strategic Marketing, 30 entries in the bibliography, language: English, abstract: This paper analysis the case study "VW Phaeton" by R hm and Murphy (2005) about the launch of a luxury car by Volkswagen. Since the introduction of the VW Phaeton in May 2002, Volkswagen has been under pressure as the company did not reach their sales forecast, experiencing dramatic financial losses (Weernink, 2002). It comments on the strategy of VW in terms of branding and positioning. It also considers segmentation, niche and mass marketing as essential issues for VW. Various aspects of these issues are discussed as well as their relationship to customer loyalty, and how they contribute to a business success. Finally, it is summarised why the future of the VW Phaeton is considered to be a bleak. It could be shown that positioning is an outgrowth of segmentation, and therefore, presents an integral part of VW's strategy. The paper shows that VW introduced the VW Phaeton to move up-market, and to polish the VW brand. However, the company did underestimate their own brand, which is associated with a people's car. At the same time, Volkswagen missed to serve highly potential segments in the middle-class segment. In order to position the VW Phaeton in the upper-class, a comprehensive marketing campaign was launched, which could not add the missing emotional and prestige value to the VW brand. In the final section, it is argued why the future of the VW Phaeton is a bleak - mainly because of a strategic failure regarding the branding strategy.

Author: Jan Heyn
Publisher: GRIN Verlag
ISBN: 365617542X
Category : Business & Economics
Languages : en
Pages : 31

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Essay from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Bedfordshire, language: English, abstract: The American Marketing Association defined in the 1960s a brand as “a name, term, sign, symbol, or design, or a combination of them which is intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors”. Three brands of the automobile sector have been chosen which will be analyzed in the following report. This particular industry sector is interesting because of the limitation in building cars differently what makes the brand image even more important (Kapferer 2008). The brand position, image and effectiveness of Volkswagen, Audi and Volvo will be critically evaluated to conclude with recommendations. These brands are an appropriate choice because they are differentially positioned and the companies use furthermore different strategies to sell their products. After all, a conclusion will give recommendations and future directions.

Author: Nadine Wiese
Publisher: GRIN Verlag
ISBN: 364046785X
Category : Business & Economics
Languages : en
Pages : 17

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Seminar paper from the year 2008 in the subject Business economics - Business Management, Corporate Governance, grade: 1,0, University of the West of England, Bristol (Bristol Business School), course: Strategic Management, language: English, abstract: The Volkswagen Group – from a company providing affordable cars for the German people to a global group producing broad-range models including premium vehicles for upper-classes. The success of the today’s VW AG began in 1937 when VW was founded with the intention to provide affordable cars for the German people. After years of developing further models, acquisitions of other car manufacturers such as Audi and SEAT, and starting international operations, the Volkswagen Group has become the largest automobile manufacturer in Europe and one oft the leading car producers worldwide. Today there are almost 50 production plants in Europe, America, Asia and Africa. (Datamonitor 2008) The Volkswagen AG consists of two divisions. Next to the Financial Services Division there is the Automotive Division that develops vehicles and engines, produces and sells passenger cars, commercial vehicles, trucks, buses, vans, pick-ups and campers. Brands that are part of the VW Group include: VW, Audi, SEAT, Lamborghini, Skoda, Bentley and Bugatti. (Datamonitor 2008) Concentrating on the Automotive Division, the Volkswagen Group’s strategy is analysed by looking at its value chain. It is examined what is performed well, where strengths are that create value, and what might be improved.

Author: Matthias Boeing
Publisher: GRIN Verlag
ISBN: 3656374511
Category : Business & Economics
Languages : en
Pages : 30

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Seminar paper from the year 2013 in the subject Business economics - Operations Research, grade: 1.0 (Distinction) , The University of York (The York Management School), course: International Business and Strategic Management, language: English, abstract: During the last decades the rapidly increasing pace of globalization created opportunities as well as challenges for many corporations all over the world. Among other industries, this process has also heavily affected car manufactures. From a first idea about a “Volkswagen” in 1904, the Volkswagen Group has grown to one of the largest and most successful car manufacturers worldwide ranked 17th among the world’s biggest corporations by Forbes. Fuelled by the economic rebuilding of Europe as well as the attempts of several third world countries to gain economic influence, Volkswagen started its road to internationalization around 1950 to 1960 resulting in a breakthrough in Europe, the United States as well as Africa. Continuing this process Volkswagen later discovered the Chinese market in the 1980s. On the one hand this internationalization was favoured by opportunities but on the other hand different countries come along with issues that are unlike of those in their home market in Germany. This essay investigates which main opportunities and challenges VW particularly faced in the Chinese market starting from the beginning of its operations in 1985 to the early 21st century using an institution - based view. It also critically analyses the applicability of Dunning’s OLI paradigm for Volkswagen’s internationalization strategy in China.

Author: Mensur Kanzoski
Publisher:
ISBN:
Category :
Languages : en
Pages : 192

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Author:
Publisher: GRIN Verlag
ISBN: 334653846X
Category : Business & Economics
Languages : en
Pages : 18

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Seminar paper from the year 2021 in the subject Business economics - Market research, grade: 1,3, Buckinghamshire New University, language: English, abstract: In this assignment, the author finds herself in the role of a consultant, whose client intends to acquire VW. The objective of this paper is to provide an assessment of VW's financial performance and financial position to prepare a proposal to the client, that assists in deciding whether acquiring VW is financially beneficial. For a comprehensive insight into VW's financial performance and position, the approach was as follows. Hereafter, in chapter two, the theoretical background provides the reader with knowledge about VW and describes the meaning of DD in M&A processes. Chapter three, the financial statement analysis, is subdivided into FDD and CDD. In the FDD profitability ratios, asset and capital structure KPIs, and liquidity ratios are described and reviewed. The ratios are based in each case on the corresponding statement, the income statement, the balance sheet, and the CFS. The annual reports of VW from the years 2017-2019 serve as a reference for the financial KPIs. The CDD is based on Porter’s Five Forces framework, which considers future trends, and in addition, includes a brief benchmarking to identify competition between global car manufacturers within this framework. To conclude chapter three, the results of FDD and CDD are summed up. In chapter four, a proposal to the client is provided, which speaks for the fact that VW is worth buying in terms of the numbers considered.

Author:
Publisher: GRIN Verlag
ISBN: 3668577048
Category : Business & Economics
Languages : en
Pages : 21

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Essay from the year 2016 in the subject Economics - Case Scenarios, grade: 3,0, Private University of Applied Sciences Goettingen, language: English, abstract: The Volkswagen Group (VW) is one of the world ́s leading automobile manufacturers and the largest carmaker in Europe, based in Wolfsburg, Germany. On September 18th, 2015, the U.S. Environmental Protection Agency (EPA) issued a press release regarding a “Notice of Violation” (NOV) of the Clean Air Act (CAA) to the Volkswagen. Due to these recent emissions issues, especially in the North American Regions, an essential question is: “What would happen in case of a failure of VW?” With regard to this question, the subject of this academic paper is an analysis whether VW can be categorized as a systemically important company. For this, firstly a definition of “systemic importance” will be given in chapter 2. Subsequently the main indicators, which characterize a company as systemical important, will be introduced. Furthermore various examples of government interverntion in Germany, like for example the rescue of the construction company Holzmann, will revealed at the end of the second chapter. The third chapter concentrates on VW per se. Intention of this chapter is to provide a brief overview of the main facts related to VW. Therefore firstly the key figures of VW will be introduced in terms of volume data like for instance sales volume, sales revenue or workforce as well as in terms of financial data, like for instance operating earnings. Subsequently the key points of the emissions issue related to various diesel engines will be depicted. Chapter 2.3 focusses on the impacts due to the emissions issue on VW. Content of chapter four is an analysis of systemical importance of the VW Group, which will be conducted based on the collected set of information about VW in chapter 3, with regard to the indicators for systemical importance, introduced in chapter 2.1. Subsequently a critical statement on the main question of this academic paper, “Is VW systemically important for the German economy?” will be infered based on the results of the analysis. Finally chapter 5 summarizes the main findings, gained by the analysis of systemical important characteristics of the Volkswagen group.