Assessment 3 Group Case Work VW Gro
ROYAL HOLLOWAY UNIVERSITY OF LONDON
SCHOOL OF MANAGEMENT
MBA INTERNATIONAL MANAGEMENT
MN5136: CONSUMER & MARKETS
Assessment 3: Group Case Write Up
GROUP MEMBERS:
1507607
1507664
1504408
1506812
DATE: 04/11/14
COURSE TUTOR: Prof. Giana Eckhardt
Table of Contents
INTRODUCTION 4
MARKETING AND COMMUNICATION STRATEGIES 4
Analysis of Marketing Strategies 4
Analysis of Communication Strategies 5
COMPETITIVE DIFFERENTIATION 6
RECOMMENDATIONS 9
CONCLUSION 13
APPENDIX 14
REFERENCES 15
INTRODUCTION
The Volkswagen group entered the Indian market with three brands, Skoda in 2001, Audi in 2004 and Volkswagen (VW) in 2007. In 2011 VW had 3.6% market share in the Indian market and targeted to increase their market share to 5% by 2015. This paper will review and analyze challenges in VW’s communication and marketing strategies used for the Indian market. By using adopting variety of marketing and communication theories, this paper will suggest and recommend necessary improvements to achieve their goal of being one of the top three brands in India by 2018. For the purposes of this paper the brand is referred to as VW, the organization is referred to as Volkswagen Group.
MARKETING AND COMMUNICATION STRATEGIES
The marketing and communication strategies that the Volkswagen Group adopted, grounded on three motive-based consumer insights (Gupta, 2011), tie in well with their overall marketing objectives, which is to attain market growth and effective brand positioning (Gupta, 2011).
Analysis of Marketing Strategies
The author of the case study puts forward the argument that the Volkswagen group, in tackling the first consumer insight, used a ‘top-down strategy’ in launching the VW product line in 2007 (Gupta, 2011). This strategy may have been useful to achieve the desired aspirational status of the brand and possibly resulted in the competitive market shares attained in their various market segments as seen in Exhibit 14. The argument could however be raised
SCHOOL OF MANAGEMENT
MBA INTERNATIONAL MANAGEMENT
MN5136: CONSUMER & MARKETS
Assessment 3: Group Case Write Up
GROUP MEMBERS:
1507607
1507664
1504408
1506812
DATE: 04/11/14
COURSE TUTOR: Prof. Giana Eckhardt
Table of Contents
INTRODUCTION 4
MARKETING AND COMMUNICATION STRATEGIES 4
Analysis of Marketing Strategies 4
Analysis of Communication Strategies 5
COMPETITIVE DIFFERENTIATION 6
RECOMMENDATIONS 9
CONCLUSION 13
APPENDIX 14
REFERENCES 15
INTRODUCTION
The Volkswagen group entered the Indian market with three brands, Skoda in 2001, Audi in 2004 and Volkswagen (VW) in 2007. In 2011 VW had 3.6% market share in the Indian market and targeted to increase their market share to 5% by 2015. This paper will review and analyze challenges in VW’s communication and marketing strategies used for the Indian market. By using adopting variety of marketing and communication theories, this paper will suggest and recommend necessary improvements to achieve their goal of being one of the top three brands in India by 2018. For the purposes of this paper the brand is referred to as VW, the organization is referred to as Volkswagen Group.
MARKETING AND COMMUNICATION STRATEGIES
The marketing and communication strategies that the Volkswagen Group adopted, grounded on three motive-based consumer insights (Gupta, 2011), tie in well with their overall marketing objectives, which is to attain market growth and effective brand positioning (Gupta, 2011).
Analysis of Marketing Strategies
The author of the case study puts forward the argument that the Volkswagen group, in tackling the first consumer insight, used a ‘top-down strategy’ in launching the VW product line in 2007 (Gupta, 2011). This strategy may have been useful to achieve the desired aspirational status of the brand and possibly resulted in the competitive market shares attained in their various market segments as seen in Exhibit 14. The argument could however be raised
References: KOTLER, P., ARMSTONG, G., WONG, V. & SAUNDERS, J. (2008). Principles of Marketing – Fifth European Edition KOTLER, P. & KELLER, K. L. (2006). Marketing Management – Twelfth Edition KOTLER, P. & KELLER, K. L. (2008). Marketing Management – Global Fourteenth Edition ECKHARDT, G (2014). Consumers & Brands – MN5136-201415 Lecture Notes KOTLER, P., & KELLER, K. L. (2009). Marketing management. Upper Saddle River, N.J., Pearson Prentice Hall. PORTER, M. (1998). Competitive Strategy: Techniques for Analyzing Industries and Competitors. NY: The Free Press. HANKINSON, G and COWKING. (1993). Branding in Action: Cases and Strategies for Profitable Brand Management. London: McGraw-Hill, 1993. VOLKSWAGEN GROUP (2011). Marketing Strategy Analysis and Profile [Online]: Available from: <http://bmcharles2.iweb.bsu.edu/Volkswagen_files/Volkswagen%20Final%20Paper.pdf> (Assessed: 2nd November 2014) PATIL, R. (2011) Volkswagen in India [Online]: Available from: <ukessays.com/essays/marketing/brand-strategy-adopted-by-an-automobile-company-volkswagen-marketing-essay.php>. (Assessed: 2nd November 2014)