Audi Case Study

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EVALUATE A COMPANY’S COMPETITIVE POSITION AND MARKET POTENTIAL IN THE GLOBAL ECONOMY

CASE STUDY: AUDI

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Team members:

1. NGUYEN Ngoc Khanh Chi

2. NGO Thi Nam Phuong

3. HUYNH Thi Bich Son

4. NGUYEN Truong Thinh

5. CHAU Ngoc Son Vu

6. DOGIELSKI David

7. NGUYEN Quoc Tuan

TABLE OF CONTENT

I/ FRAME WORK (Thinh) 4

A. IDENTIFY THE STRATEGIC BUSINESS UNIT WITHIN AUDI AG 4

B. SELECT SBU AND MARKET FOR THIS SBU 4

C. SELECT PERIOD OF TIME FOR THIS SBU’S MARKET 4

II/ ANALYSE COMPETITIVE POSITION AND MARKET POTENTIAL 5

A. DEFINE THE COMPETITIVE SCOPE (Thinh) 5

B. EVALUATE THE INTENSITY OF THE COMPETITION (VU) 7

1. Determine the phase of the life cycle of the auto industry. 7

2. Competitive topology 8

3. Entry barrier 9

4. Evaluate competitive intensive 10

C. EVALUATE THE COMPANY’S COMPETITIVE POSITION AND ITS MARKET POTENTIAL (PHUONG) 10

1. Diagnose the company’s strengths and weaknesses using the value chain 10

2. Benchmark the company performance by comparison with the industry leaders 13

III/ MAKE RECOMMENDATION FOR COMPANY DEVELOPMENT 14

A. PROPOSE A GENERIC STRATEGY (PORTER 1980) (DAVID) 14

1. Diffentiation or Cost Leadership? 14

2. Industry wide or Particular Segment? 15

B. SELECT AN INTERNATIONALIZATION STRATEGY (SON) 15

1. Select an internationalization strategy 15

2. Audi 2010: 16

3. Audi 2015: keeping and improving the same strategy 16

C. STUDY THE RELEVANCE OF A COOPERATION STRATEGY (CHI) 17

1. The current situation of Audi AG’s symbiotic marketing strategy: 17

2. Recommendation for Audi AG’s symbiotic marketing development: 17

D. PRESENT A MARKETING PROCESS (TUAN) 20

1. Market segmentation: 20

2. Target marketing strategy 20

3. Position the company and/or product 21

E. GIVEN MAIN ORIENTATION FOR THE MARKETING