Volkswagen & Suzuki Alliance Case Study Analysis
Running head: VOLKSWAGEN & SUZUKI ALLIANCE CASE STUDY ANALYSIS
Volkswagen & Suzuki Alliance Case Study Analysis
MKT 523- Marketing Management Due Date: 12/11/2009
TABLE OF CONTENTS I. Abstract…..…………………………………………………………………..3 II. Introduction…………………………………………………………………..4 III. General Analysis i. Volkswagen current marketing management trends…………………5 ii. Key information delivered in the article……………………………..5 IV. Critical/Comparative analysis i. Article evaluation & comparison to others…………………………..5 ii. Volkswagen’s marketing philosophy for now and the future………..6 V. Management Application i. Volkswagen marketing management scenario……………………….7 VI. Summary/Conclusion…………………………………………………………7 VII. References…………………………………………………………………….8
Abstract Volkswagen is eager to purchase a 20% stake in Suzuki in order to cooperate on future small cars for emerging markets. In its home market of Japan, Suzuki is the second-largest automaker behind Toyota and dominates the tiny Kei car market alongside Toyota-owned Daihatsu. These miniature 660cc vehicles are extremely popular in Japan's dense urban settings and Volkswagen reportedly believes this class of automobile holds great promise for emerging markets. In India, for example, Tata motors have seen a great deal of success with its diminutive Nano, which is billed as the cheapest car in the world. Suzuki already enjoys a measure of success in Tata's home turf, where its Maruti Suzuki subsidiary offers the Alto, which has been the best-selling automobile in India since 2004.
Key words: Volkswagen, Suzuki, Automakers, Suzuki deal, Compact cars, Double marketing
Introduction
Volkswagen (VW) leads the Continent as Europe's #1 carmaker. Along with Golf (referring to the Gulf Stream) and the New Beetle, VW's annual production of 6 million cars, trucks, and vans includes such models as Passat (trade wind), Jetta (jet
Volkswagen & Suzuki Alliance Case Study Analysis
MKT 523- Marketing Management Due Date: 12/11/2009
TABLE OF CONTENTS I. Abstract…..…………………………………………………………………..3 II. Introduction…………………………………………………………………..4 III. General Analysis i. Volkswagen current marketing management trends…………………5 ii. Key information delivered in the article……………………………..5 IV. Critical/Comparative analysis i. Article evaluation & comparison to others…………………………..5 ii. Volkswagen’s marketing philosophy for now and the future………..6 V. Management Application i. Volkswagen marketing management scenario……………………….7 VI. Summary/Conclusion…………………………………………………………7 VII. References…………………………………………………………………….8
Abstract Volkswagen is eager to purchase a 20% stake in Suzuki in order to cooperate on future small cars for emerging markets. In its home market of Japan, Suzuki is the second-largest automaker behind Toyota and dominates the tiny Kei car market alongside Toyota-owned Daihatsu. These miniature 660cc vehicles are extremely popular in Japan's dense urban settings and Volkswagen reportedly believes this class of automobile holds great promise for emerging markets. In India, for example, Tata motors have seen a great deal of success with its diminutive Nano, which is billed as the cheapest car in the world. Suzuki already enjoys a measure of success in Tata's home turf, where its Maruti Suzuki subsidiary offers the Alto, which has been the best-selling automobile in India since 2004.
Key words: Volkswagen, Suzuki, Automakers, Suzuki deal, Compact cars, Double marketing
Introduction
Volkswagen (VW) leads the Continent as Europe's #1 carmaker. Along with Golf (referring to the Gulf Stream) and the New Beetle, VW's annual production of 6 million cars, trucks, and vans includes such models as Passat (trade wind), Jetta (jet
References: Fuharmans, V. (12.10.2009). VW to Buy 20% Stake in Suzuki (online). The Wall Street journal. http://online.wsj.com/article/SB10001424052748704240504574585094293167388.htm Harnick, C. (10.14.2009). Volkswagen speaks to mobile strategy (online). http://www.mobilemarketer.com/cms/news/advertising/4402.html Lee G., (12.09.2009). Now Volkswagen Takes Nearly 20% of Suzuki (online). http://www.businessweek.com/globalbiz/content/dec2009/gb2009129_343682_page_2.htm Yomiuri, S. (1 2.10.2009). Suzuki, VW agree to form world 's largest auto alliance (online). http://www.yomiuri.co.jp/dy/business/20091210TDY01304.htm