Developing a marketing positioning strategy for Flexotech Amir Senmar: 111200020(Introduction) Majed Fekri: 0810162(Market Analysis) Alaa AlDarwich: 0810438 (Competitive Analysis) Rasha alami: 0910061(Internal Corporate Analysis) Table of Content: Executive Summary Introduction………………………………………………………..Page 1 Company Analysis‚ Market Definition‚ Potential‚ & Demand……………….Page 2 Competitor Analysis ……………………………………………………………………………Page 3 Mission‚ Vision‚ Goals…………………………………………………………………………
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POSITIONING STRATEGY POSITIONING Creating a unique and distinctive image for a brand relative to the competition Brand should be perceived as different from competitors by consumers EFFECTIVE POSITIONING Meaningful to consumers Credible/believable Unique to your brand Durable over time FOCUS OF POSITIONING Attributes and benefits of the product Competition Product user Product use or application Product class Cultural symbols Jet Blue Airways Focus on the benefits of Jet Blue
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Question No 1: Why was Volkswagen so successful in China while other companies failed? Answer: Shanghai Volkswagen is a joint venture between the German Volkswagen AG and a consortium of Chinese partners. The 25 year agreement signed by the partners in the middle of 1980s provided for 50% Volkswagen AG equity in the venture. By 2001‚ this co-operation was the most successful automobile venture in China. There are some special reasons why Volkswagen AG an Automobile company‚ so successful in
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POSITIONING Positioning the process of designing an image and value so that consumers with the target segment understand what the company or brand stands for in relation to its competitors. It also refers to the place an offering occupies in consumers minds on important attributes related to competitive offerings. Positioning is not actually something that is done to product; rather it is something that is done to minds of consumers by marketers. It relates to now consumers perceive the product
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The people’s car – generically‚ Volkswagen in German – is almost as old as the automobile‚ and the type was familiar in Germany long before the advent of the Volkswagen. Usually these “popular” cars were minimal cars‚ though size and simplicity did not necessarily bring them within the reach of the ordinary man in the street. Henry Ford did build a successful universal car‚ to sell at a low price‚ but his Model T with its 2.9-litre engine was by no means a small
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Deidra Zablocki MGMT 561-01 FA2012 T/R Cohort “Volkswagen do Brasil: Driving Strategy with the Balanced Scorecard” I. Key Problem Volkswagen entered the Brazilian auto manufacturing market in 1953 and by 1969 held a 61% share. Through some tough economic times in the late ‘80s and early ‘90s‚ the overall auto market in Brazil declined 20%. In 1991‚ Volkswagen‚ Ford‚ General Motors and Fiat dominated the Brazilian market with a combined 97% share. However‚ by 2008‚ other companies from
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Volkswagen of America: Managing IT Priorities Submitted by: Saahil Goel Q. What should Dr. Uwe Matulovic do about the unfunded Supply Flow project? A. There is clearly a problem with the classification of the Supply Flow project and its benefits. The Project Management Office and the Digital Business Council is responsible‚ in conjunction with the Executive Leadership Team‚ for prioritizing IT projects basis their alignment with the company’s strategic goals and the smooth running of the
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the positioning decision is termed “Mission Impossible?” 4 4. What are the advantages and disadvantages of the different positioning options? 6 5. How would the pricing and media selection choices be affected by the positioning of the car? 7 Conclusion 8 Introduction The case under discussion in this assignment is “The New Beetle”. This case is focusing on the issues that the marketing team‚ public relations team and advertising agency of Volkswagen‚ is having in terms of positioning and
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Case Analysis: Volkswagen (Color-Coding Key: Lizzie; Ryan) I. Current Strategic Position Introduction Infamous German automobile company‚ Volkswagen‚ was formed on May 28‚ 1937 by the German government‚ then under the power of Nazi leader Adolf Hitler. The state-owned company was originally named Gesellschaft zur Vorbereitung des Deutschen Volkswagens mbH but later in 1937 was changed to simply Volkswagenwerk‚ meaning "The People’s Car Company." With Ferdinand Porche‚ automobile engineer
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Volkswagen and Porsche - Corporate Finance Case study: Mergers & Acquisitions of listed companies by Joachim Häcker What is the macro view of this case study? Small fish tries to eat big fish (financial figures are end of 2005 and rounded): VW: Market cap: €16 bn Book value: €24 bn Cash and cash equivalent: €8 bn (+€4 bn marketable securities) Porsche: Market cap: €11 bn Book value: €3.4 bn Cash and cash equivalent: €3.6 bn VW Porsche case study – by Joachim Häcker Seite 1
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