Marketing Management of Volkswagen-Free-Samples for Students

Question: Discuss about the Marketing Management of Volkswagen. Answer: Company background of Volkswagen Volkswagen is a German-based company. This company is the largest automobile manufacturer in and across the world (Volkswagen International, 2017). The Parent Company is Volkswagen AG. Under Volkswagen Group, there are major 9 brands and these are: Audi, Bugatti, Bently, Scania, Skoda, Lamborghini, Volkswagen commercial vehicles as well as Seat and passenger cars. Volkswagen Group operates in more than 60 production plants in and across the world. Products of Volkswagen Products of Volkswagen ranges widely from low consumption small cars to luxury class vehicles. Market Positioning Volkswagen is the largest manufacturer in Europe where the company has market share of 20%. Volkswagen occupies the third position in automobile industry on global basis. The company aims at operating their business by using sustainable and ethical means (Kotler et al., 2016). Pricing strategy Pricing differs largely upon different brands of Volkswagen. Some of the pricing strategies are mentioned below: Phaeton- High quality, high price and premium value Touareg- Medium price, high quality, high value Passat- Low price, high quality, penetration Yeti- Medium quality, high price, over charging Jetta- Medium quality, medium price, medium value Vento- low price, medium quality, good value Beetle- high price, low quality, rip off Fabia- medium price, low quality, false economy Polo- low quality, low price and economy Marketing mix of Volkswagen Products of Volkswagen- There are different products of Volkswagen and these are as follows: Skoda Bugatti Volkswagen Lamborghini Commercial vehicles Seat Audi Price of Volkswagen- The Company set prices in accordance to its competitors. There is discrimination present in prices in and across regions. There is no price competition present in emerging markets. The company follows strict cost controlling measures. Place of Volkswagen- There is international standardization of dealers involved and they are separated by distributed channels for single brand. Promotion of Volkswagen- The Company believe in localized communication as well as brand advertising. Promotional strategies adopted by Volkswagen The company has some core brands value in and across the globe that are mainly innovative, valuable as well as responsible and that is clearly visible in their promotional activities. During the initial stage, Volkswagen started with low brand awareness (Hollensen, 2015). Competitors- Volkswagen faces stiff competition from companies such as Toyota, Ford and Honda Reference List Hollensen, S. (2015).Marketing management: A relationship approach. Pearson Education. Kotler, P., Keller, K. L., Brady, M., Goodman, M., Hansen, T. (2016).Marketing management. Pearson Education Ltd.. Volkswagen International. (2017).Volkswagen.com. Retrieved 14 October 2017, from https://www.Volkswagen.com