Introduction• is defined as Vorsprung Durch Technik, which means PROGRESS TO TECHNOLOGY.• Founded by August Horsh on the 16th day of July, 1909 in Zwickay, Germany.• Its headquarters is situated in Ingolstadt, Bavaria, Germany.• It is currently a subsidiary of Volkswagen AG which holds 99.55% of the total stakes of Audi since 1966 after its purchase from its former owner Daimler-Benz.• Audi is represented in 110 countries worldwide and since 2004, Audi has been selling its products in the Indian market.
MISSION is an internationally reowned manufacturer of high-quality cars. Our success has been achieved throughcreativity, commitment and the ability to generateenthusiasm. The wishes and emotions of our customers arethe guiding principle behind our every action. We strive tolead the way in the field of innovation. We aim to establishnew standards to substantiate our brand claim of. . .
The Life Cycle• ’s sales in 2010, of the Audi Executive class was 6,59,748. Its in its maturity stage of its life cycle.• The total sales of the sports class was 29,697. The sports range of Audi is its premium segment in which cars are worth around 500,000 USD. This segment of Audi is in its growing stage.• The SUV range of Audi sold 2,03,541. The SUV range has not been able to acquire the major market position due to stiff competition from the main rivals Porsche, BMW, Mercedes- Benz and the SUV king, Land Rover. Thus it is at its peak level of the product life cycle.
The Categories manufactures automobiles in 3 categories, which are-• The Executive Class1. Audi A42. Audi A53. Audi A64. Audi A75. Audi A8 (Full-size Luxury Car)
‘s Sports class-1. Audi TT2. Audi R83. Audi TTS4. Audi TTRS
‘s Sport Utility Vehicle (SUV) Range1. Audi Q32. Audi Q53. Audi Q7
Ensuring Sales has maintained enormous sales after being aquired byVolkswagen Aktiengesellschaft (AG).Audi ensures its sales by promoting its brand and its carsthrough-1. Promoting the brand in Rallies and Races.2. Audi is the major car which is used in major movies.3. Sponsoring major soccer clubs, baseball and basketball teams.4. The Audi Mileage Marathon and Audi e-tron.5. Promotes through video games
Are they related to each other??• Technology• Price• Designs• Engines• Selection criteria
SWOT Analysis Audi Strengths• Brand Reputation.• Technology, creativity and innovation.• Large panel of products.
SWOT Analysis Audi Weakness• Doesnt operate on the huge scale.• Concentrates only on the high class market.• No subvention for higher models (A6, A8).
SWOT Analysis Audi Opportunity• new emerging markets of China and India.• Growth in new car sales in the Asian market.• Positive impact of FDI.• Extend loan tenor to 84 months.
SWOT Analysis Audi Threats• Giant competitors.• Impact of recession.• Economic slowdown.• Higher subventions offered by competitors.