Audi Group is one of the most successful premium car manufacturers, owning brands like Lamborghini and Ducati motorcycles. In 2013, Audi sold over 1.5 million vehicles worldwide despite moderate economic growth. China was Audi's largest market, accounting for over 30% of sales. Audi's vision is to be the premium brand and its mission is to delight customers worldwide through goals like continuous growth, innovation leadership, and sustainability. While Audi has improved its technology, design, and performance over decades, it still lags BMW and Mercedes in markets like Japan and the US due to factors such as pricing, SUV offerings, and perceived quality issues. The document recommends Audi address these issues by strengthening its

1. CASE 1-1
AUDI
By :
Luksi Visita
Miftahul Jannah
Riska Fii Ahsani
Mufti Alam Adha
Afrima Widanti

2. AUDI COMPANY PROFILE 2014
Audi Group has long been one of the most successful car
manufacturers in the premium and supercar segment.
Audi Group  Lamborghini brands, motorcycles Ducati Brands,
Volkswagen Group brands.
The Audi Group again performed very successfully in 2013
despite only moderate global economic growth.
With a total of 1,575,480 Audi vehicles sold worldwide, the
company thus achieved its strategic milestone target of 1.5
million units

3. 2013 AUDI TOTAL SALES :
Audi vehicles
deliveries by Region
2013 Share in Percent
Germany 250,025 15,9
Europe excluding
Germany
427,709 26,8
China (incl. Hong Kong) 491,989 31,2
USA 158,061 10,0
Other 252,696 16.0
Total 1,575,480 100.0

4. AUDI VISION, MISSION, AND GOALS
Vision: “Audi – the
premium brand”
Mission: “We delight
customers worldwide”
GOALS:
Superior financial strength, Continuous growth, Top image position and
customer mix, Leaders in innovations, Attractive employer worldwide,
Sustainability of products and processes.
• We define
innovation
• We create
experiences
• We live responsibility
• We shape Audi

5. RESUME OF STUDY CASE
In Japan
and US, Audi
still lose
much
compared
to BMW and
Mercedes 
Audi also have
to invest mostly
in marketing
and distribution
in Europe
&
To synchronize
the global
achievement of
BMW and
Mercedes
In 2004 Audi
got operating
margin 5,5%
while in this
periode Audi
targeting
operating
margin for
about 8%
Audi by the
manageme
nt of
Winterkom
compete by
fixing
obstacles
especially in
electronics

For the last
2 decades
Audi got
improveme
nt in
technology,
design, and
performanc
e 

6. MAIN ISSUE & PROBLEM
IDENTIFICATION
Main issue Audi have problem to increase sales and
generate more profit in US
Problem
identification Audi’s inability to win BMW in US  especially price innovation feature and
enforcement with leasing and dealer company  The result is customer
choose BMW which gives cheaper installment payment (credit)
Audi’s tardiness in producing SUV  Audi lose momentum  SUV market
share is taken by competitor (for about 20% - 30%)
A decreasing quality perception by US customer since incident in 2008 
Audi is seen need to build quality reputation
Dollar value is weaken, and the US dealer network is not really good

7. RECOMMENDATION
& DISCUSSION
Fixing the defects
and previous
mistakes
Marketing Research  By
conducting correct marketing
research, Audi able to
understand what the
customers want.
Maximize marketing
communication to rebuild its
reputation among US
customers & to deliver value to
the customers
Make the dealer
network in US
stronger
Add the
guarantee time
service for Audi
Make the access
easier for
customers to buy
spare-part
Having a partnership and
agreement with leasing
company in US so it will
be easier for customers
to buy Audi

8. THANKS YOU FOR YOUR
ATTENTION