Volkswagen Group India has adopted three key strategies to grow its market share in India:
1. The "18plus" strategy aims to increase sales volume to over 10 million cars globally by focusing on emerging markets like India.
2. Each brand (Audi, Skoda, Volkswagen) targets different market segments with Skoda and Volkswagen focusing on mass market vehicles.
3. An aggressive marketing strategy is employed using various media and focused on improving brand awareness in India.
The internship report summarizes Pulkit Sharma's 1-month internship with Volkswagen Motorsports India. It provides an overview of Volkswagen globally and their operations in India. It then discusses Volkswagen Motorsports India's history of participating in racing competitions in India since 2010. It highlights their accomplishments in the 2013 and 2014 seasons, including winning championships and sponsoring top drivers. It also describes some projects Pulkit worked on, including designing components for a rally car.
Volkswagen has invested 4000 crores to set up its state-of-the-art manufacturing facility in Chakan, Pune covering 527 acres. The tour visited the body shop where car bodies are manufactured using robots and the assembly hall where accessories are installed on cars within 117 seconds. The Chakan plant has a production capacity of 130,000 vehicles per year and employs 3700 people across direct, indirect and contracted roles. Volkswagen exports cars to over 50 countries from the Chakan plant.
The document discusses Volkswagen's marketing strategies for various car models in India including the Tiguan, Polo, Passat, and others. It covers the 4P's of marketing - product, price, place, and promotion for each model. It also analyzes competitors such as the Hyundai Tucson, Skoda Kodiaq, Maruti Swift, Hyundai i20, Honda Accord, and Toyota Camry. Segmentation, targeting, positioning, SWOT analyses, and other details are provided for strategic marketing of Volkswagen cars in the Indian market.
This document discusses Porter's value chain analysis for Hyundai and Toyota. It analyzes Hyundai's primary and secondary activities, noting the value or benefits each provides to customers, such as reduced time and cost through just-in-time logistics or improved consumer interactions. For Toyota, it analyzes Porter's five forces and generic strategies, including their use of cost leadership through efficient manufacturing and product differentiation through incremental innovations.
- Volkswagen Group India is a subsidiary of Volkswagen AG based in Pune, Maharashtra and represents three brands - Volkswagen, Audi and Skoda.
- Volkswagen offers models across luxury, mid-size, and compact segments including Polo, Vento, Jetta, Beetle, Passat, and Touareg.
- The company aims to target various market segments like sedan, SUV and hatchback users while expanding its presence across major cities and towns.
Eicher Motors is an Indian automotive company that owns Royal Enfield motorcycles and has a joint venture called VE Commercial Vehicles. The document provides an overview of Eicher Motors' businesses and their operations. It discusses Royal Enfield motorcycles and their growth in India and globally. It also outlines VE Commercial Vehicles, which designs and markets trucks and buses through its brands Eicher Trucks and Buses and Volvo Trucks India. The joint venture was formed to modernize commercial transportation in India. The document then analyzes VE Commercial Vehicles' international business and provides a project overview to study competitors' distribution networks in African and Middle Eastern markets.
Volkswagen entered the Indian market in 2001 with the goal of becoming a dominant global carmaker. However, it faced several challenges as its brands were seen as premium and luxury in India where very few could afford such expensive cars. Volkswagen had to rebrand itself as a "common people's car" by making its vehicles more affordable and customized to Indian conditions like rugged roads. It also faced stiff competition in the semi-saturated Indian market already dominated by players like Maruti Suzuki. While Volkswagen's market share has decreased over time, it continues efforts to adapt its products to Indian customer preferences and price points.
This document summarizes a study examining how Malaysian automakers and suppliers prepared for increased regional competition from the ASEAN Free Trade Area (AFTA) agreement. It discusses how Proton, Malaysia's national automaker, benefited from strong government support and protection but would face new challenges with AFTA tariff reductions. The study aims to identify steps companies took to boost competitiveness in technology, design, costs, quality and new markets in response to impending AFTA liberalization.
The internship report summarizes Pulkit Sharma's 1-month internship with Volkswagen Motorsports India. It provides an overview of Volkswagen globally and their operations in India. It then discusses Volkswagen Motorsports India's history of participating in racing competitions in India since 2010. It highlights their accomplishments in the 2013 and 2014 seasons, including winning championships and sponsoring top drivers. It also describes some projects Pulkit worked on, including designing components for a rally car.
Volkswagen has invested 4000 crores to set up its state-of-the-art manufacturing facility in Chakan, Pune covering 527 acres. The tour visited the body shop where car bodies are manufactured using robots and the assembly hall where accessories are installed on cars within 117 seconds. The Chakan plant has a production capacity of 130,000 vehicles per year and employs 3700 people across direct, indirect and contracted roles. Volkswagen exports cars to over 50 countries from the Chakan plant.
The document discusses Volkswagen's marketing strategies for various car models in India including the Tiguan, Polo, Passat, and others. It covers the 4P's of marketing - product, price, place, and promotion for each model. It also analyzes competitors such as the Hyundai Tucson, Skoda Kodiaq, Maruti Swift, Hyundai i20, Honda Accord, and Toyota Camry. Segmentation, targeting, positioning, SWOT analyses, and other details are provided for strategic marketing of Volkswagen cars in the Indian market.
This document discusses Porter's value chain analysis for Hyundai and Toyota. It analyzes Hyundai's primary and secondary activities, noting the value or benefits each provides to customers, such as reduced time and cost through just-in-time logistics or improved consumer interactions. For Toyota, it analyzes Porter's five forces and generic strategies, including their use of cost leadership through efficient manufacturing and product differentiation through incremental innovations.
- Volkswagen Group India is a subsidiary of Volkswagen AG based in Pune, Maharashtra and represents three brands - Volkswagen, Audi and Skoda.
- Volkswagen offers models across luxury, mid-size, and compact segments including Polo, Vento, Jetta, Beetle, Passat, and Touareg.
- The company aims to target various market segments like sedan, SUV and hatchback users while expanding its presence across major cities and towns.
Eicher Motors is an Indian automotive company that owns Royal Enfield motorcycles and has a joint venture called VE Commercial Vehicles. The document provides an overview of Eicher Motors' businesses and their operations. It discusses Royal Enfield motorcycles and their growth in India and globally. It also outlines VE Commercial Vehicles, which designs and markets trucks and buses through its brands Eicher Trucks and Buses and Volvo Trucks India. The joint venture was formed to modernize commercial transportation in India. The document then analyzes VE Commercial Vehicles' international business and provides a project overview to study competitors' distribution networks in African and Middle Eastern markets.
Volkswagen entered the Indian market in 2001 with the goal of becoming a dominant global carmaker. However, it faced several challenges as its brands were seen as premium and luxury in India where very few could afford such expensive cars. Volkswagen had to rebrand itself as a "common people's car" by making its vehicles more affordable and customized to Indian conditions like rugged roads. It also faced stiff competition in the semi-saturated Indian market already dominated by players like Maruti Suzuki. While Volkswagen's market share has decreased over time, it continues efforts to adapt its products to Indian customer preferences and price points.
This document summarizes a study examining how Malaysian automakers and suppliers prepared for increased regional competition from the ASEAN Free Trade Area (AFTA) agreement. It discusses how Proton, Malaysia's national automaker, benefited from strong government support and protection but would face new challenges with AFTA tariff reductions. The study aims to identify steps companies took to boost competitiveness in technology, design, costs, quality and new markets in response to impending AFTA liberalization.
Brand Analysis on Truck manufacturers in India like Ashok Leyland,Tata Motors,AMW,Bharat Benz,VOLVO Trucks,Mahindra,,SML ISUZU,EICHER MOTORS and many more
Presentation Int Bus Group Project 16-9Lance Heaps
This document provides an overview of the automobile industry in China and several major automakers operating in the Chinese market, including Volkswagen, Toyota, Ford, Nissan, and General Motors. It discusses the growth of the Chinese economy and automotive sector, market drivers and restraints, strategies and operations of key companies in China, and SWOT analyses of some firms.
Proposed your promotional mix strategies for the new country of your choice. Identify whether there is any adaptation required for your promotional strategies comparing with current domestic strategies. If no adaptation is required, provide your justification.
Force Motors is an automobile company in India that manufactures commercial vehicles and tractors. It has two manufacturing plants and recently opened a new one in Chennai. The company has a small market share but is expanding production capacity and product lines. It focuses on research and development to remain competitive in the automotive industry.
Volkswagen launched an innovative marketing campaign on LinkedIn to raise brand awareness among Indian professionals. They created a Company Page to engage with customers, allowing them to post reviews and recommendations of VW cars. Volkswagen then used LinkedIn Recommendation Ads targeting professionals, receiving over 2,700 recommendations for VW models within 30 days and gaining 2,300 new followers. The campaign was highly successful at connecting with customers in a professional context online.
Mahindra & Mahindra entered into a joint venture with Renault in 2005 to produce the Renault Logan sedan in India. The goal was to take advantage of each other's strengths - Renault's automotive expertise and Mahindra's local supplier network. However, the Logan failed to meet sales targets in India. It was perceived as outdated and overpriced. The joint venture dissolved in 2010 due to major financial losses. While Renault exited India, Mahindra renamed the Logan as the "Verito" and gained control over production.
Ford has invested $2 billion in India over the past 17 years but has little to show for it other than a market share of less than 3% and accumulated losses of Rs. 1,374 crore. The company has struggled to launch and sustain successful new models. It is now hoping that a large export push using India as a manufacturing hub can help improve capacity utilization and help Ford finally achieve profits in the important Indian market. However, some analysts question if Ford's frequent leadership changes in India and delays in launching new models will allow it to effectively compete against other automakers vying for a share of the growing Indian passenger vehicle market.
Presentation on customer awareness and prefering skoda carsjitharadharmesh
This document provides a summary of a summer training project presentation on customer awareness and preferences regarding the Skoda Yeti vehicle. It includes sections on the automotive industry overview from 1984-present, details about Torque Automotive Pvt. Ltd (the company), literature reviews on related topics, a SWOT analysis of the Skoda Yeti, research methodology used, and analysis of customer survey results. The survey looked at factors influencing vehicle purchases, awareness and opinions of the Skoda Yeti, and ratings for attributes like looks, comfort, and ease of maintenance.
Vikram Pawah new BMW India Head - Press ReleaseRushLane
Mr. Vikram Pawah has been appointed as the new President of BMW Group India, replacing Mr. Frank Schloeder who will return to BMW Group headquarters in Germany. Mr. Pawah brings over 25 years of experience in the automotive industry, including positions at Honda Cars India and Australia and most recently as Managing Director of Harley-Davidson India. Mr. Schloeder served over 3 years as Director of Marketing and acting President of BMW Group India, during which time the company increased sales and market share in the Indian luxury car segment.
The document provides a strategic analysis of the Toyota Innova vehicle. It includes a SWOT analysis, overview of the automotive industry, customer analysis, and market research on the Innova. The Innova has strengths like its brand recognition and variants available. Weaknesses include limited presence in some markets. Opportunities exist in expanding segments and alliances, while threats include intense competition. The customer base for the Innova includes families, and it provides comfort and options. Market share analysis shows the Innova has captured over 30% of its segment.
R k Raushan- Marketing Mix of Automobile sector with special referrence to SK...Rakesh Kumar Raushan
The document provides an overview of the automobile sector in India and includes a project report on the marketing mix of Skoda Auto in India. Specifically, it discusses the following:
1. The automobile industry in India is a major economic driver and includes segments like two-wheelers, passenger vehicles, commercial vehicles, and three-wheelers. Leading players like Maruti Suzuki, Hyundai, and Tata Motors operate across different segments.
2. The report focuses on Skoda Auto India, which has been operating in India for over a decade. It provides details on Skoda's history, current product lineup, marketing strategies, and SWOT analysis.
3. The marketing mix analysis covers Sk
- Asian Paints Limited was established in 1942 in Mumbai, India as a manufacturing unit and has been the leading paint company in India since 1967.
- In 1998, the company underwent restructuring and crafted a new vision to become one of the top five decorative paint companies in the world by 2008.
- Since the 1970s and 1980s, the company expanded internationally through joint ventures and acquisitions, entering markets in countries across Asia, Africa, the Pacific, the Caribbean and Australia.
- The company used metrics like country GDP growth and size of paint market to identify target markets and a strategy of starting in emerging markets with limited competition.
Toyota is a large Japanese automaker known for hybrid vehicles. It produces over 5.5 million vehicles per year for customers worldwide. Toyota has grown significantly since its founding in 1937 due to its focus on customer satisfaction. It offers a wide range of affordable and high-quality vehicles targeting different market segments. Toyota also pioneers new technologies like hybrid engines. Its success is attributed to lean manufacturing, quality focus, and adapting to customer needs globally.
Audi has many strengths including its strong brand reputation, innovative technology, and global manufacturing operations. However, it faces weaknesses such as higher costs relative to larger competitors. Opportunities exist in emerging markets and green technologies, while threats include competition, commodity price fluctuations, and regulations.
Toyota has achieved success in international markets through strategies of continuous quality improvement ("kaizen"), adapting products to local needs, and investing in new markets. Toyota focuses on high quality, innovation, and developing hybrid technology. It has production facilities around the world and establishes design centers locally. Toyota's strategies emphasize entering growing international markets slowly, targeting emerging economies, and expanding with low-cost cars in markets like China. While recent issues affected Toyota, it remains one of the most successful automakers through prioritizing customers, safety, and quality.
Proton is Malaysia's national automobile manufacturer established in 1983. It began producing the Proton Saga in 1985 based on Mitsubishi technology. Proton held over 60% of Malaysia's car market by 2002 but saw its share decline to 30% by 2005 due to increased competition. Proton exports cars to several countries but faces challenges meeting various markets' safety and emissions standards.
Renault entered the Indian market in 2005 through a joint venture. While its first model Logan did not succeed, Renault aimed to establish itself as a premium brand through models like Fluence and Koleos starting in 2011. However, sales volumes remained low. Renault's communication strategy focused on advertising in print media to position itself as an aspirational yet premium brand associated with status and trust. A new communication manager, Roger, analyzed Renault's strategy and budget allocation as well as best practices in other Indian industries like LG and Samsung to develop a communication plan that would better position Renault for future small car launches and growth in India.
The document is a marketing plan for Proton Holdings Berhad (Proton), a major Malaysian automobile company. It provides background on Proton, outlines their vision, mission and objectives. It also analyzes Proton's strategies, strengths, weaknesses, opportunities and threats through a SWOT framework and matrix. The plan evaluates Proton's financial performance and makes recommendations to improve their competitiveness.
Report on summar Trainning,INTERNSHIP at lalz HYUNDAI workshop on the duration of 4 month,
by Anand pratap NSIT(Netaji subhash institute of technology).
Proton was established in 1983 to manufacture cars in Malaysia and produced its first car, the Proton Saga, in 1985; it benchmarks Toyota and aims to be a globally successful Malaysian automaker through customer-oriented and innovative products, while facing threats from competitors and economic conditions.
Volkswagen Group India represents three major brands - Volkswagen, Audi and Skoda in India. It has established production facilities and dealerships across India. As part of its '18plus' strategy, Volkswagen aims to increase sales volumes globally including in high-growth markets like India and China. In India specifically, Volkswagen plans to increase its market share from 1% currently to 10% in the next five years through aggressive pricing, advertising and expanding its product portfolio across brands and segments.
Volkswagongroup business strategy in indiaAnil Bharti
Volkswagen Group Sales India Pvt. Ltd. is Volkswagen's wholly owned subsidiary in India. It oversees the operations of Audi, Porsche, Volkswagen, and Skoda in India. Volkswagen aims to increase its market share in India from 1% currently to 10% in the next 5 years. It plans to leverage its partnership with Suzuki and introduce more competitively priced vehicles to better target the high-volume but price-sensitive Indian market.
Brand Analysis on Truck manufacturers in India like Ashok Leyland,Tata Motors,AMW,Bharat Benz,VOLVO Trucks,Mahindra,,SML ISUZU,EICHER MOTORS and many more
Presentation Int Bus Group Project 16-9Lance Heaps
This document provides an overview of the automobile industry in China and several major automakers operating in the Chinese market, including Volkswagen, Toyota, Ford, Nissan, and General Motors. It discusses the growth of the Chinese economy and automotive sector, market drivers and restraints, strategies and operations of key companies in China, and SWOT analyses of some firms.
Proposed your promotional mix strategies for the new country of your choice. Identify whether there is any adaptation required for your promotional strategies comparing with current domestic strategies. If no adaptation is required, provide your justification.
Force Motors is an automobile company in India that manufactures commercial vehicles and tractors. It has two manufacturing plants and recently opened a new one in Chennai. The company has a small market share but is expanding production capacity and product lines. It focuses on research and development to remain competitive in the automotive industry.
Volkswagen launched an innovative marketing campaign on LinkedIn to raise brand awareness among Indian professionals. They created a Company Page to engage with customers, allowing them to post reviews and recommendations of VW cars. Volkswagen then used LinkedIn Recommendation Ads targeting professionals, receiving over 2,700 recommendations for VW models within 30 days and gaining 2,300 new followers. The campaign was highly successful at connecting with customers in a professional context online.
Mahindra & Mahindra entered into a joint venture with Renault in 2005 to produce the Renault Logan sedan in India. The goal was to take advantage of each other's strengths - Renault's automotive expertise and Mahindra's local supplier network. However, the Logan failed to meet sales targets in India. It was perceived as outdated and overpriced. The joint venture dissolved in 2010 due to major financial losses. While Renault exited India, Mahindra renamed the Logan as the "Verito" and gained control over production.
Ford has invested $2 billion in India over the past 17 years but has little to show for it other than a market share of less than 3% and accumulated losses of Rs. 1,374 crore. The company has struggled to launch and sustain successful new models. It is now hoping that a large export push using India as a manufacturing hub can help improve capacity utilization and help Ford finally achieve profits in the important Indian market. However, some analysts question if Ford's frequent leadership changes in India and delays in launching new models will allow it to effectively compete against other automakers vying for a share of the growing Indian passenger vehicle market.
Presentation on customer awareness and prefering skoda carsjitharadharmesh
This document provides a summary of a summer training project presentation on customer awareness and preferences regarding the Skoda Yeti vehicle. It includes sections on the automotive industry overview from 1984-present, details about Torque Automotive Pvt. Ltd (the company), literature reviews on related topics, a SWOT analysis of the Skoda Yeti, research methodology used, and analysis of customer survey results. The survey looked at factors influencing vehicle purchases, awareness and opinions of the Skoda Yeti, and ratings for attributes like looks, comfort, and ease of maintenance.
Vikram Pawah new BMW India Head - Press ReleaseRushLane
Mr. Vikram Pawah has been appointed as the new President of BMW Group India, replacing Mr. Frank Schloeder who will return to BMW Group headquarters in Germany. Mr. Pawah brings over 25 years of experience in the automotive industry, including positions at Honda Cars India and Australia and most recently as Managing Director of Harley-Davidson India. Mr. Schloeder served over 3 years as Director of Marketing and acting President of BMW Group India, during which time the company increased sales and market share in the Indian luxury car segment.
The document provides a strategic analysis of the Toyota Innova vehicle. It includes a SWOT analysis, overview of the automotive industry, customer analysis, and market research on the Innova. The Innova has strengths like its brand recognition and variants available. Weaknesses include limited presence in some markets. Opportunities exist in expanding segments and alliances, while threats include intense competition. The customer base for the Innova includes families, and it provides comfort and options. Market share analysis shows the Innova has captured over 30% of its segment.
R k Raushan- Marketing Mix of Automobile sector with special referrence to SK...Rakesh Kumar Raushan
The document provides an overview of the automobile sector in India and includes a project report on the marketing mix of Skoda Auto in India. Specifically, it discusses the following:
1. The automobile industry in India is a major economic driver and includes segments like two-wheelers, passenger vehicles, commercial vehicles, and three-wheelers. Leading players like Maruti Suzuki, Hyundai, and Tata Motors operate across different segments.
2. The report focuses on Skoda Auto India, which has been operating in India for over a decade. It provides details on Skoda's history, current product lineup, marketing strategies, and SWOT analysis.
3. The marketing mix analysis covers Sk
- Asian Paints Limited was established in 1942 in Mumbai, India as a manufacturing unit and has been the leading paint company in India since 1967.
- In 1998, the company underwent restructuring and crafted a new vision to become one of the top five decorative paint companies in the world by 2008.
- Since the 1970s and 1980s, the company expanded internationally through joint ventures and acquisitions, entering markets in countries across Asia, Africa, the Pacific, the Caribbean and Australia.
- The company used metrics like country GDP growth and size of paint market to identify target markets and a strategy of starting in emerging markets with limited competition.
Toyota is a large Japanese automaker known for hybrid vehicles. It produces over 5.5 million vehicles per year for customers worldwide. Toyota has grown significantly since its founding in 1937 due to its focus on customer satisfaction. It offers a wide range of affordable and high-quality vehicles targeting different market segments. Toyota also pioneers new technologies like hybrid engines. Its success is attributed to lean manufacturing, quality focus, and adapting to customer needs globally.
Audi has many strengths including its strong brand reputation, innovative technology, and global manufacturing operations. However, it faces weaknesses such as higher costs relative to larger competitors. Opportunities exist in emerging markets and green technologies, while threats include competition, commodity price fluctuations, and regulations.
Toyota has achieved success in international markets through strategies of continuous quality improvement ("kaizen"), adapting products to local needs, and investing in new markets. Toyota focuses on high quality, innovation, and developing hybrid technology. It has production facilities around the world and establishes design centers locally. Toyota's strategies emphasize entering growing international markets slowly, targeting emerging economies, and expanding with low-cost cars in markets like China. While recent issues affected Toyota, it remains one of the most successful automakers through prioritizing customers, safety, and quality.
Proton is Malaysia's national automobile manufacturer established in 1983. It began producing the Proton Saga in 1985 based on Mitsubishi technology. Proton held over 60% of Malaysia's car market by 2002 but saw its share decline to 30% by 2005 due to increased competition. Proton exports cars to several countries but faces challenges meeting various markets' safety and emissions standards.
Renault entered the Indian market in 2005 through a joint venture. While its first model Logan did not succeed, Renault aimed to establish itself as a premium brand through models like Fluence and Koleos starting in 2011. However, sales volumes remained low. Renault's communication strategy focused on advertising in print media to position itself as an aspirational yet premium brand associated with status and trust. A new communication manager, Roger, analyzed Renault's strategy and budget allocation as well as best practices in other Indian industries like LG and Samsung to develop a communication plan that would better position Renault for future small car launches and growth in India.
The document is a marketing plan for Proton Holdings Berhad (Proton), a major Malaysian automobile company. It provides background on Proton, outlines their vision, mission and objectives. It also analyzes Proton's strategies, strengths, weaknesses, opportunities and threats through a SWOT framework and matrix. The plan evaluates Proton's financial performance and makes recommendations to improve their competitiveness.
Report on summar Trainning,INTERNSHIP at lalz HYUNDAI workshop on the duration of 4 month,
by Anand pratap NSIT(Netaji subhash institute of technology).
Proton was established in 1983 to manufacture cars in Malaysia and produced its first car, the Proton Saga, in 1985; it benchmarks Toyota and aims to be a globally successful Malaysian automaker through customer-oriented and innovative products, while facing threats from competitors and economic conditions.
Volkswagen Group India represents three major brands - Volkswagen, Audi and Skoda in India. It has established production facilities and dealerships across India. As part of its '18plus' strategy, Volkswagen aims to increase sales volumes globally including in high-growth markets like India and China. In India specifically, Volkswagen plans to increase its market share from 1% currently to 10% in the next five years through aggressive pricing, advertising and expanding its product portfolio across brands and segments.
Volkswagongroup business strategy in indiaAnil Bharti
Volkswagen Group Sales India Pvt. Ltd. is Volkswagen's wholly owned subsidiary in India. It oversees the operations of Audi, Porsche, Volkswagen, and Skoda in India. Volkswagen aims to increase its market share in India from 1% currently to 10% in the next 5 years. It plans to leverage its partnership with Suzuki and introduce more competitively priced vehicles to better target the high-volume but price-sensitive Indian market.
Volkswagen faced challenges entering the Indian automotive market late, as other brands had stronger brand awareness. To address this, Volkswagen focused on innovation in their products, communications, and advertising. Their strategies included buying all ads in the Times of India newspaper for one day, creating cut-out and "talking" newspaper ads, and using mobile ads targeted at high-net worth users. These innovative approaches helped Volkswagen exponentially increase brand awareness and meet sales objectives within their first year in India.
Volkswagen's Marketing Strategy in IndiaAsrar Mohd
INTRODUCTION
Volkswagen (VW) is one of the world’s leading automobile manufacturers and the largest carmaker in Europe
Volkswagen in German language means people’s car
Founded - 28 May 1937 (75 years)
Founder(s) - Ferdinand Porsche
Headquarters - Wolfsburg, Germany
Slogan - Das Auto ("The Car")
Area served - 153 countries
Subsidiaries - Audi, Bugatti, Bentley, Lamborghini, Porsche, SEAT, Skoda, Volkswagen and Scania CV
volkswagen swot analysis Please like and share it as possible!! want some more ppts contact me @ puskarkandel2012@gmail.com for relevant purposes. BBA students specially :) please comment in the box for suggestions and feedbacks..
Volkswagen- Company, Competitors and ChangesRohan Monis
Volkswagen is a German automotive manufacturing company headquartered in Wolfsburg, Germany. It designs, manufactures, and distributes passenger and commercial vehicles, motorcycles, engines, and turbomachinery. In 2014, Volkswagen produced over 10 million vehicles and had over 572,000 employees worldwide, making it one of the largest automakers by sales. It has a multi-brand strategy, operating brands such as Audi, Bentley, Bugatti, Lamborghini, Porsche, SEAT, Škoda, and Volkswagen, and is divided into its Automotive and Financial Services divisions.
Volkswagen is a large German automaker established in 1937. It owns 9 major automotive brands and has production in 62 plants across 21 countries. Volkswagen pursues a strategy of leveraging its scale across brands and through R&D to take advantage of sector dynamics. It has expanded significantly in China through joint ventures and plans to continue its focus on emerging markets for future growth. Volkswagen has acquired brands like Skoda and SEAT to expand its geographic and product reach.
Volkswagen India Promotion & Distribution MarketingKandarp Desai
Volkswagen aimed to increase brand awareness in India through extensive promotional campaigns using various traditional and digital marketing channels. They launched newspaper and television advertisements as well as social media campaigns to connect with customers. This resulted in a 169% increase in sales and recall rising from 4% to 50%. Volkswagen continues promoting through print, television, social media and special campaigns to further engage customers in India.
Volkswagen is a German automaker established in 1937 that is the largest automaker in Germany and Europe. It has three of the top 10 best-selling cars of all time still in production - the Golf, Beetle, and Passat. Volkswagen means "people's car" in German and oversees brands like Audi, Lamborghini, and Bentley. It has global sales of over 9 million vehicles annually and factories across 21 countries, making it Europe's largest automaker. Volkswagen aims to become the world's largest automaker by 2018 through global expansion and a focus on emerging markets.
Automotive Intelligence for Professionals: The China AutoBook includes company profiles of OEM car makers, multinational and local automotive parts suppliers as well as organizations, media and exhibitions.
It also includes detailed statistics about Automotive sales, market share, OEM capacities and information about new programs 2017-20.
The China AutoBook helps you to identify new customers in the Automotive industry in China and provides key contact information.
China is the world's largest automobile market in terms of both production and consumption. In 2018, China produced and sold approximately 27 million passenger cars, driven by increasing urbanization. Domestic production accounts for over 90% of the total vehicle market in China. The government is optimistic about future growth, especially in electric vehicles, where China aims to become a leader in both consumption and manufacturing. Key drivers of sales have been reductions in value-added tax on smaller engine vehicles from 2015 to 2017. This document provides an overview of the automotive industry and market in China.
Audi is a German luxury automaker known for producing high-quality vehicles. It oversees global production from its headquarters in Bavaria, Germany and has 9 production facilities worldwide. Audi targets both developed and emerging markets and competes with other luxury brands like BMW, Mercedes Benz, and Porsche. It focuses on technological innovation and performance to position itself as a leading luxury brand known for "Vorsprung durch Technik" or "Progress through Technology".
This document summarizes information about BMW, Audi, and Mercedes-Benz operations in India. It discusses that BMW India is a subsidiary of the BMW group and established a production plant in Chennai in 2007. It also provides details about the models assembled/imported by each company in India, their prices, promotion strategies, and dealership networks. Furthermore, it mentions that Mercedes-Benz saw a 79% sales jump in January-July 2010 while BMW and Audi saw 35% and 56% growth respectively. Finally, it analyzes the luxury car market in India and outlook for future growth.
Suzuki Motors Company.
Uploaded, designed and prepared by;
Muhammad Ameen Ujjan
BBA (Hons) #Finance
Shah Abdul Latif Univeristy
Khairpur, Sindh, Pakistan
Volkswagen Group India's brand strategies in India include launching Skoda in 2001, followed by Audi and Volkswagen in 2007. VW approaches the Indian market with an innovative, valuable, and responsible strategy focused currently on innovation. This includes digital marketing campaigns and social media presence. Skoda aims to bring affordable yet premium diesel cars to India. Audi focuses on being innovative, modern, and sporty through brand building and engaging with Bollywood. Tata Motor's global strategy is to focus on similar markets to India through acquisitions and partnerships to expand its product portfolio, technology, and distribution networks internationally.
The automotive industry in India is one of the largest in the world and fastest growing globally. India is now the 6th largest producer of passenger vehicles globally. The industry manufactures over 11 million vehicles annually and exports about 1.5 million. Two-wheelers have the largest market share of over 75%. Major players include Maruti Suzuki, Hyundai, Tata Motors, and Mahindra & Mahindra. The industry provides employment to over 13 million people and has an annual turnover of over $35 billion. Tata Motors leads commercial vehicles while Maruti Suzuki leads passenger vehicles. Mahindra is expanding overseas. Hero MotoCorp leads two-wheelers while Bajaj Auto leads three-
The document discusses a marketing planning project for Volkswagen's entry of the Polo model into the Indian market. It analyzes Volkswagen's current online presence and use of internet marketing tools like search engine optimization, search engine marketing, and online reputation management. The objectives are to study Volkswagen's digital strategies and develop a plan to increase their online presence. A SWOT analysis of Volkswagen in India identifies strengths in technology but weaknesses in late market entry. Opportunities exist in India's growing economy and automobile demand.
2. P R E S E N T E D B Y
M O H D A R S A L A N
P R O F F : S H A I L E S H K A L E
STRATEGY AT VOLKSWAGEN
GROUP INDIA
3. Contents
Volkswagen –The Group
Volkswagen Group India
Corporate Strategy
Mark 18 Plus Strategy
Business Strategy
Skoda
Audi
Volkswagen India
Functional Strategy
Brand Equity
Communication, Pricing AND Distribution
4. Volkswagen Group
• Volkswagen Group is a German Automobile
Manufacturing Group.
• 3rd largest automobile manufacturer
• Parent Company- Volkswagen AG
• Product range extends from low-consumption small
cars to luxury class vehicles and trucks.
5. Cont…..
Group operates 60 production plants around the
world.
Volkswagen AG, is globally represented by 9 brands-
Audi, Bentley, Bugatti, Lamborghini, Scania, Seat,
Skoda, Volkswagen Commercial Vehicles
(Volkswagen Nutzfahrzeuge) and Volkswagen
Passenger Cars.
6.
7. Volkswagen Group India
Volkswagen Group India, the Indian subsidiary is a part
of Volkswagen AG.
It has its headquarters in Pune, Maharashtra (India).
Volkswagen Group is represented by three brands in
India: Volkswagen, Audi and Skoda.
Volkswagen Group is completing 10 years of its India
journey which began with the entry of the Skoda brand in
2001, Audi brand and Volkswagen brand in 2007.
8. Cont…
It currently has 16 models in the Indian market.
Volkswagen Group are setting up dealerships spanning
the entire country with Volkswagen, Skoda and Audi
having in total around 70 dealerships in 56 cities across
18 states and 2 union territories of India.
Volkswagen Group have together sold around 19,000
vehicles in India in 2009, an increase of 1.4% over 2008
in a year marked by recession in the auto industry.
9. Cont….
Skoda entered the Indian market in 2001.
Its plant in Aurangabad, assembles a total of eight
models including the Audi A6 and Audi A4 as well as
the Volkswagen Passat and Volkswagen Jetta.
Group’s production facility near Pune in the Chakan
Industrial Park is a key element in Volkswagen’s
India strategy to establish a long term presence.
10. Cont….
Total sum invested of around INR 3,800 crore (580
million Euros) is the biggest investment of a German
company realized in India so far.
The plant, one of the most modern in the
Volkswagen Group has a high level of vertical
integration.
Annual capacity of around 110,000 cars.
11. Corporate Strategy
Global challenges such as climate change and scarce
resources demand sustainable solutions.
Volkswagen Group has been employing various
methods to envisage the future and thereby enhance
its competitive position.
Volkswagen Group has charted a clear course with
our “18plus” strategy.
13. Focus lies on becoming an economic and
environmental leader in the global automotive
industry.
Strive for success in terms of profitability, customer
satisfaction and quality, accessing new markets and
increasing production output, and attractiveness as
an employer.
The “plus” element stands for more entrepreneurial
thinking, more synergies and more ecology.
14. Cont…
Volkswagen will harness the strengths of the Group
and its nine brands with an environmentally-
oriented model range .
Volkswagen has set its sights on new environmental
benchmarks.
The company has earmarked annual expenditure for
development and investments in new models and
technologies in excess of €8 billion over the next few
years.
15. Cont…
Boost the sales volume from present 6.5 million to
more than 10 million cars.
The incremental volume aimed for will more or less
come from Brazil, Russia, China and India.
16. India’s Contribution in 18plus Strategy
Indian car market is the 10th largest car market with
annual sales of around 1.4 million cars.
The market size is expected to increase to 4 million
cars by 2015.
Volkswagen aims to increase its market share from a
meager 1% presently to 10 % in next 5 years.
17. VW picked up 19.9 per cent stake in the Suzuki
Motor Corp (SMC) for USD 2.5 billion last year.
Maruti Suzuki India is the crown jewel of the
Japanese car maker.
Volkswagen is open to jointly developing products
with Maruti Suzuki India, as part of its efforts to
achieve synergy with Suzuki Motor Corp at the global
level.
18. Business Strategy
SKODA AUTO INDIA
• Launched its first product, the OCTAVIA, in India in
2001.
• Was the only possible step to enter India.
• Skoda adopted a Focus Strategy approach relying on
differentiation as a luxury car maker.
19. It now plans to come up with a new Fabia which will
be more competitively priced and another small car
priced between 3-5 lacs(by 2012).
20. AUDI INDIA
• Audi is one of the world’s leading premium brands.
• Basis of its success comprises pioneering concepts in
the domains of advanced technology and design.
• Audi has been selling its products in Indian market
since 2004.
21. For this Audi AG has earmarked investments of up to
€30 million (Rs174 crore) by 2015 in its local
operations.
Also Audi India plans to come up with a car in
corporate entry level i.e. Toyota Camry following the
lead of BMW.
22.
23. VOLKSWAGEN INDIA
• Volkswagen is the highest volume brand of VW
Group.
• Volkswagen presents itself in a variety of segments
as a premium manufacturer of high-volume models.
• As a first step, the Volkswagen brand launched the
globally successful Passat in 2007.
24. Cont…
To expand its portfolio and cater to the mid segment,
Volkswagen launched one of the brand’s bestselling
models, the Jetta, in India in July 2008.
Iconic New Beetle and the high-end SUV Touareg were
introduced in December 2009.
Also available is the high-end automobile Phaeton.
From December 12, 2009 the new Pune plant has started
rolling-out the hatchback version of the Volkswagen
Polo.
25. Cont….
After Polo, Vento is VW's second car targeting the mass
market.
It will be positioned at the upper-end of the country's
mid-sized sedan segment.
Volkswagen India has adopted a top-down strategy to
arrive at competitive pricing.
It is directly pitted against market leader Honda City,
Maruti’s SX4, Ford Fiesta etc.
26. Volkswagen India in Numbers
• VW has sold a total of 3,037 units in the country in 2009, of which 58 were
Beetles, 25 Touaregs, 2,342 Jettas and 613 Passats. This is a 95 per cent
increase in sales since 2008 when they sold 1,566 cars.
• Volkswagen India sold 2,597 cars in July 2010.
• Since its launch in February, Volkswagen has sold 1,599 Polos so far.
• There are already 10 units of the Phaeton (priced @75 lacs) in the Indian
market.
• 50 confirmed orders for the Beetle, with a four-month waiting period.
• 50 confirmed orders for the Touareg.
27. Ansoff Growth Strategy Matrix
Market
Penetration
Product
Development
Market
Development
Diversification
MARKETS
CurrentNew
PRODUCTS
Current New
28. Functional Strategy
MARKETING STRATEGY OF VW INDIA
• China is the 2nd largest market for VW Group after
Europe.
• Volkswagen plans to use its learning in China in India.
• Aggressive price tags and high-decibel advertisements.
• Volkswagen’s strength lies in the mass market. Its name,
after all, means people’s car in German.
30. Cont…
When VW started out in 2007, low brand awareness
was one of the key concerns.
Thus Volkswagen came out with 13 advertisements
in a leading English newspaper.
It told readers all they ever wanted to know about
Volkswagen — how the name came about, its product
line and so on.
31. Cont…
By the time the campaign ended, Volkswagen had
used 18,000 television spots, 144 insertions in
broadsheet dailies, 50 insertions in magazines, 280
out-of-home sites and 23 digital portals.
To improve brand recall, the next campaign showed
all Volkswagen cars: The Beetle, Passat, Jetta and
Touareg.
32. Customer based brand equity
The Volkswagen customer based brand equity is equally
strong on the left and right hand sides.
It is also strong from bottom to top, enjoying the highest
brand awareness of a carmaker as well as high repeat
purchase rates and customer loyalty.
To a certain extent Volkswagen has successfully focused
on both the superior product attributes and the imagery
associated with owning and driving a Volkswagen.
33. Communication @ VW
Most of the Volkswagen communication takes place
through print media in magazines and newspapers.
This is supported by communication through TV
advertisements and point of sales promotion.
Now a days a good company has a state of the art web
portal ,Volkswagen websites are highly informative,
interactive and a pleasure to watch.
One can get any amount of detailed information
regarding the prices, features, retailers, and support
services etc.
34. PRICING AND DISTRIBUTION
Volkswagen India Private Limited currently has more than 70
dealerships in 56 cities across 18 states and 2 union territories of
India.
There are company specified retailers and distributors through
out the world who are in constant touch with the parent and
comply implicitly.
Dealers also have round the clock servicing and repair.
Volkswagen also has a used car portal where one can choose and
buy his/her appropriate model.
35. Mr. Lutz Kothe, Head of Marketing said…
Volkswagen was the first company in India to use
LinkedIn Recommendation Ads, and the campaign was a
success.
We went in with a goal of inspiring 500
recommendations among current and prospective car
buyers.
In less than 30 days, over 2,700 Volkswagen fans had
stepped forward to recommend their favorite cars and
share these recommendations with their professional
networks.
Europe is its largest market followed by China (VGC)
VW Golf is the 3rd best selling automobile.
In 2009, 6.31 million passenger car sold~11 % worldwide share
Not targeting mass segment
Unique Value proposition of quality to customers, who can spend a bit more
Priced at 6.99-9.23 lacs; Both petrol and diesel version.