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Analyzing strategic issues atVolkswagen School of Business AdministrationSPRING 2014-2015Dr. Anu VijSUBMITTED BYRashed Naser Al MansooriID: BBA1342005SUBMITTED TO Dr. Anu VijStrategic Management STRT405
Title Page No1: Introduction to the Volkswagen22: Environmental analysis of Volkswagen33: Strategic Management of Volkswagena)Strategies executed identified and evaluatedb) Strategic issues and problems discussedc) Role of CEO and sound leadership in solvingstrategic problems66784: Solution Suggested95: Conclusion96. References 9Page 2
Strategic issues at Volkswagen1: Introduction to VolkswagenVolkswagen One of the largest automobile company in the world.Volkswagen is a company from Germany that deals with automobilemanufacturing. In the list of top ten best selling cars Volkswagen’s has threecars, those us Volkswagen Golf, Volkswagen Passat and Volkswagen Beetle. Themeaning of Volkswagen is ‘People’s car’, which is a German word. Slogan ofVolkswagen is “Das Auto”. Ferdinand was funded Volkswagen was founded in1937 its Headquarter is in Wolfsburg, in country Germany. Martin Winterkorn isthe Current chairman of the company. Volkswagen’s revenue 94.7 billion euroin 2011 and also has more than 3658500 employees. Volkswagen is amongworld’s largest car manufacturer. Others are Toyota, General Motors, andHonda etc. To gain the leading position in this automobile field Volkswagen hasused many strategies. In this paper, we discussing the strategies made byVolkswagen to become the leader in automobile industry. Volkswagen is a huge multinational group, there for they divide theircompany into two categories of cars according to its brands. These twocategories and their brands are given below:Category 1:“Classic” brand group. 1: Volkswagen 2: Skoda 3: Bentley4:Bugatti brandsCategory 2:“Sporty” brand group 1: Audi 2: Seat 3: Lamborghini Volkswagen implemented its service all over the world with all its successfulbrands VW serves all over the world. More than 150 countries they spread theirbusiness. If we discuss about its market identification then we can find thatVolkswagen covers all the important areas of the world. Their goal is to providesafe, attractive and environmentally sound cars which are according to thedifferent standards of the different parts of world. Currently the main marketsof VW group are Western Europe, Brazil, China, The US, Mexico and Russia. Inthe US, China, India, Russia, Brazil and the ASEAN regions they are expectingtheir growth. 2: Environmental analysis of VolkswagenPage 3
Decision making of a company is making by many factors in anorganization. In automobile industry these factors are Political factors,Economic factors, Social factors, Technological factors, Environmental factorsand Legal factors. PESTEL analysis is the study of all factors.