100%(5)5 out of 5 people found this document helpful
This preview shows page 1 - 4 out of 6 pages.
BUS 5112: Marketing ManagementWritten Assignment Unit 3 – VW Case StudyKwame Amoako-AttaUniversity of the People
Read the article: “A Real-Time Case Analysis” and then perform a case analysis that covers the following questions:· In your own words, what is Volkswagen’s Strategy in 2018 was originally announced in 2008?From the 2008 annual report, I have come out with the following as being the Volkswagen Strategy in 2018 as was announced then.VW Group aimed to be positioned as an economic and environmental leader amongst its competitors worldwide even in an economically difficult time. Priority was given to profitability byfocusing on growing with the right product while keeping operational costs at a minimum. They leveraged their strength as a group to push new environmentally-friendly vehicles.Customer retention programs were also introduced to win new customers and maintain the old loyalones. The group set a goal of selling one million Volkswagens and Audis by 2018. “In The U.S., the Group saw an exciting year of change, taking steps in such areas as product quality, product offerings, brand management, customer experience, technology, retail support, and manufacturing to strengthen its standing in the world's premier market”. (Noria Corporation. n.d.).· What do you believe were the most important key elements of Volkswagen’s Strategy 2018? Where did they fail?All the way from 2008 when this strategy was announced, the VW Group’s focus was economicallymotivated. The group's culture of let's dominate the world and “Be aggressive at all times” (Ewing
& Bowley, 2015) can be said to be their biggest setback and failure. The cutthroat management style where even law-breaking behaviors were enabled caused the group to post loses in over 15