However such consequences are significant only in the

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However, such consequences are significant only in the short term, since scandalous stories tend to be forgotten, and most cars in quantitative terms still pass the environmental test and satisfy consumers' expectations by all criteria. In China, Volkswagen remains the largest car seller, the market there will remain strong, as diesel cars were not popular in this country, and the loss of the car concern will be less than the declared 18 billion euros. In general, this strategy cannot be unconditionally attributed to the cost strategy. Since it violates international standards, it has negative consequences for company employees, and is simply not fair. In recent years, car manufacturers have been dealing with one important problem - the creation of cars that would meet stringent environmental standards, but at the same time remain economical, powerful and do not go beyond the acceptable price costs. At the same time, Volkswagen, instead of creating new technologies, was engaged in “tricking” the system of monitoring air emissions standards, which aggravated the situation during the period of economic instability and only added to the difficulties and estranged the concern from the intended goal of dynamic growth of the company's performance indicators. This also led, in addition to the announced consequences, to the fact that a lot of money will be directed to eliminate the consequences of "unfair" competition, and not to the development of new technologies. Guided by the experience of measures introduced in the 2008 crisis, the state this time will need much tougher and more costly measures that exceed the costs of 2008, and it will also require a revision of the strategy to increase environmentally friendly transport in the country, since not all manufacturers respect the national interests of the state and able to take radical measures in pursuit of profit and superiority in the world market. SWOT Strengths Weaknesses Popular in Asia’ Good financial statistics Ecological scandal in 2015 Low presence in Social media Opportunities Threats Millennials Competitors
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Social media New markets Overall decrease in the industry PEST Factors that affect company performance: Political factors – various political changes in countries that import VW cars, new laws and legislation. Economic factors – income changes of the population, shared economy, cost of materials, crisis. Social factors – millennials, simplification of relations, democratization of the societies. Technological factors – digitalization, personalization of the search engines. 3. Marketing strategy proposal 3.1. Target audience The new marketing strategy should focus on the millennials. It is very important, as the goal of the company is to provide solutions for all age groups with different income. In order to stay sustainable it is important to address new challenges and follow the newest trends. Millennials, or Generation Y, is a generation of people born after 1981 and before 1996 who met the new millennium at a young age, characterized primarily by their deep involvement in digital technology.
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