The paper "Marketing Plan for the Volkswagen Organization" is a great example of a case study on marketing. Volkswagen Group is one of the leading automobile manufacturers in Europe. In 2007 it delivered 1.189 million cars to customers obtaining a market share of 9.8 percent for passenger cars around the world, with sales worth 108.9 billion Euros and profit amounting to 4.12 billion Euros. The Group operates 48 production plants in Europe, the Americas, Asia, and Africa. The Volkswagen Group sells its vehicles in more than 150 countries. The Group is made up of nine brands including Volkswagen, Audi, Bentley, Bugatti, Lamborghini, SEAT, Skoda, Scania, and Volkswagen Commercial Vehicles.
Each brand has its own character and operates as independently. The product range extends from low-consumption small cars to luxury class vehicles. The company operates in automotive and financial services. The Automotive division develops vehicles and engines, passenger cars, commercial vehicles, trucks and buses, and auto parts. Its product range extends from low-consumption small cars to luxury class vehicles. The financial services division offers dealer and customer financing, leasing, banking and insurance, and fleet management services. 2.
Strategic Focus and Plan A. Mission Statement (Current) A corporate mission statement has not been posted by Volkswagen, although a statement supporting biodiversity was recently published. B. New or Revised Mission Statement To become the provider of superior quality vehicles and services that enhance the lives of consumers. We aim to achieve our goals by offering commitment, productivity, maintenance of high standards and continuous innovation. C. Vision Statement (Current) The company has not posted a vision statement but their corporate vision is to bring Volkswagen closer to its customers and increasing competitiveness and to triple the US sales to 800,000 vehicles by 2018. D.
New or Revised Vision Statement To be the US best motor manufacturer and leader in innovation by committing to delivering an extensive product portfolio, offering superior quality products, maintaining business integrity, nurturing healthy relations with stakeholders, and fulfilling our social responsibilities. E. Goals 1. Non-financial Goals Volkswagen’ s current non-financial objectives are to reconnect with customers, to reignite the passion that Americans have with Volkswagen and commitment to the highest levels of quality and services for the customers. Social objectives are focused on offering safe and environmentally sound vehicles to the market which and sustaining mobility by actively helping in the reduction of global emission of Carbon dioxide to limit the world’ s dependence on petroleum. 2.
Financial Goals Volkswagen’ s current financial objective is the sale of 1 million vehicles in the United States by 2018.