国际市场营销大众汽车PPT资料.ppt

1、2010级商务英语级商务英语1班班小组成员：#小组成员：#小组分工：#小组分工：#VolkswagenGeneral introduction of Volkswagen AGThe history of VolkswagenEnterprise culture and market analysisVolkswagens marketing strategyVolkswagen brand competition and managementGeneral introduction of Volkswagen AGVolkswagen,which we know as a German au

2、tomobile brand is actually a sub-brand of the Volkswagen AG group.The complete Volkswagen AG group consists of nine major automobile brands and is the third largest automobile company after Toyota Group and the General Motors group.Sub-brandsMost of the people are known to just the Volkswagen cars,b

3、ut it would be a surprise for them that brands like Audi,Bentley and Lamborghini are the sub-brands of this group.Brand Structure豪华车型Development in the whole worldDevelopment in ChinaThe history of VolkswagenDevelopment in the whole world1937-1945In 1936,Hitler commanded to produce cheap cars which

4、were available for all the staffs.In 1937,it was renamed as“Volkswagen”,which means“folks”in English.And then in early 1938,the output of“Volkswagen”had exceed that of Ford.1945-1949After World War Two,“Volkswagen”was under the control of the United Kingdom.In the mid-June of 1945,the Volkswagen Bee

5、tle was put into mass production.1949-1960Type 2 was put into production,which widen the corporation production line.In 1956,an independent production base“Transporter”was established in Hanover.1960-1980In 1972,2,17,Volkswagen Beetle broke the world record in automobile production.In 1973,“Passat”w

6、as put into production.In 1974,1,the first“golf”appears.At the same year,the sport car Scirocco was produced.1980-1990In 1983，the production of second-generation golf started.1990-2000In 1999,7,Lupo 3L TDI came out and was famous for its fuel-efficiency.2000-2003 In 2002,8,a kind of Luxury off-road

7、vehicles were put into mass production,which marked that“Volkswagen”entered into a new market.In 2003,the fifth-generation golf was put into production.At this time,it paid much attention on design.Development in ChinaIn 1984,Volkswagen began to enter the Chinese market.Since entering Chinese market

8、,Volkswagen has been keeping in leading position in Chinese car market.FAW-VolkswagenSVW（Shanghai Volkswagen）FAW-Volkswagens main products are Jetta series cars,Audi series,the Baolai（宝来宝来）series and Golf series carsEnterprise culture and market analysis1、Corporate culture of Volkswagen To respect d

9、emocratic、Freedom Honesty、Abidance by law Equality、Diligence and Thriftiness Quality、Service、Pursue2、Market analysis of Volkswagen Volkswagen SWOT analysisVolkswagens marketing strategyTarget marketing is also called STP marketing or STP trilogy,viz.market segmentation,choosing target market,and mar

10、ket positioning.In the integrated concept of marketing,4P refers to product,price,place,and promotion.The success of Volkswagen Group in China is due to its related STP strategy and 4P strategy combined with Chinese market.The Strategy 2018 focuses on positioning the Volkswagen Group as a global eco

11、nomic and environmental leader among automobile manufacturers.They have defined four goals that are intended to make Volkswagen the most successful and fascinating automaker in the world by 2018.Four goalsVolkswagen intends to deploy intelligent innovations and technologies to become a world leader

12、in customer satisfaction and quality.The goal is to increase unit sales to more than 10 million vehicles a year;#in particular,Volkswagen intends to capture an above-average share of the development of the major growth markets.Volkswagen intends to increase its return on sales before tax to at least

13、 8%so as to ensure that the Groups solid financial position and ability to act are guaranteed even in difficult market periods.Volkswagen aims to become the top employer across all brands,companies and regions;#this is necessary in order to build a first-class team.Strategic characteristicsFocusing

14、in particular on the environmentally friendly orientation and profitability of their vehicle projects Their activities are primarily oriented on setting new ecological standards in the areas of vehicles,powertrains and lightweight construction.service conceptIn addition,they want to expand the Volks

15、wagen Groups customer base by acquiring new,satisfied customers around the world.And they aim to increase satisfaction among their existing customers.Key elements include standardizing processes in both the direct and indirect areas.Disciplined cost and investment managementExampleTake the strategy

16、of Shanghai Volkswagen as an example:#1,Market conditions 2,Product status 1,Market conditionsFrom the first Santana car successful assembling,After nearly 20 years of carefully buildMotorcycle type almost covers each car price and meet different segments of the market demandWith intense development of market competition,although Shanghai Volkswagens products sales are continuously improving,and at present maintain the production and sales at the first place,Market share have declined,especially in the