The marketing development of Volkswagen Group in last 5 years has attained enormous attention in the automotive industry in a worldwide basis. The strategic approaches of the company are noteworthy in terms of accepting innovation, transformation, quality-oriented specifications, CSR based programs and the ultimate goal of sustainability in the international market.
This report makes an environmental scanning of marketing management of Volkswagen Group on an external and internal basis, to gain in-depth understanding of its marketing strategies for attaining success. Implementation of PESTEL analysis, investigates the Political, Economic, Social, Technological, Environmental and Legal factors of the company. Further analytical tools like SWOT and TOWS Matrix added to this audit report for the better knowledge about the marketing management of Volkswagen. In this approach the Strengths, Weaknesses, Opportunities and Threats related to the organisational set up of Volkswagen are examine in a balanced way.
The nest approach of this audit report is to gain empirical facts related to the process of managing consumer and stakeholder’s expectation and adding satisfaction to them. In this approach, the innovative ways of integrated technological support and management of financial dividend provisions are considered specifically. A comparative and competitive zeal of Volkswagen has been noted here, as against its competitors. Lastly, with a conclusive note the report offers two very important recommendations to the company for gaining further growth in future.
Since 2013, Volkswagen Group emerged as a strong automobile company and was determined to be the leader in its sector. In 2014, in the Annual Report 2015, Volkswagen declared that the unit sale made +5% leap from 9.73 million to 10.22 million automobiles and made the company second best organisation in the international automobile market (Volkswagen, 2015). As declared by the Volkswagen (2015) Factbook; the company is noted for being ‘the most successful multibrand group’ in the international automotive industry with its 12 brands like, Volkswagen Passenger Cars, Volkswagen Commercial Vehicles, Audi, Lamborghini, Ducati, Porsche, etc. the company gained an expansion of 153 nation in last couple of years. Developments noted in a nutshell below –
Source: Volkswagen (2014)
In fact, the approaches are critical and this paper aims in offering a comprehensive understanding of the same. It will be accomplished by illustrations made through systematic analyses led by the implementation of PESTEL, SWOT and TOWS approaches. Moreover, apart from the in-depth environmental scanning an analytical pursuit will be offered regarding the management approaches of Volkswagen in handling its customers, competitors and the stakeholders.
This current marketing audit on Volkswagen, offers a balanced environmental scan, in order to understand the practical way of maintain right kind of management strategy by the company in the international market. The purpose of the environmental scan aims in reviewing all the latest and the anticipated concerns that lay serious impact over the respective organization. All these selected factors remain inclusive of investigative threads managed for understanding economic, political, demographic, legal, etc of the organisational operative approaches (Jeffs, 2008).
Following the declaration of Kotler (1982) about marketing audit being independent, systematic, and comprehensive, this research too leads the assessment threads of analysing environment scanning of Volkswagen in a very objective and resourceful manner. The external or macro environment of Volkswagen gets analysed through the application of PESTEL and the internal or micro environment gets assessed through the implementation of SWOTS & TOWS matrix analytical formulations.
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