{"product_id":"international-marketing-plan-for-volkswagen-von-christian-baumann","title":"International Marketing plan for Volkswagen","description":"\u003cp\u003eSeminar paper from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,2, , language: English, abstract: In 2007 the Volkswagen group with its headquarters in Wolfsburg, Germany sold\u003c\/p\u003e\u003cp\u003e6,191,618 vehicles worldwide and 329,305 employees generated a sales revenue of\u003c\/p\u003e\u003cp\u003e108,897,000¿ with an operating profit of 6,151,000¿ which in turn resulted in a profit\u003c\/p\u003e\u003cp\u003eafter tax of 4,122,000¿.1 The group is divided into two divisions, namely the automotive\u003c\/p\u003e\u003cp\u003eone, accounting for 91% of total revenues plus the financial one, contributing 9% to\u003c\/p\u003e\u003cp\u003ethe total turnover. Within the automotive sector, the company markets its vehicles\u003c\/p\u003e\u003cp\u003eunder brands like, VW passenger cars, Audi, Bentley, Bugatti, Lamborghini, Seat and\u003c\/p\u003e\u003cp\u003eSkoda.\u003c\/p\u003e\u003cp\u003eIn 1984, Volkswagen as the first western auto maker, began its operational activity in\u003c\/p\u003e\u003cp\u003eChina. When it entered the market it had to form a joint venture with a Chinese\u003c\/p\u003e\u003cp\u003ecompany to produce cars. By now the group has thirteen representative companies.\u003c\/p\u003e\u003cp\u003eDue to its early engagement in the biggest Asian market, it reached a leading position\u003c\/p\u003e\u003cp\u003ewhich despite some previous challenges lasted until today. For example, the corporation\u003c\/p\u003e\u003cp\u003esold 910,000 vehicles (VW + Audi) in Hong Kong as well as in the mainland of China\u003c\/p\u003e\u003cp\u003ewhich resulted in a market share of 17.8% in 2007.2 Therefore, China is (yet) after\u003c\/p\u003e\u003cp\u003eGermany the second most important market for Volkswagen, representing almost 15%\u003c\/p\u003e\u003cp\u003eof the company car sales. In the following international marketing plan, the author will\u003c\/p\u003e\u003cp\u003edescribe how to increase car sales and boost market share up to 20% over the next 2\u003c\/p\u003e\u003cp\u003eyears with the introduction of a new small light weight hybrid car, the Volkswagen\u003c\/p\u003e\u003cp\u003eCotha.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e[...]\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783640775057\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783640775057","offer_id":39426151153757,"sku":"9783640775057","price":18.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/10d3dfad-2478-403a-997e-24bc912a88a9.jpg?v=1777782882","url":"https:\/\/shop.autorenwelt.de\/products\/international-marketing-plan-for-volkswagen-von-christian-baumann","provider":"Autorenwelt Shop","version":"1.0","type":"link"}