Volkswagen International Strategy

Volkswagen International Strategy INTERNATIONAL MARKETING STRETEGY Companys Snapshot. Volkswagen AG. is a German automaker that operates in the global automotive industry as a manufacturer and distributor. Volkswagen of America is one of its subsidiaries that is based in the United States. The Groups principal activities are to design, manufacture and distribution of cars and other vehicles worldwide. The Groups activities are carried out through two divisions: Automobile and Financial services. The Automobile division comprises the development of vehicles and engines, as well as the production and sale of passenger cars, commercial vehicles, trucks and buses. The Financial Services includes dealer and customer financing and leasing, banking and insurance activities, vehicle rentals and the fleet management business. Overview of Volkswagen Group of Companies. It is Europes no one car maker. The Groups main product lines include the Volkswagen Passenger, Audi, SEAT, Skoda, Lamborghini, Bugatti and Bentley ranges of vehicles. Volkswagen aims to increase its focus on core business, reduce production costs, and enhance profitability. To achieve these goals, the company is considering various strategic and business development initiatives such as divesture of the non core business segments, adapting modular strategy in production process, restructuring, and introduction of new models. Company at a Glance. Major Industry: Automotive Industry. Sub Industry: Diversified Automotive Mfrs. 2008 Sales: 113,808,000,000 (Year Ending Jan 2009). Employees: 357,207. Market Cap: 30,656,317,749. Share Type: Stammaktie. Stock Data: Current Price (12/30/2009): 76.58 In Euro. Revenue generated in the year 2008:113.808 BLN EUR. History. It was in 1930 when Ferdinand Porsche had just set up an automotive design company, which became known as the Porsche Buro in Germany. In the early 1930s the German car industrys made mostly luxury cars. In those days it was not possible for everyone to afford a car. An average German could afford nothing more than a motorcycle. In 1934, Ferdinand Porsche was commissioned to build a small inexpensive car at the request of Adolph Hitler. Hitler required a basic vehicle capable of transporting two adults and three children at 100km/h (62mph). And this car would be available at the price of a motorcycle. By then an already famed engineer, Porsche was the designer of the Mercedes 170H, and worked at Steyr for quite some time in the late 1920s. He landed two separate Auto fà ¼r Jedermann (car for everybody) projects with NSU and Zà ¼ndapp, both motorcycle manufacturers. Neither project come to fruition, stalling at prototype phase, but the basic concept remained in Porsches mind time enough, so on 22 June 1934, Dr. Ferdinand Porsche agreed to create the Peoples Car for Hitler. Changes included better fuel efficiency, reliability, ease of use, and economically efficient repairs and parts. The intention was that ordinary Europeans would buy the car by means of a savings scheme, which around 336,000 people eventually paid into. Volkswagen honoured its savings agreements in West Germany after World War II. Prototypes of the car called the KdF-Wagen appeared from 1936 onwards. The car already had its distinctive round shape and air-cooled, flat-four, rear-mounted engine. The VW car was just one of many KdF programs which included things such as tours and outings. The prefix Volks- (Peoples) was not just applied to cars, but also to other products in Europe; the Volksempfà ¤nger radio receiver for instance. On 28 May 1937, the Gesellschaft zur Vorbereitung des Deutschen Volkswagens mbH was established by the Deutsche Arbeitsfront. It was later renamed Volkswagenwerk GmbH on 16 September 1938. Erwin Komenda, the longstanding Auto Union chief designer, developed the car body of the prototype, which was recognizably the Beetle known today. This let to the production of the car Beetle. Only a handful of cars had been produced before the 2nd WW started in 1939. Post war existence owed to a British major Ivan Hirst who took control of the bomb chattered factory. Hirst intended to dismantle the factory and ship it to Britain. No British car manufacturer was interested in the factory as it lacked the fundamental technical requirements of a motor car. The company survived by producing cars for the British army. Volkswagens were first exhibited and sold in the United States in 1949, but only sold two units in America that first year. On its entry to the U.S.market, the VW was briefly sold as a Victory Wagon. Volkswagen of America was formed in April 1955 to standardize sales and service in the United States. Volkswagen advertisements became as popular as the car, using crisp layouts and witty copy to lure the younger, sophisticated consumers with whom the car became associated. Even though it was almost universally known as the Beetle (or the Bug), it was never officially labeled as such by the manufacturer, instead referred to as the Type 1. The first reference to the name Beetle occurred in U.S. advertising in 1968. Although the car was becoming outdated, during the 1960s and early 1970s, American exports, innovative advertising, and a growing reputation for reliability helped production figures surpass the levels of the previous record holder, the Ford Model T. On February 17, 1972 the 15,007,034th Beetle was sold. Volkswagen could now claim the world production record for the most-produced, single make of car in history. By 1973, total production was over 16 million. VW expanded its product line in 1961 with the introduction of several Type 3 models, which were essentially body style variations based on Type 1 mechanical underpinnings, and again in 1969 with the larger Type 4. These differed substantially from previous vehicles, with the notable introduction of monocoque/unibody construction, the option of a fully automatic transmission, electronic fuel injection, and a sturdier powerplant. In 1964, Volkswagen succeeded in purchasing Auto Union, and in 1969, NSU Motorenwerke AG (NSU). The former company owned the historic Audi brand, which had disappeared after the Second World War. VW ultimately merged Auto Union and NSU to create the modern day Audi company, and would go on to develop it as its luxury vehicle marque. However, the purchase of Auto Union and NSU proved to be a pivotal point in Volkswagens history, as both companies yielded the technological expertise that proved necessary for VW to survive when demand for its air-cooled models we nt into terminal decline as the 1970s dawned. Volkswagen was in serious trouble by 1973. The Type 3 and Type 4 models had sold in much smaller numbers than the Beetle and the NSU-based K70 also failed to woo buyers. Beetle sales had started to decline rapidly in European and North American markets. The company knew that Beetle production had to end one day, but the conundrum of replacing it had been a never-ending nightmare. VWs ownership of Audi / Auto Union proved to be the key to the problem with its expertise in front-wheel drive, and water-cooled engines which Volkswagen so desperately needed to produce a credible Beetle successor. Audi influences paved the way for this new generation of Volkswagens, known as the Polo, Golf and Passat. Companys mission statement. Provide a quality product. Create a safe environment. Enhance productivity. Eco Friendliness. Volkswagen projects. Engineers at Volkswagen are constantly working to produce cars that offer great performance with better fuel economy and fewer harmful emissions. It is involved in developing Resource efficient vehicles such as its BlueMotion models, researching into alternative powertrain technologies and in supporting projects for environmentally sound driving. Golf BlueMotion SE for example, is currently one of the most fuel efficient cars of it class, with CO2 emissions of just 107g/km. Volkswagen was one of the first companies to become a member of the Business and Biodiversity Initiative in February. They use recycled and recyclable materials where possible and the most environmentally friendly construction techniques. They are constantly working on developing fuel efficient vehicles which have minimum impact on the environment. The company engages in a multitude of projects relating to biotopes, the environment and protection of the species, and supports research programs. Marketing Strategy. Volkswagen uses double marketing to position its brand. Double Marketing is NOT stuffing multiple messages into one campaign. Its running multiple campaigns on different messages concurrently.Coke was the only company that typically tried this, because of their huge marketing budget by engaging different ad agencies and pitting them against each other. Many times they would run different ad campaigns at exactly the same time. This is close to Double Marketing, but the campaigns didnt really work together. In the span of the last few months, they have launched the edgy Unpimp my ride campaign about design, control and the obeying your fast for the GTI as well as the safe happens jarring TV ad spots for the Jetta. Companys major emphasis is on easier availability of its products. And to make that possible it has 44 production sites all over the world. Its major marketing strategy is branding its products into different segments of production lines. Its brands go from Skoda (economically priced family vehicles) to Rolls Royce. Use of Latest Technology. Blueprinting is the latest technology used by Volkswagen. Blueprinting is the exact science of engine rebuilding. The careful measuring, fitting, and balancing done during the blueprinting process creates an engine that returns improved performance, fuel economy, and dependability. The engine becomes, in essence, brand new. Engine blueprinting is the process of setting every tolerance in the engine to its optimum value. Volkswagen also uses recycled and recyclable materials where possible and the most environmentally friendly construction techniques. Volkswagens Competitors. Ford, Toyota, Mercedes and General Motors are the major competitors. Out of which Volkswagen claims that Toyota is its major competitors. Company Sales Revenue(Year 2008) Loss (%) General Motors $148,979Billion 8% Ford $146277Billion 11% Mercedes $23.8Billion 7% Toyota $204352Billion 8% Volkswagen made a profit of about 1.2 Billion in the year 2008. Their sales revenue was 113.808 BLN EUR. SWOT Analysis. Volkswagen AG Strengths Strong Market Share Strong RD Activities Strong Brand Equity Geographic Diversification Strong Growth Prospects Volkswagen AG Weakness Limited Liquidity Position Declining Market Share in Sector Volkswagen AG Opportunities Strategic Alliances Demand for Fuel Efficient and Hybrid Vehicles Growth Opportunities in Emerging Markets Volkswagen AG Threats Intense Competition Global Economic Slow Down Stricter Emission Standards Conclusion. Volkswagen is successful mainly because of manufacturing automobile parts, rather than waiting for the manufacture of a new car and launching it. Most of the major brands that they own were purchased by them. People were to some extent aware of those brands. But they did not hold much bigger market value. REFERENCES: Volkswagen Chronicle Volkswagen Beetle History 1938 to 2003 Jpost.com Volkswagens American assembly plant Rumors.automobilemag.com Companiesandmarkets.com Corporate information snapshots IBISWorld . Institute for Sustainability and Technology Polic

“Death of a Soldier” by Louisa May Alcott Essay

The excerpt â€Å"Death of a Soldier,† taken from Hospital Sketches by Louisa May Alcott features various rhetorical strategies to create an appeal to emotion. She exhibits the compassion of the nurse for John, even in the face of inevitable death; she displays the altruistic mindset of John, and adds depth to her words by using analogies. She uses these tools in order to inflict a deep emotional feeling and an understanding of how awful the situation actually was. One of the rhetorical strategies of this piece is her compassion, even when seemingly futile, for the wounded soldier. The way Alcott describes John’s situation as being completely helpless and doomed. The doctor’s words, not having â€Å"the slightest hope† for recovery, illustrate his condition. Given this information prior to her attempt to ease his pain, Alcott shows her sheer pity for the â€Å"poor lad†. â€Å"I bathed his face, brushed his bonny brown hair, set all things smooth about him.† This quote shows how much effort she put into even the slightest difference in his comfort, in hopes of inflicting a â€Å"satisfied expression† on a dying face. She â€Å"stirred the air about him with a slow wave of air and waited for him to die†. She stood by him until his breath helping him bear the agony of his inevitable and anticipated death. These examples of her charity instill feelings of understanding and pity for John. The other side of Alcott’s appeal to emotion is John’s mentality. John questions the nurse in reference to the battle: â€Å"†¦do they think it will be my last?† He is seemingly eager to return to his position and fulfill his duty. He feels loyal to his cause and indifferent to his own well-being. On his deathbed he is only momentarily worried for himself when introduced to his fate. After that brief moment he seems to feel guilty for his â€Å"cowardly† cause of death, and justifies it as he â€Å"obeyed orders†. With his last â€Å"live† breath he asks of the people present that they tell the others he did his best, as he wanted so desperately to make his friends and family proud. He sees the tragedy of his death not in death itself, but in the incapability of action, thereby preventing further altruism. His noble mentality draws the reader away from the image of a boorish, stoic, combatant, towards a kind, caring, â€Å"Virginia blac ksmith†. To strengthen the appeal of emotion, Alcott integrates analogies into her writing. She embodies a look of helplessness forced by the inevitability of his death, crossing John’s face in her words, â€Å"†¦over his face I saw a gray veil falling that no human can lift.† She shows the reader how close to death he was, and appeals to the reader with her parallel inability to help him. After he has â€Å"died†, she compares his lifeless breathing to â€Å"†¦the waves of an ebbing tide that bear unfelt against the wreck.† This pallid vision shows how although he was not physically dead, he was not really alive. With such proficient use of these rhetorical strategies, Alcott reaches the emotions of the reader. She shows the compassion of the nurse, to provide the reader with understanding of the atmosphere; she provides insight to the frame of mind of John, to show him as a person who is more than a tool of war; and she intensifies her emotional appeal with analogies, to deepen understanding for the events of the story. Ultimately Alcott amalgamates all these elements in an overwhelming effort to capture the reader’s heart.

The Supreme Approach for The Blind Side Essay Topics

The Supreme Approach for The Blind Side Essay Topics What to Expect From the Blind Side Essay Topics? In the second portion of our three part series we'll take a peek at developing a very simple advertising program and the way this plan can assist your small business acquire new clients. A great marketing program can be simple to create and easy to implement. That was actually among the most attractive small business idea I have ever heard. The majority of the moment, these industries utilize racism as a type of stereotyping. As a consequence, it makes easier to do math and make a wonderful model to spell out the connection between variables. The Tuohys' ideology differs from the normal culture of the society, but because they are a part of their community, they need to express their ideology. The theory examines the societal function regarding traditions norms institutions and customs. This is known as structures of society. But if you take a look past each one of the dark you may see the sunlight peaking from the horizon. I understand the result is temporary. The result is far-reaching. It is visible throughout all areas of society. Possessing an extreme difference in conditions of race, lifestyle, social background, and social status, both races are combined together under one roof to spell out the potential repulsion that may occur in addition to the attraction that can occur between them. Together with the hardships Michael has faced he learnt that there's always a light at the conclusion of the tunnel. For those targets, it's hardly to locate a room to breath. This point is quite important as it represents the thought that race is simply located in the south east. Additionally, it isn't that bad of a movie once it talks about the capability to overcome struggle by working with other people to attain a frequent objective. Yes, courage is needed but it's inadequate in achieving the near impossible endeavor. He used to have the ability to modify the world with his amazing skill of creating a notion and then making money from it. As a result of its far-reaching effect, people may nevertheless be bullied even when they reach home. Michael comes from a little house in a bad neighbourhood. After he is used to the family he is a great asset to the family and everybody liked him. He needs to prove that he is worthy to become a student of Ole Miss.. Initially, he was apprehensive about the positive emotional condition of the Touhy family. This is on no account a standard Sandra performance. The 1 night stay becomes a permanent living situation for Oher. We don't need to walk miles away to fulfill our dear long friend. Sean offers to cover tutoring, and Leigh Anne would like to begin a foundation to help different athletes. Leigh Anne begins her search to receive all the essential paperwork and permissions. By way of example, Leigh Anne's lifestyle is wholly extravagant. Collins replies they can't just throw Michael out. the Blind Side Essay Topics for Dummies After he's taken in by a sort, rich white family he's provided a true opportunity to generate a good football player out of himself. For a single reason, it is going to be a lot simpler to get into college. After a thriving college football run. With the assistance of the Tuohy's Michael has the ability to realize his whole potential for a student and a football player. My friend might have been among the greats. Possessing an ambitious dream, he chose to create a massive data-based service which helps college students locate their right career and coach them. The close of the movie is a real gem with SJ leading the team on the area. The racial hate can be viewed in many places in the start of the movie. As an example, racism was exhibited in the movie. The black character has the ability to advance only due to the blessings from the thriving white characters. We know in her very first shot the type of woman we're going to meet. The decent folks at Pixar always can pump the waterworks. It's the type of movie you go to in the summer with your pals, have a few very good laughs, and continue on with your night. Both characters share the identical culture. Again the movie version is a whole lot more appealing then the reality.

The Joy Luck Club Socratic Seminar Questions - 1104 Words

Jia-yi (Jenny) Cen AP Literature and Composition 23 July 2015 The Joy Luck Club Socratic Seminar Questions The Joy Luck Club, by Amy Tan, exposes the paradoxical relationships between Chinese immigrant mothers and their American-raised daughters. Although both sides experience their own strife in life, the mothers are probably most notable for their struggle in assimilating to society. Given that they are the first generations to have contact with the unfamiliar culture, they must set foot onto the foreign land and sustain a stable life in order to provide for her children and give them a prosperous life. The mothers are required to adapt to the language, environment, social roles, and etc. Flexibility and adaptability varies from person to person. Before the novel begins, Tan introduces the story with a brief prologue about a Shanghai women and her swan. Her prior expectations before coming to America was crushed entirely by the reality she later encounters. The woman sworn to give her American-raised daughter the swan feather and â€Å"tell her [the story] in perfect American Englishâ €  (pg. 3) one day. This is an example of â€Å"culture shock† which is common for many people who move to another country. â€Å"Culture shock†, as the Oxford Dictionary defines it, is a disorientation experienced when [one is] suddenly subjected to an unfamiliar culture. My experience as an American-raised Chinese is somewhat similar to the novel. I lacked an English background, but I did not experience much