Volkswagen Strategic Situatuon Patryk Borkowski 144008

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Marketing Plan for theVolkswagen AG

Strategic situation of the company

Author: Patryk Borkowski 144008

30th May

2012



Patryk Borkowski 144008

AP Degree in Marketing Management

Author: Patryk Borkowski 144008

Assignment: Final Project

Supervisor: Erik Løvgren Brejner

Characters: 94 568

Sumitte!: 30t o! "ay #01#

10th of May !01!




Contents1" #ntro$uction""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""

1"1 Purpose of the pro%ect"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""

1"! Pro&lem formulation""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""

1" 'elimitation"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""

1"4 Metho$ology""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""4

1"4"1 (uality assessment an$ source criticisms"""""""""""""""""""""""""""""""""""""""""""""""""""4

!" Situational analysis"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""4

!"1 #nternal marketing au$it"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""")

!"1"1 Marketing Mi* 4P""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" )

!"1"! Porter+s Generic Strategies""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""",

!"1" Pro$uct -ife .ycle""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""10

!"1"4 Boston .onsulting Group Growth / Share Matri*"""""""""""""""""""""""""""""""""""""""11

!"1") Value .hain""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 1

!"1" Anso Growth Strategies""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!0

!"! 2*ternal situation of the company"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!0

!"!"1 P22S3 analysis"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" !0

!"!"! Porter+s i5e orces""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" !)

!" S673 analysis"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!

" .ultural analysis of Polan$"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!8

4" Market 9esearch""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" !

)" .onsumer &uying &eha5ior"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""8

" .onclusion"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 41

Bi&liography""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 41

igure 1: Pro$uct -ife .ycle of the Volkswagen Beetle"""""""""""""""""""""""""""""""""""""""""""""11

igure ! Sales of automo&ile &ran$s in Polan$:""""""""""""""""""""""""""""""""""""""""""""""""""""""""!!

S673 analysis of the Volkswagen""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!

!0th of May !01!




1. Introduction$e %olkswagen &ro'( is one o! te worl)*s lea)ing a'to+o,ile +an'!act'rers an) te largest

car+akers in E'ro(e- .o+(any owns ten car ,ran)s !ro+ seven E'ro(ean co'ntries /%olkswagen ')i 2E$ Bentley B'gatti La+,orgini %olkswagen .o++ercial%eicles 2cania an) "7- Besi)es a'to+otive in)'stry co+(any o(erates also in !inancialsector-

Every car ,ran) o(erates as in)e(en)ent 'nit wit 'ni'e (ort!olio- Pro)'cts are )i!!erentiate)!ro+ lowcons'+(tion s+all cars to l':'ry one- .o++ercial veicle sector o!!ers ranges !ro+ (ick'(s to ,'ses +a)e ,y %olkswagen an) eavy tr'cks +a)e ,y "7 an) 2cania-

Fir+ as 94 (ro)'ction (lants aro'n) entire E'ro(e an) 8 in te +ericas !rica an) sia-La,o'r (ower is esti+ate) to 501956 workers worl)wi)e an) (ro)'ction to 34500 veiclesevery single )ay- $e %olkswagen &ro'( e:ists in 153 co'ntries so !ar-

Project )escri,es co+(any strategic sit'ation an) incl')es +arketing (lan o! te %olkswagen-;$e &ro'(<

1.1 Purpose of the project

$e ('r(ose o! te !inal (roject is to analy=e te %olkswagen ,ran) sit'ation an) overall (er!or+ance on Polis +arket- "aterials s'((lie) ,y $e &ro'( allow +aking )etaile) researcon E'ro(ean +arket incl')ing (ro)'cts )escri(tions an) sales- >n or)er to eval'ate +arketing (lan so'l) ,e +a)e-

1.2 Problem formulation

$e +ain (ro,le+ o! te (roject is/?@at is %olkswagen strategic sit'ation on Polis +arketA

$o answer te +ain (ro,le+ +ore a))itional (ro,le+s ave to ,e !or+'late)/ @at is co+(any c'rrent internal an) e:ternal sit'ationA @at is te ,'yer ,eavior !or s(eci!ie) (ro)'ctsA ow oter ,ran)s !ro+ $e %olkswagen &ro'( in!l'ence %olkswagenA @ic +e)ia sall %olkswagen 'se to (ro+ote teir (ro)'ctsA

1.3 Delimitation

+aterials o,taine) !ro+ te %olkswagen &ro'( contain (ro)'cts availa,le in Polis tere!ore (ro)'cts !ro+ oter +arkets are not consi)ere)- .o'ntry in wic %olkswagen will ,e analy=e)is Polan)- Econo+ic !ig'res an) ratios only !ro+ #010 an) #011 are consi)ere) in tis (roject-Law iss'es like $C$ tra)e+arks are not consi)ere) in tis (roject- .a(ital invest+ent is alsonot con)'cte) in tis (roject- $argeting seg+enting an) (ositioning is also not consi)er-

0th of May !01!




1.4 Methodoloy

$o !in) o't co+(any c'rrent internal an) e:ternal sit'ation it was )eci)e) to 'se vario's

+arketing +o)els- .'rrent internal sit'ation was e:a+ine) 'sing )esk researc +eto) ,asingon secon)ary )ata o,taine) !ro+ $e &ro'(- nn'al Ce(ort 2'staina,ility Ce(ort >nteri+Ce(ort $e &ro'( we,site %olkswagen Polan) we,site an) %olkswagen >nternational we,sitewere 'se) as a veri!ie) secon)ary )ata- $o analy=e c'rrent internal sit'ation o! te co+(any+o)els like 4P +arketing +i: internal +arketing a')it val'e cain Porter*s generic strategiesPro)'ct li!e cycle an) Boston +atri: were 'se) to co+(are co+(etition a+ong $e %olkswagen&ro'(-

>n or)er to analy=e c'rrent e:ternal sit'ation o! te co+(any Porter*s 5 !orces an) PEE2$analysis were con)'cte)- !ter analy=ing +arketing a')it 2@$ analysis was carrie) o't

incl')ing strengt weaknesses o((ort'nities an) treats wic gave !ee),ack a,o't !ir+co+(etences an) !'t're !oc's-

For c'lt'ral (art o!ste)e )i+ension an) E)wart $- all teory were 'se)- F'rter+ore (ri+ary+arket researc was +a)e to !in) areas in wic co+(any as to a)vertise an) to constr'ct ,'ying ,eavior +o)el- "arket researc allowe) to o,tain 'antitate an) 'alitative tro'gonline s'rvey-

1.4.1 !uality assessment and source criticisms

"ost o! te in!or+ation in tis (roject is ,ase) on original )oc'+ents )elivere) ,y te%olkswagen &ro'( like- nn'al Ce(ort 2'staina,ility Ce(ort >nteri+ Ce(ort- $ere!ore it is

consi)ere) as veri!ie) so'rces o! !iles- >n case o! lack o! in!or+ation in a,ove re(orts it wasnecessary to 'se %olkswagen Polan) an) %olkswagen >nternational we,sites wic are alsoconsi)ere) as a igly acc'rate so'rce o! in!or+ation- "o)el an) teories (roject contains arelearnt tro'go't P egree in "arketing "anage+ent (rogra++e- Princi(les an) Practice o!"arketing ,y avi) Do,,er was a ,asic tool to work on +o)els incl')e) in +eto)ology- "arketresearc ,ases on )ata collecte) (ersonal o,servations an) ,elie!s t's it cannot ,e consi)ere)as 100 acc'rate an) tr'stworty-

2. "ituational analysis

2it'ational analysis allows e:a+ining c'rrent sit'ation o! te co+(any- >t is a (lan tat answers'estions/

• @ere are we nowA• ow )i) we get ereA• @ere are we ea)ingA

40th of May !01!




,ove analysis take into consi)eration two a')its- >nternal +arketing a')it an) e:ternal+arketing a')it-

2.1 Internal mar#etin audit

$is (art takes into consi)eration all activities tat in!l'ences co+(any !ro+ insi)e- By 'singvario's +o)els an) teories it will ,e a,le to !in) co+(any strengts an) weaknesses an) ('t itinto 2@$ analysis-

2.1.1 Mar#etin Mi$ 4P

Source of the Marketing Mix 4P: ;<o&&er= .ompetition an$ Marketing= !00>

Pro!uct/ %olkswagen o!!ers ,roa) range o! cars on Polis +arket- 7owa)ays c'sto+er cancoose ,etween 14 ,asic +o)els-

%olkswagen '( G >ntro)'ce) in #011 '( is te s+allest city car !ro+ entire (ort!olio o! te%olkswagen- as only 1-0L engine wic +akes it very econo+ical an) convenient in ,ig cities-Besi)es s+all si=e '( o!!ers sa!ety (er!or+ance as it was (roven )'ring cras tests an) '( got5 (oints o't o! 5- .ar is +ainly ai+e) !or wo+en*s an) yo'ngsters- $ere are 4 version o! tis+o)el/ take '( +ove '( ig '( ,lack H wite '(- "ain co+(etitors are/ 2ko)a .itigo2eat "ii ">7> .oo(er .itroen .Iero Pe'geot 10J- ;%olkswagen +o)els <

%olkswagen Polo G noter car +a)e ,y engineers !ro+ @ol!s,'rg- Polo as 5 )i!!erent version/$ren)line .o+!ortline igline .rossPolo an) &$>- $ren)line .o+!ortline an) igline

)i!!erentiate only ,y interior an) still +aintain Polo as a co+(act car- .'sto+er can coose ,etween vario's range o! engines !or instance (etrol )iesel an) )iesel Bl'e $ecnology- &$> is as(ort version wit aggressive look an) .rossPolo is consi)ere) as a s+all 2K%- "oreover Polowas grante) a @orl) .ar ! $e ear in #010 )'e to 'ality sa!ety an) ecology- "ainco+(etitors/ ')i 1 2E$ >,i=a For) Figo 7issan "icra- ;%olkswagen +o)els <

%olkswagen &ol! GFirst &ol! was intro)'ce) in 19J4 since tat ti+e co+(any carry on to (ro)'ce tis s'ccess!'l +o)el- Basic &ol! is a co+(act car wit ti+eless )esign e:cellent)riving (ro(erties an) !'nctionality- "oreover &ol! was cosen sa!est car in #009- &ol! as alsoestate version calle) %ariant .a,riolet wic is a converti,le version an) +ini 2K% version

calle) Pl's- >t is (ossi,le to ac'ire &ol! %ariant an) Pl's in $ren)line .o+!ortline an) iglineinterior versions ,'t co+(act &ol! as also &$ ;s(ort )iesel version< &$> ;s(ort (etrolversion< &$> E)ition 35 ;anniversary e)ition< &ol! C ;racing version<->t is (ossi,le to get wit (etrol an) )iesel engines- "ain co+(etitors/ 2ko)a Fa,ia ')i 3For) Fiesta Pe'geot 30J- ;%olkswagen +o)els <

)0th of May !01!




%olkswagen Beetle G $e Beetle a((eare) in 1998 an) is te res'rrection o! te legen)ary Beetle (ro)'ce) since 1938- esign an) stylistics relate to ol) version- $e ,iggest a)vantages o! te

Beetle are 'ni'e +o)ern )esign wic re+in) a,o't legen)ary Beetle co+!orta,le an)innovative )'e to 1-6 $> Bl'e $ecnology engine tat ,'rns only 4-3L o! )iesel (er 100 k+-$e Beetle is o!!ere) in 3 versions/ Beetle esign ;)i!!erent interior an) la+(s< an) 2(ort;)i!!erent tires interior e:a'st s(oiler an) engine<- ;%olkswagen +o)els <

%olkswagen $ig'an G 2K% +a)e ,y %olkswagen in #008- .o+(any (ro+otes $ig'an as'niversal car- Potential owner as a (ossi,ility to coose ,etween si: versions/ $ren) H F'n$rack H Fiel) 2(ort H 2tyle $rack H 2tyle an) two s(ecial cities e)itions / .ityLine an)

.ity2tyle- Every version set '( car eiter !or roa) an) o!!roa) environ+ent- Broa) variety o!engines gives a cance to take s'(ercarge) $> )iesel engines an) $2> (etrol engines an) alsoy,ri)- "ain co+(etitors/ 2ko)a eti ')i M5 B"@ N3 B"@ N5 2eat $ri,'- ;%olkswagen+o)els <

%olkswagen 2cirocco G $e tir) generation o! 2cirocco was intro)'ce) in #008- >t is classi!ie)as s(ort co'(e- Besi)es ,asic stan)ar) version c'sto+er can o,tain 2cirocco C wit strongerengine )i!!erent la+(s an) new interior- %olkswagen o!!ers 2cirocco only wit t'r,ocarge)engines $> )iesel one an) $2> (etrol- ;%olkswagen +o)els <

%olkswagen Detta G 5 )oors car !ro+ se)an seg+ent +a)e ,y %olkswagen vaila,le in stan)ar)version or (ti+'+ version- Fir+ )escri,es Detta as )yna+ic an) +o)ern li+o'sine wic (rovi)es co+!ort an) versatility- ll versions are availa,le wit t'r,ocarge) )iesel an) (etrolengines- F'rter+ore Detta score) 5 o't o! 5 (oints in E'ro 7.P test- "ain co+(etitors/$oyota .orolla (el stra on)a .ivic 2ko)a ctavia ')i 4- ;%olkswagen +o)els <

%olkswagen $o'ran G %olkswagen $o'ran is a +inivan- $o'ran is availa,le in tree versions/$ren)line .o+!ortline an) igline- .ar is +ainly ai+e) !or !a+ilies )'e to sa!ety ecologyco+!ort an) (ractice sol'tions !or instance it can take '( to J (ersons- noter a)vantage is tatit is te +ost ecological car in te worl) wic as s(ace !or J (ersons- 1-6 $> iesel engine ,'rns only 46L (er 100 k+- "ain co+(etitors/ .itroen .4 Picasso For) ."a: Cena'lt2cenic (el Ia!ira- ;%olkswagen +o)els <

0th of May !01!




%olkswagen Eos G >t is a # )oors co'(e G ca,rio car- 2tylistics is very si+ilar to oter (ro)'cts!ro+ &er+an +an'!act'rer- .ar o!!er s(ort (er!or+ance )'e to t'r,ocarge) engines ,'t in tesa+e ti+e ,ig ecology i! it co+es to !'el cons'+(tion- "oreover it can take 4 (ersons relativeig a+o'nt o! s(ace !or (assengers co+(aring co'(eseg+ent- Eos nee)s only #5 secon)s toattac roo!- F'rter+ore roo! is strengtene) wic (rovi)e ,etter (rotection !or (assengers)'ring overt'rns- ;%olkswagen +o)els <

%olkswagen Passat G .ar is o!!ere) in 3 versions/ Passat Li+o'sine Passat %ariant an) Passatlltrack- Li+o'sine is a stan)ar) 5 )oors se)an- .o+(any )escri,es car as innovative an)co+!orta,le li+o'sine e'i((e) wit ecological Bl'e"otion engines- %ariant is a 'niversalestate ,ase) on Li+o'sine !loor (late- %ersion is +ainly ai+e) !or !a+ilies )'e to !act tat%ariant o!!ers s(acio's interior- Passat lltrack is very si+ilar to %ariant te only )i!!erence is+a)e !or o!!roa) so can ,e co+(are) as ,or)er ,etween 2K% an) se)an- Besi)es lltrack as4"$>7 !o'rweel )rive- ll versions are e'i((e) wit vario's assistance o(tions !orinstance/ active cr'ise control or ligt assistant tat t'rns witin ligting ,ea+s- ;%olkswagen+o)els <

%olkswagen .. G >t is a s(ort !ast,ack li+o'sine intro)'ce) in #008- Fir+ )escri,es as aco+!orta,le an) s(acio's li+o'sine wit e:traor)inary )esign ai+e) !or te ricest c'sto+ers-.'sto+er can coose ,etween two )iesel engines #-0 $> (rovi)ing 140 orse(ower or 1J0orse(ower- >! it co+es to (etrol .. as two $2> t'r,ocarge) engines (rovi)ing 160orse(ower an) #10 orse(ower- noter a)vantage o! .. are 'ni'e assistance syste+s like2i)e ssist an) Lane ssist- .ar also +onitors sit'ation o! )river an) i! it is necessary in!or+sa,o't nee) !or rest- "ore a,o't assistance is in tecnology section- "ain co+(etitors/ "erce)es.L2 ')i J- ;%olkswagen +o)els <

%olkswagen 2aran G e(en)ing on c'sto+er (re!erence 2aran can ,e !or 5 (ersons or J (ersons- >t is availa,le in 3 versions/ $ren)line .o+!ortline an) igline- $is van as #430liters ,oot an) s(acio's interior tat gives co+!ort to (assengers- %olkswagen ,elieves in )etailstat is wy 2aran as leater !inising on steering weel an) kno, gear,o: wile seats are+a)e !ro+ te +ost co+!orta,le +aterials availa,le on te +arket- ir,ags locate) in !ront

0th of May !01!




si)es an) in c'rtains as to sec're all (assengers in te car- .'sto+er can coose ,etween (etrolan) )iesel econo+ical Bl'e"otion $ecnology engines- "ain co+(etitors/ For) &ala:y Cena'lt

Es(ace 2E$ la+,ra- ;%olkswagen +o)els <

%olkswagen $o'areg G $e e:cl'sive 2K% availa,le only wit te strongest engines (ro)'ce) ,y%olkswagen/ 3-6 %6 F2> t'r,ocarge) (etrol engine- 3-0 %6 $> an) 4-# %8 $> aret'r,ocarge) )iesel engines- Even to'g engines are (ower!'l an) ave 'ge ca(acity $o'aregstill re+ains econo+ical in 2K% class- 3-6 %6 F2> ,'rns only 9-9 liters o! (etrol (er 100 k+e+itting only #36g .#- $is l':'ry 2K% gives c'sto+er )iversity )'e to !act tat can ,e 'se)on nor+al roa)s an) in te sa+e ti+e also o!!roa)- $raction control an) a,ility to overco+e testee( )riveway +ake $o'areg te 'niversal car !or every)ay 'se- "ain co+(etitors/ ')i MJ

Porsce .ayenne "erce)es Ben= " Dee( &ran) .erokee- ;%olkswagen +o)els <

Price:

%olkswagen (ro)'cts (rice is very varie)- "ain !actors tat )eci)e a,o't (rices are/ (ro)'ctengine interior version an) least e:tra accessories- >n tis !iel) (otential c'sto+er as a ,roa)coice witin (lenty o! o((ort'nities-

Fro+ +y (ri+ary researc it see+s to tat %olkswagen (ro)'cts are very co+(etitive on Polis+arket )'e to co+(arison co+(any (ro)'cts to te (ro)'cts o!!ere) ,y (ro)'cers !ro+ te

%olkswagen &ro'( like 2ko)a 2E$ an) ')i- $en)ency witin te &ro'( +akes 2ko)a as costlea)er- $en 2E$ al+ost on te sa+e (lace as %olkswagen )'e to very si+ilar (rice o! (ro)'ct->n te en) tere is ')i wic ,eco+es +ore an) +ore (restigio's ,ran)- 2ko)a takesa)vantage o! it as it is n'+,er one on Polis +arket i! it co+es to sales-

.o+(any a((lies )i!!erent strategies to ,ring new c'sto+er !or instance seasonal (ro+otion orgiving (ossi,ility to take a car on a cre)it leasing or (rovi)ing ins'rance-%olkswagen ,y (ricing strategy tries to give a view o! a sta,le relia,le car tat every,o)y cana!!or)- ;Prices<

Promotion:

.o+(any 'ses )i!!erent +e)ia to (ro+ote te+selves- "ain tool are co+(any sites on >nternetwere c'sto+er can !in) o't )irect in!or+ation a,o't co+(any e:isting (ro)'cts (rices local)ealers services- Local re(resentatives take care to kee( sites '()ate)- Besi)es %olkswageninstantly works on vario's co++ercial an) (osts it on social services like o'$',e so everyc'sto+er can !in) a,o't innovation an) new +o)els- F'rter+ore ,ran) as an acco'nt on oter social services like Face,ook an) $witter were 'sers can sare (otos or writes stories a,o't

80th of May !01!




teir e:(eriences wit ,ran)- >n a))ition co+(any releases ere(orts an) +aga=ines soevery,o)y can stay t'ne) '(-

Fir+ (ossess !'n)s to la'nc a ig a)vertising ca+(aign tro'g television- >n Polan) 's'allytis s(ots takes aro'n) 30 secon) ai+ing to ,ring attention an) (ro+ote s(ecial o!!ers- 'rings'c s(ot co+(any )o not try to !oc's on ,ran) in general ,'t on (ro+otion o! s(eci!ic (ro)'ct-Local )ealers 'se oter +e)ia !or instance ra)io an) news(a(ers- noter way is teinternational +otor car sows- >t is a goo) tool !or a s(eci!ic (ro)'cts (re+iere-

%olkswagen is also an international well known co+(any o(erating on +any +arkets- Even&er+an translation wor) %olkswagen +eans (eo(lescar wic ,asically )escri,es co+(anya((roac to te c'sto+er- "oreover %olkswagen as a long istory an) since ti+e it starte)

(ro)'cing car an) +any cool (ro)'cts a((eare) an) still are associate) wit %olkswagen !orinstance/ $e Beetle or $rans(orte) calle) ?B'lik* an) c'c'+,er- .o+(any 'ses tis a)vantagean) reverts to it ,y intro)'cing new versions o! te Beetle- "ore a,o't te Beetle in Pro)'ct Li!e.ycle section- ;& #011<

P"ace:

%olkswagen as !actories all over te worl) incl')ing Polan)- 2o+e o! te+ are (ro)'cing (artswile oter !actories are res(onsi,le !or asse+,ly- Location is varia,le an) )e(en)s on +o)elwic is (ro)'ce) in s(eci!ic !actory-

Pro)'cts +a)e ,y te %olkswagen &ro'( are availa,le in o'tlets- .o+(any sales teir (ro)'ct'n)er own na+e tro'g )ealers network in entire co'ntry- >n Polan) tere are J4 %olkswagen)ealers settle) '( in ,igger towns covering all voivo)esi(s o! te co'ntry- ;ealers <

2.1.2 Porter%s &eneric "trateies

Source of the Porter’s Generic Strategies: ;<o&&er= .ompetition an$ Marketing= !00>

%olkswagen G as it &er+an translation says (eo(lescar contin'e to +ake cars a!!or)a,le !orevery,o)y- Even to'g co+(etition in a'to+otive sector is relative ig an) to'g co+(any

('t e!!orts to +aintain te i)ea an) kee( (ro)'ct in a!!or)a,le an) co+(etitive (rice-

B't in te sa+e ti+e %olkswagen kee(s i+(roving act'al (ro)'cts an) a((lies (rocess o! instantinnovation- 7ew tecnologies +ore e!!icient engines an) co+(letely 'ni'e assistance syste+sare only signi!icant e:a+(les o! i+(le+enting )i!!erentiation lea)er a((roac- noter ting tatnee)s to ,e taken to te consi)eration is e:istence in +any +arkets- %olkswagen as an

,0th of May !01!




international co+(any !oc'ses to kee( teir (ro)'cts availa,le everywere in te worl) ,yoverco+ing +any c'lt'ral ,arriers- $ere!ore co+(any 'ses ,roa) +arket sco(e-

'e to ,roa) (ort!olio &er+an car +an'!act'rer can +eet )e+an) o! all c'sto+ers- Potentialc'sto+er as variety o! coice ,etween +any (ro)'ct an) o(tions o!!ere) ,y %olkswagen !orinstance interior version ca(acity an) ty(e o! engine an) e:tra e'i(+ent-

"oreover %olkswagen )i!!erentiates !ro+ oter co+(etitors ,y aving long )evelo(e) val'ecain incl')ing a!ter sales services an) !inancial cons'ltancy )'e to %olkswagen Bank an)%olkswagen Financial 2ervices &- >t also as an i+(act on a'to+otive +arket ,eca'se tereare +any oter car co+(anies tat can (rovi)e car !ro+ sa+e sectors- ig rivalry in tein)'stries kee(s all +ayor (layers 'n)er (ress're- >n or)er to +aintain on te +arket !ir+ ,eca+e a )i!!erentiation lea)er an) so'l) contin'e tis strategy on every +arket not only

Polan)- ;Do,,er Princi(les an) Practice o! "arketing #010<

2.1.3 Product 'ife Cycle

Source of the Product Life Cycle: ;<o&&er= .ompetition an$ Marketing= !00>

100th of May !01!




2.1.4 ,oston Consultin &roup &ro+th - "hare Matri$

Source of the Boston matrix: ;<o&&er= .ompetition an$ Marketing= !00>

$e +o)el was )evelo(e) to el( co+(anies to categori=e teir (ro)'ct (ort!olios to ,e (lace)in a two,ytwo +atri:- $ese are +arket growt rate wic sows te attractiveness o! te+arket an) secon) is relative +arket sare wic is an in)icator o! co+(etitive strengt- $eBoston "atri: is 'se) to +eas're te (er!or+ance an) categori=e tis (er!or+ance in to +arketsare an) growt rates-

$e %olkswagen &ro'( as a wole is to )ivi)e its to(selling )i!!erent (ro)'ctlines in to !o'rways accor)ingly- Eac car ,ran) will !all 'n)er a )i!!erent category )e(en)ing on te

(er!or+ance an) (otential o! a (artic'lar (ro)'ct !or te s(eci!ic an) inten)e) +arket- sOstars O(ro,le+ cil)ren Ocas cows an) O)ogs- ;& #011<

Dogs: "ow market share#"ow market growth

2E$ lto'g sales ave ,een (oorer co+(are) to oter o! %olkswagen*s ,ran)s sales ,yveicle ave grown only ,e a +ere J witin te (erio) !ro+ #010 to #011-

$ese (ro)'cts are now weak an) are co+(eting in lowgrowt +arkets- "arket sare is notcanging or getting lower ,eca'se o! oter co+(anies* activities an) te growt is low ,eca'sea't'+n collections are taking over te (lace o! te +ain so'rce o! inco+e- 7ow co+(any as to

+ake a )ecision wat to )o wit tese (ro)'cts-

ne o! te (ossi,ilities is to arvest or )ivest- >n tis sit'ation tey co'l) ,e co+,ine)- ivestingwo'l) +ean tat co+(any is getting ri) o! te so+e 2E$ (ro)'ctlines an) 'sing te reso'rcesan) +anagerial ti+e to !oc's on oter (ro)'cts wic are +ore relevant !or a s(eci!ic +arket-arvesting wo'l) +ean tat 2E$ collection is in te en) o! its li!e cycle tere!ore tey are ,eing )isco'nte) wile e:tracting te +a:i+'+ (ro!it o! its sales- ;& #011<

Pro"em chi"!ren: "ow market share#high market growth

$is (rogra++e as te lowest (ro!ita,ility an) +anage+ent at %olkswagen s(en)s a lot o!

reso'rces to +aintain +arket growt- "anage+ent so'l) tink o! were to invest an) wat isreally a (ro,le+ cil)ren- >t wo'l) not ,e a goo) i)ea to invest in 2ko)a collections ,eca'seso+e o! teir (ro)'ctlines teir li!e cycle is sort relative to te oter ,ran)s- 2o te ,est way isto tink wic (ro)'ctlines are a((lica,le !or eac +arket-

$e c'rrent o(erating +arket !or 2ko)a is starting to grow owever co+(any is not investing;,'il)ing< to increase +arket sare ,eca'se it wo'l) ca'se cons'+(tion o! reso'rces ,'t little

1!0th of May !01!




ret'rn since 2ko)a is not te +ain !oc's o! te c'sto+ers it is ass'+e) ,eca'se te +arket+igt ave o(te) !or +ore igen) ,ran)s s'c as ')i- owever te 2ko)a collection wo'l)

,e +ore l'crative to invest )'e to te ret'rn o! te (ro)'ct-lso tere is an o(tion o! arvesting- >n tis sit'ation %olkswagen can raise te (rices !or 2ko)a (ro)'ctlines wile +ini+i=ing te +arketing e:(en)it'res tere!ore co'nting on te nat'ralgrowt o! te )e+an)- arvesting see+s to ,e te +ost a((ro(riate ,eca'se tis wo'l) avoi)eli+ination o! (ro)'cts wic +ay t'rn in to stars in oter season- ;& #011<

Stars: high market share#high market growth

$e %olkswagen &ro'( is ai+ing to acieve ig +arket sare in +any e+erging growing+arkets !or %olkswagen G(assenger cars- $e &ol! versions Passat an) 2aran van are te stars

in te %olkswagen G(assenger cars selection-

$e )ecision wat to )o wit tese (ro)'cts as to ,e +a)e- B'il) sales an) +arket sare- $o ,'il) +arket sare co+(any so'l) tink o! o!!ering c'sto+i=e) +o)el ranges !or (ro)'cts s'cas te Passat an) 2aran van o!!er a 2(ort .r'ise an) .ity versions an) 'se +ore e!!ective (ro+otional tecni'es witin so+e +arkets s'c as Polan) in or)er to attract an) winco+(etitors* c'sto+ers- $is again wo'l) lea) to iger sales-

.o+(any as to re+e+,er tat te li!e cycle will not last !orever an) event'ally %olkswagen(assenger collection will ,e re(lace) so co+(any as to tink o! increasing te lea)ersi( (osition in te +arket- @en te li!e cycle o! c'rrent %olkswagen G (assenger cars collectionwill en) te +arketing so'l) ,e rea)y !or te la'ncing o! new line o! (ro)'cts- $at will ,e+ore a)vance) tecnological- $is will el( to +aintain an) sec're te (osition in te +arketan) re(el te co+(etition- ;& #011<

Cash cows: high market share#"ow market growth

$ese are te !'t're stars- Fro+ te Boston "atri: we can see tat ')i collects te +ostreven'e an) are +arket lea)ers an) (ros(ects !or !'rter growt a((ears goo)- Ceso'rces can ,einveste) to ,'il) sales +aintain an) increase te lea)ersi( (ositionQ co+(etition so'l) ,eresiste) ,eca'se tis is te cas cow o! te !'t're- $is wo'l) el( to +aintain te +arket sare

an) (ossi,ly te s'((le+enting role !or its stars G %olkswagen G(assenger cars-

lso te (ossi,ility is to 'se e:cess +oney to !'n) researc an) )evelo(+ent !or new (ro)'ctsan) invest in (ro,le+ cil)ren tat wo'l) ,e 2ko)a-

$is c'sto+i=e) +atri: !or eac o! %olkswagen &ro'(*s car ,ran)s can ,e 'se) as a tool !or)evelo(ing e!!ective +arketing +i: !or eac +arket(lace- ;Do,,er Princi(les an) (ractises o!"arketingQ Boston .ons'ltng &ro'( &rowtsare "atri: #010< ;s+art)river(l< ;>nternational<

10th of May !01!




2.1. *alue Chain

Source of the Value Chain: ;<o&&er= .ompetition an$ Marketing= !00>

$is +o)el allows )e!ining co+(any core co+(etences ,y analy=ing (ri+ary activates !orinstance/ >n,o'n) logistics (erations 't,o'n) logistics "arketing an) 2ales- "oreover+o)el takes into consi)eration also 2'((ort activities like Proc're+ent $ecnology)evelo(+ent '+an Ceso'rce "anage+ent an) Fir+ in!rastr'ct're- >t is a el(!'l tool to !in)co+(any strengt an) weakness on internal level- ;Do,,er Princi(les an) Practice o! "arketing #010<

$noun! "ogistics:

>n general a'to+otive in)'stry rigt now is +ainly 'sing +aterials like steel (lastic co((er etc -By ti+e going an) constant innovation (rocess an) ecology care +ake tis +aterials gets slowlys',stit'te ,y oter +aterials like al'+in'+ liti'+ an) even co,alt- %olkswagen )o not oweany +ining s',si)iaries tere!ore is a))icte) to s'((liers- $o sec're (ro)'ction contin'ityco+(any as to sec're (rocess o! getting raw +aterials- $at is wy &er+an +an'!act'rer co+e'( wit raw +aterials strategy- $is incl')es >$ syste+ calle) .entral Proc're+ent an) $reas'ry

2yste+-

.entral Proc're+ent an) $reas'ry 2yste+ was )evelo(e) in #00J- >t ,ase on calc'lating raw+aterials risk wic el( to )e!ine an) eval'ate a longter+ strategy !or raw +aterials an) (ro)'ction- 2yste+ incl')es s'((ly risk an) cost relevance lea)ing to concrete or)ers ,eingiss'e) ,y Cesearc H evelo(+ent )e(art+ent !or te )evelo(+ent o! alternative ways toac'ire reso'rces or to !in) s',stit'tes- P'r(ose is to sec're a sa!eg'ar) o! raw +aterials )eliveryan) in longter+ (ro)'ction as it as 'ge i+(act on it- 2yste+ was e:(an)e) in #011 an) 'se)!or instance !or calc'lating a longter+ raw +aterials risk !orecast relate) to electro +o,ility-

Caw +aterials risk analysis is a key tool in ena,ling +ore sec're an) econo+ic s'((lies o! raw+aterials to ,e ass're) !or as long as (ossi,le- 2yste+ won an ino'se awar) in #011- $issows tat %olkswagen gater in!or+ation !ro+ early ,eginning o! (ro)'ction (rocess->+(le+enting control +onitoring an) risk +anage+ent activities is a +'st ,e in tis in)'stry ,eca'se i! any (ro,le+ occ'rs on line o! val'e cain it as an e!!ect on !inal (ro)'ct !or instanceti+e o! +aking (arts !ro+ raw +aterials to asse+,ly o! !inal (ro)'ct- Personally > ,elieve tata((ly tis syste+ into co+(any str'ct're is very el(!'l an) )e!initely necessary in s'c ,ig

140th of May !01!




co+(any like %olkswagen is- ;ktiengesellsca!t #011 <

%perations:

n o(eration is te (rocess o! ('tting raw +aterials togeter an) (ro)'cing te !inal (ro)'ct- >ntis case %olkswagen o(erations (rocess takes (lace in !actories tat co+(any (ossesses- $ereare 94 (ro)'ction !acilities in )i!!erent locations- .o+(any ,elieves in syste+atic locali=ation so (ro)'ctions (lants can an)le te+selves te val'e a))e) (rocess- $is (rocess o! internationalo'tso'rcing allows re)'cing c'rrency risks trans(ort an) )'ties-

i!!erent (ro)'ctions !acilities !oc's on (ro)'cing vario's car (arts or se(arate) +o)els !ore:a+(le !actory in Po=nan Polan) (ro)'ce %olkswagen co++ercial veicle calle) $rans(orter->t creates clarity an) avoi)s +is'n)erstan)ing in (ro)'ction (rocess ,eca'se !actories know

e:actly wat to )o an) !oc's on one task- noter a)vantage is longter+ (ossi,ility to cangeas glo,al econo+y )e+an)s !or instance in BC>. co'ntries- >! (ro)'ction o! s(eci!ic +o)el will ,e cea(er in Bra=il tan in &er+any it will ,e wiser to increase (ro)'ction in ,oostingecono+y- $e only ting tat %olkswagen can )o on tis !iel) is to +onitor act'al sit'ationincrease or )ecrease (ro)'ctions an) e+(loy+ent )e(en)ing on sit'ation an) !inally invest intecnology i+(rove +eto)s o! (ro)'ction an) ,'il) '( new !acilities- ;ktiengesellsca!t#011 <

%utoun! "ogistics:

$is section !oc'ses on )elivering (ro)'ct to te retailers o'tlets stores or $.- Firstly it isi+(ortant to state tat co+(any as own logistics )e(art+ent calle) %olkswagen Logistics wic)eliver (ro)'cts to %olkswagen o'tlets- s it was state) ,e!ore )i!!erent (ro)'ctions !acilities (ro)'ces vario's (arts an) +o)els- Fro+ tose !acilities cars are rea)y to ,e trans(orte) intoo'tlets- %olkswagen Logistics 'ses +ainly roa) trans(ort an) ,ig tr'cks to trans(ort rea)y to 'se (ro)'cts-

'tlets are !rancise) an) in tis (roject are consi)ere) as )ealer*s network as we can see every%olkswagen car )ealer is calle) )i!!erently- Francisers ave to ,'y a car !ro+ !actory a!terwar)it is only '( to i+ ow e can (ro+ote it locally to create ,ran) awareness a,o't act'al

(ro)'cts an) (ro+otions- $ere are J4 %olkswagen saloons in Polan) settle) '( in ,iggest citiesaro'n) entire Polan)- $'s (otential c'sto+er knows were to !in) a (ro)'ct an) it is accessi,le!or every,o)y- ealers network is also a 'ge a)vantage !or %olkswagen ,eca'se (rivate (ersonscars a,o't i+age o! te ,ran) an) teir own salary- >t el(s co+(any )'e to it is a local (ersonswic (ossess knowle)ge a,o't s(eci!ic region were saloon is locate) tere!ore tey alrea)yknow )e+ogra(ics co+(etitors age str'ct're in s(eci!ic location- ;ktiengesellsca!t #011 <

1)0th of May !01!




Marketing an! Sa"es:

$is section )escri,es (ricing (ro+otion an) selling te !inal (ro)'ct witin val'e cain-%olkswagen +akes a)verts s(ots in)e(en)ently- Ks'ally s(ots )escri,e s(eci!ic (ro)'ct or newtecnology invente) to te car- $ey are (laye) on $% stations >nternet we,sites o'$',e-2ocial services were %olkswagen e:ists like Face,ook an) $witter allow 'sers to saree:(eriences wit %olkswagen ,ran)- >t is a great tool to create a relationsi( or ,ran) loyaltywit act'al c'sto+ers an) ac'ire new one-

Local )ealers (ro+ote act'al (ro)'cts in!or+ing a,o't (rices ,y 'sing oter +e)ia- .atalogs)escri,e (ro)'cts con!ig'ration engines innovation an) assistance syste+s- $e oter +e)ia

'se) ,y )ealers is ra)io- >n ,ig sortc't listeners get in!or+ation a,o't act'al (ro+otion !ors(eci!ic (ro)'cts (rices leasing an) locali=ation o! te )ealer- Finally local )ealers 'se localnews(a(ers !or sa+e reasons as local ra)io-

>! it co+es to +arketing an) sales coo(eration an) (ro(er co++'nication witin )e(art+ents (lays a key role- >t e:tre+ely i+(ortant to kee( in!or+ation !low so every,o)y know wat to)o wic a)vertising strategy (re(are etc-

Service:

$is section )escri,es a!tersales services an) otline- $o start wit %olkswagen (ro)'ce originals(are (arts !or own cars- .'sto+er can or)er it tro'g we,site or local )ealer- >t is a greata)vantage ,eca'se no +is'n)erstan)ing a((ears co+(aring to or)ering car (arts ,y c'sto+erwo )o not know so +'c a,o't cars- noter ting is tat original %olkswagen services arelocate) in +ost cases ne:t to local )ealers network- Basically a!ter or)ering a s(are (art it can ,e+o'nte) into te car )irectly a!terwar)s ,y s(ecialist crew- &arages are locate) ne:t to saloonsit is easy way !or c'sto+ers to !in) a ,est (lace to service a car )'e to sta!! tat knows +o)els->n te oter an) it ,rings a))itional !'n)s !or te co+(any an) it is also a ,est way to collect (ri+ary )ata as sta!! can also +ake s'rvey a+ong 'sers o! %olkswagen- Pro)'cts o!!ere) ,yco+(any ave also a g'arantee (erio) wen can ,e service) 'n)er %olkswagen garages-

Procurement:

P'rcasing !'nction is )ealt ,y ('rcasing )e(art+ent- s it was state) in >n,o'n) logisticssection %olkswagen as to sec're contin'ity o! wole (ro)'ction an) entire val'e cain +o)el-

10th of May !01!




$o )o so it is necessary to kee( strict control an) +onitoring (rocess o! getting raw +aterials likesteel (lastic r',,er liti'+ an) al'+in'+- $o )o so co+(any invente) .entral Proc're+ent

an) $reas'ry 2yste+ in #00J to ens're i! all reso'rces are act'ally availa,le to ac'ire to +akes're tat none o! te !actories s'))enly will sto( (ro)'ction (rocess- 2yste+ also looks !oralternative so'rces were reso'rces can ,e o,taine)- "oreover location o! !actors +akes ani+(act on (roc're+ent- $ere are tree e:a+(les o! s'ccess!'l (ro)'ction !acilities tat alsoave a 'ge i+(act on s'((liers- For instance/ P'na in >n)ia al'ga in C'ssia .attanooga$ennessee in Knite) 2tates o! +erica- P'na ,esi)es creating 1#000 new work(laces alsoallowe) creating an agree+ent ,etween %olkswagen an) 58 new local an) regional s'((liers-al'ga (ro)'ction !acility gave 43J0 new work(laces create) in)irectly tro'g secon)arye+(loy+ent e!!ect an) allowe) to create ,'siness relationsi( wit 1# new local s'((liers-Finally .attanooga $ennessee +a)e an agree+ent wit new 1J s'((liers- %olkswagen 'ses

innovative >$ syste+s an) locali=ation !actor to +ake s're tat tere will ,e eno'g raw+aterials to carry on wit (ro)'ction- ;ktiengesellsca!t #011 <

&echno"ogy !eve"opment:

$is section )escri,es (rocesses witin Cesearc H evelo(+ent an) strategies wit it- s itwas state) earlier %olkswagen !oc'ses on constant i+(rove+ent- .o+(any ,elieves tat tro'ginnovation (rocess it is (ossi,le to +ake cars sa!er +ore relia,le an) e!!icient- $at is wy

"artin @interkorn sai) tat co+(any is ai+ing !or te lea)er (osition witin a'to+otivein)'stry- ?$ill #016 we wo'l) like to invest 6#4 +l) E'ro !or Cesearc H evelo(+ent to ,eco+e n'+,er one-* %olkswagen contin'e to )evelo( new tecnologies as an e:a+(le co'l) ,e)ownsi=ing all t'r,ocarge) $> )iesel an) $2> (etrol engines ,'t still re+aining (er!or+ancean) i+(roving ecology an) econo+ic o! (ro)'cts o!!ere)- Bl'e"otion $ecnologies engines stillare ,eing i+(rove) so we can e:(ect +ore e!!icient (ower 'nits in !'t're- noter e:a+(leco'l) ,e assistance services like Park ssist wic +akes car a'to+atically seeking !or te s(aceto (ark an) (ark a!terwar)s- Lane ssist kee( car on te sa+e lane on igway- .o+ingRleavingo+e will kee( a ligt aro'n) te car a!ter leaving it or ,e!ore entering- ,ove e:a+(les areonly signi!icant e:a+(les an) ,'r)en o! (roo! tat co+(any really ,et on tecnology an) kee( it

as a key !actor to overco+e co+(etitors an) ,ring new c'sto+ers- ((en)i: sows all (laceswere con!ig'ration o! Cesearc H evelo(+ent takes (lace- ;2te!an 2c+i) #008< ((en)i: 1

'uman resource management:

10th of May !01!




$is section )escri,es %olkswagen a((roac to e+(loyees +otivation e:(ectations an) watco+(any can o!!er- $o start wit %olkswagen is aware tat (eo(le create ,ig co+(anies- $ey are

vital (art o! it an) !'n)a+ental ,asis- .o+(any as 513000 e+(loyees aro'n) wole worl) ,'tal+ost al! o! te+ work in &er+any- Fir+ seek !or a (eo(le wo can give ,est (er!or+ance o'to! te+ ,'t still +aintain )e+an) an) a,ility calle) ?!lowcannel* as it gives ,est res'lts an) (er!or+ance to allow co+(any ,oost '(- .oo(eration an) lea)ing ,y e:a+(le is anoter as(ecto! '+an reso'rces )e(art+ent in %olkswagen- Princi(le says/ ?Lea) e+an) an) Pro+ote*wic +eans in or)er to acieve s'ccess co+(any nee) to ave sta,le coo(eration ,etween)i!!erent )e(art+ents !or instance +anage+ent an) work!orce- ;%olkswagen '+an Ceso'rces <

%olkswagen intro)'ce) tool calle) ?+oo) ,aro+eter*- >t is a kin) o! anony+o's s'rvey a+ongall e+(loyees witin co+(any so every,o)y as a (ossi,ility to give a !ee),ack a,o't c'rrent

sit'ation tasks an) assign+ents etc- F'rter+ore actively get involve) into co+(any to(+anage+ent )'e to saring own e:(eriences an) el( in ,'il)ing co+(any ,igger an) stronger->n s'c ,ig co+(any as %olkswagen is were (eo(le are vital (ower o! te co+(any to(+anage+ent as to res(ect te+ an) co+e '( wit sort o! sol'tions i! any (ro,le+s occ'r inor)er to kee( +otivation an) satis!action level a+ong entire work!orce- "onitoring satis!actionlevel is !irst ste( to i+(rove co++'nication ,etween work!orce an) to( +anage+ent asco+(any is international an) as !acilities all over te worl) an) (eo(le working togeter co+e!ro+ )i!!erent co'ntries c'lt'res ave )i!!erent ,ackgro'n) an) s(eak )i!!erent lang'ages-

noter as(ect is cor(orate social res(onsi,ility- %olkswagen res(ects law an) social sec'rity on

at least +ini+'+ ,asis as a res'lt co'l) ,e a ?eclaration on 2ocial Cigts an) >n)'strialCelations* wic (rovi)es !rien)ly work con)ition environ+ent to te e+(loyees o! %olkswagen-.o+(any tries to solve any (ro,le+s on tis !lattener ,y active )ialog ,etween +anage+ent an)@orks .o'ncil- "oreover )ialog gives an o((ort'nity to reali=e !'t're goals an) (re(areevery,o)y !or )i!!erent strategies (rocesses an) a((roaces !or instance innovation training)evelo(+ent- ;%olkswagen '+an Ceso'rces <

Fir+ tries to (rovi)e ,est working con)ition an) tat is wy ?%olkswagen as $o( E+(loyer*strategy was invente) a+ong str'ct'res o! '+an reso'rce )e(art+ent- >t +eans/

• ttractive e+(loy+ent• Do, sec'rity• &oo) working cli+ate tro'g lea)ersi( an) co++'nication• Ce+'neration in line wit (er!or+ance• Personal )evelo(+ent o((ort'nities• Pro)'ct an) co+(any i+age

180th of May !01!




(eo(le are a,le to ,oost '( at+os(ere an) (er!or+ance o! te co+(any- %olkswagen also takescare a,o't working con)itions an) tries to +ake (lace to work as sa!est as (ossi,le- $ro'g

vocational training an) goo) working environ+ent no )iscri+ination co+(any wants to gater ,est e:(erts !ro+ te in)'stry- > (erceive tat '+an reso'rces +anage+ent (lay a ,ig role an)it is a one o! te answers wy co+(any is so s'ccess!'l on international arena- ;%olkswagen'+an Ceso'rces <

(irm in)rastructure:

%olkswagen & is +anage) ,y Boar) o! "anage+ent wic is iss'e) ,y te 2'(ervisory Boar)wic consists o! #0 (eo(le incl')ing cair+an to( +anagers an) sareol)ers- $o( +anagersare electe) ,y work!orce- $eir role is to sec're %olkswagen ,'siness areas an) +ake s're tatco+(any is on track- Besi)es co+(any as all (ossi,le )e(art+ents incl')ing Proc're+ent

Logistics Pro)'ction !acilities Cesearc H evelo(+ent '+an reso'rce +anage+ent"arketing 2ales )vertising !ter sales services- ;& #011<

$aking everyting to te consi)eration %olkswagen controls al+ost all sections witin val'ecain starting !ro+ gatering raw +aterials ten (ro)'ction an) !inising on sales H a)vertisingo! rea)yto'se (ro)'cts- .o+(any !oc'ses on instant i+(rove+ent an) wants to +ake tenewest tecnology availa,le !or c'sto+ers- !ter sales garages el( to +aintain car in goo)sa(e an) (rovi)es original (arts- Finally ,roa) '+an reso'rces )e(art+ent co'nts on (eo(lein te entire (rocess-

2.1./ nso &ro+th "trateiesSource of the Anso Groth Strategies: ;<o&&er= .ompetition an$ Marketing= !00>

%olkswagen alrea)y e:ists on Polis +arket an) as rea)y (ort!olio- $ere!ore it is stronglya)vise) to carry on "arket Penetration strategy- >t +eans to restr'ct're c'rrent (osition on Polis+arket ,y !or instance increase +arket sare ,y wise (ricing strategy aggressive a)vertising an)sales (ro+otion- ;Do,,er Princi(les an) Practice o! "arketing #010<

2.2 $ternal situation of the company

$is a')it gives a !ee),ack a,o't ow co+(any is )oing in environ+ent o'tsi)e te co+(anyan) wat are te e:ternal !actors in!l'encing %olkswagen-

2.2.1 P" analysis

Source of the P!!S" anylysis: ;<o&&er= .ompetition an$ Marketing= !00>

!00th of May !01!




ne o! te !irst +o)els te (roject will look into is calle) PEE2$ analysis- Ksing tis tecni'eit will ,e (ossi,le to scan te e:ternal environ+ent on te +acro level- Source of PEEST

analysis: Invalid source specified.

Po"itica" )actors:

%olkswagen o'tso'rces a great )eal o! teir +an'!act'ring o'tsi)e te E'ro(e in continents s'cas sia !rica an) 2o't +erica- 'e to tese co'ntries ,eing consi)ere) as O,oo+ingecono+ies govern+ent +ay enco'rage local resi)ents to try +ini+i=ing ('rcasing (ro)'cts!ro+ a,roa) ,'t instea) 'se locally (ro)'ce) (ro)'cts in or)er to +aintain te sit'ation o! teo+e +arket an) +ake a iger val'e o! te &P- $nva"i! source speci)ie!*

owever tese or any oter legal or (olitical constraints so'l) not ,e a signi!icant ,arrica)e to

contin'e o'tso'rcing an)Ror sales in !oreign +arkets-

>n certain co'ntries s'c as en+ark an) 7orway car ins'rance an) registration alone cana+o'nt to te (rice o! te car itsel!- $ese r'les an) reg'lations are ,eco+ing everincreasingly (o('lar an) (ose a treat to sales o! cars in oter 2can)inavian +arkets an) (laces wic seek to!ollow s'c a tren)- l+ost all o! te reg'lations co+e !ro+ cons'+ers increasing concerns !orte environ+ent an) te concern !or sa!er a'to+o,iles- ;ig!ill .o('s H 2+it #004<

$e a'to+o,ile +an'!act'ring o! %olkswagen as a 'ge i+(act on te econo+ies were (ro)'ction takes (lace- $is in)'stry is te +ajor 'ser o! co+('ter ci(s al'+in'+ co((ersteel (lastics vinyl an) r',,er- For every a'toworker tere are a((ro:i+ately seven oter jo,screate) in oter in)'stries- $ese in)'stries incl')e anyting !ro+ te al'+in'+s to lea) tovinyl- $o reveal ow +'c o! an i+(act tis can ave on an econo+y we !oc's now on tea'to+otive in)'stry in te .=ec Ce(',lic- $is is one o! te key sectors in te econo+yacco'nting !or a((ro:i+ately J-43 (ercent o! &P an) )irect e+(loy+ent o! 1#6##3 (eo(le inte work!orce- $e .=ec Ce(',lic is e+erging as one o! te +ajor +arkets in te region inter+s o! ,ot sales an) (ro)'ction- 2ko)a is te .=ec Ce(',lic*s largest co+(any ,y sales witreven'e e'ivalent to 5 o! te co'ntry*s &P so its (er!or+ance is an in)icator !or teco'ntry*s overall econo+y wic inges on te e:(ort o! cars car (arts an) electronics- Foreignco'ntries tat seek to increase its &P an) e+(loy+ent wic o!!er cea(er la,or an) reso'rces

will tere!ore enco'rage te !oreign )irect invest+ent !ro+ %olkswagen- $nva"i! sourcespeci)ie!* $nva"i! source speci)ie!*

+conomic )actors:

s an a)vantage to %olkswagen !ew +arkets wic (rove) to sow a )ecline in sales +ainly in2(ain wic (rove) to sow a )ecline o! 16-8 -

!10th of May !01!




$aken as a wole sales o! %@ owever were on te increase )es(ite overall +otor in)'strytaking a )ive- %@ sales increase) in @- E'ro(e ,y 8-6 i+(rove) sales !ig'res- $e +ain

,ran)s wic contri,'te) to te sales were ')i 2ko)a Bentley an) te %@ co++ercialveicles- $nva"i! source speci)ie!*$nva"i! source speci)ie!*- 2ales o! te %@ (assenger carss'c as te %@ 2aran van grow tre+en)o'sly in regionsR +arkets s'c as .entral an) EasternE'ro(e sia Paci!ic an) 7ort +erica- $e (ercentage growt o! te !ollowing +arkets is as!ollows/

• sia Paci!ic wit 1J-4 • 7ort +erica a) a signi!icant growt o! #1-4 • .entral an) Eastern E'ro(e wit a larger #9-J

$is &ra( re(resents te sales o! a'to+o,ile veicles !ro+ +an'!act'rer to cons'+ere:cl')ing te sales to car )ealers ,'siness relate) sales an) oter !or+s o! re(resentatives-$nva"i! source speci)ie!*

Sko$aor$

7pelVolkswagen

0

0")

1

1")

!

!")

")

4

!011

!010

!00,

!011

!010

!00,

Source: samar.pl

igure ! Sales of automo&ile &ran$s in Polan$:

lto'g te +ost (art o! te growt ca+e !ro+ te .entral an) Eastern E'ro(ean +arketstere (rove) a )ecline witin te Polis +arket- s te !ollowing !ig'res will in)icate te Polisa((ear to ave o(te) !or te +ore cost!oc'se) car ,ran) !ro+ te %olkswagen &ro'( te2ko)a- $is goes to (rove tat te Polis c'sto+ers are evi)ently ,eginning to ,eco+e +ore

!!0th of May !01!

Sales in

#$$$




cost!oc'se)- $is is te strategy te %olkswagen &ro'( 'se to ai+ cost!oc'se) clients wit te2ko)a an) !or tose seeking +ore l':'ry at an a!!or)a,le cost it o!!ers te clients te range

!ro+ te %olkswagen (ro)'ct (ort!olio-$is gra( (roves tat a+ongst so+e o! %olkswagen*s to( co+(etitors te Polis +arket isleaning towar) ,eco+ing +ore cost !oc'se) +eaning te %olkswagen ,ran) nee) to strengtenits relationsi( wit te +arket seeking +ore l':'ry an) are willing to (ay a little e:tra !or it inor)er to o!!er (ro)'cts wic will s'ite teir )e+an)s in te sort to longter+ )e+an)s lea)ingto winning co+(etitors clients- owever te %olkswagen gro'(s as a wole are )oing a s'(erior jo, to res(on) to its to'gest co+(etition witin tis res(ective +arket tro'g o!!ering te2ko)a to cost!oc'se) c'sto+ers- $nva"i! source speci)ie!*

+co"ogica":

%olkswagen as several )i!!erent initiatives in o(eration an) in (ros(ect wit strong regar) tote environ+ent- +ongst te +ost recent an) e!!ective are/

.li+ate (rotection H energy e!!iciency/

$is initiative (ro+otes te constr'ction an) )esign o! te +ost energy e!!icient an)environ+entally co+(ati,le cars- $ro'g )ealing wit energy an) te eart*s nat'ral reso'rcese!!iciently an) conscio'sly at te core o! te organi=ations o(erations an) strategy it acieves)oes it (rovi)e eco!rien)ly sol'tions an) o!!ers-

>n or)er to +ake s're tis is )one e!!iciently an) e!!ective te co+(any takes acco'nt o!environ+ental i+(acts tro'go't its entire (ro)'ct li!e cycle- $is takes (lace witin teco+(any*s activities !ro+ its e:tensive e:(erience o! environ+ental +anage+ent an) tro'g toits strategic environ+ental (rotection strategy wic (rovi)es te !o'n)ation !or te co+(any-

E!!icient (ower trains an) !'el so'rces/

%olkswagen as a ,asic (rinci(le wic is to +ini+i=e te 'se o! car,on energy an) !'rteri+(rove te e!!iciency o! te entire (owertrain o! its (ro)'ction o! +otor veicles- @it tenew %olkswagen & F'el an) Powertrain 2trategy it !oc'ses on two tecnologies tat are to

,e still in te +aking in (arallel an) will coe:ist/ electro+o,ility an) a)vance) internalco+,'stion engines- $ese tecnologies still !ace a callenge o! switcing s'ccess!'lly in telongter+ to s'staina,le car,onne'tral energy so'rces-

@at tis +eans !or electro+o,ility is tere will ,e a si!t to y)ro(ower win) energy an)solar (ower- For te internal co+,'stion engine energy so'rces ,ase) on s'staina,le ,io+assan) ,iogenic !'els are ,eco+ing increasingly i+(ortant-

!0th of May !01!




>n or)er to lea) te !'t're in te correct (at te %olkswagen &ro'( is also working to )iversi!yits energy str'ct're- $e !ollowing +eas'res are c'rrently ,eing i+(le+ente) or are at te

)etaile) (lanning stage/• .angeover !ro+ coal to nat'ral gas/ constr'ction o! two gasan)stea+ t'r,ine (ower

stations eac wit an o't('t o! J0 "@ at (lants in &er+any-

• Kse o! y,ri) engines te Bl'e +otion tecnology G wic +akes te cons'+(tion o!

!'el igly e!!icient an) to( o! te worl)*s lea)ing tecnologies- For e:a+(le $e PoloBl'e"otion as a !'el cons'+(tion o! 3-3 liters (er 100 k+ an) releases 8J gra+s o!.# e+issions )'ring tat )istance tis +akes it te +ost econo+ical !'el e!!icient 5seater in te a'to+otive in)'stry-

• Partici(ation in o!!sore win) !ar+s

Socia" # Cu"tura":

Polan) is )oing !ine )'ring econo+ic crisis co+(are to oter E'ro(ean co'ntries- $ere are !ewreasons !or tis sit'ation- Firstly it is a ,ig co'ntry wit 'ge an) cea( la,or (ower- $ere areal+ost 40 +illion o! a,itants in Polan) so it is attractive +arket !or !oreign co+(anies-2econ)ly ta:ation rate is relative low co+(aring it to !or instance en+ark- Finally location o!

Polan) +akes tis co'ntry co+(etitive- Polan) is settle) '( ,etween &er+any an) C'ssia two (ower!'l +arkets ,'t in te sa+e ti+e close to 2can)inavia )'e to sea connection-

.ar in Polis c'lt're is not only consi)ere) as veicle tat el(s to co++'te !ro+ (oint to (oint B- >n Polan) it is a (roo! o! in)e(en)ence ,eca'se yo' are no longer ave to take oter+eans o! trans(ort an) ,elong 'n)er sce)'le !or instance ,e !ew +in'tes ,e!ore ,'s arrivesca'se yo' )o not know wen e:actly it will co+e- noter ting is sowo!!- >t is co+(letelynat'rally tat )i!!erences in salary range occ'rs conse'ently (eo(le are sit'ate) on )i!!erentsocial levels were +oney an) stat's are !actors tat )eci)es a,o't ,elonging to social gro'(-.ar is also a ting tat )isting'ises (eo(le !ro+ )i!!erent social gro'(s so te (oorest

re(resentative )rives ol)er an) cea(er cars wen te ricest (ossess ,est an) +ore e:(ensivecars- $o s'+ '( car is a !air tool to j')ge in tis case-

Poles (erceive %olkswagen ,ran) as a car +aker wic (ro)'ces sta,le a!!or)a,le an) relia,lecars- >t is ,ase) on &er+an ar)working s(irit an) (recision tat is wy %olkswagen cars arevery (o('lar nowa)ays also in a!ter+arket- noter a)vantage o! aving car !ro+ &er+an+an'!act'rer is te slowest ratio o! val'e loss a+ong oter a'to+otive co+(anies- ;B'siness in

!40th of May !01!




Polan) G Law ta: an) ,anking #006<

&echno"ogica": %olkswagen as 94 (ro)'ction (lants worl)wi)e an) a))itional 8 in +ericas sia an) 2o't!rica- $ere are two (ro)'ction !acilities in Polan)- ne is res(onsi,le !or +aking (arts !orvario's +o)els wile te oter one +akes co++ercial veicle calle) $rans(orter- "ain+aterials tat co+(any 'ses to (ro)'ce cars are S

.o+(any intensively !oc'ses on )evelo(ing new tecnologies an) innovation to ,eco+e te+ost econo+ical an) ecological car (ro)'cer in te worl)- irectly 'oting wor)s o! ,oar)cair+an "artin @interkorn it see+s tat co+(any is ai+ing !or te lea)er (osition witina'to+otive in)'stry- ?$ill #016 we wo'l) like to invest 6#4 +l) E'ro !or Cesearc H

evelo(+ent to ,eco+e n'+,er one-*

B'r)ens o! (roo! o! %olkswagen ste(s co'l) ,e )evelo(ing co+(letely new Bl'e"otion$ecnologies engines- %olkswagen ('t reso'rces an) e!!ort to create $> an) $2> engines- Botare s'(ercarge) an) ,y )ownsi=e strategy +ain ca(acity was re)'ce) ,y in te sa+e ti+e (er!or+ance re+ains constant- >n a))ition it is co+('lsory to state tat co+(any alrea)y o!!erscars wit y,ri) engines wic are r'nning on electricity an) allow re)'cing (etrol cons'+(tionan) .# e+ission to environ+ent in !'rter- "oreover co+(any ai+ also !or renewa,le energyso'rces like water win) an) s'n- &er+an car +an'!act'rer ,rings (ractical assistance service !or

e:a+(le Park Lane wic +ake car seeking !or s(ace an) (ark a!terwar)s- noter e:a+(leco'l) ,e a $e+(orary 'to Pilot wic control car 'n)er 130 k+ (er o'r- $ogeter wit Lanessist car stays on sa+e lane so )river can )o so+eting else in sa+e ti+e- ,ove sentences (roo! tat %olkswagen is conse'ently )evelo(ing new tecnologies to +ake cars ,etter +oreecological +ore econo+ical +ore tecnology a)vance) an) re+aining a!!or)a,le to everyc'sto+er- @ito't )o',ts !ir+ is one o! te +ost lea)ing i! it co+es to innovation in in)'stry-;%olkswagen $ecnology<

2.2.2 Porter%s (ie (orces

Porter*s !ive !orces is a str'ct're wic consists o! 5 !actors wic togeter !or+ a )egree o!

co+(etition an) sta,ility in te +arket-Source of the Porter’s 5 forces: ;Do,,er .o+(etition an) "arketing #00J<

&he threat o) new entrants:

$e treat o! new entrants is consi)ere) low in te a'to+o,ile in)'stry- $e in)'stry as ,een ino(eration !or a relatively long (erio) o! ti+e an) in several co+(anies s'c as %olkswagen an)

!)0th of May !01!




For) ave s'ccess!'lly reace) econo+ies o! scale- >n or)er to co+(ete in tis in)'stry a+an'!act're +'st ,e a,le to acieve econo+ies o! scale at a (ace wic )oes not lag ,ein)

co+(etitors ,'t can kee( '( an) set te stan)ar) at ti+es- For tis to occ'r +an'!act'rers like%olkswagen +ass(ro)'ce te a'to+o,iles so tat tey are a!!or)a,le to te cons'+er- oweverso+e ,ran)s 'n)er te %olkswagen gro'( s'c as te La+,orgini an) B'gatti are sligtly +oretailore) an) c'sto+i=e) ,'t also cost +ore in relation to te val'e o! te car-

noter ,arrier to entry is tat it takes an incre)i,le a+o'nt o! ca(ital to +an'!act're tea'to+o,iles an) o! co'rse te +ore tailore) te veicle te +ore in +an'!act'ring it will cost->t takes a large a+o'nt o! ca(ital to ,e a,le to +an'!act're te (ro)'cts an) to kee( '( wit teresearc an) )evelo(+ent tat is necessary !or te innovation re'ire+ents- ccess to)istri,'tion cannels is anoter ig ,arrier to entry one wic %olkswagen as )ealt wit very

well wit- %olkswagen ave an array o! +otor )ealers )istri,'tors an) (artners across te glo,eselling its veicles to !'rter )ealers an) (ersonal c'sto+ers ,eca'se a co+(any +'st !in) a)ealersi( to sell teir a'to+o,iles or ave teir own )ealersi( %olkswagen enjoy te ,ene!ito! ,ot in tis case- ;Do,,er Princi(les an) Practice o! "arketing #010< ;ktiengesellsca!t#011 <

Bargaining Power o) Supp"iers/

>n te a'to+o,ile in)'stry te ,argaining (ower o! s'((liers is rater low- $ere are so +any (arts an) tecnologies tat are 'se) to (ro)'ce an a'to+o,ile tat it takes several s'((liers to

acco+(lis tis- ccor)ing to Porter*s r'les a,o't te Bargaining Power o! 2'((liers wentere are +any s'((liers in an in)'stry tey )o not ave +'c (ower- $ere are so +anys'((liers to te a'to+otive in)'stry tat +an'!act'res can easily switc to anoter s'((lier i! itis necessary- ;ktiengesellsca!t #011 <

Bargaining Power o) Buyers/

$e ,argaining (ower o! te ,'yers relates to te o(tions availa,le te ,'yers ave a+ongst its+an'!act'rers an) witin tis in)'stry it is +o)erately ig- $e ,'yers ,eing cons'+ers an)car )ealers ('rcase al+ost all o! te in)'stry*s o't('t- $e +an'!act'rers s'c as %olkswagen

$oyota an) For) )e(en) on te+ to stay in ,'siness- $e ,'yers +ake '( !or a signi!icant sareo! te in)'stry*s inco+e- >! te a'to+o,ile +an'!act'rers cannot kee( te ,'yers a((y teyrisk losing te+ to co+(etitors an) tere!ore %olkswagen can ,ene!it !ro+ tis an) seek totarget co+(etitors* clientele- $e ,'yers ave low switcing cost i! tey are not a((y wic+eans ,'yers can easily sell te car tey own an) ('rcase a new one- $e reason wy te (ower is not co+(letely ig is tat te ,'yers are not +any co'nte) as in)ivi)'als no gro'(san) are !ew in n'+,er- $e ,'yers )o not ave te a,ility to seek !or alternatives an) )i!!erent

!0th of May !01!




sol'tions into te in)'stry- >! te ,'yers wo'l) like a +otor veicle tey are !orce) to ('rcaseit !ro+ a )ealer-

&hreat o) Sustitute Pro!ucts/

@itin te a'to+o,ile in)'stry tere are not +any s',stit'te (ro)'cts- 2o+e o! te s',stit'tesare walking ri)ing ,ike or taking a train- 2',stit'te (ro)'cts all )e(en) on te geogra(iclocation o! te cons'+er- >n Polan) it is still (o('lar to co++'te wit +otor veicle +ainly ,eca'se o! te large )istances ,etween cities an) a large +ajority o! te working class as !ar)istances to travel in or)er to get to work- owever in so+e cities s'c as .o(enagen an)+ster)a+ it is very (o('lar to ri)e ,icycle an) a large (art o! its city resi)ents ,elieve a car isnot as necessary- >n cities s'c as tose te ,icycle s',way an) trains are te +ost e!!ective

+eans o! trans(ortation- owever in +ost (laces a (erson +'st ave access to an a'to+o,ile inor)er to get aro'n)- $ere!ore te concl'sion wo'l) ,e to say in Polan) te treat o! s',stit'tesis not so great an) wo'l) rank as a #R5 treat level-

$ntensity o) ,iva"ry among Competitors/

Civalry a+ong te co+(etitors is very strong is tis in)'stry- $e +ain (layers in te in)'stryare also very close towar) eac oter regar)ing (er!or+ance sales an) relative +arket sare- >nor)er to gain +arket sare in te a'to+o,ile in)'stry %olkswagen +'st gain +arket sare ,ywinning over c'sto+ers !ro+ teir co+(etitors- $ere is a lack o! great )i!!erentiation witin tis

in)'stry an) tis lea)s to a ig rivalry a+ongst te in)'stry*s co+(etitors- "icael Porter statestat wen (ro)'cts or services are less )i!!erentiate) ('rcase )ecisions are ,ase) on (rice an)service consi)erations res'lting in greater co+(etition-

ll te co+(anies +an'!act're al+ost te sa+e (ro)'cts s'c as 'r,an cars 2K%*s an) energye!!icient +o)els- $e co+(etitors are eval'ate) '( against eac oter all te ti+e wen acons'+er wo'l) like to +ake a ('rcase- $e (rice 'ality )'ra,ility an) +any oter as(ectso! )i!!erent +an'!act'rers are greatly taken into consi)eration wen )eci)ing wat ty(e o!veicle to ('rcase- @en te )i!!erent +an'!act'rers a)vertise tey even co+(are teir (ro)'cts to teir co+(etitors- %olkswagen 'ses te co++ercials to !oc's on areas were te

co+(any o't(er!or+s its co+(etitors s'c as its 'ni'e )esign )'ra,ility an) stat's-;>nternational< ;ig!ill .o('s H 2+it #004< ;Do,,er .o+(etition an) "arketing #00J<

2.3 "56 analysis

Source of the S%&" analysis: ;<o&&er= .ompetition an$ Marketing= !00>

!0th of May !01!




.onsi)ering two @orl) @ars tat Polan) was involve) an) also trans!or+ation o! (oliticalsyste+ in 1989 it is o,vio'sly to state tat Poles re(resents low conte:t c'lt're- $is

ar)working nation gives clear instr'ctions- "ain reason wy is to avoi) +is'n)erstan)ings-nowle)ge is learne) tro'g analytical reasoning- Poles also )o not i)e e+otions an) i! teyare 'na((y a,o't anyting it will ,e )irectly anno'nce)- "oreover tey talk a,o't !acts an)act'al sit'ation in te co'ntry ca'se it a!!ects te+ +ostly- Poles also 'se !ast +essages as ane:a+(le o! te !ast +essages co'l) ,e ea)lines (ro(agan)a $% co++ercials an) ea)lines-

%olkswagen can a((ly teory so+eow to te a)vertising strategy ,y creating a straigt to te (oint s(ots !or instance )escri,ing (ro)'ct te ,iggest a)vantage an) (rice as regar)ing to$-all tey like !ast +essages-

&eert o!ste)e .'lt'ral i+ension intro)'ce) in 1980 consi)ers !ew i+(ortant !actors/ Poweristance Kncertainty voi)ance >n)e: "asc'linity Fe+ininity an) >n)ivi)'alis+.ollectivis+an) Long $er+ rientation- o!ste)e (rove) tat )i+ension ave strong i+(act on (oliticalecono+ic an) ,'siness li!e- ll a,ove )i+ensions will ,e )escri,e) singly towar)s Polan)-Basing on o!ste)e we,site we can ac'ire )ata regar)ing co'ntries were researc wascon)'cte) an) co+(are ,etween te+-

Power Distance:

i+ension )escri,es te e:tent to wic less (ower!'l +e+,ers o! instit'tions or organi=ationse:(ect an) acce(t tat (ower is )istri,'te) 'ne'ally- Polan) as 68 an) ,ase on it +akes c'lt'rewit ig (ower )istance- >! we wo'l) like to relate into real li!e we can co+(are to tee+(loyeee+(loyer relation were tere are ,igger )istance an) )i!!erences ,etween te+ an)e+(loyee is alrea)y (re(are) tat ,oss can a((roac i+ an) tell i+ wat to )o- i!!erences insalary range are also visi,le to tat (oint te (eo(le a'to+atically !eels levels a+ong te+-

>n tis case %olkswagen wic is aving !actories in Polan) can ,ene!it !ro+ it- Firstly every

e+(loyee knows e:actly were is (lace is- 2econ)ly task or)ers an) assign+ent e:(ectation!ro+ )ay one in co+(any- Finally tey will 'n)erstan) te ierarcy o! salary range an))i!!erences wit it- ;o!ste)e<

$n!ivi!ua"ismCo""ectivism:

00th of May !01!




$e o!ste)e >n)e: on o!!icial we,sites give Polan) 60 (oints o't o! 100 were n'+,ers closerto one are re(resenting collectivis+ c'lt're an) contrary co'ntries closer to 100 are re(resenting

in)ivi)'alis+ c'lt're- Basing on tis >n)e: researcers gave Polan) 60 (oints wic +ean tatPolan) is an >n)ivi)'alistic c'lt're- $is sows ow (eo(le in te c'lt're are a,le to +ake)ecision in)e(en)ent take ,igger res(onsi,ility !or teir li!e seek !or a (ersonal !ree)o+ ,ein)e(en)ent +ake )ecision on teir own etc-

$o start wit still it +eans an) )e+ocracy is well res(ecte) ,'t (eo(le rater work alone or onteir own tan rater 'sing a tea+work strategy- @ork is also )irecte) to s(eci!ic (erson soevery,o)y is trying to !oc's on single task tan work in gro'( as (eo(le )o ere in en+ark-$is lea)s to te state+ent tere is no si+ilar (ersons an) tey can )isting'is !ro+ eac oter-.o+,ination o! ig Power istance an) >n)ivi)'alis+ c'lt're creates a s(ecial tension

,etween e+(loyee an) e+(loyer- Cegar)ing o!ste)e ti(s it is a)vise) to create a secon) levelo! co++'nication witin organi=ation-

%olkswagen as to watc o't on tis !actor as +any yo'ng (eo(le are consi)ere) as a&eneration - "ainly an) (ro')ly )escri,e) as carriers o! new tecnology tat are a,le start '(teir own ,'siness ,asing on e:(erience gaine) in ,ig organi=ations- $o s'+ '( > reco++en)e)to te co+(any to co+e '( wit new +otivational i)eas or s(ecial ,on'ses !or e+(loyees-;o!ste)e<

Mascu"inity (emininity:

+asc'line c'lt're wit ig score in >n)e: ten)s to ,e a society )riven ,y goals s'ccessacieve+ents (ersonal growt an) +otivation- >n sortc't tey consi)er te+selves as winners-@ile Fe+ininity c'lt'res are contrary to a,ove state+ent t's )iscri+ination is less- "an are (erceive) (ositively to take wo+an*s occ'(ation as e:a+(le co'l) ,e a gro'( o! +ales workingin (',lic sector os(itals scool as teacers- "oreover 'ality o! li!e is ,eing consi)ere) as asign o! s'ccess- ey 'estion will ,e wat +otivates societyA >n !e+ininity c'lt're it will ,eenjoying te +o+ent an) tings yo' are )oing rigt now ,'t on te oter an) !eeling o! ,eco+ing te n'+,er one an) ,est !or yo' in +asc'line c'lt're-

Polan) is rate) 64 in tis )i+ension ,asing on >n)e:- >t +eans tat it is +ore +asc'line tan!e+inine- .o'l) ,e +any reason wy co'ntry is rate) like tat !or instance in last cent'ry Polan)took (art in @orl) @ars it also ,elonge) to te 2ocialistic ca+(- $e (oint is tat co'ntry was avery +ilitaristic society as it was involve) into getting in)e(en)ence (rocesses in last cent'ry-Even )'ring !ear o! >> @orl) @ar Polan) )i) give lan)s to 7a=ist as it was )e+an)e) in 1939- >tsows te s(irit o! c'lt're ,raveness an) co'rage an) tey are a,le to )e!en) lan)s- @o+en are

10th of May !01!




not treate) e'ally in society- $is o,vio'sly +eans tat +ale take a iger level in Polissociety- $o( +anagers are ,eing e:(ecte) to ,e +ore assertive )ecisive kee( )istance ,etween

workers an) act )owntoeart-

For te co+(any it co'l) ,e a)vantage as long as (eo(le on to( (ositions )o jo, (ro(erly- La,or (ower alrea)y will ,e e:(ecting ierarcy an) won*t (rotest- %olkswagen as to (re(are sort o!s(ecial a)verts an) (ro+ote eac (ro)'ct in)ivi)'ally- For instance '( can ,e ai+e) !or !e+alewile .. +o)el targets ricer +ale c'sto+ers- Event'ally no,o)y can ,la+e co+(any !or s'cst'!! )'e to ierarcical or)er ,ase) on gen)er an) stat's- ;o!ste)e<

ncertainty Avoi!ance $n!e/:

$is >n)e: says a,o't e:tent to wic re(resentatives o! te society !eel 'ncertain a,o't !'t're or

c'rrent sit'ation an) create) ,elie!s to avoi) tis- ig score !or Polan) wic is 9# +akes (eo(le avoi) te 'ncertainty- Poles are 'ns're a,o't i! it co+es to canges- s it was state) ,e!ore it is a c'lt're o! sy+,olis+ tra)itions an) tat is wy tere is a ,ig nee) !or e+otionsan) war+- +ong (eo(le occ'rs state+ent tat ti+e is a +oney an) (eo(le try to )o everyting!ast !or instance !inis jo, as !ast as (ossi,le get o+e eat slee( an) ne:t )ay as to co+eagain an) again over an) over- Fro+ istory it is (ossi,le to ass'+e tat Poles seek !or sa!esta,le (lace in te worl) a!ter inter!erence ,y C'ssian K22C an) 7a=is &er+any- E!!ect wo'l) ,e +assive +igration o! Poles a,roa) in last cent'ry an) 'ge a+o'nt o! (eo(le living a,roa) asa,itants in Polan) rigt now- "ain )estinations ,eca+e K2 .ana)a &er+any an) K )'e to

sta,ility an) ,etter level o! live in tose co'ntries- ;o!ste)e<@at %olkswagen can take !ro+ itA )vertising as to ,e strict to te to(ic- voi) (lenty o!in!or+ation in te sa+e ti+e ,eca'se it +akes con!'sion- "oreover selection o! te in!or+ationin tis c'lt're is also 'ite (oor so conse'ently it is strongly a)vise) to +ake a )eli+itation o!te in!or+ation tat will ,e !orwar)e) tro'g social +e)ia to (otential c'sto+ers- noteri+(ortant (oint is to create a)verts wit e+otions since it is a c'lt're ,ase) on tra)itions-;o!ste)e<

.ong &erm %rientation:

>t is a )i+ension tat sows ow c'lt're is oriente) ow !'t're (rogra++atic is an) wat te!ra+ework o! it- Long $er+ rientation +eans tat (eo(le !oc's on !'t're (roject try to sec'recil)ren in !'t're an) si+ilar- @ile 2ort $er+ rientation +eans tat (eo(le rater !oc's onact'al sit'ation- $ey )o not +ake (lans aea) ,'t enjoy +o+ent an) c'rrent sit'ation- Basing

!0th of May !01!




on o!ste)e researcers +ost co'ntries in Easter E'ro(e are 2ort $er+ riente)- 2a+e goeswit Polan) wic got a score o! 3# an) is consi)ere) as c'lt're wit 2ort $er+ rientation-

$is teory an) state+ent (er!ectly works in (ractice- Poles !oc's on every )ay task like !'l!illyo'r ,asic nee)s get +oney an) (ay a +ontly rent tan rater ,egin to tink were tey will ,ein !ew years- >t lea)s to state+ent tat it is to'g to +ake a long ter+ (lans-

$e i+(ortant concl'sion can ,e +a)e !ro+ tis +o)el- "ain ea)'arters o! te co+(anyso'l) re+ain in @ol!s,'rg- @ito't )o',ts Poles lack o! creativity as @estern c'lt're (ossesses- $ere are +any reasons wy tis s(eci!ic c'lt're wit 'ge la,or an) +arketo((ort'nities cannot set '( ,ig international co+(any wit 'ni'e val'es like anes )o-E)'cation syste+ (lay a key role in tis str'ct're (ro,a,ly tis is one o! te +ost i+(ortant!actor tat )eci)e) i! c'lt're is Long $er+ riente) or 2ort $er+ riente)- >n Polan) lack o!

(ractice a((roac learn ,y eart o't)ate) teories create (eo(le wito't i)eas !or !'t're li!e-Later res'lt is easy to catc '(- >! we co+(are en+ark an) Polan) on a,ove )i+ension it+akes sit'ation very clari!ie)- en+ark s'((ort e)'cation an) ,'siness conse'entlyinnovative co+(anies like LE& %estas or 2ie+ens @in) Power e:ist an) growt '( ,y ti+e ,eing- ;o!ste)e<

4. Mar#et 7esearch>n or)er to answer (ro,le+ !or+'late) in (roject )escri(tion (art regar)ing a)vertising an)c'sto+er ,eavior it was )eci)e) to carry o't (ri+ary +arket researc- Base) on e:(erience

!ro+ Project . were o'r task was to con)'ct on a +arket researc !or anis ligting co+(anycalle) Fran)sen Ligting > ave cosen s'rvey as a !astest +eto) to gater )ata- "oreover toincrease a+o'nt o! 'antitative an) 'alitative )ata online s'rvey was +a)e- eci)ing !actorswere/ cost ti+e e!!icient a+o'nt o! )ata collecte) an) easy to sare-

2'rvey was +a)e tro'g &oogle ocs as it is easy an) very e!!icient tool !or s'rvey )'e to!act it connect wit yo'r e+ail acco'nt also on &oogle- noter a)vantage is !rien)ly inter!acein creation (ase an) sare (ase- F'rter+ore it is to o(erate )ata a!terwar)s !or instance+akes it as a PF !ile or E:cel !ile- .ollecte) )ata not only can ,e trans!or+e) into )i!!erent !ilety(es ,'t also can ,e (resente) in (ercentages or (ie cart- noter a)vantage is 'nli+ite)

n'+,er o! answers- $ose !actors +a)e +e s're a,o't coosing &oogle ocs as tool to con)'ct (ri+ary +arket researc- !ter creating 'estion > )i) a (retest to !in) o't i! te s'rvey isworking !ine is visi,le !or every,o)y an) i! it collects any )ata-

0th of May !01!




$ere are 16 'estions in te s'rvey tat cover gen)er age str'ct're a)vertising section s(eci!ic'estion a,o't %olkswagen ,ran) an) (lace to sare to'gts regar)ing co+(any (ro)'cts- !ter

analy=ing collecte) )ata > got to te (oint tat s'rvey co'l) ,e consi)ere) as long lengt-2'rvey was sare) a+ong Poles +ainly tro'g Polis social service calle) nas=aklasa- >t islocate) on www-nas=aklasa-(l an) !oc's on network !ro+ )i!!erent e)'cations like (ri+aryscool secon)ary scool ig scool or even 'niversity or college- ! co'rse 'ser can a))!a+ily +e+,ers or !rien)s to network- s (roject ai+s !or a)vertising in Polan) an) a,oveservice gater Poles it is a great a)vantage to 'se tis service- noter social service > 'se) wasFace,ook were > )e)icate) s'rvey !or Poles an) also co'nte) to ac'ire so+e )ata-

2'rvey was sare) ,etween #3-05-#01# an) #J-05-#01#- >n total o! 4 )ays s'rvey was a,le togater 86 res(on)ents- Even to'g it is not so +'c ,'t still gives a )ata work on- 'ring ti+e

going > gatere) to'gts a,o't 'sing online s'rvey-

First o! all it is easy tool an) also te !astest co+(aring it to nor+al gatering )ata on street or (ersonal interviews wic takes (re(aration an) are +ore ti+e cons'+ing- Peo(le wo take (artin online s'rvey )o it !ast an) in !ront o! teir P. wic +akes tis tool +ore convenient an)co+!orta,le- $i+e o! Project . sowe) tat it is relative ar) to give 'estionnaires to te (eo(leon walking street wile tey are ,'sy or in r's- Pa(er )ata is also not convenient to calc'latean) in ti+e going it is very easy to +islay- nony+ity is also anoter as(ect o! te s'rvey (eo(le !eel +ore co+!orta,le wen tey )o not ave write teir na+e tere!ore can give anonest o(inion on certain to(ic or 'estion-

Ana"y2e o) the on"ine survey

3uestion 1: -hat is your gen!er Possi,le answers/ "ale R Fe+ale

&en)er 'estion is relative i+(ortant )'e to !act it gives a !ee),ack a,o't s(eci!ic gen)er (re!erences regar)ing (ro)'cts o!!ere) ,y co+(any vario's +ean o! +e)ia !or instance '(

+o)el wic is ai+e) +ore !or !e+ales- $ere are only two gen)ers on te Eart +ale an)!e+ale- $ere!ore tere are only two answers (ossi,le-

ata collecte) ,ase) on tis 'estion see+s tat tere were 68 +ale corres(on)ents an) 3# !e+ale corres(on)ents-

3uestion 5: -hat is your age Possi,le answers/ 18 G ## #3 G #J #8 G 3# 33 G 3J 38 G 4# 43 G 4J 50 an) +ore-

40th of May !01!

http://www.nasza-klasa.pl/

http://www.nasza-klasa.pl/




>n Polan) yo' can o,tain )riving license !or cars wen yo' ,eco+e 18 years ol) tere!ore it was)eci)e) to ('t tis age as a starting line an) +ake interval ,etween te+ 4 years so tat is wy

tere is 18 G ## #3 G #J etc-

Ces'lts are 18 G ## #1 #3 G #J #9 #8 G 3# 14 33 G 3J 4 38 G 4# 8 43 G 4J 1 50 an) +ore #3 -

$e ,iggest n'+,er o! res(on)ents is gro'( o! age ,etween #3 #J- >t ti+e wen (eo(legra)'ates an) alrea)y (osses !irst jo, wic +eans tat it is a (er!ect ti+e to get a car an)in)e(en)ent +ean o! trans(ort- Financial inco+e co'l) ,e a callenge !or tis gro'( ,'t cre)ito(tions o!!ere) ,y %olkswagen Financial 2ervices +ake it (ossi,le to o,tain a ,ran) new car-

noter gro'( res(on)ent is 50 an) +ore #3 - Ks'ally it is a gro'( age wen !a+ilies arealrea)y set '( so tere is a nee) !or se)an or !a+ily car- 18 G ## #1 re(resents yo'ngstergro'(- >t is also a goo) way to o,tain !ee),ack a,o't %olkswagen !ro+ te (otential c'sto+ersin !'t're as tere is #1 - Last signi!icant gro'( is #8 G 3# 14 it is a transition age an) ti+e toset '( !a+ily tere!ore se)an car is a((ro(riate-

3uestion 6: -hat is your status Possi,le answers/ 2ingle "arrie) "arrie) wit one ki)"arrie) wit +ore tan one ki)-

P'r(ose o! tis 'estion is to !in) o't (eo(le c'rrent stat's- s we know !a+ily tat consists o! 4+e+,ers rater take !a+ily car !or instance %olkswagen 2aran or Passat tan single- > ass'+etat !a+ilies ave +ore inco+e to )is(ose )'e to !act tat (ro,a,ly +ore +e+,ers are avingactive e+(loy+ent an) tey sare earnings- B't i! it co+es to single atc,ack +o)el are +ore (o('lar )'e to (rice an) eno'g s(ace !or one (erson-

2'rvey sows tat 4# are single 16 are +arrie) 14 +arrie) wit one ki) #8 +arrie)wit +ore tan one ki)- @ito't )o',ts res'lts are vario's )'e to !act it was )irecte) to )i!!erentsocial gro'(s ,'t in works in !avor ,eca'se gives (eo(le overall view a,o't ,ran) an) (ro)'cts-

3uestion 4: 'ow much time !o you spen! !ai"y watching &7 in hours9 Possi,le answers/0 G 1 1 G # 3 G 4 4T-

Ceason wy > ('t 'estion a,o't +e)ia to te s'rvey is 'ite o,vio's- $o !in) ,est +ean o!+e)ia a+ong all (ossi,le to con)'ct an a)vertising ca+(aign !or te %olkswagen- s it wasresearce) ,e!ore tat )i!!erent age gro'(s an) stat's gro'( took (art (ersonally > was e:(ecting)i!!erent res'lts/ 0 1 J1 1 G # #0 3 G 4 J 4T # - Fro+ res'lts it see+s tat +ost o!te res(on)ents s(ent only ,etween 0 G 1 o'r watcing $% every )ay wile only #0 o! te+s(ent !ro+ 1 to # o'rs on $%-

)0th of May !01!




$ere are +any reasons wile (eo(le nowa)ays s(en) less ti+e in te !ront o! $%- Firstly ti+eiss'e is nowa)ays a 'ge (ro,le+- Peo(le eiter !oc's on work scool !a+ily wic o! co'rse

is ti+e cons'+ing tere!ore not every,o)y as a ti+e to star entire )ay in te !ront o! te $%es(ecially in Polan) )'e to lack o! work G li!e ,alance an) a lot o! res(onsi,ilities even (ersonleave work(lace- 2econ)ly ,asic $% cannels are o't)ate) an) Poles ave (ro,le+s wit ,roa)selection o! in!or+ation an) get con!'se) ,eca'se si+(ly tere are too +any o! te+- Boring$% cannels ,ring less (o('larity to te !ront o! $% screen- Finally in or)er to o,tain an accessto ,etter $% cannels nor+al 'ser as to (ay relative ig +ontly co++ission- $is co'l) ,e a (ossi,le reason wy (eo(le )o not s(en) so +'c ti+e watcing $%- %olkswagen can ,ene!it!ro+ it ,y re)'cing a+o'nt o! a)verts or (lay )'ring !or instance ,ig s(ort events-

3uestion : 'ow much time !o you spen! on "istening to ra!io !ai"y in hours9 Possi,le

answers/ 0 G 1 1 G # 3 G 4 4T-Ces'lts are/ 0 G 1 6J 1 G # 14 3 G 4 8 4T 9 - .orres(on)ents +ore likely s(en) ,etween 0 G 1 o'r )aily on listening to ra)io- 7owa)ays (eo(le listen to ra)io 's'ally wen)riving a car- >n +ost work(laces like o!!ices it is !or,i))en to listen ra)io as it )ist'r, otere+(loyees- B't !or instance on constr'ction site it is 'ite co++on to listen to local ra)iostation- "ostly local )ealers can ,ene!it !ro+ it ,y (ro+oting c'rrent (ro)'cts (ro+otions an)garages were c'sto+ers can ceck o't teir cars-

3uestion ;: 'ow much time !o you spen! on rea!ing newspaper !ai"y in hours9 Possi,leanswers/ 0 G 1 1 G # 3 G 4 4T-

ata collecte) tro'g online s'rvey is/ 0 G 1 80 1 G # 14 3 G 4 0 4T 5 - >n +y view%olkswagen so'l) ('t reso'rces to create own ,roc'res an) +ake a)verts in a'to+otive+aga=ines )'e to !act tat (eo(le will seek !or in!or+ation in news(a(ers R +aga=ines only i!tere is nee) o! recognition or (ersonal interest-

3uestion <: 'ow much time !o you spen! on the $nternet !ai"y in hours9 Possi,leanswers/ 0 G 1 1 G # 3 G 4 4T-

>nternet since it was )evelo(e) e:(an) in very !ast te+(o- $ere!ore no one s'((ose) to ,es'r(rise) a,o't res'lts in tis 'estion/ 0 G 1 # 1 G # 13 3 G 4 34 4T 51 - s )ata (resents al! o! te res(on)ents s(en) +ore tan 4 o'rs )aily on te >nternet- For co+(any it isa sign tat not only it is a +e)ia tat a)vertising !oc's is re'ire) ,'t also take a look on instanti+(rove+ent on we,site incl')e newest in!or+ation a,o't +o)els i+(rove+ent career an)innovation- "oreover social +e)ia like Face,ook an) $witter are necessary to +aintainrelationsi( wit act'al c'sto+ers an) (otential one- o'$',e service allows re)'cinga)vertising cost )'e to (rice an) al+ost 'nli+ite) ti+e o! )is(lay- Portal as also a 'ge a+o'nt

0th of May !01!




o! )aily 'sers wic +akes +ore convenient to 'se tis tool- $o s'+ >nternet ,eco+e attractivetool tat %olkswagen )e!initely as to !oc's-

3uestion 8: 'ow important )or you is sty"e an! !esign o) the car 1 not important #

important9 Ces'lt/ 1 G 4 # G # 3 G 5 4 G 4# 5 G 46 -

$is 'estion ai+s to get a !ee),ack i! )esign is a !actor tat co+(any so'l) i+(rove- Base) onres'lts it is (ossi,le to ass'+e tat )esign o! te car is very i+(ortant iss'e- %olkswagen can ,ene!it !ro+ tis in!or+ation ,y recr'iting (ro!essional sta!! in or)er to (rovi)e +o)ern an)stylis )esign o! cars o!!ere)-

3uestion =: 'ow important )or you is sty"e an! price o) the car 1 not important #

important9 Ces'lt/ 1 G # # G # 3 G 13 4 G 34 5 G 48 -

P'r(ose o! tis 'estion is to !in) o't wat is a((roac to (rice o! te ,ran) new cars- Ces'ltssow tat (rice iss'e is i+(ortant es(ecially i! it co+es to te ,ran) new cars- naly=e o! nso!!&rowt 2trategies sowe) tat co+(any so'l) 'se +arket )evelo(+ent strategy on Polis+arket an) tat incl')es aggressive (ricing strategy-

3uestion 10: 'ow important )or you is a)ter purchase service 1 not important #

important9 Ces'lt/ 1 G 5 # G 9 3 G 19 4 G #8 5 G 38 -

%olkswagen as own garages were a!tersales services are con)'cte) !or instance oil an) !iltersre(lace+ent- 2ervices are locate) ne:t to )ealers network- P'r(ose was to !in) o't i! c'sto+ers

are intereste) in s'c services wy an) wat co+(any can )o to ,ring c'sto+ers to s'cgarages- Ces'lts sow tat Poles rater care a,o't a!tersales service- %olkswagen can also (ro+ote tis kin) o! services !or instance (ro+otion on (erio) controls or s(are (arts cange-

3uestion 11: 'ow important )or you is the eco"ogy o) the car 1 not important #

important9 Ces'lt/ 1 G #1 # G #4 3 G 19 4 G ## 5 G 14 -

%ario's res'lts are a!!ecte) ,y Poles a((roac to ecology- 2o+e o! te+ )o not tink tat it is ani+(ortant +atter so+e o! te+ treat it +ore serio's- >t is iss'es connecte) wit c'rrent law r'leswic are not to'g towar) .# e+ission- .o+(any alrea)y (re(ares cars to ,e +ore ecology to

te environ+ent ,eca'se E'ro(ean Knion +akes r'les +ore restricte)-

3uestion 15: (rom which kin! o) segment you wou"! "ike to have a car Possi,le answers/atc,ack 2e)an .o+,i R Estate 2K% .a,rio-

Ces'lts/ atc,ack G 31 2e)an G 3# .o+,i R Estate G 6 2K% G 14 .a,rio G 18 -2e)an an) atc,ack are te +ost (o('lar car seg+ents ,asing on corres(on)ents answers- >!we take a look at Boston "atri: se)an +o)els like Passat or Detta are te +ost (o('lar on Polis

0th of May !01!




+arket !ro+ tis seg+ent- @ile !ro+ atc,ack &ol! an) Polo re+ains kings a+ong teirclass- 2K% an) .a,rio see+s to ,e (ros(ective tere!ore %olkswagen so'l) !oc's on

i+(roving cars !ro+ tis seg+ent-3uestion 16: 'ow o)ten !o you change a car Possi,le answers/ twice (er year once (er yearonce (er two years once (er tree years once (er !o'r years-

M'estion as to give a !ee),ack regar)ing ti+e (erio) ,etween ne:t ('rcase- Ces'lts/ twice (eryear G 5 once (er year G 6 once (er two years G 11 once (er tree years G 10 once (er !o'r years J1 - ata is not very s'r(rising )'e to (o('larity o! 'se) cars an) also e:(ensestat as to ,e carrie) o't wit new car-

3uestion 14: 'ow wou"! you rate your e/perience with !riving a 7o"kswagen Possi,le

answers/ 2igni!ictly ,etter +'c ,etter +o)erately ,etter (oorer (atetic-

Celate) )irectly to te %olkswagen ,ran) collecte) )ata !ro+ tis 'estion will give overview o! te res(on)ents a,o't co+(any (ro)'cts relate) to te &ro'( ,ran)s like ')i 2E$ an) 2ko)a-Ces'lts are/ signi!ictly ,etter 16 +'c ,etter 19 +o)erately ,etter 51 (oorer 6 (atetic 8 -

3uestion 1: 'ow wou"! you rate 7o"kswagen cars 1 7ery a! # Awesome 9

Ces'lt/ 1 G 4 # G 5 3 G #5 4 G 48 5 G 19 -

Ces(on)ents rate) %olkswagen as a relative goo) ,ran)- "ore in!or+ation is incl')e) in'estion 16-

3uestion 1;: -hat !o you think aout 7o"kswagen cars (en 'estion-

$is o(en 'estion gives a (ossi,ility to sare yo'r to'gts a,o't (ro)'cts +a)e ,y%olkswagen- Base) on 'estion 16 were +ost o! te res(on)ents rate) it as a goo) ,ran) it asalso a!!ect in answers in )irect translation to Englis/ ?.ea( eno'g to ,e reaca,le !or +ost o! (eo(leQ really co+!orta,le )'ra,leQ tey ave )iverse o!!er !or all seg+ents a !ew s'(ercars a

!ew cityRecono+y-* ?teyUre in gro'( o! ,est selling cars- te 'ality o! te (ro)'cts is satis!ying-t availi,ility o! (arts is ,etter tan oters- te )esign is 'ni'e !its (eo(le wo like s(orts carsan) +o)ern ones- %olkswagen gave ,irt to one o! +y !avo'rite +o)els &ol! >%-* ?7or+al cars!or nor+al (rices- 7ot as l':'rio's as an a')i or ,+w- B't ey its ger+an wat else to sayA*

80th of May !01!




. Consumer buyin behaior$is section is )e)icate) to )escri,e cons'+er ,'ying ,eavior- $is tool allows !in)ing o't

wat are te +otives to ,'y s(eci!ic (ro)'cts an) wat in!l'ence (otential c'sto+ers to coose%olkswagen- naly=ing tis +o)el gives a !ee),ack a,o't ow (eo(le ,'y wen )o tey ,'yan) wat are te coice criteria- F'rter+ore lea)s a )irection !or te co+(any in wic areas to!oc's- ;Do,,er Princi(les an) Practice o! "arketing #010<

-ho uys

>nitiator/ >n tis case tat co'l) ,e any,o)y wo is in te nee) to searc !or alternative way toco++'te- $ere are (lenty o! initiators wen it co+es to ,'ying a car !or instance/ (erson wo

)oes not (osses a car (erson wo as a car ,'t it ,eco+e too ol) or are not satis!ie) wit c'rrentone yo'ngster wo as j'st receive) )riving license or si+(ly act'al car was crase) or it isco+(letely ,roken-

>n!l'encer/ >t is a (erson wo atte+(t to (ers'a)e a,o't ('rcase- >n tis case it co'l) ,econsi)ere) as an a)viser- "ost likely it will ,e a !rien)R!a+ily +e+,er alrea)y aving a%olkswagen or (erson wo are intereste) into cars an) ave certain knowle)ge a,o'ta'to+otive-

eci)er/ PersonRs wo can +ake a coice a,o't ,'ying te (ro)'ct- s ,'ying a car is carrie) on

wit relative ig a+o'nt o! +oney involve)- $ere!ore )eci)er co'l) ,e a (erson wo as!inancial reso'rces wic allow ,'ying a car or at least ig (osition !or instance ea) o! !a+ily->! car will ,e ai+e) to 'se ,y entire !a+ily tan all !a+ily +e+,er co'l) ,e a )eci)er 'nit-

B'yer/ >t is a (erson wo ,'ys a certain (ro)'ct an) !inises te transaction- s it was state) ,e!ore tis (erson nee) to ave a +oney ca(acity )'e to ig costs to con)'ct a transaction or atleast stat's witin !a+ily-

Kser/ PersonRs wo act'ally 'se ,o'gt (ro)'ct- e(en)s on sit'ation an) case it co'l) a one (erson or entire !a+ily- Person involve) into ,'ying (rocess 's'ally ,eco+e a 'ser a!terwar)s-

'ow !o they uy

7ee) recognition R (ro,le+ awareness/ $i+e (erio) or event tat )eci)es a,o't ('tting ste(s toget a new car- >t was state) ,e!ore tat (ossi,le action co'l) ,e/ not aving a car an) nee) !orin)e(en)ence i! co+es to trans(ort car ,eco+ing too ol) an) car ,reak )own or crase)- 2o+eo! te c'sto+ers will !eel 'na((y a,o't teir car an) !eel tat it is a rigt +o+ent to cange-2o+e oter will ate (',lic trans(ort tat can co+e late so it will ,e wiser to get own +ean o!

,0th of May !01!




trans(ort-

>n!or+ation searc/ @en )ecision a,o't ,'ying new car as ,een set '( tere is a nee) !orgatering (ri+ary in!or+ation- Poles 'se reco++en)ation !ro+ closet !rien)s an) aro'n) teirnetwork- First ste( will ,e asking a,o't ,ran)s an) +o)els (eo(le a+ong (ersonal network or (eo(le wo (ossesses certain knowle)ge a,o't a'to+otive !or instance +ecanics- noter ste(will ,e (rocess o! searcing in!or+ation on own tro'g co+(any we,sites )ealers networka'to+otive +aga=ines an) social services like Face,ook $witter an) o'$',e-

Eval'ation o! alternatives/ !ter gater (ri+ary )ata alternatives (ase co+es- >t +eans tat (erson wo o,taine) in!or+ation a,o't s(eci!ic +o)els !ro+ %olkswagen ,egin co+(arisonwit anoter (ro)'cts o!!ere) ,y co+(etitors on ,asis o! (rice s(eci!ics (er!or+ance econo+y

co+!ort )esign an) e!!iciency-P'rcase/ B'ying a ,ran) new car takes ti+e an) re'ires long (re(aration- >n case o! ,'yingere co+e also !inancial sit'ation ,eca'se not only te (rice o! te car allow it )rive a!terwar)s->ns'rance registration cost an) !'el in a))itions- $at +akes tis ('rcase consi)ere) as iginvolve+ent (ro)'ct- $ere are +any !latteners on wic (eo(le )eci)e to ,'y a car- Previo'slyit was state) tat +ain !actors are/ (rice s(eci!ics (er!or+ance econo+y co+!ort )esign an)e!!iciency-

Post ('rcase eval'ation o! te ('rcase/ .ar ,'yers o! te %olkswagen (ro)'cts +ay seek !orreass'rance )'e to !act it is a ig envelo(+ent coice- 2ortly a!ter ('rcase c'sto+ers are+ore likely to create +ore e+otion wit ,ran) ,y !or instance looking at %olkswagen a)vertstan Cena'lt or %olvo- .ar )ealers a!ter o,taining )ata o! (ro)'ct owners can contact a!terwar)sto !in) o't i! tey are a((y a,o't ('rcase-

Choice criteria

$ecnical/ %olkswagen )elivers newest tecnology wit teir (ro)'cts ,y o!!ering 'ni'eassistance syste+s e!!icient Bl'e"otion )ownsi=e s'(ercarge) engines (etrol an) )iesel one-Even to'g ca(acity are s+aller co+(aring to (revio's generation ,'t (er!or+ance econo+yincrease ,'t in te sa+e ti+e e+ission o! .# re)'ce)- .o+(any also ('t e!!orts an) reso'rcesto +ake cars not only +ore innovative an) every)ay 'se!'l ,'t also sa!er- $e oter ting isco+!ort- Fir+ wis to )eliver co+!ort in all cars ,y +aterials wic are 'se) !or (ro)'ction- $e (eo(lescars are also (erceive) as very )'ra,le an) relia,le an) it work in !avor o! &er+an+an'!act'rer- "oreover +o)ern )esign tries )i!!erentiating %olkswagen (ro)'cts a+ong

400th of May !01!




co+(etitors !ro+ te &ro'( like 2ko)a an) 2eat- Poles also ,elieves in &er+an tecnic (recision tis co'l) ,e te reason o! (o('larity o! te ,ran) in Polan)-

Econo+ic/ &reat a)vantage o! %olkswagen cars are econo+ic val'es- First o! all cars o!!ere) ,y!ir+ are in very a!!or)a,le (rices- "any (ossi,ilities o! cre)iting +ake it availa,le !or +ass-2(are (arts are also cea(er co+(aring it to Da(anese or +erican cars wic +eans tatr'nning cost is also lower- F'rter+ore +ore innovative $> engines ,'rn aro'n) 48 liter o!)iesel (er 100 kilo+eters tis n'+,er is relative s+all a+o'nt co+(aring to cars o!!ere) ,yco+(etition- $o s'+ '( %olkswagen cars are very attractive i! it co+es to econo+ic !actors-

2ocial/ %olkswagen as &er+an translation say is (eo(lecar- >t +eans tey are +ainly ai+e) !orte +ass- $'s we cannot say tat aving car wit %olkswagen +ark it so+eting very s(ecialan) rare ,'t we can treat kin) o! tis (erson as ,elonging to te +i))le class-

Personal/ aving a car co'l) ,e treate) as so+eting (ersonal ,eca'se it 's'ally associate) witin)e(en)ence o! co++'ting- B't aving a %olkswagen is not a ,ig sow o!!- >t is ,asicallyrelia,le sa!e an) econo+ic car !or every)ay 'se-

-here !o they uy

Bran) new cars are o!!ere) only in saloons o(erate) ,y )ealers network- .o+(any (osses owno'tlets 'n)er %olkswagen na+e- $ere are J4 )ealers locate) in Polan)- $ey are settle) '( in ,igger cities an) it covers entire Polan)- F'rter+ore original garages o! %olkswagen are's'ally locate) ne:t to saloon-

-hen !o they uy

Potential c'sto+ers )eci)e to con)'ct a ('rcase o! car wen tere is a nee) o! recognition-

/. Conclusion

!ter going tro'g teories an) +o)els an) also carrying o't analysis to'gts an) concl'sioncan ,e +a)e- First o! all %olkswagen is a s'ccess!'l co+(any wit long istory an) wellknown ,ran) na+e- Fir+ tries to contin'e tra)ition !ro+ )eca)e as a (eo(le car wit ('tting innovationto it-

2'c s'ccess!'l co+(any like %olkswagen is can ai+ !or te ,igger goals- @it (ower an)s'((ort o! te %olkswagen &ro'( !ir+ as a cance to )o+inate a'to+otive sector- .arrie)

410th of May !01!




internal +arketing an) e:ternal +arketing a')it (roo!e) tat it is really ar) to !in) a weaknesswitin co+(any str'ct're-

$o re+ain s'ccess!'l on te +arket co+(any ave to 'se winning strategy- 7o +atter wat arete circ'+stances %olkswagen still ave to ('t a))itional reso'rces !or researc an))evelo(+ent o! te newest tecnology an) +aintain c'rrent la,or (ower an) str'ct'res witin'+an Ceso'rce "anage+ent- "ake teir (ro)'cts ,etter an) ,etter in or)er to co+(ete witoter a'to+otive co+(anies- n) !inally )eal wit long ter+ iss'es like ow to s',stit'te (etrol-

,iblioraphy;n"$">" 9etrie5e$ May 11= !01!= from Volkswagen mo$els :

http:??www"5olkswagen"pl?mo$ele?

;!00>" 'usiness in Poland ( La) tax and *anking+, 'anske Bank"

AG= V" ;!011>" Annual report " Germany "

Aktiengesellschaft= V" ;!011 >" Sustaina*ility -$## , 6olfs&urg : Volkswagen "

.ealers " ;n"$">" 9etrie5e$ May !!= !01!= from

http:??www"5olkswagen"pl?partner@y?$ealer@yiserwis?

ighCll= '"= .opus= S"= D Smith= S" ;!004= Eo5em&er>" Acade/ic Mind" 9etrie5e$

from

http:??aca$emicmin$"com?unpu&lishe$papers?&usiness?management?!004F11F000aaaFautomoti5eFin$ustryFanalysis"html

ofste$e= G" ;n"$">" 9etrie5e$ May !4= !01!= from http:??geertF

hofste$e"com?polan$"html

#nternational= V" ;n"$">" Volksagen 0nternational" 9etrie5e$ from

www"5olkswagen"com

<o&&er= '" ;!00>" .ompetition an$ Marketing" #n '" <o&&er= Princi1les and Practice

of Marketing ;pp" 4F>" Mc GrawFill"

<o&&er= '" ;!010>" Principles an$ Practice of Marketing "

<o&&er= '" ;!010>" Principles an$ practises of Marketing Boston .onsultng Group

GrowthFshare Matri*" McGraw ill"

Prices" ;n"$">" 9etrie5e$ May !!= !01!= from http:??www"5olkswagen"pl?cenniki?

smart$ri5erFpl" ;n"$">" s/artdri2er,1l" 9etrie5e$ from www"smart$ri5er"pl

4!0th of May !01!




Stefan Schmi$= P" G" ;!008>" Managing the 0nternational Value Chain in the

Auto/oti2e 0ndustry, GHtersloh= Germany "

"he Grou1" ;n"$">" 9etrie5e$ 0) 0= !01!= fromhttp:??www"5olkswagenag"com?content?5wcorp?content?en?thegroup"html

Volksagen 3u/an esources " ;n"$">" 9etrie5e$ May != !01!= from

http:??www"5olkswagenag"com?content?5wcorp?content?en?humanresources"

html

Volksagen "echnology " ;n"$">" 9etrie5e$ May !4= !01!= from

http:??www"5olkswagen"pl?Crma?technologia?0?

Appen$i* 1

Volkswagen Strategic Situatuon Patryk Borkowski 144008

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