The New VW Beetle Case Study Essay

The motorcycle industry is growing annually and sales on CruiseThorr at Thorr Motorcycles are decreasing. This is largely due to its target customers, 35 to 50 yrs old, growing older and no longer being interested in the lifestyle that CruiserThorr symbolizes. Other factors include younger customers, in the age group of 21 to 35 yrs old, preferring low-cost motorcycles as they do not have large disposable incomes. Younger customers do not identify with CruiserThorr's lifestyle image and competitors are eating into CruiserThorr's market share. In order to reduce this trend, the following marketing

He gave it the name “KdF Wagen,”. KdF was the abbreviation for “Kraft durch Freude” (Strength through Joy), a subsidiary of the German Labor Front. He advised the designer that it should resemble a beetle. In 1934, Porsche submitted the best design — and was awarded the contract. At the 1935 German auto show, Hitler was full of praise for Porsche. He wanted to call the factory the “Porsche Plant,” but Ferdinand Porsche was opposed to the idea. Instead, it became the Volkswagen Plant instead. The car was a huge success (it was made available to citizens of the Third Reich through a savings scheme at 990 Reichsmark, about the price of a small motorcycle), but toward the end of the war resources were low and public availability declined. However, till this day, the legacy of Volkswagen continues to thrive all over the world with its great design and

The wind pushed on the car, as it went down the motorway in lightning speed. I could barely hear the 370 horsepower engine roar, as the bluster of the wind out matched it. The car rode smoothly even with greater speed and handled perfectly, as forty thousand pounds’ worth of German engineering should be. I then fiddled with the radio to fill my ears with some classical music. The interior of the mighty BMW M2 Coupé included fantastic, adjustable, heated sports seats in luxurious black leather with contrast stitching in polar blue. The steering wheel was also in the luxurious black leather with the embossed M logo in the middle and the circular dials with blue needles added to the sporty nature of the car. The vehicle also included advanced technology with lots of gadgets to play around with to enhance the driving experience, which added to the car's the irresistible

technology project. The BPTO produced weekly status reports and monthly budget reviews helping the company gauge where it was heading towards. Thus the alignment started advancing (Austin, 2007).

Hollensen 2007 states the third phase in the IMS model is the screening of the markets. Following Arnold Communications research, VW had assessed and developed their potential markets. Now was the time to select and screen the best of the segment opportunities. VW had deduced that their two main target markets would be 18 to 34 year olds and the baby boomers in the over 40’s range. Both of these markets, much like the VW research showed similar persnality traits. However, due to VW’s lack of budget it was not possible to target both markets. VW had to decide where to position the new Beetle. For the younger market, utilising the successful Drivers Wanted campaign and therefore putting the Beetle under the VW umberalla. Or for the baby boomers, by developing a seperate campaign to fully utilise the nostalgic leverage and to use the Beetle as a Hero brand for VW.

The art of motivation is very unknown. Those looking for motivation want it to be something that they can find and use to their advantage. Those who have already acquired it will look for ways to keep it in order to further succeed. Writer Daniel Pink refers to motivation as the use of rewards and punishments to help manage employees and push them onto further goals and help their organization succeed. Pink explains the very basic motivation 1.0 as a forms of motivation that is instilled in all humans because they fulfill our basic necessities such as: food, shelter, and sex.

➢ Virtue Ethics – in the situation Sophie is faced with I believe that a virtue ethicist would state that Sophie made an incorrect or the wrong decision in selecting one of her children to be sent to their own death. As virtue ethics and mainly the Aristotelian virtue ethicist approach believes that the character of an individual is important and that the way in which we act will determine whether we are a virtuous individual. The virtue ethicist would state that the best outcome of the situation would be to send both of her children to their death. They believe that morality is based on happiness and to act in a virtuous manner is the best way to act as it is what a true human being should do. If she was presented with such a choice by the Nazi, to let the guards kill both of her children or for her to herself decide which one must perish, then she should not, from a virtue ethicist point of view have any interference with the death of her two children as she would be interfering with their death and causing one to perish – this is not virtuous so should be avoided.

1) The buyer decision process of traditional Porsche customers relies on the motivations that determine these people to select this brand. Their purchasing decision process is based on the exclusivity of the brand that is connected with the car owner. In their opinion, by purchasing a Porsche, traditional customers purchase the exclusivity and luxury associated with the brand. These customers want to purchase a car that reflects their social status and their financial power. In addition to this, they are not interested in the utility of the car, but in the characteristics that differentiate it from utility cars. These traditional buyers are rather interested in their feeling while driving a Porsche in comparison with the size, price, or fuel economy of the car.

For instance SUV’s for who have high income rate, smaller cars like Polo or Golf for who have lower income rate. According to Age scale VW appeal to 18-49. For example, when young people get a driver’s licence, their family buy them Polo or Golf generally and another situation who like fast and sport car VW offers them a different type of car such as Polo GTI, Golf R, Golf GTI, Scirocco and Scirocco

An author who writes about nothingness but lives with the motto of nothing less. “One of the most influential writers of the 20th century.” Ernest Hemingway was an influential author. His life and experiences helped him become the great author he was. Livings in different parts of the world and even being in a war are just a couple factors of Hemingway's writings. Ernest Hemingway used his novels and short stories to represent the theme of nothingness.

Although Mercedes Benz marketing strategy used to focus on safety, precision engineering of its cars and safety, they had to make sure that the Mercedes’ cars would suit the customers’ changing attitude. Now, they focus more on fun loving, energetic and approachable side of Mercedes Benz in their marketing. When its market expanded this caused an evolution in its marketing strategy. Mercedes Benz has found that they have to expand their market by including younger customers. Slicing prices to make the product more affordable was one of the marketing strategies also.

Volkswagen has set a bold goal of dethroning Toyota as the world’s largest auto maker. This goal includes significantly increasing the North American market share, as Volkswagen currently holds only 2.2 percent of the United States market. Volkswagen’s strategy includes cutting prices and tailoring its cars to better fit the American lifestyle and tastes. This includes increasing the size of its vehicles and modifying certain amenities, such as increasing the cup holder size to fit the larger sized beverages which Americans are known to drink. In order to become the world’s largest auto maker by 2018, Volkswagen’s management team has set a lofty goal of selling 800,000 vehicles per year

The development of marketing concept from a Product orientation to a Sales orientation and finally a Marketing orientation has signified an important change in how we understand and conceptualizes marketing in the 21st century. It signified an increased focus in the behavior of consumers and how by applying different marketing strategies organizations have been able to influence the way in which consumers react to their potential needs and how marketers can change their strategy to target different consumers wants. An assessment has been made in this essay looking at the development of the Volkswagen (herein referred to as VW) polo hatchback model.

Volkswagen goal is to become the ecological and economical leader in the automotive industry and to be the world’s leading automaker by 2018. Volkswagen has four main objectives through which they will achieve their goals.

Attracting younger customer also help us improve brand image compare to competitor. From data (Chart 4) we can see that BMW driver are younger compare to main competitor, such as Lexus and Mercedes, if we can make BMW brand attach with “young “ and then make other competitor brand look old this will help to attract more younger customer and make them commit to use BMW for the rest of their life. Another thing that we can see from BMW customer base is while average ages of BMW owner are younger but their average incomes are higher we make people remember that BMW is the car for “highly educate, bright, affluent person who want to have a great driving experience”. If we can own that position which utilize BMW strong point as “Ultimate driving machine” then push other competitor to “car for boring and old people”. This campaign also improve brand image by reduce bad thing that associate with BMW brand such as “Status symbol, Yuppie-Machine” and also stress what BMW is all about “amazing performance” and try something new and exciting. This show people what make a BMW a BMW which is the main purpose of this campaign.