STRATEGIC MANAGEMENT

Strategic Management

Strategic Management

Volkswagen

Volkswagen as a group is an automobile empire of Europe and a manufacturer of typical Europe's car. Volkswagen has its head office in Wolfsburg, Germany. Volkswagen is one of the chief vehicle producer and the largest car producer of Europe. The Group augmented and enhanced its production facilities and focused towards quantity of cars produced and handed over to customers to 7.203 million vehicles (2009: 6.336 million), which is representing a global passenger car market share of 11.4 percent (data of FY2010 extracted). In Western Europe are more than a fifth of all new passenger cars (21.0 percent) under umbrella of the Volkswagen Group. The Volkswagen Group's revenue amounted of FY10 to €126.9 billion (2009: €105.2 billion).

Volkswagen, Volkswagen Commercial Vehicles, Audi, SEAT, Skoda, Bentley, Bugatti, Lamborghini, and Scania are the top nine branded vehicles from seven countries in Europe. Every brand carries its own speciality and manages independently in the product-market. The product attributes varies from low-consumption small vehicles to luxury, high-quality, premium featured vehicles. In the commercial vehicle sector, the product is varying from hoisted vehicles lengthening to buses and heavy trucks. Reports indicate of first quarter in FY11, the Volkswagen has expanded to 15 European nations and 7 regions in North/South America, Asia, and Africa, with 62 manufacturing plants. Nearly 400,000 employees engage in producing every working day world-wide approximately 30,000 vehicles or involve themselves in providing vehicle-related services. The Volkswagen Group markets its vehicles in 153 countries. Objective of the Group is to offer attractive, safe, and environment-friendly vehicles, the increasingly tough competition in the competitive market and has set world-wide standards in their class (Agrawal, 2003, 25).

The Volkswagen brand, Volkswagen AG

The Volkswagen Group is one of Europe's largest Automobile car producer of the world. With a market capitalization of €56 billion it is also one of the most valuable companies in the world. In 2009, could they account for a turnover of 105.187 billion €. 2 For Volkswagen are a total of nine brands and 198 models. These are the Volkswagen, Lamborghini, Audi, Seat, Skoda, and Volkswagen Commercial vehicles, Bugatti, Bentley, and Scania. Since 2009, holds the Volkswagen Group also holds 50% share of Porsche. This year is the Acquisition completed. In this work, only the brand Volkswagen considered. Some notable figures follow in the next chapter (Boddy, 2000, 1003).

The nine brands of the Volkswagen Group have - each its own - a distinctive image and to fascinate millions of customers. In FY08, Volkswagen has further sharpened the profile of its brands and increased its efficiency in vehicle distribution (Elango, 2005, 65).

Variety of Brands manufactured by Volkswagen Group

Under the slogan "Volkswagen - Das Auto" combines the Volkswagen brand with the 3 major values ??of "innovative,” "recoverable" and "responsibly". The brand image that stands for quality and reliability from Germany has given, annually, all of its customers world-wide the value known as trust. Therefore, Volkswagen Group's preferences are also in the future the focus of global brand ...