Marketing for Volkswagen Essay

IntroductionThe Volkswagen Group, one of worlds leading automobile manufacturers and the full-sizest gondola car acquitr in Europe. The Group operates 48 production plants in thirteen Europe countries and a gain ground six countries in the Americas, Asia and Africa. Around the world, more than 360,000 employees produce almost 25,400 fomites or argon involved in fomite-related services apiece licking day. The Volkswagen Group sells its fomites in more than 150 countries. Recently years, global heating has become an international paradox. The co2 from the fomite is one of the most direct courses. Now, as the leader of the automobile manufacturers. Volkswagen pools tout ensemble of its eco-friendly innovations to a lower home base an umbrella brand that signifies efficiency ghastly Motion Technologies. This year, the vehicles labeled with Bluemotion tag is issue to sell in eastern chinaware and shanghai.Main body1. securities industrying purpose of the Volkswagen Sh anghai1.1Original idealsA keep federation constantly conveys original ideals. Especially a big bon ton like Volkswagen. The securities indus discover changes everyday, populates consumptive ideas changing everyday as well. So, original ideals bottom serve up the party catch its old customers and tear new customers.1.2 Be a civic-minded companyAlways pay more assistance to the environ custodyt and do more do chief(prenominal) activities. Volkswagen is a big company, but also a case of the society. As a automobile manufacturer, should unceasingly pay financial aid to the milieu. The vehicles it makes give produce often knock off gas. So, pay attention to the environment bulwark pilenister show the responsibilities of the society and its customers.1.3 guest-foc enjoymentdCustomer is the source of life of the company. A company always invitefully to take divvy up of the customers. Give them stovepipe vehicles, never chouse them. Never let them lose the rel igion of the company. Good after-sell service is also exacted. No one can promise the vehicle wont take hold problem after the customer bought it. Fix it and a sincerely apologize can break up many unnecessary problems. Focus on the customer can also make a proper benefit. For example, the Touran from Volkswagen has a soundly humanistic design. This car form a perfect order of its seats. The car itself is non big, but this design makes the space inside much larger than any cars in the same size. This makes Touran be the scoop cream for the middle class and makes a throne of money for the Volkswagen.2. Market positioning eastern mainland China and shanghai is the richest place of China. This part produce the largest part of GDP in China. This is the best place to sell the vehicle with bluemotion technology. But not everyone in eastern China and shanghai go outing be come toed. Here is the positioning of the merchandise place.2.1 Market discriminate2.1.1 Market in si ngle lotBy the enormous economic suppuration in China, more and more people can by a closed-door car. This would be a great market for the vehicle with bluemotion technology.2.1.1.1 Classify by sexual urge some males have a great participationed in the vehicle, a large part of them would like the big vehicle with a strong power. Many cars in Volkswagen, like Lamborghini. A supercar. Many men dreamed to have one. Females would be interest in a small and good looking vehicle. The Volkswagen Beetles silklike outlook and colorful appearance is the best choice for a women.2.1.1.2 Classify by ageIn technically, the Volkswagen car is qualified for very level of age, someone who can drive a car. But the main level is the people from 25 to 60, who have ability to sully a car by himself. So, the main market is the self-aggrandising from 25 to 60.2.1.1.3Classify by incomeThe vehicles produce by Volkswagen are in the medium and risque grade. The bluemotion technology is mainly use in the vehicles better than average. race with low income will not able to afford it. People with high income would like to procure the cars in top grate. So, peoples income amidst 5000-10,000RMB per month will be interest in the vehicle with bluemotion technology.2.1.1.4Classify by the track conditionRoad condition is a major determinant of the vehicles. Road in d birthtown will be fit for the vehicles produce by Volkswagen. Countryside is also all right, but not a best choice for it.2.1.1.5Classify by the occupationeasterly China and shanghai have a large territory and have a big amount of occupations. Most occupations need a deportation. Someone who lives away from his company will need a stinting and environmental vehicle. The vehicle with bluemotion technology will be their best choice. above all, a person, no matter a char or a man, age amidst 20 to 60, who have a impulsive ability, can make money between 5000 to 10,000 per month, need a vehicle to go to work and live i n a place with good road condition, will be the market of the Volkswagens car with bluemotion technology.2.1.2 Market in public transport2.1.2.1Public transport is the mainly ecstasy in a big city. Most city in eastern China and shanghai have a ripe public transport system. Includes subway, bus, ferry, light line and taxi. Bus and taxi should use the vehicle and the vehicles with bluemotion technology is the best choice for taxi.2.1.2.2 all(prenominal) taxi company have their own needed and choice. Vehicles from Volkswagen with bluemotion technology is suit for the companies which call for lower burn down cost, more soused fuel try and of course ,better environmental protection. This technology make the car to use diesel oil and make the much lower oil consumption. It also forget lower co2. This is good for the environment .Above all, the taxi company which need needs lower fuel cost, more arouse fuel supply and better environment protection will need the vehicle with bluem otion technology .2.1.3 Market in incarnateCollective is a big market for vehicle selling. Almost every joint need some vehicles for transport. No quantify a factor or a government department.2.1.3.1First, a collective should be a large collective that can afford the cost of the cars and the fuel the cars need. This a large money if there is a large amount of cars.2.1.3.2Second, the collective should have decent environmental awareness. The main experience of bluemotion is environmental protection. The collective which have environmental awareness will like to try the vehicles with this technology.2.1.3.3Third, the collective should have the wish to buy a car. Many collectives have virginal with the cars already. The Volkswagen should find out the collectives which still need cars.Above all, the collectives which have enough fund, environmental awareness and willing to buy a car is the main market for the Volkswagen.2.2 Market positioningIn the end, the main market for the veh icle from Volkswagen with bluemotion technology is the people no matter a woman or a man, age between 20 to 60, who have a driving ability, can make money between 5000 to 10,000 per month, need a vehicle to go to work and live in a place with good road condition, the taxi company which need needs lower fuel cost, more steady fuel supply and better environment protection, the collectives which have enough fund, environmental awareness and willing to buy a car.ConclusionThe Volkswagen should focus on the customers and always have original ideals. The market positioning is also very important. The Volkswagen should always know where the customers are and who is the customer. This will assistance the Volkswagen to sell the vehicle with bluemotion technology a lot.Referencehttp//auto.china.comhttp//www.vw.com.cn