Beetle Case Study
Volkswagen has developed its Beetle product. Volkswagen want to make this products sales as double as its prior product in 2013. This artical will analyze the situation of Volkswagen Beetle and give recommendations in my opinion.
The problem and issues of Volkswagen Beetle
According to the artical, I find out the marketing management problems of Volkswagen, which are:
1. Sales go down, except 2003. New design and package can change the situation.
2. Most of customer group is female, and the average age is mid-30s to mid-40s. New designation of Beetle could broaden the purchase opportunity of male and younger buyer.
3. Reintroduction of Beetle will clash introduction of Passat.
Current mission statement
Introduction sporty Beetle during sport event meanwhile uses MTV, public media, and so on to introduction Beetle.
SWOT analysis
I adopt SWOT analysis to understand the strength, weakness, opportunities and threat of new Beetle of Volkswagen.
Strength: 1, Good cars performance and iconic image; 2, Sporty design for appeal more to man and younger buyers. 3, Company is a powerful backup.
Weakness: female buyers hold the most part of consumer group.
Opportunities: 1. Female buyers, Beetle could make a few of commercials with female celebrity to impact purchase group; 2, Use introduction of new Passat, use public media influence public opinion with Passat and Beetle, every time people think of Passat, they think of its competitor Beetle.
Threat: Introduction of the new Passat.
Volkswagen has developed