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Marketing Plan For Volkswagen New Beetle Cabriolet

2877 words - 12 pages

Executive SummaryThis document is a marketing plan for Volkswagen -New beetle Cabriolet, effective for the years 2004 to 2005. The objective of this plan is to recommend strategies that launch the New beetle Cabriolet.Volkswagen's market share is growing and it is standing in 9% market share in the global car market. And we want to position the Volkswagen brand as a global leader in the quality car market.The environment and factors analysis the overall environments SWOT analysis, to find out which opportunity could work effectively. One of the major opportunities is the beetle has a good reputation in the customer mind which existed in the market for a long history.Goals will achieve by the following objective and strategies. Via the marketing mix and target segmentation. One of the recommendation is we develop product to meet the customer's want. For example, we did improvement from the old beetle to the new beetle cabriolet. Then customer could see our fresh look of our existing product. And this is more profitable and less risky then developing a new one.Following the tactical marketing mix tools to set up the future plan which is including:l product: branding, benefit of the productl Distribution: personal selling/service, promotion/ events, advertising messagel Advertising medial Merchandisingl PublicityEvaluating all the strategies mix tools to increase our profit and reputation of this new product- New beetle Cabriolet.Mission StatementVolkswagen provides a safe car that with a good for environment system. And it help for environment, will not make pollution to damage atmosphere.Do the best in quality vehicle sales and service and to continue to enhance our long-standing reputation of fostering a family atmosphere that creates high employee loyalty and customer satisfaction.IntroductionMacro-environmentDemography¨ EducationPeople are getting higher education standard so they would care about quality and would spend more for an automobile.¨ PopulationThe age between 26 and 35 is getting more. It's our target market group. So it's good for our product.¨ Family sizeThere is less people who got married and have children, then they are going to have a 2 seats car for their daily use only (not including the back seat). So beetle is a good choice for them.Economic environment¨ Interest rateIn 1990, the rates rose to 20 per cent, and then in mid-1990s, the rates fell to 8 per cent as governments tried to provide the impetus for economic growth. And in the present time, the rates have remained historically low too, this good for the car purchaser when they pay by installment, they can pay by the low interest rates.¨ Economic RecoveryAbout 5 years ago, there is a global recession caused that everyone wouldn't spend much on the expensive goods. But from these two years, the economic has raised. So everyone would like buy a new car rather than before.¨ Tax for the carLuxury Car Tax is payable to the Australian Tax Office for...

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