Audi Situation Analysis Paper

Introduction on Audi and situation analysis of the company Audi's History dates back to the beginning of the 20th century, when August Horch, an engineer from Germany, together with his fifteen employees started a company in the name of A. HORCH and Cie in 1899 (Katrin, 2013). In 1901, the organization sold its first auto. In spite of the leap forward, Horch, left the organization to develop cars on his own, he started Audi in 1909. Despite the fact that the organization was set up in 1909, it was enlisted in 1910. In 1932, Audi together with three other independent automanufactuers vehicle producers amalgamated to shape AUDI AG (Katrin, 2013). Audi is synonymous with dynamic and modern autos that typify innovative flawlessness (Katrin,

Through affective strategies, Audi USA has made many people to like the brand and have a positive feeling for the brand; the hope is that when people develop these feelings, they will purchase that specific brand. The development of feelings is usually followed by cognitive feelings and this is where Audi has capitalized on its advertising efforts (Assmus, Farley, & Lehmann, 2011). The company's ads have been created to evoke, liking, positive emotions and favorable feelings towards the product. YouTube is one of the platforms the company uses to enhance its affective advertising strategy. Audi USA YouTube is full of commercial shoots on products. The videos give clients an insider view of the operations of the company, this investment is made because a majority of consumers who purchase luxury goods have an intense desire to have quality products and being made to feel like they are special. The company's feed is categorized into differing segments for easier

This should be more focused on the market between the ages of 25-35. Audi has to understand that over time; clients may change their behavior, even though their initial attitude constellation remains (Satcioglu & Corus, 2015). This kind of involuntary change is often compelled by situational influences, for example, old customers who owned a luxury saloon may opt to have an estate or sports utility vehicle. In such a situation, they may not purchase AUDI cars, the customers may potentially shift back to the stage where they perceive the brand as a reference, giving more priority to product related attributes for the purpose of acquiring functional benefits. Audi should prevent this kind of backward direction by developing an effective loyalty program such as membership organization where Audi and their customer would have a meet up regularly for a drive , a showroom tour or even a seminar to update the latest Audi car model. This would help prevents the switch as the customer would constantly stay engage with Audi which could result in strong brand loyalty within