Volkswagen Positioning Strategy

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The Strategy for VW it is focusing on positioning the Volkswagen Group as a global economic and environmental leader among automobile manufacturers. To achieve the goals the company has defined the most important objectives that it needs to meet to be the most competitive car manufacturer in the world and the goal is to make Volkswagen the most successful, fascinating and sustainable automaker in the world.
• Volkswagen intends to deploy intelligent innovations and technologies to become a world leader in customer satisfaction and quality. We see high customer satisfaction as one of the key requirements for the Company 's long-term success.
• By reducing the sales price and reintroduce the brand into those countries where its position is weak; the U.S., …show more content…

See the statistics below showing sales for VW in 2015 and 2016, the company has done well after changing their strategies.

The statistic represents the number of Volkswagen vehicles sold in the United States in March 2015 and March 2016 sorted by segment. In March 2016, the German automaker sold some 119 vehicles under its Bentley brand. Volkswagen Group 's sales declined by around 3.7 percent in March 2016, compared with February 2015

In November 2010, Volkswagen for the first time made more cars than Toyota. However, Toyota still sells more vehicles each year but the gap has narrowed down to less than 1.5 million cars. Though Toyotas reputation is going down after a series of recalls, low quality for Volkswagen remains an issue in the U.S market. Volkswagen needs to strengthen its market in the United States to expand its market share. Stefan Jacoby, VWs U.S chief persuaded the board to build a U.S plant. The board later approved the plant and allocated $1 billion for the construction of the plant scheduled to open in 2011. Jacoby projected to sell 150,000 cars from the plant alone. The move is a good one as it helps overcome the American resistance for imported

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