Volkswagen Target Market

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1.0. Introduction
1.1. Company background
Volkswagen AG is the largest car maker in Europe and one of the leading automobile manufacturers in the world. The company markets its products using multiple brands such as Volkswagen Passenger cars, SEAT, Skoda, Bugatti, Bentley, Lamborghini, Porsche, Scania, MAN, and Ducati. Most recently, the company unveiled a new world class model called model S200. Volkswagen has its headquarters in Germany and had 582, 586 employees as of December 2014 (marketline, 2015). The company recorded revenue of $269,127.4 million during the financial year that ended December 2014.
1.2. Target market
The potential customers for this product include individuals between 25 and 40 years of age. The market is specifically
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Marketing mix
2.1. Product
Product is an important part of the marketing plan and marketing communication plan. Product is specifically for an organization because it provides the useful traits that customer’s desire. According to Sidhanta and Chakrabarty (2010, p. 100), a product refers to anything that an organizations offers to its target to be used, consumed, and satisfy particular customers’ needs.
The current marketing plan involve Volkswagen’s new world class product known as S200. Volkswagen’s most recent brand is a brand new prestigious and luxurious model called S200. The product has unique designs with capabilities that previous Volkswagen brands do not possess; prestige and premium image. Of all the company’s brands, S200 is the most prestigious, sporty, and luxurious car ever made by the company. The product was specifically designed for the middle to high income earners in all the 153 countries the company currently operates in. The product will bring to its customers, for the first, time, high quality, prestige, and
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It is expected that S200 will satisfies Volkswagen customers’ needs for prestige and honor due to the complex and high technology used to design its interior and exterior components (Luan and Sudhir, 2010, p. 448). The product is specifically prestigious but also show provides optimum safety for individuals requiring sexy and sporty cars. Just like all other products, S200 will go through a lifecycle process. As it stands, S200 is in the introduction phase. Since it is it at the introduction stage, it is expected that the sales will be low until customers become aware of the benefits S200 will offer them. The company will introduce S200 before it is actually introduced in the market. However, such a move will cost the company additional advertising expenses and will alert its competitors such as BMW and Mercedes Benz before the company actually introduce its products. During this stage, the company aims at establishing the market and building the products primary

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