The people’s car Beetle case analysis, swot analysis, discussion question
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- 2008.12.24
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- 2008.11
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소개글
The people’s car Beetle case analysis, swot analysis, discussion question
목차
Introduction
The Rise and Fall of VW in America
Relaunching VW in America
Marketing a Classic
Discussion Question
본문내용
Marketing
Initial research
- Many consumers perceived the New Beetle as a ‘toy car’
- A key element of the car’s positioning would be to communicate it as a ‘real, drivable car’
Marketing strategies
- VW had focused on how much of the car’s heritage the new positioning
should leverage.
- How retro should we go?
- Important to the company’s senior management in Germany
- “ Volkswagen will never be again the one-car company”
참고 자료
http://www.vwasia.com
중고차 사이트 카즈(http://www.carz.co.kr)
Volkswagen history(http://www.histomobile.com)
Principles of marketing, Philip Kotler
https://www.volkswagen-media-services.com
한국수입자동차협회 http://www.kaida.co.kr
광고정보센터(http://www.adic.co.kr/)
한국방송광고공사 http://www.kobaco.co.kr/