Marketing Plan of VW

Topics: Automotive industry, Volkswagen, Marketing Pages: 6 (1283 words) Published: October 16, 2013
The Marketing Plan for VW in Malaysia



Situation of VW in Malaysia----------------------------------------02

Marketing Environment(Background)-----------------------------03


Marketing Strategy ---------------------------------------------------05


References -------------------------------------------------------------07 Volkswagen

Volkswagen is a German automobile manufacturer headquartered in Wolfsburg, Lower Saxony, Germany. Volkswagen is the original and top-selling marque of the Volkswagen Group, the biggest German automaker and the third largest automaker in the world. Volkswagen has three cars in the top 10 list of best-selling cars of all time compiled by the website 24/7 Wall St: the Volkswagen Golf, the Volkswagen Beetle, and the Volkswagen Passat. With these three cars, Volkswagen has the most cars of any automobile manufacturer in the list that are still being manufactured. Volkswagen ranks first in spending the most money of any automaker on research and development as of 2011.

Situation of VW in Malaysia

The Volkswagen brand is no stranger to Malaysians. Generations of Malaysians have grown up with their own or someone else's Volkswagen Beetle occupying a place of affection in their hearts and life stories. Till today, this hallmark of the Volkswagen brand's lasting quality and distinct character continues to enjoy a faithful following even as newer models from Volkswagen have started to spark off their own groups of fans in the country. Volkswagen Group Malaysia was officially launched in Malaysia on 16 February 2006, with the Corporate Headquarters situated in Wisma Volkswagen, Bangsar. From here, it will control marketing, sales and after sales to cater and fulfil the Malaysian customer's wishes for individual mobility in all situations of life. Malaysia National Automotive (PROTON, 5304) and Germany's Volkswagen will jointly develop new automotive market, and work together to enter the non-automotive fields such as financial services. Two companies on October 26, 2004 in Wolfsburg, Germany signed the document, an agreement. PROTON in a statement that the company can not only use the alliance to expand its market share and reduce costs, but also the use of mass distribution network into new markets. Under the agreement, Volkswagen will assist PROTON transformation engine and transmission, and use of technical resources PROTON design and development of new models, PROTON will need to be produced locally and exported Volkswagen to ASEAN and distribution of locally assembled and ready to import Volkswagen. However, Volkswagen is not optimistic about sales in Malaysia.

Marketing Environment

Macro Analysis
By Volkswagen to analyze the conditions that can help Volkswagen grasp the overall environment for economic development, policy development environment, social environment for the development and financial development environment. Volkswagen is conducive to adjusting their development strategies, changing direction, then increase industry influence.

Economic Environment
1. Malaysia is in a period of stable development, economic development is changing the way. 2. People's income is increasing, and consumption is also rising. 3. Malaysia's consumption structure is becoming more diverse, increasingly high proportion of personal consumption.

Political Environment
1. In order to expand auto consumption market, Malaysia implemented a policy of active consumer loans, provided an opportunity for the Volkswagen. 2. Malaysia's give strong support to automotive industry in the development and progress. 3. Although Malaysia is to increase the production of automobile companies, parts of the subsidy policy, but the key parts of the...

Oriental Daily 13-09-2013
NongQin Li < Market Survey Methodology > 2006
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