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Marketing - Case Study

AUDI A3 Sportback

Audi is a brand of the Volswagen group which is the largest car manufacturer in EU. The Audi A3 is a real pillar of the Audi Brand. Today Audi is about to launch the Audi A3 Sportback.

What strategy should we set up in order to launch this new car ?

SWOT

These analyze of the internal and external diagnostic of our brand and market aims at adapting the strategy regarding those two contexts.

Internal diagnostic

Strenghts
Weaknesses
VAG = largest car manufacturer in EU, 4th in the world
Positive growth for Audi France
Strong image among customers
Pioneer of the “premuim” compact models
A3 sportback is the 1st five doors car sporty as a coupé
Innovative, modern, attractive
Car matches with the new group strategy
VAG dropped in sales in many markets
Financial difficulties
Social conflicts in the last few years






External diagnostic

Opportunities
Threats
Growing success of “niche”
Manufacturers have to be attentive to cutomers needs
“Premium” models should undergo a growth of 50% by 2010
The compact segment should grow by 20 % until 2010
Affected by the overall economic situation = unfavorable to vehicules sale
Market has come to maturity
General drop in car sales in EU
Unfavorable exchange rate for European car markets
Increase in raw material cost: gas is the most concrete example
Competition between “Premium”models should probably be more and more intense
Speed limit
Environmental concerns may affect consumer decision making.








Marketing strategy

When we set up the strategy we have to think of:
How...