Volkswagen Internationalisation Essay

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1. INTRODUCTION Throughout this paper we aim to offer a thorough analysis of the process of internationalization carried out by one of Germany's most iconic Company: Volkswagen. Born as an idea in the mind of Adolf Hitler in the 1930's, carrying today the iconic emblem of New York Cabs through the busy streets of Manhattan, Volkswagen has carried out an outstanding journey throughout history, surviving financial crisis and leading industrial evolution, eventually attaining an exemplary stage of transnational integration and efficiency. As such, it appeared to us as a perfect subject for analysis providing a consistent and complete basis for the exploration of internationalization strategy. 1.1. Volkswagen :A brief history First thought of by Adolf Hitler, the Volkswagen car was designed and built by Ferdinand Porsche, a Mercedes employee hired by the Reich in 1938 to materialize the idea. The firm itself was created in 1937 with the goal to provide an affordable and safe car, able to fit two adults and three children, to each German family. This first “people's car” (Volkswagen) concept -the beetle- gradually became the legendary best-seller we all know. Today, the Volkswagen Group has its head quarters in Wolfsburg Germany and is one of the world’s leading automobile brands and one of the most dominant car-makers in Europe. 2011 was a year crowned with success for the group as it sold over 8 million vehicles, representing an increase of almost 15% in comparison to 2010. It now covers more than 12% of the world’s car market, reaching in 2011 a net profit close to 16 billion euros. The group consists of 10 different brands: Volkswagen, Audi, Seat, SKODA, Bentley, Bugatti, Lamborghini, Volkswagen Commercial Vehicles, Scania and MAN. While some of these groups are mostly utility vehicles, others such as Bugatti propose specific luxury-niche

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