Marketing Strategies of German Automotive Industry with Case Studies Audi and Volkswagen

COLOGNE BUSINESS SCHOOL (CBS)

Marketing Strategies of German Automotive Industry

With case studies Audi and Volkswagen

Term paper for Scientific Working

Winter semester 2014/15

Lecturer Name:  Mrs. Dafna Graf

 Ankit Jain

B.A. International Business

Student number: 1145500030

Table of Contents

1. Introduction                                                                                1                                                                                                        
2. Marketing                                                                                1
   2.1 Marketing Definition                                                                 1
   2.2 Developing Marketing strategy to create customers                                1

1. Marketing mix                                                                        2

1. Aspects that makes German Automotive brands successful in India                 2
   3.1 Marketing policy                                                                        2

3.2 Customer Relationship Management (CRM)                                        2
3.3 Brand Image                                                                        2        

1. Case Studies                                                                                3
   4.1 Audi                                                                                3
   4.2 Volkswagen                                                                        3

1. Conclusion                                                                                3

1. Reference List                                                                                4
   

1. Introduction

The year 2013 marked the 125th anniversary of the birth of the automobile in Germany. On January 29, 1886, Karl Benz registered his “vehicle powered by gas engine”. The resulting patent issued is generally considered to be birth certificate of the automobile. This industry continues to be a growth Industry and premium luxury market offers even higher growth market especially in BRIC market, but what aspects make them successful overseas.
Also the home of the world’s first four-stroke internal combustion engine, Germany continues to occupy a unique position in the international automotive Industry. Domestically, the automotive industry remains the country’s most important economic sector and Europe’s single largest auto market. Annual EUR 19.6 billion commitment to automotive research and development is reflected in the creation of new environmentally friendly technologies are being optimized and new modes of driving developed. Around ten new patents are registered each day: making Germany the most innovative auto nation in the world (Bitonto, Kolbe & Mcdougall, 2012/13). This paper examines how the German Automotive Industry promotes its brands in an effective way by showing innovation and technology to the customers.