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VW Case Study I. Brief Statement of Facts a. VW’s beetle was very popular in US in 1949. b. As VW tried to enter upscale markets, the company began to look more segmented, and sales began to decrease. c. In 1970, VW U.S. sales were 570,000 cars. In 1993, sales dropped to 49,500. In 1999, VW sales increased to 316,000 cars. d. New VW Beetle concept car unveiled in 1994 spurred on the excitement leading to the increase in sales. e. Expensive advertising campaigns and extensive marketing research led to a jump in VW curiosity and sales. f. Euro Van was unknown to U.S. market. g. Segmentation of market depended more on lifestyle and behavior rather than demographics. h. Investment in sales training helped to unify the VW image. i. VW’s main customers want rapid response, new content, and easy access to information. II. Central Issue a. What promotional mix would you use for the new VW models (New Beetle and Euro Van)? III. Proposed Solutions a. New Car Designs i. Release different, customized editions of popular cars: The Sport Beetle, the Jetta Sport, the Eddie Bauer Euro Van. ii.
Approximate Word count = 760
Approximate Pages = 3
(250 words per page double spaced)
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