Marketing managment Essay Example | Topics and Well Written Essays - 2500 words

Marketing managment - Essay Example Volkswagen also works in helping the consumers gain loan from leading banks along with delivering several insurance products in regards to the purchase of automobiles. The major brands of Volkswagen AG are like Audi, Skoda, Bentley and others through which the company endeavours to gain a global market. During 31st December 2009 the company through the operation of its premier brands was able to achieve a sales figure of around 4 million automobiles on a global scale. The company is also endeavouring to takeover premium brands like Scania AB and Porsche to help expand its business operation (Volkswagen AG, 2011). The company on a global scale reflects a significant position in the automobile industry by conducting sales of around 6.2 million automobiles during 2007. In regards to market share the company accounted for around 9.8 percent share in the global car market. The marketing strategy taken by Volkswagen endeavours to create a market niche for the major nine brands of the compa ny. Market for the cars for Volkswagen varies along a scale from low to higher value Sedans (Group Portrait, 2011). The micro environmental analysis of the company can be conducted based on specific strategic tools like Porter’s Five Forces Model. The Porter’s Five Forces Model helps in understanding the position of the company in the light of the potential of the consumer and supplier base. Further the tool also focuses on the competitive position of the company in the market. It endeavours to understand the policy framework of the company to counter the threats from the competitive world. Having focused on the different internal stakeholders like suppliers, consumers, the competitor base of the company and also on the internal policy system the analysis further proceeds to signify the threat of the existence of substitute products. Consumer Potential-In regards to meeting the demands of the consumers the company focuses on continuously evolving to usher in new models