Brand and Marketing Mangement - Audi

[pic 1][pic 2][pic 3][pic 4]

STRATEGIC MARKETING PLAN

Business strategy to revert the company's recent critical downturn

[pic 5]

4/19/2015

TABLE OF CONTENTS

Introduction                                                                         2

Section 1: Situational Analysis                                                        4

Current Situation (5C's Approach)                                                        5

Company's Situation                                                                        5

Customers                                                                                5

Competitors                                                                                5

Collaboration                                                                                6

Climate                                                                                6

Context (External Factors)                                                                6

Definition of Product, Services and Market Presentation                                6

SWOT Analysis                                                                        7

Proposed Market Research Plan                                                        11

Section 2: Marketing Plan                                                                13

Segmentation                                                                                14

Targeting                                                                                14

Positioning                                                                                15

Marketing Mix                                                                        17

Evaluation of current Marketing Mix                                                        18

Effective Marketing Mix                                                                19

Competitive Strategy                                                                        23

Evaluation of current Competitive Strategy                                                23

Effective Plan for increasing Competitive Advantage - Differentiation                23

Section 3:

Introduction                                                                                28

Discussion                                                                                28

Personal View                                                                                31

Introduction

Audi Group: Business, Marketing and Branding strategies

The Audi group is a German entity and has been one of the most successful manufacturers in the premium and super car segment. The Audi group manufactures and sells Lamborghini and Audi cars. The Audi group also consists of the Italian Ducati motorcycle brand since 2012.