Mehrmarkenstrategie des Volkswagenkonzerns by Pedro Versteegen
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Mehrmarkenstrategie des Volkswagenkonzerns

Mehrmarkenstrategie des Volkswagenkonzerns


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About the Book

Einsendeaufgabe aus dem Jahr 2018 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,7, SRH Hochschule Riedlingen, Sprache: Deutsch, Abstract: Der Volkswagen Konzern wurde am 28. Mai 1937 unter dem Namen "Gesellschaft zur Vorbereitung des Deutschen Volkswagens" in Berlin gegründet und hat heute ihren Sitz in Wolfsburg. Im Jahr 2017 setzt sich der Volkswagen Konzern aus 12 Marken und beschäftigt weltweit 642.000 Mitarbeiter an 120 Produktionsstandorten, auf Fünf Kontinenten unserer Erde, die pro Tag 44.000 Fahrzeuge zusammen herstellen. Im Jahr 2017 lieferte VW so 10,471 Millionen Fahrzeuge aus und erzielte einen Umsatz von 231 Milliarden Euro. Dabei hält das Unternehmen einen Pkw-Weltmarktanteil von 12,1 Prozent. Zur Vermarktung und Positionierung ihrer Fahrzeuge auf dem Markt verfolgt Volkswagen eine Mehrmarkenstrategie. Im Rahmen dieser Fallstudie geht es zunächst um die Beschreibung, der von Volkswagen verfolgten Markenstrategie und deren Merkmale, Vor- und Nachteile, sowie Anforderungen. Im zweiten Teil wird das aktuelle Markenportfolio der Volkswagen AG, beschränkt auf die Pkw-Marken vorgestellt. Zwei dieser Marken werden im Anschluss genauer beschrieben und deren Markenpositionierungsmodell genauer untersucht. Zum Schluss wird, aus den im Verlauf der Fallstudie gesammelten Erkenntnissen eine Expertenempfehlung entwickelt, die sich auf das zukünftige Markenstrategische Vorgehen der Volkswagen AG beziehen soll.


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Product Details
  • ISBN-13: 9783668858671
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 28
  • Spine Width: 2 mm
  • Weight: 100 gr
  • ISBN-10: 3668858675
  • Publisher Date: 03 Dec 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Empfehlung zum markenstrategischen Vorgehen
  • Width: 148 mm


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