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Essay / Research Paper Abstract
This paper examines Volkswagen AG, its history and legacy. Also examined is the marketing environment Volkswagen faces, including competition, legal problems, economic forces and socio-cultural forces. Bibliography lists 8 sources.
Page Count:
5 pages (~225 words per page)
File: D0_MTvolkwa.rtf
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Unformatted sample text from the term paper:
luxurious. They arent necessarily inexpensive, nor are they top-of-the-line in terms of what owners pay. The company has, however, endeared itself to many around the world, and despite its many
highs and lows has managed to survive in an industry that is tough, competitive and at times, downright nasty. Volkswagen AG and its subsidiaries has managed to survive by sound
marketing strategies, by knowing its competition and its market and by providing an unusual driving experience to a market niche that is typically underserved, the non-conformists.
Its hard to believe that a company that has integrated itself into so many corners of the world and minds of consumers actually got its start
in the Third Reich of Adolf Hitler during the 1930s, a company that had its first cars manufactured by the labor of those in the Concentration Camps (Caryl, 1996). Soon
after his rise to power in Germany, Hitler began talking with leaders of Germanys automobile manufacturing industry about the possibility of mass-producing a "peoples car," one that the average German
could afford (Caryl, 1996). While many of the manufacturers thought that Hitlers idea was insane, they nonetheless agreed to set up a bureau that would study the feasibility of producing
such a car (Caryl, 1996). The projects first director, Ferdinand Porsche, was a "nuts-and-bolts" man who was able to help turn Hitlers dream into a reality (Caryl, 1996).
Like many automotive manufacturers, VW finds itself in constant competition with companies from the United States, Japan and other areas. It has, for the
most part, managed to weather competitive forces; at least, recently. Even as little as 12 years ago, VW was floundering (Murphy, 1997). The company had few compelling products, sales were
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