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Essay / Research Paper Abstract
An 18 page paper discussing the marketing problems and opportunities before Volkswagen's luxury car, the Phaeton. Launched in 2002, Volkswagen strives to compete directly with Mercedes, BMW and even Volkswagen-owned Audi. Where the Phaeton is concerned, Volkswagen currently looks very much like the arrogant Detroit of the 1970s, which gave customers only what it wanted to give customers. Since it is clear that not many people have been as impressed with the Phaeton as Volkswagen is, the company should undertake extensive, valid and reliable market research centering on asking customers what they want in a luxury car, followed by action devoted to providing the items identified. Bibliography lists 12 sources.
Page Count:
18 pages (~225 words per page)
File: CC6_KSmktgVWphaeton.rtf
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Unformatted sample text from the term paper:
the "peoples car" - offering a luxury brand? One to directly compete with other German natives BMW and Mercedes? What could management possibly have been thinking?
For starters, senior management could have been thinking of Porsche. Long respected and currently offering two models with a base list price is $440,000
(2005 Porsche Carrera GT 2005), Porsche has been associated with Volkswagen from the beginning in the 1930s. In fact, it was Porsche founder Ferdinand Porsche who provided the first
designs for the "peoples car" concept in the 1930s (Ferdinand Porsche 1991). Currently, Volkswagen owns Audi, whose position in the luxury market is
firm and clear. Volkswagens detractors, such as Holstein (2004) who questions his acceptance of the Phaeton as, "maybe I just love noble lost causes" (p. 69), perhaps are unaware
that Volkswagen is no stranger to the luxury market, that one far beyond that in which Audi has the capacity to be a player. Edmondson and Welch (2004) report
that Volkswagens Bentley leads its segment of the market by a wide margin, selling 5,000 Bentleys to Daimler-Chryslers Maybach at less than 600 cars and the Rolls Royce Phantom.
The Rolls sells only 750 cars annually at an average price of $320,000 (Edmondson and Welch 2004). With Audis and Bentleys in its
garage, Volkswagen certainly has the expertise and can produce the quality necessary in cars at either level. The case asks, "Is the future a bleak as the case suggests?"
No, it is not, unless Volkswagen refuses to respond to changing customer needs and tastes. Misjudging the Market Reflecting its German engineering
...