This 10 page paper examines the case of Volkswagen and their new convertible car; the Eos. The paper presents an outline marketing plan including an assessment of the current market position of the car, a SWOT analysis, a potential marketing strategy and action plan and control measures. Following the outline marketing plan the paper suggests two attract marketing segments on the West Coast of America and proposes an alternative market coverage strategy. The bibliography cites five sources.
Name of Research Paper File: TS14_TEVWeos.rtf
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more markets in order to build on its success in Western Europe. The first part of the paper will consider an outline marketing plan for the Eos. 1. Executive Summary The
Eos is a brand new type of convertible car introduced by Volkswagen. It is a hard top convertible which is likely to appeal to a range of markets, including young
single drivers and older drivers who appreciate the freedom and want to feel young. The highly differentiated car which offers features which are more likely to be associated with high
end models such as the Mercedes CLK is being marketed at a price tag that competes with convertibles from Ford and General Motors. The marketing plan suggests a strategy based
on a high level of differentiation offered by the car, backed up by its value. The strategy is based on the use of public relations to increase brand awareness, promotion
with a strategic alliance partner that sells goods to the same target market, and a media marketing campaign focused on printed media such as billboards and magazines to provide a
cost-effective way of increasing brand awareness and sales. The strategy will have to be monitored by measuring the level of brand awareness, customer perceptions, as well as enquiries which are
made and sales. 2. Current Market Situation The Eos is a Volkswagen and convertible car, the first convertible launched by the company since ending the Cabrio in 2003.
The current market situation the car is strong; when it was released into the European market it became the fastest selling convertible (Tayman, 2007). The warm reception at the car
may have been as a surprise to some commentators who were expecting a car similar to the Cabrio which was discontinued; with a cloth top and numerous problems such as
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