In the present competitive business world, it is important for organisations to use the available ideas and strategies to achieve their goals financially. For this, companies all over the world conduct brand audit analysis which helps to know the current status of the company in the market. It manages to provide the strengths and weaknesses in order to build up strategies for the future. Following Toyota, Volkswagen is the second largest automaker in the world. This report will focus on the brand audit analysis which will evaluate the external and internal situation along with strategic and tactical recommendations for Volkswagen, the German automaker which is globally superior for its performance and innovation.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Executive Summary
- External Brand Audit
- Macro Analysis
- Political
- Economic
- Social
- Technological
- Legal
- Environmental
- Consumer Analysis
- Demographics
- Behavioural Segmentation
- Geographical Segmentation
- Competitor Analysis
- Macro Analysis
- Internal Brand Audit
- Financial Review
- Brand Strategy
- SWOT Analysis
- Strategic Key Challenges
- Recommendations
- Brand Plan
- Conclusion
- References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The report focuses on a comprehensive brand audit analysis of Volkswagen, examining both external and internal factors that influence the company's position in the global automotive market. The goal is to identify strengths, weaknesses, opportunities, and threats, and to propose strategic and tactical recommendations for future success.
- Evaluation of Volkswagen's brand position in the context of the automotive industry
- Analysis of macro-environmental factors such as political, economic, social, technological, legal, and environmental influences
- Assessment of consumer demographics, behavior, and geographic segmentation
- Examination of Volkswagen's financial performance and internal capabilities
- Development of strategic recommendations for strengthening Volkswagen's brand position and achieving long-term growth.
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter provides an overview of the importance of brand audits in the competitive business environment and introduces Volkswagen as the focus of the report. It highlights Volkswagen's position as a major player in the global automotive industry.
- Executive Summary: This chapter presents a concise overview of Volkswagen's history, growth, and key achievements. It highlights the company's global presence and its position as a leader in the market.
- External Brand Audit: This chapter delves into a comprehensive analysis of the external factors that influence Volkswagen's brand. It includes a PESTLE analysis, evaluating political, economic, social, technological, legal, and environmental factors, along with a detailed consumer analysis that considers demographics, behavioral segmentation, and geographical segmentation.
- Internal Brand Audit: This chapter focuses on an internal assessment of Volkswagen's financial performance and key internal capabilities. It provides a detailed analysis of the company's financial status and its internal strengths and weaknesses.
- Brand Strategy: This chapter outlines the strategic recommendations for strengthening Volkswagen's brand position. It includes a SWOT analysis, identifies key challenges, and proposes specific actions for achieving long-term growth.
Schlüsselwörter (Keywords)
The report focuses on brand management, automotive industry, external and internal brand audits, PESTLE analysis, consumer analysis, demographics, behavioral segmentation, geographical segmentation, financial review, SWOT analysis, strategic recommendations, and global market.
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- MR PRASANNA VENKATESAN MEENAKSHISUNDARAM (Autor), 2020, Brand Audit Analysis for Volkswagen - The German Carmaker, Múnich, GRIN Verlag, https://www.grin.com/document/1234490
