Case study - Essay Example

The new Beetle al affiliation The article speaks about Volkswagen, a well-known company in the world for the production of quality cars. America being one of the main targets due to population, and economic status, the author of the article, gives information regarding the challenges faced by the marketing team. Marketing director Liz Vanzura had clear understanding that there were challenges to be faced despite the success during the past few weeks. The cars for show during the successful launch had spectacular features that caught the attention of the media and the citizens who had attend (DeLorenzo, 1998). To the majority, what was just a concept and dream never come true had been turned into reality.
In order to secure the future of the product in America, the marketing team had to address several issues with a high level of precision. Target population was one of the main issues to be addressed. Consideration of the target population, in this case, is the young population. It was based on the specs of the vehicle as the New Beetle is economical, stylish, and affordable (Rossman, 2011).
The other key issue was to increase the sales volume of the brand. The first step towards improvement of the sales lackluster performance was to hire a new advertising agent. The new advertising agent would help in making the German piece of engineering attractive again (Kiley, 2002).
Several challenges were faced in an attempt to improve the number of cars on the streets of America. Dealing with the competitors was one of the challenges. Test and preference vary a great deal in America. Attaining the required target demands specialty or rather focusing on a specific market niche. The other challenge was to keep up with the Americas ever-changing taste. The young population of America needs constant change and improvement of the vehicle with time. They easily get bored of a particular product after using it for some time.
In conclusion, the marketing team in conjunction with the German engineers has been doing a good job regarding manufacturing and maintaining sales of the brand. Customer satisfaction for a long period comes at a price, and the Volkswagen team has been doing it. Introduction of other models that meets the customers requirements has also helped in maintaining the customers.
References
DeLorenzo, M. (1998). The new Beetle. Osceola, WI: MBI Publishing.
Kiley, D. (2002). Getting the bugs out: The rise, fall, and comeback of Volkswagen in America. New York: Wiley.
Lal, R., Harvard University., & Harvard Business School Publishing Corporation. (2003).Arnold Worldwide: Volkswagen ads from 1995 to 2000. Boston, MA: Harvard Business Pub. Corp.
Rossman, M. L. (2011). Multicultural marketing: Selling to a diverse America. New York: AMACOM. Read More