Volkswagen SWOT Analysis, USP & Competitors

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SWOT Analysis of Volkswagen with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Volkswagen

Parent Company

Volkswagen Group

Category

Sedan, Hatchback, SUV

Sector

Automobiles

Tagline/ Slogan

Das Auto

USP

Volkswagen is a German automobile giant having wide reach due to early foundations

Volkswagen STP

Segment

Car users looking for sedan, SUV, hatchback

Target Group

Young executives, businessmen and urban families

Positioning

Volkswagen is positioned as one of the biggest automobile and car manufacturers

Product Portfolio

Brands

1. Volkswagen Jetta            2. Volkswagen Beetle      3.Volkswagen Passat
4. Volkswagen Phaeton     5.Volkswagen Polo          6. Volkwagen Vento
7. Volkswagen Touareg

Volkswagen SWOT Analysis

Strengths

1. Volkswagen has a wide range of cars which provides enough options to choose from

2. Volkswagen has a high brand presence and recall
3. One of the oldest car manufacturers, resulting into increased reach to masses
4. Owner of Audi, Bentley, Bugatti, Lamborghini, Skoda which gives a wide and large customer base
5. Has over 350,000 employees globally
6. Volkswagen has manufacturing or assembly plants in Germany, Slovakia, China, India, Indonesia, Russia, Brazil, Argentina, Portugal, Spain, Poland, Bosnia and Herzegovina, and South Africa
7. Volkswagen also has presence in hybrid cars and motorsports

8. Excellent advertising and marketing through TVCs, print media, online ads, hoardings etc

9. The company has been rewarded for its cars and services to customers

Weaknesses

1. Intense competition from global car manufacturing companies means limited market share growth for Volkswagen

2. Controversy and fraud about the emissions of the cars caused global brand image loss

Opportunities

1. Create long term relationships with non-German car manufacturers

2. Implementing continuous innovations in cars to stand competition can boost Volkswagen

3. Volkswagen can enter different markets by offering cars with features attractive for the targeted market
4. Increasing purchasing power of people

Threats

1. Innovative features included by competitors can affect market share of Volkswagen

2. Increasing fuel costs can reduce purchase of cars
3. Government regulations and policies to protect interest of local car manufacturers e.g. TATA in India

Competition

Competitors

1.Honda Motors

2.Toyota Motor Corporation

3.Nissan Motors

4.Chevrolet

5.Fiat

6.Mitsubishi Motors

7.Maruti Suzuki

8.Tata Motors

9. Skoda Auto

10. Hyundai Motors

12. Ford Motor Company


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