Volkswagen SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 17980
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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

A German Automobile giant having wide reach due to early foundations

STP

Segment

Car users looking for sedan, SUV, hatchback

Target Group

Young executives, businessmen and urban families

Positioning

Positioned as the biggest automobile giants

Product Portfolio

Brands

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

SWOT Analysis

Strengths

1. Wide range of cars which provides enough options to choose from

2. 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

Weaknesses

1. Intense competition from global car manufacturing companies

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. Implement continuous innovations in cars to stand competition

3. To 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

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

Competition

Competitors

1. Ford
2. BMW

3. Toyota

4. Audi

5. Honda
6. Hyundai Motors
7. Tata Motors



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