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Audi: the launching of A3 Sportback

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documents in English
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case study
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6 pages
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  1. Introduction
  2. Analysis
  3. Marketing strategy
  4. Marketing mix
  5. Conclusion

The Volkswagen AG is the fourth largest carmaker and the first European manufacturer. Its worldwide market shares represent 11.5% and 18.1% in the European markets. This group owns seven brands: Volkswagen, Audi, Seat, Skoda, Bugatti, Bentley and Lamborghini.

The Audi brand was founded by August Horch in 1909. Since its inception, the models of the Audi brand are enjoying great success, in racing and to the general public. The range of the brand is very broad: A2, A3, A3 Sportback, A4 Saloon, A4 Avant, S4 Cabriolet A4, A5, A6 Avant, S4 Cabriolet, allroad quattro, A6 Sedan, S6 Avant, A8, TT Coupe / TT Roadster and so on.

The years 2003 and 2004 saw a further decline in registrations. In 2004, the French subsidiary of Audi sold 36,461 cars. That's when Audi A3 created the Sportack and contributed to increased sales. The Audi A3 Sportback opened a new era for Audi.

The main factor for the success of a vehicle is the enthusiasm of journalists, readers, customers and prospects. Prospective buyers are very demanding with regard to the characteristics of a car (engine, design, equipment, options). Positioning image for money is of paramount importance and therefore requires manufacturers to develop sophisticated strategies.

In a context of crisis and intense competition, the launch of the AudiA3 Sportback has to take into account all relevant factors in its success.

Tags: Audi, launch of A3 Sportback, cars launched by Audi

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