| AUDI : Conquering international markets |
| Auteur(s)
/ Author(s): |
Sylvie HERTRICH - Ulrike MAYRHOFER |
| Etablissement(s) créateur(s) /
Institution(s) : |
EM Strasbourg - IAE de Lyon - Rouen Business School |
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Despite a global context characterised by the economic crisis, the German company Audi (Volkswagen group) continues to be very successful, notably in international markets. In 2008, the company has thus accomplished its thirteenth year of continuous growth to achieve the threshold of one million cars produced. Its sales turnover was 34.2 billion Euros, and its net profit stood at 2.2 billion Euros.
The company has the ambition to become the global leader in the "premium" segment, overtaking its two major competitors BMW and Mercedes. It intends to pursue the international development of its activities and to produce 1,5 million vehicles in 2015.
Prepared in close cooperation with the General Manager of the French subsidiary of Audi, this case-study presents the strategy developed by Audi to conquer international markets. It provides detailed information about the Volkswagen group, the Audi company and recent changes in the global automobile industry.
Students are asked to analyse the choices made by Audi for the internationalisation of its activities and to formulate recommendations concerning the future development of the company. |
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| Objectifs pédagogiques / Learning
objectives |
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To familiarise students with the characteristics of the global automobile industry.
To make students aware of the internationalisation process of activities:
- prepare an analysis of the situation of the company on international markets (SWOT),
- evaluate the choice of entry modes on foreign markets,
- analyse the location of international activities,
- formulate recommendations for the future strategic orientations of a company. |
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| Sujets / Keywords |
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| Market analysis - Case for exam - Initiation case - Synthesis case - Strategic analysis - Internal analysis - External analysis - International strategy - International management - International marketing - International development - Entry modes - Exporting - Value-chain - Internationalisation - Competition - Competitive market - Strategic management - Strategic development plan - International market - Emerging markets. |
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| Public(s) / Audience(s) |
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| Business schools and universities (initial and executive education) |
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| Secteur d'activité
/ Branch |
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| Automobile Industry |
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| Caractéristiques particulières
/ Special features |
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This case study was developed in close collaboration with the Management Board of Audi France ;
This case-study can be used for a course on international management, strategic management or international marketing.
The teacher can decide to work on the four questions, or to concentrate on one or more questions. The case-study also covers a powerpoint presentation with the solution adopted by the company. In case of an exam, the minimal time required is of 4h for the four questions and can be reduced to 2h for one or two questions.
The case-study has been tested and evaluated by different audiences (students and participants of executive education).
French version also available : M1673
Prix HT : Adhérents : 360 € / Non-adhérents : 720 € |
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Temps d'utilisation : + de 3 heures
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| Nombre de pages / Number of pages :
11
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| Note pédagogique / Teaching note
:
OUI - 33 page(s)
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| Date de situation / Situation
date :
2010
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| Diffusion aux entreprises
/ Available to companies :
OUI
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