Audi A1: Marketing a premium city car

In 2010, the Audi company (Volkswagen group) decides to launch the new Audi A1 model. The objective is to enlarge the product range and to conquer a younger clientele. After the successful launch of the model, Audi attempts to become a major player on the market segment of small premium cars for city-dwellers, which is characterised by strong growth.
The Audi company is very successful on the French market and has become the number one car manufacturer in the premium segment, ahead of BMW and Mercedes. Today, it represents the favourite car brand of French consumers. To sell the Audi A1 model, the company has to face direct competition from three other models: the MINI, the Citroën DS3 and the Alfa Romeo MiTo.
The students are asked to prepare a marketing-plan for the Audi A1 model for the French market: internal and external analysis, marketing strategy (market segmentation, target definition, product positioning) and marketing-mix (product, price, distribution and communication policies).

- To familiarise students with the specific characteristics of the automobile market.
- To make students aware of the structure of a marketing plan by:
- Conducting an internal and external analysis (strengths/weaknesses, opportunities/threats),
- Developing a marketing strategy (objectives, segmentation, targeting, positioning, sources of volume),
- Elaborating a marketing mix (product, price, distribution, communication).
- To valid the coherence between the different parts of the marketing plan.

Exam case - Initiation case - Synthesis case - Marketing analysis - Internal analysis - External analysis - Product manager - Marketing - B to C - Product launch - Consumer goods marketing - Marketing mix - Operational marketing - Strategic marketing - Product marketing - Brand - Brand image - Brand strategy - Marketing plan - Marketing strategy - SWOT - Segmentation - Targeting - Positioning - Product - Price - Distribution - Communication - Action plan - Competition - Competitive market

Business schools and universities (initial and executive education)

Automobile industry

Prepared in close collaboration with the marketing team of Audi, this case-study presents the marketing plan for the Audi A1 model. The case-study covers detailed information about the Volkswagen group, the Audi brand, the evolution of the automobile market and the segment of premium city cars.
The case-study can be used for a marketing course focusing on basic concepts and tools of marketing.
It is recommended to first present the structure of the marketing plan before asking the students to work on the case-study (preferably, groups between 4 and 6 students).
The case-study also covers a support of presentation with the solution adopted by the company. It is recommended to show the solution of the company after the presentation (written and/or oral) and discussion of the answers proposed by the students.
The M1381 "marketing plan" explains in a detailed manner the three steps of a marketing plan: internal and external analysis, marketing strategy and marketing mix.
French Version also available : M1749 AUDI A1

Année de la problématique : 2011

Livraison : Livraison par lien de téléchargement

Nombre de pages : 11

Temps d'utilisation : de 4 à 6 heures

Code du secteur d'activité : 34 - Industrie automobile