Audi : The launch of the A3 Sportback

Written in close cooperation with the Management Team of Audi France, this case-study presents the marketing-plan for the launch of the Audi A3 Sportback. The case-study provides detailed information about Audi, the Volkswagen group and the evolution of the automobile industry. Operating in a very competitive environment, Audi decides to launch a new car called "Audi A3 Sportback". The model offers additional space and more pleasure with a very sportive design. The objective is to conquer new customers and to strengthen the innovative image of Audi as a leader in the "Premium" segment. The student is asked to prepare a marketing plan 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 learn how to elaborate a marketing plan :
- prepare the internal and external analysis (strengths/weaknesses, opportunities/threats),
- develop a marketing strategy (objectives, segmentation, target, positioning, sources of volume),
- understand marketing-mix decisions (product, pricing, distribution, communication).
To valid the coherence between the different parts of the marketing plan.

Market analysis - Marketing analysis - Internal analysis - External analysis - Product manager - Business to Consumer - Consumer marketing - Product launch - Marketing mix - Operational marketing - Strategic marketing - Product marketing - Brand - Marketing plan - Marketing strategy - SWOT - Segmentation - Target - Positioning - Product - Price - Distribution - Communication - Competition - Competitive market.

Business Schools and Universities

Automobile industry

This case, related to The "Marketing Plan",(M 1381) explains the three parts of the marketing approach : internal/external analysis, marketing strategy and marketing-mix decisions.

Année de la problématique : 2006

Livraison : Livraison par lien de téléchargement

Nombre de pages : 15

Temps d'utilisation : plus de 3 heures

Code du secteur d'activité : 34 - Industrie automobile