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).