CASE 1-1AUDI

By :Luksi Visita

Miftahul JannahRiska Fii AhsaniMufti Alam AdhaAfrima Widanti

AUDI COMPANY PROFILE 2014Audi Group has long been one of the most successful car manufacturers in the premium and supercar segment.

Audi Group Lamborghini brands, motorcycles Ducati Brands, Volkswagen Group brands.

The Audi Group again performed very successfully in 2013 despite only moderate global economic growth.

With a total of 1,575,480 Audi vehicles sold worldwide, the company thus achieved its strategic milestone target of 1.5 million units

2013 AUDI TOTAL SALES :Audi vehicles deliveries by

Region

2013 Share in Percent

Germany 250,025 15,9

Europe excluding Germany

427,709 26,8

China (incl. Hong Kong)

491,989 31,2

USA 158,061 10,0

Other 252,696 16.0

Total 1,575,480 100.0

AUDI VISION, MISSION, AND GOALS

Vision: “Audi – the premium brand”

Mission: “We delight customers worldwide”

GOALS:Superior financial strength, Continuous growth, Top image position and customer mix, Leaders in innovations, Attractive employer worldwide, Sustainability of products and processes. 

• We define innovation

• We create experiences• We live

responsibility• We shape Audi

RESUME OF STUDY CASE

In Japan and US, Audi still

lose much compared to

BMW and Mercedes

Audi also have to

invest mostly in marketing

and distribution in

Europe &To

synchronize the global

achievement of BMW and

Mercedes

In 2004 Audi got operating margin 5,5% while in this

periode Audi targeting operating

margin for about 8%

Audi by the management of

Winterkom compete by

fixing obstacles

especially in electronics

For the last 2 decades Audi

got improvement in

technology, design, and

performance

MAIN ISSUE & PROBLEM IDENTIFICATION

Main issue Audi have problem to increase sales and generate more profit in US

Problem identification Audi’s inability to win BMW in US especially price innovation feature and enforcement with leasing and dealer company The result is customer choose BMW which gives cheaper installment payment (credit)

Audi’s tardiness in producing SUV Audi lose momentum SUV market share is taken by competitor (for about 20% - 30%) A decreasing quality perception by US customer since incident in 2008 Audi is seen need to build quality reputation

RECOMMENDATION & DISCUSSIONFixing the defects

and previous mistakes Marketing Research

By conducting correct marketing

research, Audi able to understand what

the customers want.

Maximize marketing communication to rebuild its reputation

among US customers & to deliver value to the

customers

Make the dealer network in US

stronger

Add the guarantee time service for

Audi

Make the access easier for

customers to buy spare-part

Having a partnership and agreement with

leasing company in US so it will be

easier for customers to buy

Audi

THANKS YOU FOR YOUR ATTENTION