-Creating Marketing Plan for Volkswagen\’s new product: The Blizt electric car.
- Utilizing different maketing techniques such as SWOT, market research, etc, to identify target customers and best marketing channels to reach them
-Conducting strategic plan to market the product to receive the best result.
4. The Volkswagen
BLITZ
The worlds first four door fully electric sedan that can travel up to 200
miles on a single charge.
And it’s the most affordable one out there.
8. Goals
•Gain significant market share
•Gain consumer interest in the Blitz
•Introduce a practical fully electric sedan to the market
•Stimulate media buzz for our highly anticipated electric vehicle
•Use a product development strategy to create a mass following
•Infiltrate the automotive industry by mass producing an
electric powered vehicle
•Reposition the Volkswagen brand to be more environmentally
responsible
12. Automotive Industry Markt Size Small Car Market (2010)
10%
General Small Cars
1.5%
2.1% 1.2%
Hybrid (HEV/PHEV)
Midsize
90%
4.6% Small
5.9% Luxury
25.4%
Large
Small Car Market Projections
Pickup
(2012)
20.1% Cross-over
2%
Minivan
17.1% Midsize SUV 15% General Small Cars
Large SUV
13.8% Small SUV Hybrid (HEV/PHEV)
7.7%
Luxury SUV
0.8% 83% Electric (EV)
13.
14. Strengths
- First company to Weaknesses
enter the market with
fully electric vehicle - Charging time
- Efficiency - Weak brand power
- Affordability - Maintaining cost
- Eco-friendly
Opportunities Threats
- Increasing fuel prices - Competitors EV
- Eco-Friendly and - Saturated Market
Going Green trends - Public transportation
18. Market
Segmentation
Age &
Psychographics Geography
Income
Big
Generation Political
Generation “Green” “Economical” cities
X and Baby favorite
Y customers customers and
Boomers areas
towns
19. Innovators and
early adopters Majority
Environment saving on a huge
Conscious cost of gasoline
Washington DC, New
York, Atlanta, Dallas, Los
Angeles, and Detroit.
22. Volkswagen is focusing on
providing an AFFORDABLE
and EFFICIENT car that is
friendly to the environment. On
top of this, Volkswagen uses a
very environmentally sound
process to produce the Blitz.
30. Revenue and Net Income Projections
$1,200,000,000.00
$1,000,000,000.00
$800,000,000.00
Revenue
$600,000,000.00
Net Profit
$400,000,000.00
Net Income
$200,000,000.00
$0.00
1 2 3 4 5
Years
31. Year 1 Year 2 Year 3 Year 4 Year 5
Units Sold 20,000 25,000 30,000 40,000 45,000
Direct Cost $15,925 $13,975 $13,325.00 $13,325.00 $13,325.00
Indirect Cost $4,575 $3,525.00 $3,175.00 $3,175.00 $3,175.00
Fixed Cost $4,000 $4,000 $4,000.00 $4,000.00 $4,000.00
Cost Per Unit $24,500 $21,500 $20,500.00 $20,500.00 $20,500.00
Price Per Unit $30,000 $30,000 $30,000.00 $30,000.00 $30,000.00
Sales $490,000,000 $537,500,000 $615,000,000 $820,000,000 $922,500,000
BEP (Units) 16,333 17,917 20,500 27,333 30,750
Units Sold 20,000 25,000 30,000 40,000 45,000
with the objective of using environmentally friendly manufacturing and recyclable vehicle components Resource:http://cropandsoil.oregonstate.edu/about-us
Volkswagen will produce a fully electric car to meet the demands of consumers during the current movement toward environmental sustainability. Not only will the electric vehicle eliminate all harmful gaseous emissions that conventional vehicles produce, but also Volkswagen’s unique manufacturing process will have a much lower environmental impact compared to other electric car manufacturers. The Blitz will raise interest from consumers who may be environmentally conscious, live in urban or suburban areas, and earn middle to high incomes.
Achieving product excellence, the Volkswagen Blitz is a product that is unique in various ways from competitors’ products. The Blitz is intended to be the top choice in the US market for electric passenger vehicles. With a 200-mile range per charge, the Blitz is comparable to electric vehicles costing much more, adding to the value of the product. Furthermore, when compared to conventional combustion engine vehicles, the cost of a full charge is substantially less than a tank of gas. Through developing proficient supply chain management and maintaining excellent relationships with suppliers, Volkswagen will also gain operational excellence. This will prove to be very effective in reducing costs of inventory, raw materials, and other purchased goods. The manufacturing facilities for the Blitz will use state of the art processes and equipment, as well as using “green” materials, to promote efficient and environmentally sustainable production while keeping costs down.Resources: http://www.theautochannel.com/news/2008/03/26/081988.htmlhttp://honestrooster.wordpress.com/2008/09/27/competitive-advantage/
