Marketing Mix Audi A3 - French/US Market - publié le 19/08/2014

Thèmes abordés

Audi A3, Marketing Mix, 4P

Résumé du document

Audi, Auto Union Deutsche Industry, is one of the top car manufacturers of the world owned with more than 50% of the shares by the first car manufacturer group of the world: Volkswagen AG. Volkswagen owns 8 brands with more than 50% of the shares and 4 others with less than 50% of the shares. Audi is well known all over the world for its capacity of innovation, technology use, sportsmanship and its strong expertise to produce reliable cars.

We decided to select one of the cars most sold by Audi, the Audi A3. The production was launched in 1996, and rapidly the A3 became well famous, and 8 years after the launch it reached 23% of the total production of the Brand. The category of this car is called "luxury compact cars" and the main competitors are the Alfa Giulietta ("new" Alfa 147), the BMW 1 series or the Volvo C30. Nowadays, the Audi A3 is diversified in different versions such as the S3 which is the most powerful line and then there is the A3 in 3 doors (picture 1) or convertible (picture 2), or more recently the Audi A3 Sportback which simply means 5 doors A3 (picture 3). We would prefer to focus our analysis on the A3 Sportback.

Extraits

[...] This can also be explained by the arguments above. Place There is no real difference between the two countries. Audi A3 is sold through official dealers both in France and in the United States. Price The price is usually lower in The United States, but we have to be aware of a strong euro difference. Conclusion In our opinion, Audi has a relatively standardized approach to the market in America and in France as well as towards the automobile market itself. [...]

[...] Marketing Mix Audi A3 - French/US Market Presentation of the Audi A3 Audi, Auto Union Deutsche Industrie, is one of the top car manufacturers of the world owned with more than 50% of the shares by the first car manufacturer group of the world: Volkswagen AG. Volkswagen owns 8 brands with more than 50% of the shares and 4 others with less than 50% of the shares. Audi is well known all over the world for its capacity of innovation, technology use, sportsmanship and its strong expertise to produce reliable cars. [...]

[...] Mix Marketing Comparison After doing a marketing mix of the Audi A3 in both France and USA, we have found that there are a few significant differences. Product When we look at the product, the Audi A3, in France we see that the range of models of the A3 is bigger. In France the A3 is available in the models: three doors, convertible and “Sportback”. While the US market only offers one model of the car, which is five doors. [...]

[...] for its advertising campaign green police" and in 2010, Audi won the award for "Green Car of the Year” with its A3 TDI model. This award and campaign are contributing to the image of the Audi A3 as one of the most environmentally friendly cars on the market. Audi USA is also available on Facebook which makes it easier for the company to create awareness amongst a bigger part of the American population. Place The product, the Audi A3, is sold at Audi dealers across the United States, and reaches across 49 of the 50 states. [...]

[...] Price The price of the A3 is relatively high even in the U.S. market. Prices are increasing gradually with optional accessories and options that you can do to customize your A3 to your needs. As mentioned before, the Audi A3 is also available for leasing. This is an attractive alternative if you for example only plan to drive the car for less than four years, or if the miles you intend to drive per year is equal or less than The currency conversion is based on 16th March exchange rate = $1,3922). [...]