Audi A1, a success story

Audi A1, une success story

Sylvie Hertrich and Ulrike Mayrhofer ()
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Sylvie Hertrich: Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School
Ulrike Mayrhofer: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: The Audi company (Volkswagen group) decides to launch the new Audi A1 model in 2018. The objective is to become a major player on the market segment of small premium cars for city-dwellers, which is characterised by strong growth. To sell the new Audi A1 model, the company has to face direct competition from three other models: the MINI, the Citroën DS3 and the Alfa Romeo MiTo. The students are asked to prepare a marketing-plan for the new Audi A1 model 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). Prepared in close collaboration with the marketing team of Audi, this case-study presents the marketing plan for the new Audi A1 model. The case-study covers detailed information about the Audi brand, the evolution of the automobile market and the segment of premium city cars. This case-study is the updated version of the case M1749 (GB) "Audi A1: Marketing a premium city car" that has received the Prize "Top Case in Marketing" of CCMP in 2012.

Keywords: Marketing analysis; product launch; marketing mix; marketing plan; marketing strategy.; marketing mix; plan marketing; stratégie marketing.; Diagnostic marketing; lancement de produit (search for similar items in EconPapers)
Date: 2017
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Published in 2017

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01577649

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