Audi is conquering the global market

Audi à la conquête du marché mondial

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
Ulrike Mayrhofer: GRM - Groupe de Recherche en Management - EA 4711 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UniCA - Université Côte d'Azur

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Abstract: The Audi company (Volkswagen group) continues to be very successful, notably in international markets. The ambition is to become the global leader in the "premium" segment, getting ahead of the two main competitors BMW and Mercedes. The objective is to produce 2 million vehicles in 2025. Prepared in close cooperation with Audi France, this case-study provides detailed information about the Audi company, the Volkswagen group and recent changes in the automobile industry. Students are asked to analyse the choices made by Audi for expanding internationally and to propose a strategic development plan for 2025. This case-study is the updated version of the case G1684 (GB) "Audi is conquering the global market" that has received twice the Prize "Top Case in Strategy" of CCMP.

Keywords: Diagnostic stratégique; stratégie; stratégie internationale; management international; développement international; marketing international. (search for similar items in EconPapers)
Date: 2021
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Published in 2021

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-03145067

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