Strategy formulation at Audi

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 German company Audi, part of the Volkswagen Group, is enjoying unprecedented levels of success, particularly in the international marketplace. The company is one of the world leaders in the 'premium' car segment where it competes against other German companies like BMW and Mercedes (Daimler Group). Audi has developed a differentiation strategy mainly based on the technology and quality of the services it offers. This strategic positioning is manifested by the slogan 'Vorsprung durch Technik' (progress through technology), which emphasises the country of origin of the company - "Made in Germany". The slogan is used by the brand in its communication campaigns throughout the world.

Keywords: Audi; Volkswagen Group; internationalization; automotive industry (search for similar items in EconPapers)
Date: 2022
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Published in Pervez N. Ghauri and Philip Cateora. International Marketing, 5th edition, McGraw Hill, pp.456-459, 2022

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-03547508

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