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Chapitre d'ouvrage Année : 2022

Strategy formulation at Audi

Résumé

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.
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Dates et versions

halshs-03547508, version 1 (28-01-2022)

Identifiants

  • HAL Id : halshs-03547508 , version 1

Citer

Sylvie Hertrich, Ulrike Mayrhofer. Strategy formulation at Audi. Pervez N. Ghauri and Philip Cateora. International Marketing, 5th edition, McGraw Hill, pp.456-459, 2022. ⟨halshs-03547508⟩
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Dernière date de mise à jour le 28/04/2024
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