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Audi is conquering the global market
[Audi à la conquête du marché mondial]

Author

Listed:
  • 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

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

The German company Audi (Volkswagen group) continues to be very successful, notably in international markets. In 2014, it has thus accomplished its twentieth consecutive year of growth to achieve the threshold of 1.74 million cars sold. The company has the ambition to become the global leader in the "premium" segment, getting ahead of its two main competitors BMW and Mercedes. It intends to pursue the international development of its activities and to produce 2.4 million vehicles in 2020. Prepared in close cooperation with the French subsidiary of Audi, this case-study presents the strategy developed by Audi to conquer international markets. It provides detailed information about the Volkswagen group, the Audi company and recent changes in the global automobile industry. Students are asked to analyse the choices made by Audi for the internationalisation of its activities and to propose a strategic development plan for 2020. This case-study is the updated version of the case G1684 (GB) "Audi: Conquering International Markets" that has received the Prize "Top Case in Strategy" of CCMP in 2010 and 2011.

Suggested Citation

  • Sylvie Hertrich & Ulrike Mayrhofer, 2015. "Audi is conquering the global market [Audi à la conquête du marché mondial]," Post-Print hal-01214288, HAL.
    • Handle: RePEc:hal:journl:hal-01214288
    as

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