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Audi A1, a success story
[Audi A1, une success story]

Listed author(s):
  • Sylvie Hertrich

    (Humanis - Humans and Management in Society - EM Strasbourg - Ecole de Management de Strasbourg)

  • Ulrike Mayrhofer


    (Centre de Recherche Magellan - Université Jean Moulin - Lyon III - Institut d'Administration des Entreprises (IAE) - Lyon)

Registered author(s):

    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.

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    Paper provided by HAL in its series Post-Print with number hal-01577649.

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    Date of creation: 2017
    Publication status: Published in Etude de cas publiée par la Centrale de Cas et de Médias Pédagogiques (CCMP, CCI de Paris). 2017
    Handle: RePEc:hal:journl:hal-01577649
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