Audi A1, a success story
[Audi A1, une success story]
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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|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|
|Note:||View the original document on HAL open archive server: https://hal-univ-lyon3.archives-ouvertes.fr/hal-01577649|
|Contact details of provider:|| Web page: https://hal.archives-ouvertes.fr/|
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