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Les défis à l’international d’un constructeur automobile haut de gamme : Un entretien avec Patrice Franke, Directeur Général d’Audi France

Author

Listed:
  • Sylvie Hertrich

    (IECS Strasbourg)

  • Ulrike Mayrhofer

    (ESC Rouen)

Abstract

Cet article porte sur l'expansion internationale de la marque Audi (groupe Volkswagen). Un entretien avec le Directeur Général d'Audi France montre comment l'entreprise a répondu à quatre défis majeurs concernant son développement international : (1) le changement de stratégie avec le repositionnement de la marque, (2) la coordination de la politique de marketing international, (3) le phénomène des exportations parallèles et (4) la conquête des marchés émergents. La mise en place d'une stratégie globale au niveau du ciblage et du positionnement, et l'adaptation de certains aspects du marketing-mix aux spécificités des marchés locaux ont permis à la marque de devenir leader sur le segment « Premium » dans un nombre croissant de pays.

Suggested Citation

  • Sylvie Hertrich & Ulrike Mayrhofer, 2006. "Les défis à l’international d’un constructeur automobile haut de gamme : Un entretien avec Patrice Franke, Directeur Général d’Audi France," Post-Print halshs-02914908, HAL.
    • Handle: RePEc:hal:journl:halshs-02914908
    DOI: 10.7193/DM.043.044.137.146
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