Subject category:
Marketing
Published by:
Singapore Management University
Version: 2013-1-30
Length: 17 pages
Data source: Field research
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Abstract
Reinhold Carl, the managing director of Audi Singapore faced a difficult challenge in November 2012. The market for the number of new cars sold in Singapore had declined by an annual rate of 18% on average between 2005 and 2011. In such a market, capturing market share by value seemed more viable than by volume alone. Carl needed to make Audi appeal more to consumers as a luxury brand. To do this, Carl wanted to better utilise their role as the primary sponsor of the Audi Fashion Festival in Singapore. Given a fixed marketing budget, he needed a plan to accomplish this.
Location:
Industry:
Subject category:
Marketing
Published by:
Singapore Management University
Version: 2013-1-30
Revision date: 22-Apr-2014
Length: 8 pages
Data source: Field research
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Abstract
Reinhold Carl, the managing director of Audi Singapore faced a difficult challenge in November 2012. The market for the number of new cars sold in Singapore had declined by an annual rate of 18% on average between 2005 and 2011. In such a market, capturing market share by value seemed more viable than by volume alone. Carl needed to make Audi appeal more to consumers as a luxury brand. To do this, Carl wanted to better utilise their role as the primary sponsor of the Audi Fashion Festival in Singapore. Given a fixed marketing budget, he needed a plan to accomplish this.
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Industry:
Related
Subject category:
Marketing
Published by:
Singapore Management University
Version: 2013-1-30
Revision date: 22-Apr-2014
Length: 8 pages
Data source: Field research