Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 11 pages
Data source: Published sources
Topics:
Audi; Mercedes Benz; Bayerische Motoren Werke (BMW); Marketing network problems; High profile customers; German high-end car manufacturer; Volkswagen; August Horch; Sports utility vehicles (SUV); Big Hairy and Audacious Goal (BHAG); Martin Winterkorn; Structural problems and cultural clashes; Premium automobile brand; High performance luxury cars; JD Power & Associates Inc rankings
Share a link:
https://casecent.re/p/63490
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
Audi is the high-end German automobile manufacturer and one of the world''s premium automotive brands. It is a 99% subsidiary of Volkswagen, Europe''s biggest car maker. The ''Big Hairy and Audacious Goal'' (BHAG) of Audi is to match the image of the mighty Benz and BMW. To achieve its goal, the company has adopted several growth strategies expanding its products and markets. Though Audi has been successful to a certain extent in achieving its goal, according to analysts, it has yet to overcome several other challenges. The case study enumerates the evolution of the company and its growth as a luxury brand. It highlights the strategies adopted by the company to achieve its goal and the challenges confronting it. The case offers scope for discussion on whether Audi can achieve its BHAG.
Location:
Industry:
Size:
USD33.5 billion (2004 sales)
Other setting(s):
2004-2005
About
Abstract
Audi is the high-end German automobile manufacturer and one of the world''s premium automotive brands. It is a 99% subsidiary of Volkswagen, Europe''s biggest car maker. The ''Big Hairy and Audacious Goal'' (BHAG) of Audi is to match the image of the mighty Benz and BMW. To achieve its goal, the company has adopted several growth strategies expanding its products and markets. Though Audi has been successful to a certain extent in achieving its goal, according to analysts, it has yet to overcome several other challenges. The case study enumerates the evolution of the company and its growth as a luxury brand. It highlights the strategies adopted by the company to achieve its goal and the challenges confronting it. The case offers scope for discussion on whether Audi can achieve its BHAG.
Settings
Location:
Industry:
Size:
USD33.5 billion (2004 sales)
Other setting(s):
2004-2005