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Case
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Reference no. 9-510-S10
Spanish language
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2010
Version: 27 September 2005
Revision date: 26-Apr-2019
Length: 32 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

This is a Spanish version. Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen American had the challenging task of converting this enthusiasm to sales. Her first set of decisions related to the target market selection and positioning of the New Beetle.
Location:
Industry:
Size:
USD8.5 billion revenues
Other setting(s):
1998

About

Abstract

This is a Spanish version. Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen American had the challenging task of converting this enthusiasm to sales. Her first set of decisions related to the target market selection and positioning of the New Beetle.

Settings

Location:
Industry:
Size:
USD8.5 billion revenues
Other setting(s):
1998

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