This marketing plan evaluates the launch of the Volkswagen Lupo, a small passenger car in the Indian market. The Lupo car offers high comfort and technology usually known from bigger cars.
First, the business environment in India is analysed where the Indian political, economical, social, technological and legal environment is scanned along with market and competitor analysis. The analysis shows India as a growing market with high sales potential. However there are three major competitors in the market; namely Maruti, Hyundai and Tata Motor along with other car companies which pose threats to Volkswagen. Other challenges in entering the Indian market would be disadvantages of high production cost, the late market entrance and the entry without a business partner (joint-venture). However, the organisational assets of Volkswagen, such as brand image and solid company fit are likely to offset some of the uncertainties associated with the entrance in the Indian market. The fact that a Volkswagen group subsidiary; Skoda, is already in the Indian market promises the possibility of sharing knowledge and experiences and the high technology support Volkswagen has achieved through its worldwide operations is an added advantage of the company. Summarising the overall strengths, weaknesses, opportunities and threats, the conclusion would be that Volkswagen’s situation is quite favourable in India
A corporate mission statement with product and marketing objectives has been formed. Different alternative marketing strategies have been evaluated and a preferred final marketing strategy is recommended. This strategy involves introduction of two different versions of the Lupo car particularly for the middle and high-income customer segment. Marketing and distribution strategy would ...