Strategy formulation at Audi
| Autor: | Hertrich, Sylvie, Mayrhofer, Ulrike |
|---|---|
| Přispěvatelé: | Hommes et management en société / Humans and management in society (Humanis), Université de Strasbourg (UNISTRA), Groupe de Recherche en Management - EA 4711 (GRM), Université Nice Sophia Antipolis (... - 2019) (UNS), COMUE Université Côte d'Azur (2015-2019) (COMUE UCA)-COMUE Université Côte d'Azur (2015-2019) (COMUE UCA)-Université Côte d'Azur (UCA), Pervez N. Ghauri and Philip Cateora |
| Jazyk: | angličtina |
| Rok vydání: | 2022 |
| Předmět: | |
| Zdroj: | International Marketing Pervez N. Ghauri and Philip Cateora. International Marketing, 5th edition, McGraw Hill, pp.456-459, 2022 |
| Popis: | International audience; The German company Audi, part of the Volkswagen Group, is enjoying unprecedented levels of success, particularly in the international marketplace. The company is one of the world leaders in the 'premium' car segment where it competes against other German companies like BMW and Mercedes (Daimler Group). Audi has developed a differentiation strategy mainly based on the technology and quality of the services it offers. This strategic positioning is manifested by the slogan 'Vorsprung durch Technik' (progress through technology), which emphasises the country of origin of the company - “Made in Germany”. The slogan is used by the brand in its communication campaigns throughout the world. |
| Databáze: | OpenAIRE |
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