In this work the author carries out a strategic analysis of the automobile company Audi. Using different models, the current market position of Audi will be presented. The author will also outline how the brand deals with its competitors, which are the biggest threats to Audi and what could be improved. The work concludes with a brief outlook into the future.
Since the founding of the automobile company Audi, it has been developing and producing vehicles with a focus on innovation and future concepts. Today, Audi is one of the three major German automobile manufacturers, producing the complete range of economy, sports, luxury and SUV models.
Table of Contents
- 1. Introduction
- 2. Stakeholder Analysis
- 3. PEST Analysis
- 4. Value Net / Porter
- 5. Portfolio Modell
- 6. Value Chain
- 7. SWOT Analysis
Objectives and Key Themes
This thesis conducts a strategic analysis of the Audi brand, utilizing various models to illustrate its current market position. It examines Audi's competitive strategies, identifies major threats, and proposes areas for improvement, offering a brief future outlook. The analysis relies primarily on secondary research methods due to time constraints.
- Strategic analysis of the Audi brand
- Assessment of Audi's current market position
- Competitive analysis and identification of threats
- Areas for improvement and future outlook
- Stakeholder engagement and its impact on Audi's success
Chapter Summaries
1. Introduction: This chapter introduces the Audi brand, tracing its history from its founding in 1899 to its current status as a major German automobile manufacturer. It highlights Audi's commitment to innovation and its impressive financial performance, citing sales figures and market growth, particularly in the Middle East and China. The chapter also positions Audi within the context of the broader German automotive industry, emphasizing the "Made in Germany" reputation and the brand's competitive landscape alongside Mercedes-Benz and BMW.
2. Stakeholder Analysis: This chapter focuses on Audi's stakeholder engagement strategy. It identifies five key stakeholder groups: employees, non-profit organizations, business partners and investors, media representatives and sustainability experts, and representatives from politics, trade unions, and local communities. The chapter details the importance of maintaining positive relationships with each group and how Audi actively engages them, for example, through the "Audi Stakeholder Forum." The analysis emphasizes the crucial role of stakeholder satisfaction in achieving long-term success and market share growth.
3. PEST Analysis: This chapter employs the PEST analysis framework to examine the political, economic, social, and technological factors influencing the luxury car market and Audi's position within it. It highlights Audi's global presence, with factories in multiple countries, and its diverse workforce. While the provided text only offers a brief introduction to the PEST analysis, it sets the stage for a deeper exploration of the external factors shaping Audi's strategic decisions.
Keywords
Audi, strategic analysis, stakeholder analysis, PEST analysis, German automotive industry, luxury cars, market position, competitive landscape, brand strategy, sustainability, future outlook.
Audi Brand Strategic Analysis: Frequently Asked Questions
What is this document about?
This document provides a comprehensive preview of a strategic analysis of the Audi brand. It includes a table of contents, objectives and key themes, chapter summaries, and keywords. The analysis utilizes various strategic models to assess Audi's current market position, competitive strategies, and potential areas for improvement.
What are the main objectives of this analysis?
The primary objectives are to conduct a strategic analysis of the Audi brand, assess its current market position, analyze its competitive strategies and identify major threats, and propose areas for improvement, offering a brief future outlook. The analysis also explores stakeholder engagement and its impact on Audi's success.
What models are used in this analysis?
The analysis utilizes several strategic models, including Stakeholder Analysis, PEST Analysis, Value Net/Porter, Portfolio Model, Value Chain, and SWOT Analysis. These models provide different perspectives on Audi's internal and external environment and its competitive advantages and disadvantages.
What are the key themes explored in the analysis?
Key themes include Audi's brand strategy, its competitive landscape within the German automotive industry (in comparison to Mercedes-Benz and BMW), its global market position, stakeholder engagement, the impact of external factors (political, economic, social, and technological), sustainability considerations, and future outlook.
What is covered in the introduction chapter?
The introduction provides background information on the Audi brand, tracing its history and highlighting its commitment to innovation and strong financial performance, particularly in markets like the Middle East and China. It also positions Audi within the broader German automotive industry and emphasizes its "Made in Germany" reputation.
What does the stakeholder analysis chapter cover?
The stakeholder analysis chapter identifies key stakeholder groups for Audi (employees, non-profits, business partners, media, sustainability experts, political/trade union/community representatives) and examines the importance of maintaining positive relationships with each group. It highlights Audi's engagement strategies and the crucial role of stakeholder satisfaction in long-term success.
What is discussed in the PEST analysis chapter?
The PEST analysis chapter examines the political, economic, social, and technological factors influencing the luxury car market and Audi's position within it. It considers Audi's global presence, diverse workforce, and the external factors shaping its strategic decisions.
What keywords are associated with this analysis?
Keywords include Audi, strategic analysis, stakeholder analysis, PEST analysis, German automotive industry, luxury cars, market position, competitive landscape, brand strategy, sustainability, and future outlook.
What type of research methodology is used?
The analysis relies primarily on secondary research methods due to time constraints.
- Quote paper
- Tim Meyer (Author), 2019, The market position of the automobile company Audi, Munich, GRIN Verlag, https://www.grin.com/document/520136
