audi ag [ lamborghini reventon z ]

Marketing Management : 

Marketing Management RAUNAQ ZAIDI A4021186 London School of Business & Finance ‘AUDI AG [ Lamborghini Reventon Z ]

Audi : 

Audi AUDI AG is an automotive producer company based in Germany. Mr August Horch named it Audi in the year 1910 , which was actually a latin translation of his name . The parent company of Audi is Volkswagen AG which also produces & markets cars . Audi’s production houses are based in Germany, India, China , Italy, Belgium & Hungary. Audi group produces Audi & Lamborghini brands . [ Audi.com ]

Situational Analysis : 

Situational Analysis Macro environment [ PESTEL ] Micro environment [ Porters 5 Forces ] Swot Analysis

Pestel : 

Pestel Political & Legal   The third party cover is the minimum car insurance  The regulation of Government considering the emission of Carbon Dioxide to a moximum of 140g/Km UK Electric car grant scheme has has recently been cut by 80 % .

Economic : 

Economic Currency fluctuation 7.8 % is the unemployment rate in UK The price of fuel & raw materials are both high & increasing accompanied with the ristrictions on Mortgage & high rates of interest . Britain’s economy fell down by a record 5.6 %

Technological : 

Technological Online purchases are a common activity in these economies Electric cars that run on electric motors & with the mechanism of hybridisation. Audi is concious for fuel efficiency

Social : 

Social population in UK is now 62 million ageing society & long term results of a ban on immigration is likely to get along with the economy of UK by th year 2014 which will curb its growth weak Pound The urge of coming to UK & sending money back home to family will be diminished because there will be a devalued currency & very low prospects of Job .

Environmental : 

Environmental automobile production against environment are old cars in junkyards, Tires & exhaust fumes in tailpipes high standards on exhaust fumes alternative fuels are being used . Hazardous pollutants are emitted through the tailpipes & Combustion can never be perfect if diesel, gasoline & other fuels are burnt in the engines of cars . emission of carbon mono-oxide & carbon-dioxide are important concerns because global warming

Micro Analysis Five Forces : 

Micro Analysis Five Forces Competitive rivalry: quite high bmw, mercedes, toyota, general motors. Audi has managed to retain its market share by following various strategies Audi are Hybrid [ commercial cars ], differentiation [ high speed cars ] & focused differentiation [ Lamborghini by Audi ].

Threat of new entrants : : 

Threat of new entrants : Threat of new Entrants is Quite low . Organisations willing to join this industry will have to be potential enough to Compete with these existing giants. Market is saturated & the new companies will not be enjoying enough shares of the market & will face cut throat rivalry from the existing once. Established firms enjoy economies of scale due to their long term presence in the automotive industry. Every existing company enjoys the benefits of brand loyalty .Also, there is a very high cost of capital i.e. manufacturing ( materials, robots, Machinery ). Skilled labor required & technological development required undermine New entries.

Bargaining power of suppliers : : 

Bargaining power of suppliers : Suppliers of Audi Ag are very happy to work with it. Infact for many suppliers Audi is the best to deal with. Audi is very strongly linked to its suppliers . It’s a brand not only for consumers but also for suppliers who happily suffice Audis orders in terms of Quality & volume. [ Audi Supplier ] [ Audi .com ]

Bargaining power of customers: : 

Bargaining power of customers: Bargaining power of customers is really high However, after 2 years of recession a positive purchasing parity is visible among consumers . Audi is definately the perfect Fit for all lifestyles Audi’s customers are Brand Loyal

Threat of Substitutes : : 

Threat of Substitutes : Substitutes are the products outside the industry i.e. trains , Buses, bikes, airoplanes ,etc. price of gasoline will affect the services of these substitutes which indirectly will influence the automotive industry

Swot Analysis : 

Swot Analysis strength Audi ag is a very well known name in the wolrd of cars.Brand loyalty is a remarkable asset for Audi and its every model ever released. Audi has very high international standards.

Weaknesses : 

Weaknesses Very limited customers will buy Lamborghini Reventon Z as it is going to be one of the most expensive cars in the world. Rise in Distribution Costs are inevitable for a supercar of this calibre

Opportunities : 

Opportunities Audi has plans to invest in the auto market of US Acquisitions is also one of the measures Audi will be taking to increase its market share. Asset leverage by all means will be a catalyst in that regard. They may also raise money through debt to further strengthen their financial structure . One of the weakness of Audi which is their online absence can actually very easily be converted to an opportunity . They can make a strong online presence for their proceedings and benefit from them. Systematic renewal & expansion of the product portfolio is required. audi is wiiling to produce more than 40 models by 2015.evry model of audi has bn enthusiastically received by people. [ Audi . com ]

Threats : 

Threats Strict emission standards prevailing majorly these days can hamper the profitabilty of the whole industry. Alongside , nations are just recovering from recession at this stage & a certain phase of credit crisis is still somehow dominant , therefore a firm needs to be very careful with its operations or market volatility might be only consequence.   The high degree of hypercompetitive competetion will always be a threat for all the firms in the automotive industry. Every firm looks for an opportunity to supersede each other & kill their market share. Audi comes across many competitors who folow a low cost strategy in terms of production , supply or imports, as a result of which there are price wars.   Product substitution is another point of nightmare for Audi & other firms in the automobile industry. Presence of other means of transport [Train , Buses, Bikes etc. ] always enforces the automobile indusrty to get struggling with their plans & operations.

Marketing Objectives : 

Marketing Objectives To increase the Brand Awareness of the product by 30 % To procure more of the market share within the Growth Stage of the New ( Lamborghini Reventon Z ) To increment the total Revenue by 20 % .

Marketing Strategy : 

Marketing Strategy [Ansoff’s Matrix ] Market Penetration Product Development Market Development Diversification

Ansoff’s Matrix : 

Ansoff’s Matrix Product Development is our proposed choice because as we are launching an existing product which has been highly modified , into an existing European Market, mainly UK .

Segmentation Of customers : 

Segmentation Of customers Chief Executive Officers – The Ceos of big companies have the money to buy premium products such as ours. They also gift these products to their near & dear ones. They are from an age group of 35- 55 years .   World popular celebrities – They are the movie stars, Rap artists, soccer players , etc, who have all the money and fame & are passionate about possessing the best & the unique to add to their dignity . A super car such as ours which is the fastest & the most luxurious in the world is a symbol of status for these people who want to experience everything thats at the top . They belong to an age group of 25 – 40 years .   Professional drivers/Speed lovers : They are the ones who are passionate for pace. They want to feel the breeze as if it is a wind ,through the windows of their cars. They are the ones who hate being lagged behind in every facet of life . They firmly beleive in winning the races . They belong to the age group of 18 – 32 years .

Tactics or { Marketing Mix } : 

Tactics or { Marketing Mix } Product specifications : Vehicle Type: - Production car, two doors coupeConfiguration: - Mid Engine/ RWDPrice: $850,000Engine: - Twin-Turbo V8Horsepower: - 1287 bhp @ ---rpm Displacement: - 7000 ccTransmission: - 6-speed Manual Max RPM: - 7200 rpmWidth: - 82.7 inLength: - 176.2 inHeight: - 43.0 inWheelbase: - 105.2 in0-60 mph: 2.7 secsTop speed: - 270mph

Price : : 

Price : Lamborghini Reventon Z will definitely be sold at premium price of $ 850,000 which is justifiable with the given specifications of this machine . However, this price is less than that of its ancestor Reventon & is almost half the price of it’s rival BUGATTI VEYRON 16.4 , which again , adds mor value to its Unique selling points .

Place : : 

Place : Lamborghini Reventon Z will be sold at the most prime locations through the showrooms of AUDI who are it’s manufacturers & also at various special world class events .

Promotion : : 

Promotion : ‘Fasten your seatbelts’ will be the slogan for this thunderous machine .Initiative will be taken through a pre-launch press release highlighting the product specifications & to make it into much awaited . It will be advertised through magazines & at events like Formula one . Host of biggest television motor shows such as ‘Fifth Gear’ can be invited to challenge ‘Reventon Z’ & compare it with the other supercars in every possible respect . Audi showrooms can used to show an onscrean visual demo of Lamborghini Reventon Z with a background sound of a special hip hop track .

Sample of the advert : : 

Sample of the advert : Fasten Your Seatbelts’........................

Regards : 

Regards Thanks......For ........Watching... ........... Peace...................