Volkswagen India: Entry Strategy
| Volkswagen (VW) was the original and the biggest selling brand of the Volkswagen group, which also owned Audi, Bentley, Bugatti, Lamborghini, Seat, and Skoda. In 2009, it acquired 49.9% stake in Porsche as well. In 2010, its revenues and profits were Euro 127 billion and 7.2 billion, respectively. The VW group was the world's third largest automaker behind Toyota and General Motors. Toyota sold roughly 8.4 million cars every year, 1.2 million more than Volkswagen. Headquartered in Wolfsburg, Germany, VW operated 60 plants around the world. VW had a world market share of 11.4% in 2010. Its core markets were Germany and China. It was the market leader in Europe with a 20% market share. It aimed to become the world's largest car maker by 2018. With a growth of 30% in the Indian automobile industry, India was to play an important role in realizing VW's global ambitions. Booz & Co. predicted that India would sell 6 million cars by 2020 up from 1.8 million in 2011. |
Project Team
Seema Gupta and J Ramachandran
Sponsor
IIM Bangalore
Select Project Type
Ongoing Projects
Project Status
Ongoing (Initiated in 2011)
Funded Projects Functional Area
Marketing
Volkswagen India: Entry Strategy
| Project Team: | Seema Gupta and J Ramachandran | |
| Sponsor: | IIM Bangalore | |
| Project Status: | Ongoing (Initiated in 2011) | |
| Area: | Marketing | |
| Abstract: |
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