scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 1,155
The marketing team has asked how VW could back the excitement it once had in the marketplace while updating the brands image to appeal to anew generation of consumers The answer is the new VW Beetle Our marketing team collaborated with Arnold Communications and are poised to position the VW Beetle with one foot in the past and the other on the accelerator heading for the future Newsweek recently indicated that the new Beetle is a marketers version of Mission Impossible This is due in large part to the fact that the positioning of the new Beetle could either be defined as a niche product or could simple be a part of a single-product successes VW experienced during the late 1950s Beginning in the late 1950s VW experienced a number of single product successes in the US market These successes included the Beetle the Rabbit the Microbus and the Karmann Gia sports couple In fact by the end of 1954 a total of 8913 Volkswagens were purchased and were being driven by American consumers Despite being seen as the automotive icon of the 1960s US VW sales declined from over a half a million cars in the 1970s to less than 50000 cars by 1993 exhibit 1 A number of factors contributed to this fnofThe appreciation of the Deutsche Mark against the dollar threatened to price VW cars out of the market fnofNew competitive threats from Japanese brands fnofThe 1982 recession drop in oil prices fnofDeclining popularity of hatchbacks fnofRequirements of new environmental legislation ceasing production of the Beetle fnofFailure to keep in step with the American consumers changing demands fnofSupply constraints at a Mexican plant Despite the fact that sales were expected to pick up once supply constraints were lifted at the Mexican plant it would not be enough to bring sales back to the levels seen in the 80s and 90s In response to this challenge VW began working with Arnold Communications
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA