Volkswagen Group By Asher Bryan Company Background Volkswagens is a German corporation that produces passenger cars, commercial vehicles, and motorcycles. Volkswagen Group owns 13 vehicle brands which include Audi, Volkswagen, Bentley, Porsche, Skoda, Lamborghini, MAN, Scania and motorcycle brand Ducati. The Group’s goal is to offer attractive, safe and environmentally sound vehicles which can compete in an increasingly tough market and set world standards in their respective class. Their mission is to provide excellent business to serve the good of the people. Case Overview As of September 18th, Volkswagen was accused of installing defeat systems to cheat emissions test. The defeat system used falsified emission test that detected when they were being tested, and changed the performance accordingly to improve results. 8 Programing Steps Situation- the US Environmental Protection Agency revealed that Volkswagen has been using defeat systems to passed emissions test for 6 years for approximately 11 million cars. Objective- to win back public trust Audience-consumers of VW owned vehicles Strategy-set out a five-point plan with a promise to put customers affected by the scandal at its heart while the company seeks to change its mindset and culture. Tactics-recall on cars , offer cash incentives to customers and dealerships starting on January 8th, hotline for recalls. Calendar- September – current Budget- 20 billion dollars Evaluation- the resignation and replacement of CEO Martin Winterkorn, and a 30-percent drop in the company’s stock prices. SWOT Analysis Strengths ●Top performing cars Weakness ● Brand image loss ● Company Credibility ●Quality Cars Opportunities ● Increasing Demand for Fuel Efficient Vehicles ● Growth Potential in hybrid vehicles in international countries ●The opportunity to rebuild the company Threats ● Environment protection regulations ●Other hybrid making vehicle brands ●Rising raw material prices Traditional Media Non-Traditional Media Critiquing the case How would you change the research, strategies, tactics and approach to make it more successful? Given what actually happened, how would you move forward? Discussion Questions With the information revealed about Volkswagen, would you still buy cars from their brands? Why do you think Volkswagen put defeat systems inside select cars and not all cars? Do you think that VW will ever bounce back from this crisis? References Hotten, Russel. "Volkswagen: The Scandal Explained - BBC News." BBC News. N.p., 4 Nov. 2015. Web. 20 Nov. 2015. Monica, Paul. "Volkswagen Stock Has Plunged 50%. Will It Ever Recover?" CNNMoney. Cable News Network, 24 Sept. 2015. Web. 20 Nov. 2015. Blance, Gec. "THE VOLKSWAGEN EMISSIONS SCANDAL." Gec Risk Advisory.N.p., 23 Sept. 2015. Web. 20 Nov. 2015. Staff, Warc."VW Vows to Win Back Public Trust." VW Vows to Win Back Public Trust.N.p., 30 Oct. 2015. Web. 20 Nov. 2015. Davis, Jenn. "The Implosion of a Brand: A Social Media Analysis of the Volkswagen Emissions Scandal." Marketing Tech News.N.p., 17 Nov. 2015. Web. 20 Nov. 2015.