International Marketing Plan Research Paper

International Marketing Plan Mission Statement and Objectives Volkswagen is based in Germany and has global distributors. Volkswagen produces different models of automobiles including compact, wagons, minivans, and sport utility vehicles. Team C will focus on Germany, the brand, and one specific model of vehicles, the classic Bug that has evolved into the Beetle. Learning Team C must determine the mission statement in regard to what the objectives are in marketing the Beetle internationally.

Team C must determine what marketing techniques could be applied to the international marketing plan and what objectives will need to be addressed when marketing the Beetle internationally. Volkswagen was first produced in Germany, a country about the same [size as Montana] (United States Department of State, 2010). Germany’s population in 2011 is approximately 81 million and German is the primary language. More than 90% of the ethic groups are German. Other ethnicities in Germany include Turkish, Greek, Italian, Polish, Danish, Russian, Spanish, and Serbo-Croatian (United States Department of State, 2010).

Germany’s religions are a mixture of Roman Catholics and Protestant a small percent are Muslims and 28% are a different type of religion. In 2010, 40 million Germans had gainful employment and more than 28% of the gross domestic product was aerospace and automotive manufacturing. In 2009, the gross domestic product was more than three trillion. Germany has the one of highest level of citizens with higher levels of educations throughout the globe. According to United States Department of State (2010), “The government is parliamentary, and a democratic constitution emphasizes the protection of individual liberty and division of powers in a federal structure.” Germany is also members of the North Atlantic Treaty Organization.

Based on Germany’s culture mass marketing is discouraged because of the language barriers. However, based on the material, Team C can see that Germany is top in manufactory and education. Therefore, German’s are highly educated and may have a competitive advantage in the marketplace because Germans are well studied of diverse cultures and regions, understanding the demands of the market are and what marketing techniques can be successful in an international market. On Volkswagen’s official websites there are 107 countries and regions that Volkswagen has distributors and suppliers. Volkswagen was founded in 1937.

According to Volkswagen (2010), Volkswagen is “Europe’s largest carmaker.” One of Volkswagens most recognized vehicles or models that Volkswagen produced was the Volkswagen Bug. Volkswagen Bugs are considered to be classic cars and can range anywhere from 1,000 to 30,000 dollars depending if the Volkswagen Bug original is in original condition. As times changed so has the original Bug.

Currently the Bug has been reinvented and is known as the Volkswagen Beetle. Team C must determine the international marketing plan based on the current product lifecycle of the product. Team C will also consider if the current product lifecycle has reached maturity level or at the decline level. Also, the team will determine marketing at those levels when considering the marketing mix as well as how to market the features and benefits of a new Beetle. The Volkswagen official website has rebranded the Beetle as the New Beetle. Team C will determine if the product lifecycle at the introduction stage.

MissionThe mission of the Volkswagen car company in Germany is to increase substantially sales among the Beetle globally in an effort to offer an affordable, dependable automobile both expertly engineered and beautifully designed. Objectives statement

The Volkswagen bug was born out of necessity. Ferdinand Porsche was German’s premier automobile engineer in the 1930s. He had spent the first stage of his career designing luxury cars for Germany’s elite but he desired to design and build a smaller, more affordable car for the rest of the people. After working with a few companies, Porsche ran into several design flaws, which caused him to lose corporate backing. However, in 1934, Germany’s new Chancellor, Adolf Hitler would make an announcement at Berlin’s Motor Show that altered Porsche’s life and millions around the world: Germany would design and offer a smaller, more affordable car for the masses.

The Beetle would become a success, leading the way for the postwar Industrial Renaissance for Germany and would become an icon for the 1960’s Free Love movement in America. For the next several decades, the Beetle would undergo a series of improvements both to its design and engine. It would be Today, Volkswagen has revived the Beetle and released more than 60,000 new models into the market.

With economic crisis’ spilling into countries throughout the world, alongside rising oil and gas prices, it is more important than ever to maintain a robust automotive business and offer consumers affordable vehicles. Volkswagen will showcase major selling points of the Beetles, such as ease of use, fun styling and affordability both in price and fuel. Like what it did for postwar Germany, the Beetle could once again revive a struggling market beyond German borders reaching global proportion.