Ch. 4 - The Marketing Environment

In this world of constant change and modernization like fashion, cars are also changing day by day. They are becoming more attractive and innovative. But not the majority of people can afford to buy a car that is beautiful, equipped with the latest gadgets and gizmos and most of all luxurious. People who usually own an Audi or any other luxury car do not work on minimum wage. A man who has a passion for cars but is living his life on $8 dollars an hour cannot afford to buy himself an Audi and if he does save up enough money to buy a used car he just does't want to risk it. The company has introduced a certified pre-owned program that will provide customers with used cars that are upto the Audi standards with a 6 years or a 100,000 mileage warranty. Reconditioned and rigorously tested by the company's professionals making it convenient for their customers for buying "Their Dream Car" as Audi puts it.

Furthermore Audi along with other leading German companies like BMW and Mercedes are trying to shift their target market towards the younger demographic. In their Superbowl Prom commercial they focus on young adults and how it embraces their braveness and encourages them to do the unexpected but they did blur out on the pricing. The strategy might effective to motivate people but the price factor still kicks in which makes it give a second thought and in this competitive market it's always about being ahead and not second. 

Ch. 3 - Ethics & Social Responsibility

Just as Audi is focused on providing the world with Luxury and Speed. It is also focused on making it's automobiles environment friendly. Audi is constantly working on improving carbon footprints. It has balanced it's business as well as the environmental concerns. Audi also participated in the fourth Bavarian Environmental Pact. The company takes environmental issues very seriously and encourages it's employees to do the same. The Audi Production System ensures that the company's environmental  policies are implemented on all levels.

Although many companies are already making hybrid cars that are not only fuel efficient but are also not a threat towards the environment. Audi has also entered the hybrid market by introducing the e-tron electric drive powertrain system. The first concept was introduced at the Frankfurt motor show which was based on the Audi R8 model later on it was unveiled in 2011 and is in production now.

Other than the cars the Audi facilities are also focused on building cars using natural resources sparingly. Audi claims to strive a 25 percent decrease in the CO2 emissions. The whole plant in Ingolstadt is running on renewable electricity. They even use electric trains powered by renewable electricity to transport the vehicles from the plants to the ports.

Audi Environmental Foundation which has an endowment of about 5 million euros is committed towards the protection of wildlife and ensuring the welfare of the natural habitat of people in rural areas. It is also funding several researches to discover sustainable resources for human use awell.

Ch. 2 - Strategic Planning for Competitive Advantage

Audi is highly preferable in the general public. It made it's name in the market and is continuously raising the bar. Since the early stages of the company, the people at Audi have been aiming high. The Audi 50 made it's name in the market worldwide with a unique compact design. Audi also made it's mark on the race track but in the early 1990 Audi shifted it's attention to compete against the automobile giant Mercedes and BMW.

Audi has been the hub of innovation which led it to being the most competitive automotive companies of the present. In 1994 it presented an entirely different kind of frame for cars which set it apart from other companies. It bears the name of Audi Space Frame and it has been used in every model ever since. 

In the field of sports cars Lamborghini was leading the market. But the tables turned when Audi presented it's R8 model.

The car did well in the market. With the same internal specifications as
the Lamborghini and it was $40,000 cheaper, with the signature Audi LED head lights.

During the launch of the 2014 R8, the company produced an app that would let it's customers customize their selective cars and it includes a full digital brochure.
It has also appeared in different Hollywood movies like the Iron Man and The Wolverine. In Iron Man the director talked about the strength of the chassis of R8 during a scene where they were trying to break the car in half, but in vain.

Audi is one of those companies that have a clear vision of the future and have the people that know how to achieve the goals as to always keep the company ahead of the game. They have the technology, the brains and the consumer demand to prove it on a global level.

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

We live in a world of innovation and constant change. Automobiles have become an important accessory in our lives and also a status symbol. Germany has been leading this market for quite some time. Audi is one of the most renowned and leading German car brands along with it's many other competitors.

Audi made a big name in the industry of automobiles. The story began in 1896 when Horch was working for Karl Benz as his production manager which inspired him to start his own company so in 1899 August Horch entrenched the company Horch and Cie in Cologne. Ten years later Horch was forced out of his own company due to the difference of opinion with the board and after that he set out to form another company with the name of Audi Atuomobilewerke GmbH. The foundation of this company was laid in 1909. Horch could not name this company after his own name because another company was already under it. So he decided to name it Audi which is the translation oh his own name in Latin.

The famous four rings of the Audi monogram actually symobilzes the merger of four companies 

 It represents the amalgamation in 1932 of the four major independent motor-vehechle manufacturers, Audi, DKW, HORCH and Wanderer. After the mergence of the four companies Audi introduced it's very first car the Audi Front which was one of the first European luxury car. Both luxurious and innovative this car was a game changer in the automobile industry.

Audi has been satisfying it's customers needs for luxury and adrenaline. it specializes in luxury and speed. The company's mission statement:
                   "We Delight Our Customers Worldwide"
Using the term "Delight" they explain how they provide the best drive in the market that is in sync with the taste and the technology of the present time. No doubt Audi does provide the best driving and luxury experience that most other cars fail to give to it's promising customers. The shape, the design and the seductive interior draws the people towards it. Here is a little introductory video of the 2011 Audi A8. After watching this you be the judge of it.