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Volkswagen's Phaeton
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An 18 page paper discussing the marketing problems and opportunities before Volkswagen's luxury car, the Phaeton. Launched in 2002, Volkswagen strives to compete directly with Mercedes, BMW and even Volkswagen-owned Audi. Where the Phaeton is concerned, Volkswagen currently looks very much like the arrogant Detroit of the 1970s, which gave customers only what it wanted to give customers. Since it is clear that not many people have been as impressed with the Phaeton as Volkswagen is, the company should undertake extensive, valid and reliable market research centering on asking customers what they want in a luxury car, followed by action devoted to providing the items identified. Bibliography lists 12 sources.
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Pages:
18
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Filename:CC6_KSmktgVWphaeton.rtf |
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Paper Title:
Volkswagen's Phaeton
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