【案例名称】The New Beetle

【作者】Rajiv Lal

【页数】30

【格式】PDf

【语言】英语

【出版日期】2000年9月11日

【修订日期】2005年9月27日

【学科】市场营销 (Marketing)

【案例编号】501023-PDF-ENG

【来源】HBS Premier Case Collection

【网页】http://cb.hbsp.harvard.edu/cb/product/501023-PDF-ENG

【简介】

To maximize their effectiveness, color cases should be printed in color.Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen American had the challenging task of converting this enthusiasm to sales. Her first set of decisions related to the target market selection and positioning of the New Beetle. Includes color exhibits.

【学习目标】

To be used in a first year marketing course to explore the issues of target market selection and product positioning.

【涉及课题】

Consumer behavior; Marketing strategy; New product marketing; Target markets

【背景】

    * Geographic: Michigan
    * Industry: Automotive
    * Company Revenue: $8.5 billion revenues
    * Event Year Begin: 1998
    * Event Year End: 1998

【下载】

http://www.mbabbs.com/thread-1539-1-1.html