Branding, Positioning and Segmentation at Volkswagen

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The focus of this seminar paper is a case study on the VW Phaeton's launch, highlighting Volkswagen's challenges in meeting sales forecasts since its introduction in May 2002. The analysis delves into the financial difficulties the company faced, examining the strategic marketing decisions and implications of the luxury car market. It reflects on the broader context of offline and online marketing strategies within the automotive industry, providing insights into Volkswagen's performance and the lessons learned from this high-profile case.