Audi Tdi And Marketing Strategy

With the rapid development of the auto industry in China, the automotive marketing research has been more attractive. Many institutions begin to conduct their special researches on China automotive marketing. Through the study on new product development, the various consumer groups and different concepts of consumption, they help auto makers in developing appropriate marketing strategies, enhancing their competitive capability, seizing market share and consolidating customer support. In such way, they improve the companies'marketing management level, and provide valuable views and plans for enterprise development with leaps and bounds.In 2009, with the success of the new Audi A6L2.7 TDI, FAW - Volkswagen introduced Audi patent TDI diesel engine technology to the domestic luxury car market. This paper is a combination of the marketing theory, Kotler's STP strategy and the marketing practice of companies. It focuses on the sales of Audi TDI diesel cars. Through the analysis of enterprise background, the overall condition of automotive marketing, competitors, the various customers'preference, market segmentation of the whole car market and the high level luxury car market in China, this paper provides a clear market position, and offers strategies of product, pricing, distribution and marketing planning for the new Audi A6L2.7TDI.By deeply research on marketing strategy of FAW-Volkswagen Audi TDI., this paper also gives thorough analysis on the advertising problems while marketing, on the policy and regulations of diesel car and on other problems such as limitation of diesel oil, inside competition, after service, etc. According to the above problems, this paper offers reasonable suggestions to FAW follow-up and other car models, such as guiding customers'choice of TDI product, reinforcing AD propaganda, and raising individual orders.This paper includes six sections. Section one introduces background and put problems; Sections two analyses overall environment of car market in China; Section three analyses the whole marketing strategy of Audi TDI, makes clear Audi TDI position via STP pointing procedure, also studies strategy of Audi TDI via 4P theory; Section four analyses problems while marketing Audi TDI; Section five provides suggestions to marketing strategy of Audi TDI; Section six is closing..