Research On Marketing Strategy Of FAW-VW Jetta VS5

FAW Volkswagen Co.,Ltd.(FAW-VW for short)was founded in 1991.It is a joint venture company jointly invested and constructed by China FAW,Volkswagen AG,Audi AG and Volkswagen(China)Investment Co.,Ltd.After nearly 30 years of development in the Chinese market,FAW-VW has always led the market with its outstanding performance.Among its more than 20 products,many of them rank in the forefront of the market segment,with a huge consumer base in China and a good reputation in the hearts of consumers.Based on the original Volkswagen brand Jetta model,FAW-VW launched a new Jetta brand in 2019.Jetta brand is a sub brand of Volkswagen brand.It has two products,one is A-class sedan Jetta VA3,the other is A-class SUV Jetta VS5.Jetta VS5 is a brandnew SUV model,which is different from the car image of Jetta in the past.Jetta VS5 is a model with fashionable design,which is equipped with 1.4T turbocharged engine based on the Volkswagen MQB platform,bringing consumers a new perception.New brand and new products are also aimed at new people,which means that Jetta VS5 needs to adopt different marketing strategies.This is a big challenge for FAW-VW,which is good at sales of sedan.At the same time,Jetta VS5 is faced with many challenges: The total market of China's passenger cars in 2019 is in a downward trend,and the shrinking market has also brought about the intensification of internal competition.New forces such as NIO gradually join the market competition.Businesses such as car sharing are emerging in the automobile industry.How to stand out in the challenge and make full preparation for the future sales growth and brand's long-term development is worth thinking about.This paper explains the current marketing situation and problems of FAW-VW Jetta VS5,and analyzes the macro environment,industry environment and internal environment of Jetta VS5.The advantages,disadvantages,threats and opportunities of Jetta VS5 are shown through SWOT analysis.The target market segments and market positioning of Jetta VS5 are defined through STP theory.Based on the 4Cs theory,this paper analyzes the marketing strategy of Jetta VS5 from the perspective of consumer needs,convenience,cost and communication,and draws the following conclusions: In terms of consumer needs,we should build a long-term product line strategy of Jetta VS5 and design Jetta products that can meet the needs of consumers.In terms of cost,we should continue to implement cost reduction and efficiency increase programs and reduce customer purchase costs.In terms of convenience,we should continue to strengthen the network construction,improve the network coverage and provide customers with services such as trade-in business and personalized options.In terms of communication,we should enhance the brand awareness of Jetta and the awareness of Jetta VS5,select the communication methods that customers like and use marketing methods innovatively to create a younger and high-quality image of Jetta VS5.