Professional Documents
Culture Documents
Volkswagen AG
Marketing Strategy Recommendation EBA 605, Dr. J. Coleman Saturday, April 22, 2006
Agenda
I. II. III. IV. V. VI. VII. VIII. IX. Current Situation & Trends Performance Review Key Issues Objectives Marketing Strategy Action Plan Projected Profit-and-Loss Statement Controls Contingency Plans
Volkswagen AG
Market Situation
Mature passenger car market in North America and Europe Sales expected to rise 0.6% and 1.6% for North America and Europe, respectively, through 2009 Global passenger car sales are forecast to grow by around 7 million units through 2009, or just under 3% annually India and China is expected to account for more than half of this growth
Volkswagen AG
2.5
1.9 1.2
Volkswagen AG
4% 3% 5% 7% 7%
18%
GM Ford Toyota Volkswagen DaimlerChrysler 14% PSA/Peugeot-Citroen Nissan Honda Renault Fait/Ferrai BMW
7%
10% 11%
14%
Volkswagen AG
*Numbers based on 2004 Marke tshare
Greater Demand & Less Resources Accelerated Greenhouse Emissions Environmental & Energy Trends = Negative Economic Impacts
World Car Population 800000000 700000000 600000000 500000000 400000000 300000000 200000000 100000000 0 YEAR 1930
CARS IN U.S.
1940 1950 1960 1970 1980 1990 2000 2010 2020
Volkswagen AG
Competitive Situation
General Motors, Nissan and Toyota have cut into Volkswagens market share Volkswagen once held a 50% market share in China, its now around 20% China and India both serving as key manufacturing locations with major players
Volkswagen AG
Volkswagen AG
Corporate Overview HQ: Wolfsburg, Germany US Operations: Auburn Hills, MI Europes #1 automobile manufacturer Annual production: 5M vehicles Annual sales: $121,345/ 10.9 YOY growth Employees: 342,502 worldwide
Volkswagen AG
Key Milestones
1930s
Factory opened in
1940s
Production of first
1950s
VW begin building
1960s
Sold stock to the German public Purchased Auto Union (AUDI) US Beetle sales took off
Wolfsburg, Germany
1970s
1980s
1990s
Built Chinas largest auto plant Integrate Skoda Acquires Rolls-Royce and Bugatti Launched New Beetle in US
2000s
Spent 3.1B to modernize factories The final Beetle ended a 70-year run Invested 1.7B in China (Asia/Pacific) Bernd Pischetsrieder joined company
Beetle discontinued Begin car venture in in every country except China Mexico Purchased SEAT Formed Autolatin in Brazil
Volkswagen AG
Development of
each nameplate Complete product range Mostly standardized products with minor adaptations
distribution partners Separated distribution channels for each brand International standardization of dealers
Localized communication
Emphasis on the European
competitors Price discrimination across regions No price competition in emerging markets Strict cost controlling
3
Volkswagen AG
Volkswagen Group
Automotive Division
VW Brand Group
VW P Cars *Passat *FOX *Jetta *Beetle *Golf Skoda Bentley Bugatti
Commercial Vehicles
Other Companies
Financing
Europcar
Rental Business
Servicing
Volkswagen AG
Source: www.volkswagen-ir
Key Issues Extreme global competition, particularly from American and Asian manufacturers Slow revenue growth due to inflated cost of raw material and rising administrative costs Stagnant demand because of overcapacity and product proliferation in western markets Controlling cost while simultaneously generating revenue Rapid foreign investment in Chinese and Indian markets
Volkswagen AG
Volkswagen AG
Objectives Increase operating cash flow Increase sales and market share Expand targeted-market segment Maximize fuel efficiency Be first to market with new product Introduce hybrid vehicle, koda Octavia, in India Conduct financial feasibility study
Volkswagen AG
Financial Feasibility
KODA AUTO / KODA GROUP PROFIT BEFORE TAXATION
Millions of CZK
KODA AUTO a.s. according to S*
SIMPLYCLEVER
4,815 2,875 163 0.3 3.2 4,175 3,702 3,814 2,674 2,489 2,517 3.5 3.5 3.1 1.7 1.7 1.7 3.2
1996
2004
2005
India $15,100.00 $14,300.00 $10,000.00 $10,300.00 $ 8,400.00 $ 5,700.00 $ 8,200.00 $ 4,700.00 $ 1,600.00 $ 1,900.00
Total Cost $ 45,300.00 $ 14,300.00 $ 20,000.00 $ 10,300.00 8,400.00 $ 11,400.00 $ 16,400.00 $ 14,100.00
Salary $15,855.00 $15,015.00 $10,500.00 $10,815.00 $ 8,820.00 $ 5,985.00 $ 8,610.00 $ 4,935.00 $ 1,680.00 $ 1,995.00
Total Cost $ 47,565.00 $ 15,015.00 $ 42,000.00 $ 10,815.00 8,820.00 $ 11,970.00 $ 17,220.00 $ 14,805.00
8,400.00 $ 853,860.00
$1,030,470.00
Volkswagen AG
Salary $16,647.75 $15,765.75 $11,025.00 $11,355.75 $ 9,261.00 $ 6,284.25 $ 9,040.50 $ 5,181.75 $ 1,764.00 $ 2,094.75
Total Cost $ 49,943.25 $ 15,765.75 $ 66,150.00 $ 11,355.75 9,261.00 $ 12,568.50 $ 18,081.00 $ 15,545.25 8,820.00
Salary $17,480.14 $16,554.04 $11,576.25 $11,923.54 $ 9,724.05 $ 6,598.46 $ 9,492.53 $ 5,440.84 $ 1,852.20 $ 2,199.49
Total Cost $ 52,440.41 $ 16,554.04 $ 69,457.50 $ 11,923.54 9,724.05 $ 13,196.93 $ 18,985.05 $ 16,322.51 9,261.00
$1,206,576.00 $1,414,066.50
$1,266,904.80 $1,484,769.83
Volkswagen AG
Salary $18,354.14 $17,381.74 $12,155.06 $12,519.71 $10,210.25 $ 6,928.39 $ 9,967.15 $ 5,712.88 $ 1,944.81 $ 2,309.46
Total Cost 55,062.43 17,381.74 72,930.38 12,519.71 10,210.25 13,856.77 19,934.30 17,138.64 9,724.05
$1,330,250.04 $1,559,008.32
Volkswagen AG
Financial Feasibility
Reported Annual Income Statement Currency Auditor Status Consolidated Scale Sales revenue Actual 2003 Dollars Yes Actual 2004 Dollars Yes Actual 2005 Dollars Yes Projected Projected Projected Projected Projected Projected 2006 Dollars Yes 2007 Dollars Yes 2008 Dollars Yes 2009 Dollars Yes 2010 Dollars Yes 2011 Dollars Yes
millions
109,394
millions
121,346
millions
112,826
millions
116,211
millions
119,697
millions
123,886
millions
128,842
millions
135,284
millions
142,048
Cost of sales 97,597 Gross profit automotive 11,798 division Gross profit financial services division
Depreciation & Amortization 10,541
106,992
14,353 9,251
97,576
15,250 8,352
100,503
15,708 7,517
103,518
16,179 7,211
106,624
17,263 6,920
109,822
19,020 6,644
113,117
22,167 6,382
116,510
25,538 6,133
Distribution costs
Administrative expense Selling & distribution expenses General administration expenses Other operating income Other operating expenses Operating profit Net Cash Flow 11,798 22,339
9,880
2,800 5,393 3,477 3,589 12,840
10,291
2,852 5,602 3,162 4,548 12,900
10,718
2,904 5,819 2,875 5,029 12,546
11,255
3,021 6,052 2,990 4,965 12,175
11,845
3,141 6,294 3,109 5,461 12,381
12,467
3,267 6,545 3,234 6,598 13,242
13,152
3,398 6,807 3,363 9,061 15,443
13,876
3,53 4 7,080 3,498 11,710 17,843
Volkswagen AG
Volkswagen AG
125,000
Dollars in millions
120,000 115,000 110,000 105,000 100,000 95,000 90,000 2000 2001 2002 2003 Year Scale Sales revenue
12 1, 34 6 10 9, 39 4 11 2, 82 6
10 4, 18 6
10 7, 04 6
10 5, 12 1
2004
2005
Volkswagen AG
Dollars in millions
110,000 105,000 100,000 95,000 90,000 85,000 80,000 2000 2001 2002 2003 91,018 91,384 89,694 97,597
106,992 97,576
2004
2005
WACC 0.1291
Volkswagen AG
2500 $ 75,500,000.00 $ 2,130,200.00 $ 73,369,800.00 $ 25,000,000 $ 48,369,800 $ (30,200,000.00) $ 18,169,800 $ 25,000,000 $ 43,169,800
3750 $ 113,250,000.00 $ 3,242,970.00 $ 110,007,030.00 $ 25,000,000 $ 85,007,030 $ (45,300,000.00) $ 39,707,030 $ 40,000,000 $ 79,707,030
5000 $ 151,000,000.00 $ 3,000,000.00 $ 148,000,000.00 $ 25,000,000 $ 123,000,000 $ (60,400,000.00) $ 62,600,000 $ 23,750,000 $ 86,350,000
5000 $ 151,000,000.00 $ 3,050,000.00 $ 147,950,000.00 $ 25,000,000 $ 122,950,000 $ (60,400,000.00) $ 62,550,000 $ 15,000,000 $ 77,550,000
$ $ $ $ $ $ $ $ $
5000 151,000,000.00 3,075,000.00 147,925,000.00 25,000,000 122,925,000 (60,400,000.00) 62,525,000 13,750,000 76,275,000
Net Terminal Cash flows at Year 4 Salvage Value Tax on Salvage Value Recovery on NWC Net Terminal Cash Flow $100,000,000 $40,000,000 $24,000,000 $60,000,000 $24,000,000 $14,400,000 $36,250,000 $14,500,000 $8,700,000 $21,250,000 $8,500,000 $5,100,000 $7,500,000 $3,000,000 $1,800,000
Volkswagen AG
Marketing Strategy Enhance regional presence and geographical spread Increase customer orientation Leapfrog approach Niche penetration Technological differentiation More efficient use of resources
Volkswagen AG
Action Plan
Select premier dealerships to carry the koda hybrid Develop dealer training programs Project and sales managers collaborate to acquire new customers and increase customer loyalty Build awareness of koda hybrid through sales promotions and easy financing Use Volkswagen Groups brands to increase customer awareness
Volkswagen AG
Functionality
Emotion
Volkswagen AG
The VW Customer Positioning Statement: For the cost conscience buyer, Volkswagen offers reliability and value. Value Proposition: Target Market: Cost conscience buyer (parents, females, young adults) Benefits offered: German technology Relative price: Affordable, reliable
Volkswagen AG
Volkswagen AG
The new koda Octavia won the Bild am Sonntags prestigious Golden Steering Wheel award during a ceremony in Berlin. Volkswagen AG
Volkswagen AG
Volkswagen AG
Volkswagen AG
Volkswagen AG
References
Brodrick, Sean. Set Your Sights On Asias Sleeping Elephant. http://www.escapeartist.com/efam/70/Invest_In_India.html Culp, Eric, VW in Fresh Trouble as it Withdraws US Model, Knight Ridder Tribune Business News, November 2005, pg. 1. Datamonitor. Volkswagen AG: Company Profile <http://www.datamonitor.com (October 2004)> Datamonitor. Volkswagen AG: Company Profile <http://www.datamonitor.com (October 2005)> Eisenstein, Paul A. Putting things right at the peoples car company. TheCarConnection <http://www.thecarconnection.com/Auto_News/Profiles_QA/QA_VW_CEO_Bernd_Pischetsrieder.s193.A7952 January 10, 2005)> Flint, Jerry, The Fast and the Furious, www.forbesauto.com, January 2006. Fondon, Daren, A Pitch to the Rich, Time Online, November 2003. ForMotion Program and New Model Initiative Generate Significant Increase in Volkswagen's Earnings. The VWGazette <http://vwgazette.blogspot.com/2006/03/formotion-program-and-new-model.html (March 7, 2006) > Hoovers Company Information, Hoovers, Inc. 2006. Landler, Mark, Volkswagen Chairman Step Down, New York Times, January 2006. Landler, Mark, Porsche to Build a 20% Stake in VW, The Detroit News Auto Insider/New York Times News Service, September 2005. Pischetsrieder, Bernd. Letter To Our Shareholders. Annual Report 2005 <http://gb.volkswagen.de/index.php@id=757&type=2.html (March 7, 2006)> Power, Stephen, Once Hot Volkswagen Attempts to Reverse U.S. Sales Decline, Wallstreet Journal (Eastern Edition), New York, NY, September 2005, pg A8 Racanelli, Vito J., Turn Around Ahead at Volkswagen, Barrons, May 2005, Volume 85, Issue 20, pg 26. koda Reaches Record Sales in March and the First Quarter of 2006. koda Auto <http://www.volkswagen-ir.de/fileadmin/vwir2/dokumente/inv_news/2006/Q2/20060410_Skoda_e.pdf (October 4, 2006)> Source: adapted from P. Dicken (2003) Global Production Networks In Europe And East Asia: The Automobile Components Industries, GPN Working Paper 7, University of Manchester, http://www.sed.manchester.ac.uk/geography/research/gpn/gpnwp7.pdf Tierney, Christine. Teutonic infighting tests VW's resolve to revive operations. The Detroit News Auto Insider/The Insiders <http://detnews.com/apps/pbcs.dll/article?AID=/20060314/AUTO02/603140345/-1/ARCHIVE (March 14, 2006)> Thomas, Chad & Archey, Sheenagh, Porsche Buys 20% in VWs Shares to Prevent Takeover, Bloomberg News, http://quote.bloomberg.com/apps/news, September 2005 Volkswagen announces worldwide sales record in first quarter. Volkswagen AG: Investor Relations <http://www.volkswagenir.de/fileadmin/vw-ir2/dokumente/inv_news/2006/Q2/20060405_VW_e.pdf (April 5, 2006)> Xinhuanet, Volkswagen sales in China hit record. New Age Business <http://www.newagebd.com/2005/oct/13/busi.html (October 13, 2005)>
Volkswagen AG