Volkswagen. Construction of a Methodology for Thinking Strategically about the Brand

Jose Luis Madeira, Andre Furlanetto, Christina Palacios Bertini and Rita Almeida

This paper describes a working method for strategic planning developed for Volkswagen using a specially designed system to gather information, including: brand image monitoring; image research for Volkswagen's strategic models; consumer segmentation research; market data and trends; numbers for both Volkswagen and its competitors; and analysis of advertising in this sector.

Volkswagon

Construction of a Methodology for Thinking Strategically about the Brand

Rita Almeida Christina Palacios Bertini Andre FurlanettoandJos Luis Madeira

INTRODUCTION

With US$ 18.8 billion invested in just six years (1996 2001), the Brazilian automotive industry is being completely redesigned. What was a predictable sellers market with few players for more than four decades has been transformed into one of the worlds most competitive car markets, second only to the United States in the number of makes manufactured locally.

In the wake of such an environment, the historical players were stimulated to reinvent all their...

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