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  • Access Health CT Marketing Affordable Care A John A Quelch Michael Norris 2014

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    Volkswagen do Brasil (VB) is the market leader in Brazil’s automotive industry, positioning itself in terms of brand value (LBBW) on the top of the global ranking (Wholesale & Retail Banking & Investment banking 2019). The company has been driven by two primary driving forces in its business strategy: sales and profitability. This essay discusses the company’s driving strategy in the context of the Balanced Scorecard framework, an analytical framework designed by Robert Kaplan and

    Marketing Plan

    In 2004, I joined Volkswagen do Brasil as a Director for Brand Management and a year later as a Brand Manager for the Volkswagen brand. Here is an account of my experience. Volkswagen has been in Brazil since the 1950s. The company was owned by the Volkswagen AG until 1999, when the Brazilian government bought the assets. The 2005 model year was the first year that Volkswagen did not sell cars and trucks locally. At that time, the strategy was called the

    SWOT Analysis

    Volkswagen do Brasil has embarked on an ambitious strategy to position its operations in Brazil as one of the leading automotive brands in the world. In doing so, VW Brazil has embraced the concept of the Balanced Scorecard (BSC) as a framework for its management strategy. VW Brazil’s BSC strategy emphasizes its three key competencies—engineering, sales, and after-sales—while acknowledging that they are part of a broader and more holistic set of competencies. At the same time, V

    Alternatives

    In the VW group, we have two objectives — to increase shareholder value, and to grow sales. I have explained earlier that we aim to do that by focusing on our core business, creating innovative products, and developing new ones — all to the benefit of our consumers, our customers and our shareholders. Volkswagen do Brasil is a small part of the VW group. Since the late 1990s, we have focused on creating a unique selling proposition (USP) that sets our brand apart from our competition.