DECLARATION

I hereby declare that the project work entitled CUSTOMER BUYING

BEHAVIOR TOWARDS CARS WITH SPECIAL REFERENCE TO
VOLKSWAGEN is submitted to the Guru Gobind Singh Indraprastha University,
is a record of original work done by me under the guidance of
Ms. RINEET KAUR.

___________________
Place- Delhi Signature of the Scholar
Date Name- Prabhpreet Singh
Enrolment No- 03490201715

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 CERTIFICATE
This is to certify that I PRABHPREET SINGH, Enrolment No.03490201715,
BBA student of Sri Guru Tegh Bahadur Institute Of Management And
Information Technology has done project work on CUSTOMER BUYING
BEHAVIOR TOWARDS CARS WITH SPECIAL REFERENCE TO
VOLKSWAGEN under the guidance of Ms. RINEET KAUR.

________________

Place- Delhi Signature of Director

Date: PROF.(Dr.) Navneet Kaur

________________
Signature of H.O.D
Ms. Bipasha
Choudhary

________________
Signature of the Guide
Ms. Rineet Kaur

_______________
Signature of the Scholar
Name- Prabhpreet Singh

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 ACKNOWLEDGEMENT

With performed sense of gratitude and regard, I express my sincere thanks to my

guide and trainer Ms.RINEET KAUR for her valuable guidance and the
confidence she inculcated in me, that helped me in the successful completion of
this project report. Without her help, this project report would have been a distinct
affair. Her thorough understanding of the subject and the professional guidance
provided me immense help. I am also thankful of our teachers who cooperate with
me and gave me their valuable time.

Place- Delhi _______________

Date: Signature of the Scholar
Name- Prabhpreet Singh
Enrolment No.: 03490201715

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 EXECUTIVE SUMMARY
I. Introduction

Volkswagen Group (the Company) is a global automobile manufacturer, leading

the passenger car
segment with 9.8MM sales and ranking among the top 5 brand-driven OEMs in
2015.
Ia) Company Overview: Volkswagen is dedicated to delivering safe and
environmentally sound
vehicles. The Companys main brands include Volkswagen AG, Audi, Porsche,
koda, operating
in over 30 countries with a focus in the European countries and China.
Ib) Scandal: In August 2015, Company officials admitted to installing defeat
device in diesel cars
sold in the U.S. market. Following this, Volkswagen has faced several challenges
in the
marketplace. Explicit costs include recall costs, government fines, legal fees, and a
projected loss
in operating income. Analysis of the current financial situation has concluded an
accumulated
cost around 15.6MM . Additional, non-quantifiable costs include decreased brand
equity and
losses in employee and investor confidence. While Volkswagen has already issued
press releases
and allocated appropriate compensation for affected vehicles, there is still room in
regaining
consumer trust and growing the company moving forward.

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II. Strategy 2025

Building from the existing Strategy 2018, we recommend that Strategy 2025
should focus on
strengthening the company brand and continue pushing initiatives on sustainability.
IIa) Rebuilding Trust: In order to regain consumer trust and brand equity within the
marketplace, we
recommend focusing Volkswagen promotion on the company values. While
Strategy 2018
focused on increasing sales, Strategy 2025 should focus on promoting sustainable
values to the
customer base. Our recommendation is to create a campaign based around each
stage of
manufacturing a Volkswagen car, and the steps that the company takes to make it
sustainable.
IIb) Hybrid Focus: Through our industry research, we found that the hybrid market
is the most viable
to emphasize moving forward in the United States. Hybrid engines rank higher in
numerous
purchase drivers, making them appealing to customers. Our strategy is to market
Volkswagen
hybrid cars to existing brand loyalists between the ages of 35-49, that are now
looking to replace
their current conventional gas car.
IIc) Global Development: We have analyzed several countries in order to
determine the most viable

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routes to develop Volkswagens marketing and sales efforts in, and concluded that
Thailand and
Indonesia provide the best opportunities for growth. Each of these markets
demonstrates
significant potential for Volkswagen to grow market share and build a stronger
presence in
Southeast Asia.
III. Implementation Timeline
Our proposed implementation timeline outlines the following ten-years. It begins
with rolling out
our hybrid program within the United States and increasing our presence through
marketing in
Thailand. After building out both of these segments, we recommend implementing
marketing
strategies within Indonesia. Our Southeast Asian marketing campaigns would be
carried out either
through establishing an independent branch or forming further strategic alliances
with local
companies.
IV. Criteria for Success

With respect to the proposed Strategy 2025 initiative, our key criteria for success
include rebuilding
trust, strengthening our global presence, and supporting sustainable consumer
lifestyles.

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