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CASE 1-1 AUDI OVERVIEW Audi has invested heavily in engineering for yrs in order to compete with the two automotive giants of Europe, BMW and Mercedes. Those investments are in the long run starting to payoff. While Audis engines have been com parable or better than BMWs and Mercedes for some time, it was not until recently that Audi started to determine higher marks in other areas such as reliability and design tint. Audi has made huge sales gains in Europe where it is considered to be on about equal par with Mercedes and BMW. However in the United States, the worlds biggest and just about influential automotive market, Audi still lags far behind. MAJOR ISSUES IN THE CASE Considers the important relationships between business and marketing strategies. Illustrates the consider for a market-oriented culture and processes. Introduces the role of brand strengths in impart to business performance. Show the importance of sensitive products and product quality in performing well against strong competition. Illustrates the challenges of effectively managing multiple-businesses. banter QUESTIONS 1. Describe and evaluate Audis brand building initiatives. Audi has worked thorny in the past to make sure the vehicles it produced were at the top dog of engineering technology.

This state of the art technology such as Audis Quattro four-wheel drive system set benchmarks for the built-in industry. However in other areas like electronics Audi lagged behind. One of the goals of Audis current brand building initiative is to rid new models of these electronic glitches. With more and more microchips going into cars every year this is a problem Audi needs to get under control. In addition, its a problem that plagues BMW and Mercedes as well, so whatever improvement will come at its competitors expense. Curing Audis vehicles of these electronic ills should allow Audi to have a much larger piece of the American market pie. The punt piece of Audis strategy to make a bigger splash in the... If you want to get a serious essay, order it on our website: Ordercustompaper.com

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