jan 1, 1959 - Centralized Market
Strategy:
1959
Description:
International Volkswagen sales were not doing very well, especially in the USA, because of the historical connection that the company had with the Nazi party. In 1959, an advertising agency called Doyle Dane Bernbach began the “Beetle” campaign which targeted USA very intensely. This groundbreaking advertising campaign and new interest from the States almost instantly became Volkswagen’s biggest selling point as over the following few years, Volkswagen became America’s biggest auto import. Volkswagen realized that their business success would now rely heavily on their success in the American car market, so the German government sold the majority of their shares to the public and therefore denationalized the company. The reason that this new “Beetle” marketing strategy showed a centralized market strategy is due to the fact that Volkswagen were yet to open a plant outside of Germany. All of their manufacturing and much of their marketing was still done from the one location in Wolfsburg, meaning that the company was now beginning to think on a global scale, but they still acted locally.
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International Marketing Strategies - Volkswagen
How Volkswagen use 4 different strategies to market themselv...
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