jan 1, 1978 - Decentralized Market
Strategy:
1978
Description:
The Beetle campaign of 1959 and the following introduction of the first, now recognizable, Volkswagen Golf in 1974 both went down very well for Volkswagen as sales soared and their business began to really take off internationally both across Eastern and Central Europe as well as in the United States. They were doing so well in fact that in 1978, Volkswagen purchased and began producing their cars in a plant located in New Stanton, Pennsylvania as part of their new plan for growth. This plant was called Volkswagen Westmoreland Assembly and marked only the second time in history that a foreign car company ever manufactured their cars on American soil (the first one being Rolls-Royce from 1921-1931 in Springfield, Massachusetts). This new production facility clearly established a decentralized strategy as Volkswagen opened this facility to sell to their American market using a local manufacturing plant (ergo “thinking globally” while “acting locally”).
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International Marketing Strategies - Volkswagen
How Volkswagen use 4 different strategies to market themselv...
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