jan 1, 1998 - Brand Acquisition
Strategy:
1998
Description:
As of the late 1990s, Volkswagen had become one of the world’s most popularly known and most successful car manufacturers as they had found great continuing success with their “Beetle” line as well as the ever versatile and increasingly popular Volkswagen Golf and Volkswagen Jetta. The one problem that Volkswagen were facing was that they were running out of ways to grow and ensure the longevity of their company. This is where the senior members looked to use a new international marketing strategy; the brand acquisition strategy. Italian luxury car producer, Bugatti, had recently stopped production in 1995 and were looking to sell their company so Volkswagen saw this as a great investment to build their own brand and expand across borders into Italy and the rest of the world, so they acquired Bugatti. Over the course of 1998, they actually did the same thing with Lamborghini, and Bentley meaning that they now held operations in both the UK and Italy, thus showing how they used brand acquisition strategy to grow and expand into other countries in 1998.
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International Marketing Strategies - Volkswagen
How Volkswagen use 4 different strategies to market themselv...
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