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Case Analysis: Volkswagen Group: Bryan Pratt
Case Analysis: Volkswagen Group: Bryan Pratt
Volkswagen Group
Bryan Pratt
Introduction
The modern Volkswagen Group, known in German as Volkswagen Aktiengesellschaft,
has grown from a single public automobile company in the 1930s to incorporate the Audi,
Bentley, Bugatti, Ducati, Lamborghini, MAN, Porsche, Scania, SEAT, Skoda, Volkswagen,
and Volkswagen Commercial Vehicles brands, selling motorcycles and passenger and
commercial vehicles. 1 With the Group’s Strategy 2018, Volkswagen is focused on
becoming “the global economic and environmental leader among automobile
manufacturers by 2018,” focusing on four goals:
With Strategy 2018, Volkswagen has brought its values to the forefront – making itself “the
most successful, fascinating and sustainable automaker in the world” – and imposed an
1 This example case analysis draws heavily on the various pages of Volkswagen Group’s official
website. The majority of the information is contained within the company’s Annual Report 2014
website. The homepage can be found at the following address:
http://annualreport2014.volkswagenag.com/
2 Bullet points taken verbatim from: “Goals and Strategies.” Volkswagen Group Annual Report
2014. http://annualreport2014.volkswagenag.com/group-management-report/goals-and-
strategies.html
ambitious deadline of 2018 in its Annual Report 2014.3 Environmental considerations are
not simply a side note in the Volkswagen strategy; the very first sentence of Strategy 2018
discusses the environmentally-friendly orientation of their products. The Group is focused
on above-average performance in the near term and on setting up sustainable future
success through quality, innovation, customer satisfaction, and a high-quality and
motivated workforce. While managing cost and expenditures merit small mentions, the
company is focused on selectively expanding by appealing to customers with quality
products, rather than focusing on garnering market share through pricing strategies.
Furthermore, the strategy explicitly affirms that the specified measures to improve quality
and productivity must be taken regardless of macroeconomic circumstance. A final
noteworthy component of the strategy is the specificity of areas for improvement, such
as “standardizing processes in both the direct and indirect areas of the Group and
reducing production throughput times.”4
The Group builds on these specific, measurable, actionable, and time-oriented goals
with seven key performance indicators (KPIs), which include:
- Deliveries to customers,
- Sales revenue,
- Operating profit,
- Operating return on sales,
- Capex/sales revenue in the Automotive Division,
- Net cash flow in the Automotive Division, and
- Return on investment (ROI) in the Automotive Division.5
Analysis
Volkswagen Group faces a difficult, heavily competitive industry outlook, but it
approaches this situation as a strong company with diversified product lines and trusted
brands built over decades. The automobile industry is rebounding on a global level, with
heavy growth in China and recovering growth in North America.6 However, there are
several strong companies vying to capture this growth. Toyota has established a strong
presence globally, particularly with the combined reach of the Toyota and Lexus brands.
Furthermore, the Ford Motor Company, General Motors, and others have maintained
3 Ibid.
4 Ibid.
5 Bulleted points taken verbatim from: “Internal Management System and Key Performance
Two additional sources of competitive pressure are suppliers and consumers. Automobile
manufacturing requires a wide variety of precious and in-demand materials, from
computer components to copper wiring and rubber. Furthermore, a growing and
increasingly industrial world is creating heavier demands on metals, sand, and silica,
leading to rising prices. Suppliers of certain materials determine prices on the basis of
demand from many industries, leaving automobile manufacturers subject to forces in
unrelated markets. On the other end of the value chain, consumers are increasingly
demanding more fuel-efficient vehicles with more advanced features, even in low-price
segments. As has been the case throughout the history of automobile manufacturing,
features that were once a luxury are increasingly demanded – and offered – at even
some of the lowest price points. Bluetooth connectivity, wi-fi, high-definition radio, and
increasingly autonomous driving capabilities, such as the ability to parallel park without
driver intervention, are demanded and offered in otherwise basic models.
Fortunately, current manufacturers in the industry face relatively low pressure from the
possibility of new entrants and from substitutes. Automobile manufacturing requires large
upfront costs and typically absorbing years of substantial losses before earning profits.
While Tesla Motors has shown that driven companies can insert themselves, the
company’s history also underscores the difficulty of new entrants obtaining sizable market
shares. Relatedly, substitutes do not pose a substantial competitive threat, as most
substitutes are operated publicly. These include public bus transportation, light rail, and
commuter rail operations. For many, a car serves to transport them farther than they
might wish to travel by bicycle but shorter than they might travel by airplane, long-
distance bus, or long-distance rail. The automobile is also notorious for providing a
freedom not available with most of these substitutes.
Plans for the Jetta aside, the company has achieved remarkable success. In 2014, it
achieved its target of delivering at least 10 million vehicles for the first time in its history.
Furthermore, earnings, dividends, and the stock price have all risen despite outlays for
takeovers that have not been fully finalized.
Table 1: Cash Flow Statement by Division, Volkswagen Group
Cash and cash equivalents at Dec. 316 18,634 22,009 16,010 19,285 2,624 2,724
Securities, loans and time deposits 18,893 17,177 11,424 9,515 7,468 7,661
Gross liquidity 37,527 39,186 27,435 28,800 10,092 10,386
Total third-party borrowings -133,980 -121,504 -9,795 -11,932 -124,184 -109,572
Net liquidity -96,453 -82,318 17,639 16,869 -114,092 -99,186
1 Including allocation of consolidation adjustments between the Automotive and Financial Services divisions.
2 Net of impairment reversals.
3 These relate mainly to the fair value measurement of financial instruments, application of the equity method and reclassification of gains/losses on
disposal of noncurrent assets to investing activities.
4 Before consolidation of intragroup transactions: €22,217 million (€21,270 million).
5 Net cash flow: cash flows from operating activities, net of cash flows from investing activities attributable to operating activities.
6 Cash and cash equivalents comprise cash at banks, checks, cash-in-hand and call deposits.
Source: Volkswagen Group Annual Report 20147
1. Re-engage with the low price point and re-establish a presence in the most
affordable segment of the passenger vehicle market. While coverage of the full
spectrum of price points has served the company well, there is a high demand for
affordable vehicles, and Volkswagen would benefit from leveraging its
experience with this segment to maintain a high market share at low price points.
2. Leverage research conducted under the Audi brand to increasingly bring driving
automation and other high-end technologies to other brands within the group.
The potential spillover effects from this vanguard technology in Audi could benefit
the Porsche business line, while Porsche could offer Lamborghini and other Group
members valuable high-performance hybrid technology.