INTRODUCTION

• INTRODUCTION• IS DEFINED AS VORSPRUNG DURCH TECHNIK, WHICH

MEANS PROGRESS TO TECHNOLOGY.
• • FOUNDED BY AUGUST HORSH ON THE 16TH DAY OF JULY, 1909 IN
ZWICKAY, GERMANY.
• • ITS HEADQUARTERS IS SITUATED IN INGOLSTADT, BAVARIA,
GERMANY.
• • IT IS CURRENTLY A SUBSIDIARY OF VOLKSWAGEN AG WHICH HOLDS
99.55% OF THE TOTAL STAKES OF AUDI SINCE 1966 AFTER ITS
PURCHASE FROM ITS FORMER OWNER DAIMLER-BENZ.
• • AUDI IS REPRESENTED IN 110 COUNTRIES WORLDWIDE AND SINCE
2004, AUDI HAS BEEN SELLING ITS PRODUCTS IN THE INDIAN MARKET.
 MISSION

• MISSION IS AN INTERNATIONALLY REOWNED

MANUFACTURER OF HIGH-QUALITY CARS. OUR
SUCCESS HAS BEEN ACHIEVED
THROUGHCREATIVITY, COMMITMENT AND THE
ABILITY TO GENERATEENTHUSIASM. THE
WISHES AND EMOTIONS OF OUR CUSTOMERS
ARETHE GUIDING PRINCIPLE BEHIND OUR
EVERY ACTION. WE STRIVE TOLEAD THE WAY IN
THE FIELD OF INNOVATION. WE AIM TO
ESTABLISHNEW STANDARDS TO SUBSTANTIATE
OUR BRAND CLAIM OF. . .
 THE LIFE
CYCLE
• THE LIFE CYCLE• ’S SALES IN 2010, OF THE AUDI EXECUTIVE
CLASS WAS 6,59,748. ITS IN ITS MATURITY STAGE OF ITS LIFE
CYCLE.
• • THE TOTAL SALES OF THE SPORTS CLASS WAS 29,697. THE
SPORTS RANGE OF AUDI IS ITS PREMIUM SEGMENT IN WHICH
CARS ARE WORTH AROUND 500,000 USD. THIS SEGMENT OF
AUDI IS IN ITS GROWING STAGE.
• • THE SUV RANGE OF AUDI SOLD 2,03,541. THE SUV RANGE HAS
NOT BEEN ABLE TO ACQUIRE THE MAJOR MARKET POSITION
DUE TO STIFF COMPETITION FROM THE MAIN RIVALS PORSCHE,
BMW, MERCEDES- BENZ AND THE SUV KING, LAND ROVER.
THUS IT IS AT ITS PEAK LEVEL OF THE PRODUCT LIFE CYCLE.
 THE CATEGORIES
AUDI MANUFACTURES AUTOMOBILES IN 3 CATEGORIES, WHICH ARE-
• THE EXECUTIVE CLASS.

AUDI A4 AUDI A5 AUDI A6

AUDI A7 AUDI A8 (FULL- SIZE LUXURY CAR)

 AUDI’S SPORTS CLASS-
• AUDI TT.
• AUDI R8.
• AUDI TTS.
• AUDI TTRS
AUDI’S SPORT UTILITY VEHICLE (SUV) RANGE

AUDI Q3 AUDI Q5 AUDIQ7

ENSURING SALES
• AUDI HAS MAINTAINED ENORMOUS SALES AFTER BEING AQUIRED
BYVOLKSWAGEN AKTIENGESELLSCHAFT (AG).
• AUDI ENSURES ITS SALES BY PROMOTING ITS BRAND AND ITS
CARSTHROUGH-
1. PROMOTING THE BRAND IN RALLIES AND RACES.
2. AUDI IS THE MAJOR CAR WHICH IS USED IN MAJOR MOVIES.
3. SPONSORING MAJOR SOCCER CLUBS, BASEBALL AND BASKETBALL TEAMS.
4. THE AUDI MILEAGE MARATHON AND AUDI E-TRON.
5. PROMOTES THROUGH VIDEO GAMES.
ARE THEY RELATED TO EACH OTHER??

• TECHNOLOGY
• PRICE
• DESIGNS
• ENGINES
• SELECTION CRITERIA
SWOT ANALYSIS AUDI

• STRENGTHS

1. BRAND REPUTATION.
2. TECHNOLOGY, CREATIVITY AND INNOVATION.
3. LARGE PANEL OF PRODUCTS.
 SWOT ANALYSIS AUDI

• WEAKNESS

• DOESNT OPERATE ON THE HUGE SCALE.

• CONCENTRATES ONLY ON THE HIGH CLASS MARKET.
• NO SUBVENTION FOR HIGHER MODELS (A6, A8).
SWOT ANALYSIS AUDI

OPPORTUNITY

• NEW EMERGING MARKETS OF CHINA AND INDIA.

• GROWTH IN NEW CAR SALES IN THE ASIAN MARKET.
• POSITIVE IMPACT OF FDI.
• EXTEND LOAN TENOR TO 84 MONTHS.
SWOT ANALYSIS AUDI
THREATS

1. GIANT COMPETITORS.
2. IMPACT OF RECESSION.
3. ECONOMIC SLOWDOWN.
4. HIGHER SUBVENTIONS OFFERED BY COMPETITORS.