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is there enough money to reach a broad market effectively), the dealers' efforts to sell/promote the car, of course product placement/promotion decisions, and finally it will effect the perception of the entire VW organization
Current Marketing Situation: Key Points ? Implications for #1 Issue
(1) Industry, Market, Environment
? VW image and sales rebound from 1993 to 1998 ? image still strong from new passat, drivers wanted campaign and North American International Auto Show
? Small car segment ? second largest market, high competition
? Consumers are highly anticipating the new beetle ? however, this is a different vehicle than its predecessor with a new group of potential buyers
? Dealers ? while only 10% exclusive, recent success (i...
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