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The Resource Volkswagen South Africa : VW up! marketing, Yvonne Saini, Stephanie Townsend

Volkswagen South Africa : VW up! marketing, Yvonne Saini, Stephanie Townsend

Label
Volkswagen South Africa : VW up! marketing
Title
Volkswagen South Africa
Title remainder
VW up! marketing
Statement of responsibility
Yvonne Saini, Stephanie Townsend
Creator
Contributor
Author
Subject
Language
eng
Summary
At the beginning of August 2016, Bridget Harpur, marketing brand manager for Volkswagen Group South Africa (VWSA), and Mark Handley, national sales manager, were debating how to grow sales of the entry-level VW up! that VWSA had launched in February 2015. The entry-level passenger car category was relatively small and highly competitive. The VW up! was VWSA's first car ever to target this market category. The car had maintained an average 8.5% market share since its launch. Handley and Harpur believed it had potential to build this share, especially among young, urban drivers. The question was how to adjust the communication strategy to capture the attention of this market
Member of
Cataloging source
CaToSAGE
http://library.link/vocab/creatorName
Saini, Yvonne
Dewey number
338.476292
Illustrations
illustrations
Index
no index present
LC call number
HD9710.A2
LC item number
S25 2016
Literary form
non fiction
Nature of contents
dictionaries
http://library.link/vocab/relatedWorkOrContributorName
Townsend, Stephanie
Series statement
SAGE Knowledge. Cases
http://library.link/vocab/subjectName
  • Harpur, Bridget
  • Handley, Mark
  • Automobiles
  • Volkswagen Kommunikation
Target audience
specialized
Label
Volkswagen South Africa : VW up! marketing, Yvonne Saini, Stephanie Townsend
Instantiates
Publication
Note
  • Originally published in Saini, Y., & Townsend, S. (2016). Volkswagen South Africa: VW up! Marketing. WBS-2016-15. Johannesburg: The Case Centre, Wits Business School
  • 2Teacher Notes for Sage Business Cases are available for academic staff. Contact the Liaison Librarian for Business and Management for details3
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
SAGE000003851
Extent
1 online resource
Form of item
online
Isbn
9781526430595
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Specific material designation
remote
Label
Volkswagen South Africa : VW up! marketing, Yvonne Saini, Stephanie Townsend
Publication
Note
  • Originally published in Saini, Y., & Townsend, S. (2016). Volkswagen South Africa: VW up! Marketing. WBS-2016-15. Johannesburg: The Case Centre, Wits Business School
  • 2Teacher Notes for Sage Business Cases are available for academic staff. Contact the Liaison Librarian for Business and Management for details3
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
SAGE000003851
Extent
1 online resource
Form of item
online
Isbn
9781526430595
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Specific material designation
remote

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