The Resource Volkswagen South Africa : VW up! marketing, Yvonne Saini, Stephanie Townsend
Volkswagen South Africa : VW up! marketing, Yvonne Saini, Stephanie Townsend
Resource Information
The item Volkswagen South Africa : VW up! marketing, Yvonne Saini, Stephanie Townsend represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in University of Liverpool.This item is available to borrow from 1 library branch.
Resource Information
The item Volkswagen South Africa : VW up! marketing, Yvonne Saini, Stephanie Townsend represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in University of Liverpool.
This item is available to borrow from 1 library branch.
- 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
- Language
- eng
- Extent
- 1 online resource
- 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
- Isbn
- 9781526430595
- Label
- Volkswagen South Africa : VW up! marketing
- Title
- Volkswagen South Africa
- Title remainder
- VW up! marketing
- Statement of responsibility
- Yvonne Saini, Stephanie Townsend
- 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
- 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
- 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
- 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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<div class="citation" vocab="http://schema.org/"><i class="fa fa-external-link-square fa-fw"></i> Data from <span resource="http://link.liverpool.ac.uk/portal/Volkswagen-South-Africa--VW-up-marketing/p-rFoGkoYio/" typeof="Book http://bibfra.me/vocab/lite/Item"><span property="name http://bibfra.me/vocab/lite/label"><a href="http://link.liverpool.ac.uk/portal/Volkswagen-South-Africa--VW-up-marketing/p-rFoGkoYio/">Volkswagen South Africa : VW up! marketing, Yvonne Saini, Stephanie Townsend</a></span> - <span property="potentialAction" typeOf="OrganizeAction"><span property="agent" typeof="LibrarySystem http://library.link/vocab/LibrarySystem" resource="http://link.liverpool.ac.uk/"><span property="name http://bibfra.me/vocab/lite/label"><a property="url" href="http://link.liverpool.ac.uk/">University of Liverpool</a></span></span></span></span></div>
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<div class="citation" vocab="http://schema.org/"><i class="fa fa-external-link-square fa-fw"></i> Data from <span resource="http://link.liverpool.ac.uk/portal/Volkswagen-South-Africa--VW-up-marketing/p-rFoGkoYio/" typeof="Book http://bibfra.me/vocab/lite/Item"><span property="name http://bibfra.me/vocab/lite/label"><a href="http://link.liverpool.ac.uk/portal/Volkswagen-South-Africa--VW-up-marketing/p-rFoGkoYio/">Volkswagen South Africa : VW up! marketing, Yvonne Saini, Stephanie Townsend</a></span> - <span property="potentialAction" typeOf="OrganizeAction"><span property="agent" typeof="LibrarySystem http://library.link/vocab/LibrarySystem" resource="http://link.liverpool.ac.uk/"><span property="name http://bibfra.me/vocab/lite/label"><a property="url" href="http://link.liverpool.ac.uk/">University of Liverpool</a></span></span></span></span></div>
