A short scenario/case study to read and research further, followed by an extended answer question.
– Plan a logical structure – create a set sub points/ questions that you will answer.
– Feel free to use bullet points, subheadings, or a table to organize ideas.
– Underline and highlight to identify key points in your answer.
Case Study – The Volkswagen ID. Buzz https://www.drive.com.au/news/volkswagen-id-buzz-confirmed-australia-2025/
From sports cars to SUVs, hatchbacks to pick-ups, Volkswagen Group (VW) has a vehicle for every garage and every wallet. Based in Wolfsburg, Germany, VW is now selling more than 10 million vehicles worldwide every year under several brands: Audi, Bentley, Bugatti, Cupra, Ducati, Lamborghini, Porsche, Seat, Skoda, Volkswagen Passenger Cars, and Volkswagen Commercial Vehicles. For the past few years, VW has been the world’s second-largest automaker by sales, just behind market leader Toyota in 2022. Industry experts note that new car sales typically fall when consumers are worried about inflation, unemployment or housing affordability.
Each of VW’s brands has a distinct image and targets a specific market. For example, the Bugatti sports-car brand conveys an image of exclusivity and premium luxury, targeting extremely affluent buyers. According to VW’s research, these buyers own dozens of cars as well as a few private jets, and can easily afford a seven-figure price for a stylish, speedy, status-symbol car.
At the other end of the spectrum, VW’s budget-priced Skoda and Seat brands target the mass market in Europe and Asia. And the VW Beetle is a popular model in the Australian product line-up, updated with retro styling for brand fans who appreciate the nostalgic touches, yet want modern performance at a modest price.
Looking to the future, VW is planning to retain its position as the world’s number one auto maker with a change to their product range. Recently they announced their new focus would be on electric vehicles, with a commitment to developing around 30 new battery electric-car models by the end of 2023.
In Australia, VW is planning to launch its latest electric vehicle offering–the Volkswagen ID. Buzz–in 2025. The Volkswagen ID. Buzz is a retro-modern combination of VW’s electric motor and battery with a nostalgic design reminiscent of the iconic VW Kombi that was popular in Australia in the 1950s.
Extended Answer Question
As a starting point, read the above case and watch the video for an introduction to the Volkswagen ID. Buzz. Then, find relevant sources to further develop your understanding of the Volkswagen ID. Buzz. Aim to build a deep understanding of the Volkswagen ID. Buzz and its various models, who might buy these vehicles, how these vehicles offer various elements of customer value, the brand image of Volkswagen (VW), and how the Volkswagen ID. Buzz compares to its direct and indirect competitors.
Once you have developed an understanding of the Volkswagen ID. Buzz, you are to produce a 1-page document that addresses all of the following points:
(a) Describe the consumer profile of ONE (1) segment of the market that is most likely to buy a Volkswagen ID. Buzz, based on your research about the Volkswagen ID. Buzz. Make sure that you use all of the four main consumer segmentation variables (Demographic/social, Psychographic, Behavioural, and Benefits sough) when building your segment profile. At the top of the page, include a title (of no more than four words) that best summarizes your selected customer segment. Within the page, you are also encouraged to include an image of your choice to depict your selected customer segment.
(b) Using any TWO (2) of the “4Ps” (marketing mix), describe in detail how the marketers of the Volkswagen ID. Buzz could appeal to the segment that you outlined in part (a).
