The Volkswagen Group, known as the people's car, has been a very successful company since its founding in 1937. (Volkswagen founded in 2014) The Volkswagen Group is well known for having succeeded in becoming one of the world leaders in the automobile industry. Volkswagen is also identified as the Volkswagen Group, but there is also a co-brand consisting of twelve other car manufacturers such as Audi and Porsche. The marketing mix of this company has focused on producing different types of vehicles that can meet all the needs of its customers. The Volkswagen product offers small vehicles like the VW Golf, medium vehicles like the VW Jetta, and larger vehicles like the WV Tiguan. The purchase price of a Volkswagen vehicle depends on many factors such as product type, engine displacement, fuel type, customization and also location. Currently, Volkswagen has 106 manufacturers worldwide and also sells its products in 153 countries. (Volkswagen, 2013) Volkswagen's main promotional strategy implements the financing options offered to consumers when they wish to purchase a Volkswagen vehicle. Volkswagen vehicles are classified as exported luxury vehicles and affordable for buyers. The vehicles have been developed to meet customer needs such as comfort level of seats and maximizing space in the vehicles. The company focused on presenting high-quality vehicles that provide safety and power on the road. However, there are still many challenges and opportunities that Volkswagen could address in order to reposition itself in the market. This reason is strongly believed since Volkswagen has many competitors in this market. There... middle of paper ......aw-Hill. (2013). Integrated marketing communications. Trial in the United Kingdom. (2014). Extract from the brand strategy adopted by an automobile manufacturer Volkswagen: http://www.ukessays.com/essays/marketing/brand-strategy-adopted-by-an-automobile-company-volkswagen-marketing-essay.phpVolkswagen. (December 31, 2013). Extract from the Group: http://www.volkswagenag.com/content/vwcorp/content/en/the_group.htmlVolkswagen. (February 12, 2013). Retrieved from Sales and Marketing: http://annualreport2012.volkswagenag.com/managementreport/value-enhancingfactors/salesandmarketing.html Volkswagen. (2013). Taken from Stakeholder Management: http://nachhaltigkeitsbericht2012.volkswagenag.com/en/strategy/stakeholder-dialogue/stakeholder-management.htmlVolkswagen is founded. (2014). From The History Channel: http://www.history.com/this-day-in-history/volkswagen-is-founded