Audi A3, Marketing Mix, 4P
This document will present the Audi A3 and will analyse the 4P of the marketing mix of this car on the French Market and on the US market : Product, Place, Promotion, Price. In the last part, you can find a comparison of the marketing mix on this two different market and check if the difference can be linked to cultral differences!
[...] We think that this is a common situation when it comes to the automobile market and advanced technology market. There are differences between A3 in France and America, primarily when it comes to the product availability and the promotion of the A3. We think that this is an effort of adaptation, to effectively meet the needs of the current and local market. Through our research we have gained the knowledge that this concept, to adapt in order to be effective, seems to have been a success in the countries that we have looked into. [...]
[...] This can also be explained by the arguments above. Place There is no real difference between the two countries. Audi A3 is sold through official dealers both in France and in the United States. Price The price is usually lower in The United States, but we have to be aware of a strong euro difference. Conclusion In our opinion, Audi has a relatively standardized approach to the market in America and in France as well as towards the automobile market itself. [...]
[...] Mix Marketing Comparison After doing a marketing mix of the Audi A3 in both France and USA, we have found that there are a few significant differences. Product When we look at the product, the Audi A3, in France we see that the range of models of the A3 is bigger. In France the A3 is available in the models: three doors, convertible and “Sportback”. While the US market only offers one model of the car, which is five doors. [...]
[...] As mentioned before, the Audi A3 is also available for leasing. This is an attractive alternative if you for example only plan to drive the car for less than four years, or if the miles you intend to drive per year is equal or less than Price Premium Premium Plus A TFSI USD 27,270 € 19,600 USD 29,270 € 21,000 A TDI USD 30,250 € 21,800 USD 32,250 € 23,200 The currency conversion is based on 16th March exchange rate € = $1,3922). [...]
[...] for its advertising campaign “The green police" and in 2010, Audi won the award for "Green Car of the Year” with its A3 TDI model. This award and campaign are contributing to the image of the Audi A3 as one of the most environmentally friendly cars on the market. Audi USA is also available on Facebook which makes it easier for the company to create awareness amongst a bigger part of the American population. Place The product, the Audi A3, is sold at Audi dealers across the United States, and reaches across 49 of the 50 states. [...]
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