Audi A1, une success story

Abstract : The Audi company (Volkswagen group) decides to launch the new Audi A1 model in 2018. The objective is to become a major player on the market segment of small premium cars for city-dwellers, which is characterised by strong growth. To sell the new Audi A1 model, the company has to face direct competition from three other models: the MINI, the Citroën DS3 and the Alfa Romeo MiTo. The students are asked to prepare a marketing-plan for the new Audi A1 model for the French market: internal and external analysis, marketing strategy (market segmentation, target definition, product positioning) and marketing-mix (product, price, distribution and communication policies). Prepared in close collaboration with the marketing team of Audi, this case-study presents the marketing plan for the new Audi A1 model. The case-study covers detailed information about the Audi brand, the evolution of the automobile market and the segment of premium city cars. This case-study is the updated version of the case M1749 (GB) “Audi A1: Marketing a premium city car” that has received the Prize “Top Case in Marketing” of CCMP in 2012.
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Contributor : Ulrike Mayrhofer <>
Submitted on : Sunday, August 27, 2017 - 11:28:39 AM
Last modification on : Monday, December 2, 2019 - 12:23:49 PM


  • HAL Id : hal-01577649, version 1



Sylvie Hertrich, Ulrike Mayrhofer. Audi A1, une success story. 2017. ⟨hal-01577649⟩



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