An analysis of marketing environment of FAW-Volkswagen
Content page
Chapter 1 Introduction 2
1.1 Introduction of research background 2
1.2 Research Topic 2
1.3 Reason and aim of this marketing research 2
1.4 Scope of the dissertation 3
Chapter 2 company description 4
2.1 company background 4
2.2 McKinsey's 7-S model 4
2.3 Porter's Value Chain analysis 6
2.4 Market-Attractiveness & Business-Attractiveness model 6
2.5 company’s financial situation 7
Chapter 3 Initial analysis 8
3.1 Macro-environment 8
3.2 Micro-environment 11
3.3 Five force analysis 14
Chapter 4 research design 16
4.1 Research objective 16
4.2 research question 16
4.3 Research design 16
Chapter 5 external research of Consumer -questionnaire survey 18
5.1 survey customer image of company 18
5.2 Summary of opportunity &threat 21
Chapter 6 Internal research of Company’s marketing strategy 22
6.1 marketing mix -4PS 22
6.2 summaries of strength &weakness 25
6.3 SWOT analysis 26
Chapter 7: Conclusion and recommendation 28
Reference 30
Appendix 31