VW Golf from People's to Luxurious Car : A Repositioning Case

About Us

Ipmi Repository is an online archive service which is managed by IPMI Library - Learning Resource Center. Established for collecting, managing, saving, preserving and disseminating digital copies of intellectual output of IPMI International Business School such as academic journal, books, theses, Group Field Project, Community Involvement Project, Case Study, conference paper, and other types of research publication. The main objective of this repository is to provide long-term, public, open access and easily retrieve to the digital collection to support teaching-learning process.

"Knowledge without observation is nil"

Mustaan, Abdu Mujib and Ticoalu, Linda and Utomo, M.Hendro and Wahid, Marvil A and Affandi, Muhammad and Thiagarajen, R and Darmawan, Wishnumurti (2002) VW Golf from People's to Luxurious Car : A Repositioning Case. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

[img] Image
243_VW Golf From People's To Luxurious Car a Repositioning Case.pdf - Submitted Version
Restricted to Registered users only

Download (39MB)


VW come back to Indoneala market in 2001 under PT. Car & Cars Indonesia (CC after 20 yeare abaent. CCI aell 3 variante of VW: Golf, New Beetle and Passat. The target sale from September 2001 to December 2001 is 60 units with the componition 70 % Golf, 25 % Passat and 5% New Bettle. The target aale for January to December 2002 in 300 -400 units. VW Oolf in the backbone of the CCI business strategy that is why we concentrate on this product on our market research. CCI together with the agencies has developed the new positioning statement for VW in Indonesia The advertining theme in 'Rethink Lunury. The terminelogy itself contain the underatanding of high standard quality, good design, performance and comfort. CCI offers premium price for all of VW car models to the consumers. Thin price level is higher than hatchback car for the same class product. For communication, CCI use Public relation and advertising agencies. The goal of this activitics is to enhance the corporate and product image. In 2001, CCI opened one show room at Wiama Indomobil 1" floor at JL Gatot Subroto, South Jakarta, one workshop at Pantai Indah Kapuk, North Jakarta and one warehouse for spare part at Sunter, North Jakarta. Research was done to collect the Na from target market and to confirm the elflectiveness of CCI strategy The objective is to recognize product usagr, market awareness, altitude, and product image toward VW Golf as initial indication. The research methodology is monadic and also we explore the respondent opinion toward competitor of luxurious car segment. The respondents consist of three first, is the potential customers who has car that valued more than IDR 300 million and has age between 20 to 60 years old. We got 62 respondents from this category. Second, is the VW Golf owner. We gt 14 respondents out of 45 VW Golf owner that listed in CCI data. Third, is the intermediary that consist of showrooms and workshops. Six respondents well cooperated with us to answer our questioners. The survey showed that there are discrepancies in expectation on luxury car fentures between the target market, the target market who has done test drive and VW Golf owner. The target market perceived that comfortable suspension and after sales ervice are the most important followed by renale value, acceleration, machine performance, design and interior man roof, According to respondent who has done test drive, they said that power steering and machine performance of VW Golf were the The target market perceived that price of luxurious car is about IDR 315 million. Most respondenta claimed that the reason not to chose VW Golf is due to lack of information to them. There is perception gap between target market and Vw Golr owner in seeing VW Oolf competitors. Target market see Peugeot as closest competitor, meanwhile Golf owner see Audi A3 as closest competitor. TV is the most exposed media to the respondents, but this media has not been use effectively yet. It is proven that most respondents got the information about VW Golf through printed media. Test drive is a powerful tool to introduce VW Golf, Respondent have positive opinion after thay do the test drive. Branding is very important for luxury market car because customer not only concern about quality of product but also about status- prestige - self-expression. Therefore, the brand of vW must deflne the three values to get succeed in this market. We recommend CCI to focus on VW brand in developing luxurious image and put VW Golf as "the mest advanced hatchback to avoid direct competition with Mercedes Bena and BMW. TV and printed media should be used effectively to convey advertisement. The frequency, TV station and program selection are very important. Testimony advertising with various background of people like businessman, high class housewife or family and children et cetera need to be considered to invite the influencer group to think about VW Golf. It is recommended to expose the target market with features of vw Golf through test drive experience. The other challenge is how to improve the after sale service by increasing the number of workshop and distribution channel.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Library > GFP (Group Field Project)
Depositing User: Latifah Latifah
Date Deposited: 16 Jan 2020 02:53
Last Modified: 16 Jan 2020 04:44
URI: http://repository.ipmi.ac.id/id/eprint/107

Actions (login required)

View Item View Item