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- Unit 1 - Exploring Business
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- PEARSON (PEARSON)
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Adam El Masmoudi GarciaM5
How innovation and enterprise has benefited VW?
Improvement of products
“We look to develop products that will make the most efficient possible use of energy, fuel and
resources.”
Volkswagen develops all vehicles and technologies with the goal of improving on the
environmental performance of their prior cars, which means that every new vehicle generation
from Volkswagen must be in between 10 and 15% more efficient that its predecessor. At the
Volkswagen brand, responsibility for product-related environmental protection lies with the
Environment Officer Product and is integrated into the Volkswagen management structure. This
means that Volkswagen is checking every step of the production of the car so they improve
towards all the environmental problems they had before.
Services and customer experience
Volkswagen Group UK has beaten off stiff competition to claim top customer satisfaction award
in recognition of its strategy of placing the customer at the center of its operations and activities,
and achievements in the key area of customer satisfaction. Volkswagen has shown that their
organization is committed to their customers at the very highest level.
Volkswagen Group is differentiating through its effective use of customer feedback and
evidence of empowering employees, placing customers at the heart of its business strategy.
As they say: “If we see a problem when we service your car, we’ll film it so you’ll see it too.”
This is a good strategy which is an innovation combined with creativity as this will create a
positive environment towards the brand, as Volkswagen is placing customers at the heart of its
business by showing them their services, making the cars more efficient and durable.
Business growth in terms of sales
Business growth in terms of sales is an important consideration of innovation and enterprise.
Business are always looking to increase their sales in order to make more profit and eventually
become a market leader. Volkswagen has had an increase in sales after the emission scandal,
being able to become the world’s number one car once again in terms of sales and popularity.
Volkswagen has seen this scandal as an opportunity to use this as a bounce back and develop
new ideas, new cars and a new technology for those cars, which will make them more efficient
and cleaner in terms of the environment and even safer for all the people who have diseases or
health problems.
Develop of new and niche markets
A niche market is a business that focuses on a product or service that is not being addressed by
mainstream providers. As a strategy, niche marketing is aimed at being a big fish in a small
pond instead of being a small fish in a big pond.
Volkswagen's recent niche marketing campaign for the electric car called e-Up has benefited in
this category as they have developed prototypes of environmentally friendly cars. It is simple,
clean, humorous and visible. This has increase the value of the VW name and awareness of VW
in general, especially with a new generation of buyers.
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