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VW DieselgateAnd a strategic response
By,
Team-1 1
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History & Issue Clarification [1]
Impact
$ 32.48 Bn in Fines/Liailities
$ 33.3! Bn in "ecall #ost
$ 8 Bn in rod%ction Loss
2&4 ' Loss in (ales
(toc) dropped * 3+' in a ,ee) and lost 4+' -ar)et
capitaliation
NOx Emission-Diesel Engine Technology
p to 11 0io. Veicles are aected
Aected Diesel ngine ariants 1.2l51.6l52.+l53.+l
#o--%nication gap ao%t te %sage o7 de7eat deices
VW & Made in Germany Brand image
loal War-ing a,areness targeting VW
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Anticipated changes in business environment
!stomersApologiing 7or te -ista)es#o-pensation oered toaected c%sto-ers"ecalling te inoled eiclesost o7 re,or)
ompany !lt!re"eerse rain drain as ,ell asne, :Wo-en; talent(trong and i-proedcorporate co-pliance progra-"eorganiation?@ asorers:assie or actie asorers;&0oilit*
"eg!lation hanges(trong reg%lations>e, e-ission testing-etods
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#T"ENGT$# WE%NE##
T$"E%T#O'O"T(NITIE#
Long istor* (econd largest a%to-oile-ar)et in te ,orld
"easonale price (trong presence gro,t in
#ina (trong 13 rands resence in *rid cars and
-otorsports
0ost cars are not eniron-ent7riendl* d%e to e-ission o7 >?@and #?2
Lo, -ar)et sare in (A andndia
De7a-ation decrease in salesa7ter diesel gate scandal
#anging c%sto-ers needs ncreasing gloal de-and 7or
%s -an%7act%ring AcC%isition o7 ne, co-panies (cope o7 eco&7riendl* eicle
-an%7act%ring #allenges to red%ce >?@
e-ission "oo- 7or social responsiilit*
>e, e-ission standards (trong co-petitors
>e, callenges in tecnicale@pertise
#%rrenc* %ct%ation d%e to!+' earning o7 it reen%eo%tside te e%ro one
SW! Analysis
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Solution Objectives
- Healing of VW Brand will take time! -
b"ectives
Key Problems
=arget 0ar)et cange
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