MANA 298 : mgt1203-2005-1[1].pdf
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Time allowed: two (2) hours + 10 mins reading time. Section a: case study compulsory (30 marks) Read the following case study and answer the following questions. It had successfully built a powerful position in new zealand as a small-car specialist with understated. New car buyers had bought into this image of volkswagen during the 1990"s starting with their fond memories of the beetle and moving onto the cost-competitive polo and golf. During the past decade volkswagen has successfully developed a sub-prestige category positioning itself midway between full-prestige brands like bmw or mercedes-benz and the more mass- market brands like toyota and ford. But now volkswagen had to change tack and build a position for a new vehicle, the touareg, in a very different category: prestige brands. Unlike volkswagen"s polo and golf, the touareg would be a large- engine, prestige car priced in the ,000-,000 range.
