Company Info and

Background
Founded in 1937 in Wolfsburg,
Germany by the German Labour
Front
3rd largest automaker in the world
2 million cars sold worldwide in Q3
2015.
Q1 2015 to present, growth rate of
Volkswagen went down relative to
market.

Industry and Competition

Stock Price

Market Cap

Volkswagen

$92.36
$253.36

67B

Toyota

$124.72

193B

$13.99

57B

Ford

The Situation
September 2015, EPA found that Volkswagen had
software to change emissions reported. 482,000 cars in
the U.S. were affected by this, 11 million worldwide. What
has Volkswagen done since then?
New CEO - Matthias Mller
Sold Suzuki stock 19.9% for 1.5B for liquidity purposes.
Recalls will start for 8.5 million vehicles in Jan 2016.
Facing legal and criminal charges from many different
countries

Top Five Priorities

Opportunity for
Communications
Volkswagen was already lowering in growth - use this as
an opportunity to not only recover from crisis, but to do
better by:
Re-establishing trust with customers
Improve internal communications and boost morale.

Target Audience
Employees

Employees

Strategy:
Increase morale amongst the
employees, top and bottom.

Employees

Tactics:
Redefine corporate priority
Increase communication channels
Credo

Employees
Tactics: Redefine Corporate Priority

Employee

Customers

Ensure appropriate benefits Transparent deals and sales

Counsel those that need help
Guidelines to team building exercises
Transparency within the organization

Employees
Tactics: Increase Communication Channels

Give employees opportunity to speak up without

negative consequences by providing anonymous chats
Make sure their voice is heard and appreciated by
creating a public blog from the inside

Employees
Tactics: Credo

Johnson & Johnson

Target Audience
Customers

Customers

Strategy:
Become an eco-friendly leader in the
automotive industry.

Customers

Tactics:
CSR Partnerships (Greenpeace, College/Universities)
Pioneer Hybrid/Electric Auto Show
Introduce new electric Phaeton model
Media

Customers
Tactics: CSR Partnerships
Eco-Friendly Organizations (ie. Greenpeace USA/EU)
Revamp parks/create new parks
Install new tech within parks

Customers
Tactics: Strategic Partnerships
College/University
Educational Programs
Clubs on campus

Customers
Tactics: Pioneer Hybrid/Electric Auto Show
Leader in clean, green
automotive technology
United States/Europe
Auto show amenities
Guest Speakers
Media

Customers
Tactics: Introduce and educate on new electric
Phaeton model

New Flagship
VW Phaeton Features
Change in Focus
Appealing to Customer
Media

Evaluation
Employees:
Morale
Retention
Engagement

Customers:
Trust
Brand Perception
Sales

Thanks!
Any questions?