Volkswagen New Beetle

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Title: Volkswagen New Beetle

Essay Details:

Subject: Miscellaneous

Author:

Date: February 1, 2013

Level: University

Grade: B

Length: 5 / 1415

Essay text:

A research conducted showed mixed reviews and opinions about the car. The target market encompassed Volkswagen's core audience of 18 - 34 years olds and baby boomers. Buyer's characteristics were identified as confident, individualistic, and a desire to be the center of attention. In addition, Volkswagen felt it could leverage the nostalgia surrounding the car. However, appealing to young adventurous individuals and nostalgic baby boomers seems to be contradictory. If the company is not able to target the market appropriately, the brand will be inconsistent, misleading customers. Volkswagen is aiming to make its brand relevant...

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