UNIVERSITY OF MUMBAI

A STUDY ON,

MARKETING & ENVIRONMENT ANALYSIS

OF VOLKSWAGEN BEETLE

SUBMITTED TO THE UNIVERSITY OF MUMBAI, IN PARTIAL FULFILMENT TO

RECIEVE THE AWARD OF MASTERS IN COMMERCE

PART-1 SEM (I)

BY

SANDHYA JADHAV

ROLL NO. 10

SEMESTER I, 2015-2016

SMT.CHANDIBAI HIMATHMAL MANSUKHANI COLLEGE ULHASNAGAR421003

UNIVERSITY OF MUMBAI

2015-2016

Department of Commerce

Certificate
Thisistocertifythat,MsSandhyaJadhavofM.Com.I,Sem.I(rollno.10)
has successfully completed the project titled Marketing & Environment
AnalysisofVolkswagenBeetle.undermyguidancefortheAcademicYear
201516.Theinformationsubmittedistrueandoriginalaspermyknowledge.

Prof.PrakashNMulchandani
(ProjectGuide)

Prof.GopiShamnani Dr.PadmaV.Deshmukh
(Coordinator,M.ComCourse)
(I/CPrincipal)

ExternalExaminer

DECLARATION

We, the students of SMT. CHANDIBAI HIMATMAL MANSUKHANI

COLLEGE, ULHASNAGAR studying in Second Year of Bachelor of
Management Studies (SYBMS) hereby declare that we have completed this
project on Marketing&EnvironmentAnalysisofVolkswagenBeetle in
the academic year 2015-16 for the paper titled Basics of Financial Services.
The information submitted is true and original to the best of our knowledge.

Sandhya Jadhav

ACKNOWLEDGEMENT

The present work is an effort to throw some light on Marketing&Environment

AnalysisofVolkswagenBeetle. The work would have not been possible to come

to the present shape without the able guidance, supervision, and help to me by number
of people
Firstly, I would like to thank almighty lord, my Parents and relatives for being there
for me every time I needed them.
I would like to thank my professors for being there every time I needed her. I owe the
debt to our principal for giving me an opportunity to present a creative outcome in
form of project.
Last but not the least I would like to thank each and every soul who directly or
indirectly contributed to the success of this project.

Executive Summary

The Companys historical focus was on the Northeastern part of the United States. However,
in the last decade our growth strategy has been predicated on both geographic expansion and
strategic acquisitions. The Company has sought organic growth via the opening of noninventory stocking cross-docks and, to a lesser extent, strategically located distribution
centers. This strategy has allowed us to use our hub-and-spoke distribution network to expand
and better serve our customers in this market.
During 2005, we opened new cross-dock facilities and acquired the stock of Blacksmith and
Reliable. The Blacksmith acquisition strengthened our presence in the Midwest and provided
us access to new customers, vendors and the ability to integrate Blacksmiths operations into
the Companys infrastructure. The Reliable acquisition provided us access to new customers
and the ability to consolidate Reliables operations into the Companys infrastructure.
In 2006, we opened a warehouse distribution center in Austell, Georgia to improve service to
customers in the Southeast region.
During 2007, we relocated our Corona, California warehouse and opened two new crossdocks to improve our service to customers in both the West Coast and Northeast regions.
We took a number of actions to improve efficiencies in the warehouse and logistics
environment and to respond to the challenging economic environment of 2008. In 2008, we
opened new cross-docks in Burley, Idaho and Houston, Texas. We also closed cross docks in
Long Island, New York and Evansville, Indiana as well as implemented a cost reduction
program throughout the company. In addition to the changes in our cross-docks during 2008,
we also completed the Arrow Asset Purchase. Arrow was a distributor and marketer of
automotive aftermarket accessories and equipment in the central and southeastern United
States.

Objective
To know the relationship of sales with the advertisement.
To know awareness of people towards Amul Milk.
To know which advertisement tool is mostly preferred by people.
To know the preference of Amul Milk with comparison to
Other competitive brands.

INDEX
SR.NO Particulars

Page No

1.

Introduction of Market Analysis

1-5

Automotive Industry

6-9

Marketing Communication

10-15

4.

SWOT

16-17

5.

Market Segmentation

18-21

6.

Marketing Environment

22-26

7.

Macro Environment

27-30

8.

Review of Literature

31-38

9.

Conclusion

39

10.

Bibliography

40