MKT 501 case 1 and slip: STP, PRODUCT MANAGEMENT & SITUATION ANALYSIS
Develop a report in terms of the following guidelines. A well-written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as “Brand Equity of VW”, instead of a sentence or a question. Read and cite required articles on Volkswagen’s emissions scandal, as well as additional research you have done, and address the following issues:
Briefly describe Volkswagen’s emissions scandal and provide background on the company and automobile industry.
Do you think Volkswagen’s brand reputation was severely damaged by the emissions scandal? How about its brand equity? Discuss what brand equity is, and how Volkswagen’s brand equity will be impacted.
How should Volkswagen handle the emissions scandal in an ethical way? Discuss the related ethical issues from both consumer and brand manager perspectives.
What can you learn from this case? What suggestions could you offer to executives of other car manufacturers?
Expectations Regarding Your References and Defense of Your Positions
Write clearly, simply, and logically. Your paper should be 750–1,500 words long, excluding title pages and references, but quality of writing is more important than length. Use double-spaced, black Verdana or Times Roman font in 12 pt. type size.
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