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A SITUATION ANALYSIS FOR VOLKSWAGEN
GMBH
Public Relations
7001MAPA
Faculty of Arts & Humanities
Coventry University
, 2
Introduction:
This report will aim to conduct a situation analysis for Volkswagenwerk GmbH or more
commonly known as ‘Volkswagen’; a large automotive manufacturer located in Germany,
with a net worth of over $500 billion (Kabra, 2021). This situation analysis will be directly
targeted at Oliver Larkin (Head of Group Corporate and Public Relations), and Mike Orford
(Head of Press and Public Relations), at Volkswagen UK. The report will explore historical
events that may have impacted Volkswagen, as well as future possibilities/opportunities that
may affect the brand via a SWOT analysis.
According to Fert (2021), the Volkswagen group is the biggest automotive manufacturer in
the world, as of 2021, with an estimated revenue of $254 billion. The company, which was
founded in 1937, engineers, designs, and manufactures cars which are then sold on the global
market. Exploring the threats and opportunities in detail will allow for the proposal of
multiple public relation campaigns which aim to exploit these possibilities and help
Volkswagen navigate an uncertain future amongst the top automotive brands.
Strengths:
Volkswagen is a highly recognisable brand on a global basis with excellent brand recognition
as one of the oldest automakers in the world. First founded in 1937 by the German Labour
front, Volkswagen is now one of the most recognisable car brands in the world (Smith, 2006).
The VW Golf has seen major success in the automotive world. It is highly regarded as one
the best cars you can currently buy today (SMMT, 2021).
Volkswagen has seen strong financial performance in the global market according to Forbes
(2020) who rated the car maker:
A SITUATION ANALYSIS FOR VOLKSWAGEN
GMBH
Public Relations
7001MAPA
Faculty of Arts & Humanities
Coventry University
, 2
Introduction:
This report will aim to conduct a situation analysis for Volkswagenwerk GmbH or more
commonly known as ‘Volkswagen’; a large automotive manufacturer located in Germany,
with a net worth of over $500 billion (Kabra, 2021). This situation analysis will be directly
targeted at Oliver Larkin (Head of Group Corporate and Public Relations), and Mike Orford
(Head of Press and Public Relations), at Volkswagen UK. The report will explore historical
events that may have impacted Volkswagen, as well as future possibilities/opportunities that
may affect the brand via a SWOT analysis.
According to Fert (2021), the Volkswagen group is the biggest automotive manufacturer in
the world, as of 2021, with an estimated revenue of $254 billion. The company, which was
founded in 1937, engineers, designs, and manufactures cars which are then sold on the global
market. Exploring the threats and opportunities in detail will allow for the proposal of
multiple public relation campaigns which aim to exploit these possibilities and help
Volkswagen navigate an uncertain future amongst the top automotive brands.
Strengths:
Volkswagen is a highly recognisable brand on a global basis with excellent brand recognition
as one of the oldest automakers in the world. First founded in 1937 by the German Labour
front, Volkswagen is now one of the most recognisable car brands in the world (Smith, 2006).
The VW Golf has seen major success in the automotive world. It is highly regarded as one
the best cars you can currently buy today (SMMT, 2021).
Volkswagen has seen strong financial performance in the global market according to Forbes
(2020) who rated the car maker:
