VW's Emission Cheating Found By Curious Clean-Air Group (Essay Sample)

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VW's Emission Cheating Found By Curious Clean-Air Group
Introduction
A university laboratory has rattled Volkswagen’s marketing strategy on clean diesel following the conduct of tests on three of its models. The company, which has become notable for the promotion of its vehicle models by marketing them as environmentally sustainable adopts the strategy that claims clean diesel as feasible had anticipated US carmakers to follow suit in the testing of emissions (Hull and Jeff N.p). The German automaker has managed to gain a significant foothold in the market in the United States, which notably adopts higher standards of emissions in comparison to the rest of the world. The failure of the company’s car models to pass the emission tests coupled with the fact that rival carmaker BMW passed a similar test is a massive blow to the marketing strategy of the company in the United States (Hull and Jeff N.p).
Environments
The company has struggled to gain a considerable foothold in the automobile market in the United States for a considerable length of time. One of the major strategies that the company is utilizing in attaining this objective is the promotion of its car models as environmentally sustainable. This approach has played a fundamental role in the successes that the company has achieved on this market, which is the second largest in the world (Hull and Jeff N.p). The dispelling of its lower emission claims holds some implications for the competitive and regulatory environments. From the perspective of the competitive environment, rival companies will most likely account for the subtle inclusion of the fact that the company has been falsely marketing its products during the previous few decades. From the regulatory perspective, the findings from the undertaking of these tests will most likely catch the attention of environmental regulators in the United States, which boasts of higher emission standards in comparison with the rest of the markets in which the company operates (Hull and Jeff N.p). The company will face the pressure of dealing with the dilemma of altering its marketing strategies. After ordering a probe into the findings arrived at in this context, the company may find itself in a scenario where it faces the prospect of altering the design of its product models to emulate its current marketing strategy. The high levels of competition and regulation on the market in the United States will force the company to rethink its marketing strategy (Czinkota and Ilkka 37).
Marketing Mix Variables
The findings arrived at in the conduct of these tests have some implications for the marketing strategies adopted by the company. While the company faces the prospect of altering the design of its vehicle models to ensure compliance with the relevant emission standards in the United States, it also faces the pressure of formulating a basis upon which to market its products. Its marketing strategies have primarily targeted the environmentally conscious clientele (Czinkota and Ilkka 37). This marketing strategy had proved useful in light of the tight environmental regulatory environment of the United States. The dispelling of the basis upon which the company has primarily marketed its products to this client base implies the need to formulate new marketing strategies....