Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management.

Description: Volkswagen AG’s Audi, the luxury brand trying to double its U.S. sales, has lowered the sticker price of its redesigned A6 midsize sedan to grab more market share.

Source: Businessweek.com

Date: 08/19/2011

Link:  http://www.businessweek.com/news/2011-08-19/audi-cuts-a6-price-as-lure-for-u-s-bmw-mercedes-drivers-cars.html

Questions for discussion:

  • Summarize how Audi is trying to use price to gain market share.
  • Do you think this strategy will hurt the brand with the more expensive car-buyer?

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