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Although Volkswagen had weak performance in the United States market for many years, the company announced its goal of doubling the number of vehicles it sells in the US by 2012 or 2013. VW wants to move from its niche status and become part of the mass market…
Jacoby says executives at the meeting laid out three choices: They could continue to lose considerable money selling cars that were too small and too expensive, they could surrender, or they could take the offensive. They chose option No. 3.
1. What suggestions might you offer Volkswagen for gaining more market share in the United States?
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2. Which success factors for international commerce does VW appear to be following?
3. Which success factors for international commerce does VW appear to need to strengthen?
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