.0 EXTERNAL ANALYSIS 1.1 Industry Characteristics and trends 1.1.1 Definition of the market Volkswagen AG. is a German automaker that operates in the global automotive industry as a manufacturer and distributor. Volkswagen of America is one of its subsidiaries that based in the United States. Volkswagen's New Beetle is produced to target in the upper small car sector. ... The introduction of New Beetle in 1998 is an example that VW tried to revive the matured market and the slumping sales of VW's franchise. ... The increasing running expense may be favorable to New Beetle as the adv...

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