What impact crises have on market share and to what extent do the U.S. use crises to defend its market? : A study about the Volkswagen diesel- and CO2-issue / von Michael Pollok
Verfasser / Verfasserin Pollok, Michael
Begutachter / BegutachterinNosálová, Silvia
ErschienenWien, 2016
Umfang71 Blätter : Illustrationen, Diagramme
HochschulschriftTechnische Universität Wien, Master Thesis, 2016
HochschulschriftSlovak University of Technology in Bratislava, Master Thesis, 2016
Schlagwörter (EN)Automotive Industry / Volkswagen / - Diesel- and CO2 issue / - Automobile crisis / USA
URNurn:nbn:at:at-ubtuw:1-8556 Persistent Identifier (URN)
 Das Werk ist frei verfügbar
What impact crises have on market share and to what extent do the U.S. use crises to defend its market? [1.16 mb]
Zusammenfassung (Englisch)

This Master-s Thesis shows the impact regarding the sales figures in the United States of one of the latest crisis in the automotive industry, the Volkswagen dieseland CO2-issue. Therefore the official sales figures of the main important car manufacturers are consulted and analyzed. It is clearly visualized, that Volkswagen is not able to sell as many cars in the U.S. market as they did before the crisis and that their performance is below the average of the overall U.S. automobile market. Further the impact of the crisis on other competitors is shown, like Mercedes-Benz and BMW, who are both reporting a sales volume which is on the level of the previous year instead of being above like it has been the case before the diesel crisis. Contrary, the American OEMs are selling more cars which results in a plus of 0.8% of market shares for the American car manufacturers in the short time frame of only 9 months after beginning of the crisis, while Volkswagen lost 0.2% of market share in the U.S. market. As a pursuing question, the Master-s Thesis discusses to what extent the U.S. use the Volkswagen diesel- and CO2-issue to defend its market and in order to do so, the influence of the government, the competitive strategy of a company and the buying decision of a customer become topical. The American authorities have strict regulations regarding the emissions, which are a measure of protectionism. Although these regulations apply for every car manufacturer, they are taken as a legal basis for accusing Volkswagen with the resulting effect that Volkswagen lost market shares. Moreover a competitive advantage of Volkswagen by differentiation with help of diesel engines is crossed out. Last, the perceived customer value is reduced, for example the image benefit is less because of the effecting testimony of Volkswagen managers in front of the government. The results of this work are classified with help of a comparison with the Toyota crisis of the years 2009 until 2011 and by offering more information about the current characteristics of the U.S. market. Even if the long-term impact of the Volkswagen crisis cannot be foreseen, the different approach regarding the crisis communication and possible consequences are identifiable. Further, the current time, in which a high scrappage rate supports the saturated U.S. automobile market, is taken into account.

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