Volkswagen of America introduced the new Beetle at the Detroit auto show in January 1998 to rave reviews in the press, and the automotive industry gurus. Elizabeth Vanzura, director of marketing for Volkswagen U.S. was challenging convert that enthusiasm into sales. Her first set of decisions related to the selection of the target market and positioning New Beetle. Includes color exhibits.
To enhance their effectiveness, color cases should be printed in color. “Hide
by Rajiv Lal Source: HBS Premier Case Collection 30 pages. Publication Date: September 11, 2000. Prod. #: +501023- PDF-ENG