Business Case Studies, Vision, Mission and Goals Case Study, Audi's BHAG,Benz and BMW

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Vision, Mission and Goals Case Study

Case Title:

Audi's BHAG: To Match the Exclusive Image of Mighty Benz and BMW – Can it Achieve?

Publication Year : 2005

Authors: Blessy keerthi, Srinath Manda

Industry: Automobiles


Case Code: VMG0008

Teaching Note: Not Available

Structured Assignment: Not Available

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Audi is the high-end German automobile manufacturer and one of the world's premium automotive brands. It is a 99% subsidiary of Volkswagen, Europe's biggest car maker. The 'Big Hairy and Audacious Goal' (BHAG) of Audi is to match the image of the mighty Benz and BMW. To achieve its goal, the company has adopted several growth strategies expanding its products and markets. Though Audi has been successful to a certain extent in achieving its goal, according to analysts, it has yet to overcome several other challenges.

Pedagogical Objectives:

  • To discuss the transformation of Audi from an ordinary brand to a luxury brand
  • To discuss the challenges for Audi.

Keywords : Audi AG; Mercedes Benz; Bayerische Motoren Werke (BMW); Marketing network problems; High profile customers; Core Competency & Competitive Advantage Case Study; German high-end car manufacturer; Volkswagen; August Horch; Sports utility vehicles (SUV); Big Hairy and Audacious Goal (BHAG); Martin Winterkorn; Structural problems and cultural clashes; Premium automobile brand; High performance luxury cars; JD Power & Associates Inc's rankings


  • AUDI's Background
  • AUDI's Growth as a Luxury Brand
  • Matching BMW and Mercedes – Strategies and Challenges
  • The Road Ahead

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