Volkswagen

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2009
A Strategic Analysis

Sunayna Ali Gabriel A. Huppé Yat Hong Sin

For: Professor Robert Forbes BUSI 4709B Strategic Management in International Business

Table of Contents
Executive Summary....................................................................................................................................... 5 Firm Overview – British American Tobacco (BAT).................................................................................... 5 External Environment Overview............................................................................................................... 5 Industry Analysis ....................................................................................................................................... 5 Corporate andBusiness Level Strategy .................................................................................................... 6 Introductory Summary .................................................................................................................................. 7 Macro Environmental Analysis..................................................................................................................... 9 Foreword .................................................................................................................................................. 9 Technological Trends ................................................................................................................................ 9 Trends Centering around Operative Efficiency..................................................................................... 9 Trends Centering around New Product Innovation ............................................................................ 12 Economic Environment Trend ................................................................................................................ 15 North America (US as a Proxy)............................................................................................................ 15 Europe (The European Union as a Proxy) ........................................................................................... 18 Asia (Japan as a Proxy) ........................................................................................................................ 20 Socio-CulturalEnvironment Trend ......................................................................................................... 22 North America (US as a Proxy) ............................................................................................................ 22 Europe (The European Union as a Proxy) ........................................................................................... 25Asia (Japan as a Proxy) ........................................................................................................................ 27 Political-Legal Environment Trend.......................................................................................................... 30 North America (US as a Proxy)............................................................................................................ 30 Europe (The European Union as a Proxy) ........................................................................................... 34 Asia (Japan as a Proxy) ........................................................................................................................ 39 Macro EnvironmentalSummary............................................................................................................. 41 Industry Analysis ......................................................................................................................................... 43 Strategic Group Map .............................................................................................................................. 45 Porter’s Five Forces...
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