Company Info and Background ▷ Founded in 1937 in Wolfsburg,

Germany by the German Labour Front ▷ 3rd largest automaker in the world ▷ 2 million cars sold worldwide in Q3

2015. ▷ Q1 2015 to present, growth rate of

Volkswagen went down relative to market.

Industry and Competition

Stock Price Market Cap

Volkswagen $253.36 67B

Toyota $124.72 193B

Ford $13.99 57B

$92.36

The Situation ▷ September 2015, EPA found that Volkswagen had

software to change emissions reported. 482,000 cars in the U.S. were affected by this, 11 million worldwide. What has Volkswagen done since then?

●  New CEO - Matthias Müller ●  Sold Suzuki stock 19.9% for 1.5B for liquidity purposes. ●  Recalls will start for 8.5 million vehicles in Jan 2016. ●  Facing legal and criminal charges from many different

countries

Top Five Priorities

Opportunity for Communications ▷ Volkswagen was already lowering in growth - use this as

an opportunity to not only recover from crisis, but to do better by:

●  Re-establishing trust with customers

●  Improve internal communications and boost morale.

Target Audience Employees

Strategy: Increase morale amongst the employees, top and bottom.

Employees

Employees

Tactics:

▷ Redefine corporate priority

▷ Increase communication channels

▷ Credo

Employee

▷ Ensure appropriate benefits

▷ Counsel those that need help

▷ Guidelines to team building exercises

▷ Transparency within the organization

Customers ●  Transparent deals and sales

Employees

Tactics: Redefine Corporate Priority

▷ Give employees opportunity to speak up without negative consequences by providing anonymous chats

▷ Make sure their voice is heard and appreciated by creating a public blog ‘from the inside’

Employees

Tactics: Increase Communication Channels

▷ Johnson & Johnson

Employees

Tactics: Credo

Target Audience Customers

Customers

Strategy: Become an eco-friendly leader in the automotive industry.

Customers

Tactics: ▷ CSR Partnerships (Greenpeace, College/Universities) ▷ Pioneer Hybrid/Electric Auto Show ▷ Introduce new electric Phaeton model ▷ Media

Customers

Tactics: CSR Partnerships ▷ Eco-Friendly Organizations (ie. Greenpeace USA/EU)

○  Revamp parks/create new parks ○  Install new tech within parks

Customers

Tactics: Strategic Partnerships ▷ College/University

○ Educational Programs ○ Clubs on campus

Customers

Tactics: Pioneer Hybrid/Electric Auto Show

●  Leader in clean, green

automotive technology ●  United States/Europe ●  Auto show amenities ●  Guest Speakers ●  Media

Customers

Tactics: Introduce and educate on new electric Phaeton model

●  New Flagship ●  VW Phaeton Features ●  Change in Focus ●  Appealing to Customer ●  Media

Evaluation

Employees: ▷ Morale ▷ Retention ▷ Engagement

Customers: ▷ Trust ▷ Brand Perception ▷ Sales

Thanks! Any questions?