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Name of Case: The New Beetle Decision Maker:
Name: Liz Vanzura, Charlie Waterhouse, Steven Keyes
Position: marketing director, director of product development, director of public relations
Key Issues/Problems:

(1) Manufacturing: supply problems need to be minimized
(Problem Urgency = II)
(2) Competition has low prices, reliability and established brands
(Problem Urgency = II)
(3) Pricing high for small car segment and younger market
(Problem Urgency = IV)
(4) Target market: do not want to alienate younger or older segment
(Problem Urgency = IV)
What is the #1 most important issue/problem, and WHY?
Target Market  positioning the new beetle correctly will effect pricing, the allocation of the advertising budget and use of advertising mediums (i.e. is there enough money to reach a broad market effectively), the dealers' efforts to sell/promote the car, of course product placement/promotion decisions, and finally it will effect the perception of the entire......

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Approximate Word Count: 1013
Approximate Pages: 5 (250 words per double-spaced page)

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