Complete the task below. (100)

Having been appointed as Marketing Manager of Volkswagen just after the emissions incident happened, you are

required to advise the board on the most appropriate brand crisis management and provide a revised marketing

strategy going forward, to restore confidence in the brand and prevent any further negative impact on the brand.

You are required to research this incident and the company in detail.

You may use the following link to commence with your research:

https://www.econstor.eu/bitstream/10419/174928/1/cesifo1_wp6805.pdf

Your report should focus on the following issues:

1. Situation analysis: assess the current situation that Volkswagen is facing

2. The impact the incident had on the brand

3. Volkswagen's positioning strategy before and after the incident and assess how this situation has affected the

positioning of the brand in the mind of the consumers.

4. Commentary on the Public Relations steps and approach taken.

5. The importance of ethics and its impact on business and advertising with reference to the current situation.

6. Revised Marketing strategy GOING FORWARD.