Homework: STP, Product Management and Situation Analysis
Overview
This Case Homework focuses on Volkswagen's emissions scandal and related brand management and business ethics issues.
Develop a report in terms of the following guidelines. A well-written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as "Brand Equity of VW", instead of a sentence or a question. Read and cite required articles on Volkswagen's emissions scandal, as well as additional research you have done, and address the following issues:
a. Briefly describe Volkswagen's emissions scandal and provide background on the company and automobile industry.
b. Do you think Volkswagen's brand reputation was severely damaged by the emissions scandal? How about its brand equity? Discuss what brand equity is, and how Volkswagen's brand equity will be impacted.
c. H,ow should Volkswagen handle the emissions scandal in an ethical way? Discuss the related ethical issues from both consumer and brand manager perspectives.
d. What can you learn from this case? What suggestions could you offer to executives of other car manufacturers?
Format your homework according to the give formatting requirements:
a. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
b. The response also includes a cover page containing the title of the homework, the course title, the student's name, and the date. The cover page is not included in the required page length.
c. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.